A new study from Horowitz Research finds that there is a digital divide not only in the way different generations use media. The study found that there are also differences in the effectiveness of ads between generations and that younger viewers find TV ads less effective than older viewers.
The State of Media, Entertainment, and Tech: Consumer Engagement 2023 from Horowitz Research found that email (42%), followed by ads on live TV (32%), streamed shows (29%), direct mail (28%), YouTube, and websites in general are considered the most effective advertising tactics among consumers overall but that they are also notable differences by age.
