Gen Z in India less attentive to digital ads than millennials: Report

A report by Snapchat, WPP Media, and Lumen Research says Gen Z in India pays less attention to traditional digital ads, with immersive full-screen video and AR boosting engagement

India’s Gen Z population, estimated at 377 million and projected to have $2 trillion in spending power by 2035, shows lower interest and attention for advertising on traditional digital platforms compared to millennials, according to a report titled Attention Advantage.

 

Gen Z — typically referring to those born between 1996 and 2010 — pays about 34 per cent less attention to advertisements on social media platforms compared to millennials. Similarly, Gen Z pays about 10 per cent less attention to digital video advertisements, the joint report by Snapchat, WPP Media, and audience attention-measurement firm Lumen Research found. The study surveyed