J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
Get in touch with us nowDuring a late 2023 survey among adults in the United States, around 43 percent of respondents reported watching TV commercials that caused them to buy a product. Social media and website advertisements followed, mentioned by 41 and 30 percent of the interviewees, respectively. One-quarter of respondents said none of the listed ad channels led them to make a purchase.
According to the same study, consumers deemed TV the most entertaining ad medium in the U.S., chosen by nearly half of respondents. Television also topped the list of the most informative ad channels, selected by over 40 percent of the interviewees. However, its power to turn commercials into purchases seems to be in decline. Baby boomers and Gen Xers boost TV ads' conversion rate in the U.S., but barely one-third of Gen Zers stated having bought something after watching a commercial. Instead, Gen Z went shopping after seeing social media ads, as reported by over 60 percent of respondents from that age group.
As of November 2023, U.S. Gen Zers' view of social media as an entertaining ad channel distinguishes them from the four previous generations of consumers. Similarly, Gen Z considers their socials the most informative ad medium. Meanwhile, members of the silent generation, boomers, Gen Xers, and even millennials still preferred TV commercials, signaling a remarkable generational shift in advertisement consumption.
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* For commercial use only
Basic Account
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The statistic on this page is a Premium Statistic and is included in this account.
Professional Account
1 All prices do not include sales tax. The account requires an annual contract and will renew after one year to the regular list price.