Whilst having grown up without digital technology, those in their 40s are still powerful consumers and prolific spenders in the online market. Following from our previous blog that illustrated the daily online habits and trends of those in their 40s in South Korea. This article will discuss the awareness levels, and influence of online advertisements, influencers, and their opinions on them.
When considering display advertising, respondents found that advertisements on main pages were the most eye-catching and grabbed their attention. Similarly, video ads that appear on the home/main page grab the most attention. Ensued by in-stream videos, and in-app video advertisements once again coming in third.
Given that less than 20% of individuals identified as not watching short-form content. This style of media and advertising is relevant to this age group. Responses found that informational advertising gets people paying the most attention overall (41%, 40%). However, women pay the most attention overall to product placement (45%). Whilst men are still most tuned into informational style advertisements, they also find challenge type videos catch their eye (35%).
So, how do 40s feel about them?
Examining the attitude towards different aspects of digital advertisements was undertaken, revealing the likes, dislikes, and preferences of those in their 40s. Statistics show, 48% of individuals prefer ads to finish within 5 seconds. With the ideal amount of times to view an advertisement in order for it to be the most memorable being 2-3.
Consistent with younger generations, ads that cannot be skipped create the most discomfort at 63%. With 68% of respondents found ads which fall under this category do have a negative impact on the perception of the product and overall brand. Further, pre-roll ads, as opposed to mid-roll ads were found more memorable (65%).
When asked about the newer “short-form” style of video advertisement presented in a vertical frame rather than traditional horizontal, the majority of respondents felt indifferent about it (48%), while 10% didn’t like it, and 42% thought it attracted their attention more.
Considering factors could make ads less dislikable, 52% thought content related to what they are interested in could make a positive difference. 35% agree that using a favorite celebrity or model would be more well received. On the other hand, respondents did not find it was the case for ads which play before or during content.
How to convince them to purchase?
There are multiple types of advertisements which are most likely to inspire a purchase. Primarily, keyword advertising is the most influential overall, followed closely by product placement. Which is more interesting to men, and influencer recommendations which sway women to a similar extent.
While influencers still play an important role for this demographic. Those in their 40s are less swayed than their younger counterparts. Not feeling as strongly in their opinions, 43% of individuals check whether influencer content is advertising. Similarly 42% of individuals have no problem with sponsored content if it’s disclosed.
In order to reach consumers across different age demographics, it is essential to understand the differences in the ways they engage with, and think about, digital advertisements. At Waterbe, we are in a unique position to access consumers from all backgrounds in Korea.