Firstly, the report places millennials as the most likely to be
Posted: Tue Jan 07, 2025 7:20 am
Data, that sensitive information that seems to spread like wildfire without the user being able to do anything to stop it, is one of the big issues surrounding the digital universe. And this is confirmed by an Adobe report «Across the Generations» reported by The Drum .
This analysis examined the behaviour of UK digital consumers from different segments: Generation Z (1996-present), Millennials (1977-1995), Generation X (1965-1976) and Baby Boomers (1946-1964). One of the most revealing findings from the survey is that 93% of all UK consumers care about how brands use their data.
influenced by algeria phone number what they see online , with 43% of the 1,200 UK consumers surveyed saying so. 41% of millennials agree with the statement. On the other hand, only 17% think that baby boomers are influenced by the online environment.
In terms of data, 33% of Gen Z take the time to configure their data preferences on different social networks, while the rest of the groups stay at 29%. Aware of the exchange of value that occurs when they provide their data on platforms, 69% of those under 23 said they would share their data with brands, and 52% in the case of baby boomers. However, millennials do not allow just anyone to access their data . In fact, a fifth (the highest percentage) would restrict brands that do not meet their expectations and do not offer the desired experience.
This is also the generation that is most receptive to online advertising (52%) , a figure that falls to 30% for the other age groups surveyed. In addition, it is revealed that baby boomers are the most willing to exchange their data for a discount or offer, with 73%, compared to 47% of centennials.
Gavin Mee, Vice President, Northern Europe, Middle East and Africa at Adobe, said: “As ‘digital natives’, Gen Z have developed relationships with brands from a very young age, meaning they are far more exposed to this exchange of data for experiences . But businesses can’t take these relationships for granted – if a brand doesn’t meet their high expectations, this age group has no problem restricting their data and moving on to a competitor who can deliver a personalised and relevant experience. Across all generations, and especially with older age groups, brands need to build trust and be open about how they use personal data and be
This analysis examined the behaviour of UK digital consumers from different segments: Generation Z (1996-present), Millennials (1977-1995), Generation X (1965-1976) and Baby Boomers (1946-1964). One of the most revealing findings from the survey is that 93% of all UK consumers care about how brands use their data.
influenced by algeria phone number what they see online , with 43% of the 1,200 UK consumers surveyed saying so. 41% of millennials agree with the statement. On the other hand, only 17% think that baby boomers are influenced by the online environment.
In terms of data, 33% of Gen Z take the time to configure their data preferences on different social networks, while the rest of the groups stay at 29%. Aware of the exchange of value that occurs when they provide their data on platforms, 69% of those under 23 said they would share their data with brands, and 52% in the case of baby boomers. However, millennials do not allow just anyone to access their data . In fact, a fifth (the highest percentage) would restrict brands that do not meet their expectations and do not offer the desired experience.
This is also the generation that is most receptive to online advertising (52%) , a figure that falls to 30% for the other age groups surveyed. In addition, it is revealed that baby boomers are the most willing to exchange their data for a discount or offer, with 73%, compared to 47% of centennials.
Gavin Mee, Vice President, Northern Europe, Middle East and Africa at Adobe, said: “As ‘digital natives’, Gen Z have developed relationships with brands from a very young age, meaning they are far more exposed to this exchange of data for experiences . But businesses can’t take these relationships for granted – if a brand doesn’t meet their high expectations, this age group has no problem restricting their data and moving on to a competitor who can deliver a personalised and relevant experience. Across all generations, and especially with older age groups, brands need to build trust and be open about how they use personal data and be