Source: Millennial Media / Opinium Research [download page]
Notes: Among mobile users (smartphone and/or tablet), Millennials (16-34) are far more likely than Gen Xers (35-54) to say they respond to mobile ads in a variety of ways, according to a survey of 4,018 mobile owners aged 16+ in the US, UK, France, and Germany. In fact, almost one-quarter (23%) of Millennials surveyed said that an ad had prompted them to make a purchase, compared to 14% of respondents overall and 13% of Gen Xers. Of note, the survey results indicated that tablets were more likely than smartphones to generate a response from Gen Xers, with the opposite true for Millennials.
About the Data: The results are based on a survey of 4,018 consumers aged 16+ who either have a smartphone and/or a tablet, in: UK (1,002); US (1,002); France (1,002); and Germany (1,012). Respondents were equally split by gender. Some 28% of respondents were in the 16-34 age bracket; another 38% in the 35-54 group; and the remaining 34% were aged 55 and older. Almost three-quarters (74%) of respondents were both smartphone and tablet users, while 21% were smartphone-only and 5% tablet-only.