Greg Sterling says, “According to Nielsen’s “Global Trust in Advertising” report, Millennials (21–34) showed “the highest levels of trust in online and mobile formats.” Below is a comparison of ad types (digital and traditional media) and generational trust levels that reflect this finding.

What’s very interesting about this data is that it seems to be contradicted by ad blocking surveys that have been done by multiple parties. For example, a study from Sourcepoint and comScore found that usage of ad blocking is more common among the young (Millennials in particular) and among those with higher incomes”.

Millennials Have Greatest Trust In Ads, Yet Are Among Heaviest Users Of Ad Blockers

Marketing Land

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