{"id":51870,"date":"2022-04-12T21:06:28","date_gmt":"2022-04-12T20:06:28","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?p=51870"},"modified":"2022-05-19T16:50:58","modified_gmt":"2022-05-19T15:50:58","slug":"the-impact-of-digital-natives-use-of-devices-on-ad-effectiveness","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/en\/the-impact-of-digital-natives-use-of-devices-on-ad-effectiveness\/","title":{"rendered":"The impact of young people&#8217;s diffrent use of mobiles on ad effectiveness"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;center&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221;][vc_column][vc_empty_space height=&#8221;20&#8243;][vc_single_image image=&#8221;51898&#8243; img_size=&#8221;large&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; img_link_target=&#8221;_blank&#8221; qode_css_animation=&#8221;&#8221; link=&#8221;https:\/\/www.seven.one\/insights\/out-of-the-box\/der-richtige-dreh&#8221;][vc_empty_space height=&#8221;20&#8243;][vc_empty_space height=&#8221;40&#8243;][vc_column_text]<\/p>\n<h3 style=\"text-align: left\"><strong>Digital Natives&#8217; use of devices questions established advertising impact factors<br \/>\n<\/strong><\/h3>\n<h4><strong>\u00a0<\/strong><\/h4>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;20&#8243;][vc_column_text]<\/p>\n<p style=\"text-align: left\">In the study \u201cTrack the Success\u201d, which eye square conducted on behalf of the TV genre initiative Screenforce 2021, an age effect can be proven for all recorded impact parameters and across all media. The 40-plus generation consistently performs better in media use.<\/p>\n<p style=\"text-align: left\">\u201cDigital natives are more practised in using apps and devices, they are more impatient and quicker to scroll and click\u201d, explains Stefan Sch\u00f6nherr, Unit Lead and Partner at eye square, and their media use is \u201cmore fluid overall\u201d.<\/p>\n<p style=\"text-align: left\">For the coveted group of young customers and users, however, the usual advertising effectiveness indicators are put to the test. The speed and impatience with which young people can move through apps and feeds is a decisive factor that also concerns advertisers because this behaviour has an impact on the effect of advertising spots.<\/p>\n<p style=\"text-align: left\">For the advertising impact, this behaviour has serious consequences: Not more, but less advertising sticks in this age group. Advertising is recognized more quickly by younger people and is also clicked away more quickly. \u201cActive avoidance is promoted by skill in using apps and devices\u201d, says Guido Modenbach, EVP Research, Analytics &amp; Consulting at Seven.One Entertainment Group.<\/p>\n<p style=\"text-align: left\">Read what other factors in the user behaviour of digital natives influence the impact of advertising, and how advertisers and TV marketers can achieve effective reach among younger people.<\/p>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30&#8243;]<a  itemprop=\"url\" href=\"https:\/\/www-seven-one.translate.goog\/insights\/out-of-the-box\/der-richtige-dreh\/?_x_tr_sl=de&#038;_x_tr_tl=en&#038;_x_tr_hl=de\" target=\"_blank\" data-hover-background-color=\"#131631\" data-hover-border-color=\"#ffffff\" data-hover-color=\"#ffffff\" class=\"qbutton  center default\" style=\"color: #ffffff; border-color: #ffffff; font-weight: 600; margin: 5px 5px 5px 5px; border-radius: 25px;-moz-border-radius: 25px;-webkit-border-radius: 25px; background-color:#007fff;\">Read Article<\/a>[\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;center&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221;][vc_column][vc_empty_space height=&#8221;20&#8243;][vc_single_image image=&#8221;51898&#8243; img_size=&#8221;large&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; img_link_target=&#8221;_blank&#8221; qode_css_animation=&#8221;&#8221; link=&#8221;https:\/\/www.seven.one\/insights\/out-of-the-box\/der-richtige-dreh&#8221;][vc_empty_space height=&#8221;20&#8243;][vc_empty_space height=&#8221;40&#8243;][vc_column_text] Digital Natives&#8217; use of devices questions established advertising impact factors \u00a0 [\/vc_column_text][vc_empty_space height=&#8221;20&#8243;][vc_column_text] In the study \u201cTrack the Success\u201d, which eye square conducted on behalf of&#8230;<\/p>\n","protected":false},"author":21,"featured_media":51900,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7184,204,1],"tags":[],"class_list":["post-51870","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7184","category-article","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Digital natives influence common advertising impact indicators<\/title>\n<meta name=\"description\" content=\"Young people use their mobile phones differently, and that is bad for the classic advertising effect. Those who hold their mobile phones crossways are the ones who get the most.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eye-square.com\/en\/the-impact-of-digital-natives-use-of-devices-on-ad-effectiveness\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The impact of young people&#039;s diffrent use of mobiles on ad effectiveness\" \/>\n<meta property=\"og:description\" content=\"Young people use their mobile phones differently, and that is bad for the classic advertising effect. Those who hold their mobile phones crossways are the ones who get the most.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.eye-square.com\/en\/the-impact-of-digital-natives-use-of-devices-on-ad-effectiveness\/\" \/>\n<meta property=\"og:site_name\" content=\"eye square\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-12T20:06:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-19T15:50:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.eye-square.com\/en\/wp-content\/uploads\/sites\/4\/2022\/04\/Seven_One_Media_eye_square_Digital_Natives_Werbewirkung_square_en-Kopie.png\" \/>\n\t<meta property=\"og:image:width\" content=\"628\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Astrid Aumayer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@aumayer\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Astrid Aumayer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/the-impact-of-digital-natives-use-of-devices-on-ad-effectiveness\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/the-impact-of-digital-natives-use-of-devices-on-ad-effectiveness\\\/\"},\"author\":{\"name\":\"Astrid Aumayer\",\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/#\\\/schema\\\/person\\\/8645b8d1c90cac1c574996187454732d\"},\"headline\":\"The impact of young people&#8217;s diffrent use of mobiles on ad effectiveness\",\"datePublished\":\"2022-04-12T20:06:28+00:00\",\"dateModified\":\"2022-05-19T15:50:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/the-impact-of-digital-natives-use-of-devices-on-ad-effectiveness\\\/\"},\"wordCount\":402,\"publisher\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/the-impact-of-digital-natives-use-of-devices-on-ad-effectiveness\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2022\\\/04\\\/Seven_One_Media_eye_square_Digital_Natives_Werbewirkung_square_en-Kopie.png\",\"articleSection\":[\"2022\",\"Article\",\"News\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/the-impact-of-digital-natives-use-of-devices-on-ad-effectiveness\\\/\",\"url\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/the-impact-of-digital-natives-use-of-devices-on-ad-effectiveness\\\/\",\"name\":\"Digital natives influence common advertising impact indicators\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/the-impact-of-digital-natives-use-of-devices-on-ad-effectiveness\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/the-impact-of-digital-natives-use-of-devices-on-ad-effectiveness\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2022\\\/04\\\/Seven_One_Media_eye_square_Digital_Natives_Werbewirkung_square_en-Kopie.png\",\"datePublished\":\"2022-04-12T20:06:28+00:00\",\"dateModified\":\"2022-05-19T15:50:58+00:00\",\"description\":\"Young people use their mobile phones differently, and that is bad for the classic advertising effect. 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