One-Third of Gen X and Baby Boomer Shoppers Buy Products After Viewing Digital Ads

Gen X and Baby Boomer Shoppers Most Likely to Act on Digital Ads, New Study Finds

LoopMe, a leading AI-driven technology company focused on enhancing brand advertising performance, has released new data highlighting that Gen X and Baby Boomer consumers are particularly responsive to digital ads. According to a recent study, 37% of shoppers aged 45-54 and 40% of those aged 55-64 reported making purchases from ads they see online at least every few months, surpassing the overall average of 31%. These findings underscore the importance for marketers to target older demographics effectively to leverage their high engagement with online ads.

The research, conducted in October 2024, marks the 30th anniversary of the first-ever online ad, which debuted on Wired magazine’s HotWired website on October 27, 1994. This first banner ad—positioned at the top of a webpage—ushered in a new era of digital advertising, evolving into a variety of formats brands use today to capture consumer attention.

Additionally, the study revealed that 26% of consumers aged 45-64 are open to seeing ads in exchange for free online content, provided the ads are not intrusive. On average, 13% of this group prefer viewing ads over paying for content.

Reflecting on the evolution of digital ads over the past 30 years, the research also explored how US consumers perceive ad placement on webpages. The survey found that consumers are most likely to notice ads embedded within content, with 17% of respondents reporting this as the most frequent location where they see ads. This was followed by top-of-page ads (10%) and bottom-of-page ads (8%). Despite concerns about ad intrusiveness—33% of consumers feel ads have become overwhelming—younger shoppers are generally more positive about personalized and relevant advertising. In fact, 14% of 18-24-year-olds and 17% of 25-34-year-olds welcomed the increased relevance of ads.

Methodology

LoopMe surveyed 1,318 US consumers between October 15-28, 2024, to gauge their sentiment toward online advertising.

Note: The data combines responses from those who stated they make purchases from online ads “frequently (weekly),” “occasionally (monthly),” and “rarely (every few months)” in response to the question: “How often do you make purchases from ads you see online?”

About LoopMe

LoopMe is a technology company leveraging artificial intelligence (AI) to optimize brand advertising performance. As pioneers in applying AI to digital marketing, LoopMe’s Intelligent Marketplace helps brands overcome industry challenges and outperform benchmarks. The company, founded in 2012 and headquartered in the UK, operates globally, with offices in cities like New York, Boston, San Francisco, Sydney, Tokyo, and more. For more information, visit www.loopme.com.

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