According to this article from eMarketer, young adults 18 to 34 can be wary of companies who are too obvious in their advertising techniques.
"Trying too hard is one of the worst things a brand can do to get millennials' attention," said eMarketer senior analyst Lisa Phillips. "They do not trust brands or companies that make overt product pitches, but they will trust their friends and social contacts to give them the straight dope about product or retail experiences."
They're online, and they're less negative towards advertising than previous generations - but that doesn't mean they trust those brands without taking reviews from peers into consideration.
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