Echo Effect: A New Generation Of Media Users, Ad Distrusters

Echo Boomers, kids age 12 to 24, have a declining trust in advertising, according to a new study by Yankelovich. With all the media choices and the increasing control consumers have over those choices, little patience remains for advertising (or programming) that assumes a one-way conversation.

Of all media, trust of online advertising has dropped from 25 percent among 12 to 17 years olds in 1999 to 18 percent today. This distrust and desire to participate in the outcome leaves the door wide open to marketers and programmers to forge ahead with permission-based and more interactive programming and marketing initiatives.

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