metrics-that-matter

Nielsen: Younger Consumers Are Easier to Reach Online

  |  September 30, 2013   |  Comments

Nielsen’s recent study provides insights into consumers’ response to online advertising. In a nutshell, younger consumers are easier to target than older ones.

Nielsen’s recent study provides insights into consumers’ response to online advertising. In a nutshell, younger consumers are easier to target than older ones.

According to the study, 76 percent of online campaigns geared towards reaching consumer aged 18-49 successfully reached that intended audience. This age group -  referred to as the traditional TV demo - represent just half (51 percent) of the online population.

A look at specific age breaks indicate that ad campaigns geared towards the 21-34 age range were able to reach consumers 62 percent of the time. Meanwhile, campaigns targeting consumers aged 35-54, reach their audiences just 41 percent of the time. This is despite the fact that those 21-34 represent only 22 percent of the online population, compared with one-third for consumers 35-54.

This benchmark study from Nielsen also reveals that female consumers are more active online than male consumers and are easier to reach.

In order to conduct this research, Nielsen surveyed the average on-target percentage from nearly 5,000 campaigns.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Yuyu Chen

Yuyu Chen is a junior reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Marketing Systems Analyst
      Marketing Systems Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Marketing Systems Analyst to our expanding team. We...