Close to six out of 10 UK online users aged under 34 have no issues with native advertising and will visit content that appeals to them even if has been obviously paid for/sponsored. This figure rises to 63% among those aged 18 to 24, according to a survey of millennials conducted by Adyoulike. Written feature articles are the paid-for online content most prefer to consume (32% of users), followed by list-based articles (24%) and videos (17%). However, while sponsored social media posts are a key part of many brands’ content strategies, just 13% of Brits prefer them.
“Native ads don’t have to try and ‘trick’ consumers into thinking they’re viewing standard content, whether it be through video, online or mobile – this study shows that if the content is good enough, people don’t care where it came from,” says Francis Turner, managing director of Adyoulike UK.
The research also found that a huge majority (85%) prefer to get their online news fixes from traditional media sources such as newspaper websites or the BBC. This was even more prevalent among younger users, rising to 93% of 18-to-24 year-olds. A mere 6% of all users go to newer news providers such as Buzzfeed and Mashable, and 9% use news aggregators like Twitter, Facebook or Feedly.