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BizReport : Blogs & Content archives : March 18, 2015

Millennials do not care if content is paid-for as long as it is good

According to new research, Millennials do not care if information they glean comes from native ads. They are aware of the terms online marketers and publishers use and as long as the content appeals they do not care what format it comes in.

by Helen Leggatt

If the content of a native ad is appealing, more than half (57%) Brits under the age of 34 will engage with it, found research by Adyoulike. Among younger Brits, aged between 18-24, that figure rises to 63%.

The study of 1,000 Millennials in the UK found they were familiar with the terminology used by online marketers, content providers and publishers. More than half (52%) were familiar with 'editorial', 41% with 'sponsored', 32% with 'advertorial' and 29% understood the concept of 'branded content'.

"Consumers are switched on to our terminology now more than ever - and as we see this increase in familiarity with the way we interact with people, we need to ensure the way we label things are correct and visible," said Francis Turner, managing director of Adyoulike.

The most popular type of paid-for content that Millennials prefer to consume was found to be feature articles (32%), followed by list-based articles (24%), videos (17%) and sponsored social media posts.

News was the most popular online content (76%) followed by sport (38%) and lifestyle (24%). Newer news providers, such as BuzzFeed and Mashable, were not as popular among Millennials as traditional media sources, found the survey, attracting just 6% of readers compared with 85% who prefer sites such as newspapers or the BBC. Just 9% use news aggregators such as Facebook and Twitter.

"It's no wonder that news is the most-viewed online content. Our world is always on and the internet is the best way to see what's happening," said Francis Turner, managing director of Adyoulike "It's interesting to note, though, that the traditional media are still the most trusted sources of information on world and local events. There could be a real opportunity for those publishers to make more of native advertising."

When it comes to native advertising, Turner explains that "native ads don't have to try and 'trick' consumers into thinking they're viewing standard content". While it needs to be made clear that native content is paid for, he says, "the study shows that if the content is good enough, people don't care where it came from".

Image via Shutterstock

Tags: advertorial, content, Millennials, native advertising, sponsored content

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