Consumers are most likely - 85% - to be receptive to advertising if they see it on TV (and trust it more), whereas user-generated content (UGC) sites have a much lower (28%) attention level, but results vary significantly by age, according to a comScore study of consumers’ receptivity to advertising via various media.

“However, when we analyzed the data by demographic segments, we found that 18-34-year-olds are much more comfortable with UGC sites, with 41% responding that they are receptive to advertising on those sites,” writes comScore’s Gian Fulgoni.

That contrasts with 30% of 35-54-year-olds and 23% of those 55 and older who say they are receptive to advertising at UGC sites, according to the study.

Younger consumers are receptive to UGC site ads - rather than traditional media advertising - for “high-fun” categories such as Apparel, Music/Movies/Entertainment, and Consumer Electronics.

However, for “high-trust” products (e.g., Financial Services and Prescription Medication), they are more receptive to advertising on traditional sites.

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