Awareness or Top of Funnel

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TV advertising still resonates with most viewers, and social media advertising is suitable for reaching Generation Z.

With a quarter of teens watching content primarily using social media for search, it's likely that Generation Alpha will have similar search preferences in the future.

A survey on popular ways to discover new brands and products showed the following results (% of consumers in each generation):

Generation Z: 32% - social media advertising, 28% - TV advertising, 28% - search engines.

Millennials: 33% - search engines, 30% - social media advertising, 30% - TV advertising.

Generation X: 37% - search engines, 36% - TV advertising, 32% - word of mouth.

Boomers: 46% - TV advertising, 40% - word of mouth, 38% - search engines.
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Source

Considering options or middle of the funnel
At this stage, more people are turning to social media to research the brand and product. Content should help them do this by sparking curiosity and encouraging exploration.

Also at this point the influence of reviews is strongly felt. czech republic consumer email list Therefore, we recommend using them in advertising to gain the trust of potential customers.

So, popular ways of brand research (% of consumers in each generation):

Generation Z: 52% - social media, 45% - search engines, 34% - consumer reviews.

Millennials: 50% - search engines, 49% - social media, 38% - consumer reviews.

Generation X: 56% - search engines, 42% - social media, 40% - consumer reviews.

Boomers: 62% - search engines, 42% - brand sites, 42% - consumer reviews.