{"id":11182,"date":"2017-01-26T08:03:52","date_gmt":"2017-01-26T07:03:52","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=11182"},"modified":"2017-01-31T14:32:40","modified_gmt":"2017-01-31T13:32:40","slug":"des-differences-de-generations-moins-que-vous-ne-pensez","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/des-differences-de-generations-moins-que-vous-ne-pensez\/","title":{"rendered":"Des diff\u00e9rences de g\u00e9n\u00e9rations\u00a0? Moins que vous ne pensez\u2026"},"content":{"rendered":"

Les g\u00e9n\u00e9rations X, Y et Z<\/strong> sont sur la m\u00eame longueur d\u2019onde lorsqu\u2019il s\u2019agit de publicit\u00e9\u00a0: toutes trois r\u00e9agissent mieux aux formats traditionnels, tels que la TV et le print, qu\u2019aux formats digitaux. Une \u00e9tude de Millward Brown<\/strong> effectu\u00e9e dans 39 pays l\u2019a r\u00e9cemment r\u00e9v\u00e9l\u00e9.<\/em><\/p>\n

On a souvent tendance \u00e0 se focaliser sur ce qui distingue une g\u00e9n\u00e9ration de l\u2019autre, surtout lorsqu\u2019on parle de cibles publicitaires. C\u2019est \u00e7a la segmentation. Ce faisant, on occulte toutefois le fait que bien des choses restent inchang\u00e9es. L\u2019\u00e9volution, comme Rome, ne se fait pas en un jour et nos pr\u00e9f\u00e9rences changent moins vite que le monde qui nous entoure.<\/p>\n

Bien s\u00fbr, il y a une diff\u00e9rence entre les natifs num\u00e9riques de la g\u00e9n\u00e9ration Z (n\u00e9s apr\u00e8s 2000)<\/strong> et leurs parents de la g\u00e9n\u00e9ration X (\u201960 \u2013 \u201970)<\/strong>, tant au niveau des connaissances des m\u00e9dias et des moyens digitaux que du rapport envers eux. Cependant, aupr\u00e8s des trois g\u00e9n\u00e9rations sond\u00e9es la publicit\u00e9 en ligne est invariablement la moins populaire. Tous les r\u00e9pondants indiquent qu\u2019ils r\u00e9agissent mieux aux formats traditionnels (outdoor, cin\u00e9ma, magazines, journaux, t\u00e9l\u00e9vision et radio) et qu\u2019ils sont plus sceptiques au sujet de la publicit\u00e9 digitale.<\/p>\n

\"Grafiek\"<\/a><\/p>\n

20 % seulement des Gen Z<\/strong> sont fans de vid\u00e9o mobile (contre 21 % des Gen Y et 17 % des Gen X). La publicit\u00e9 li\u00e9e aux recherches en ligne est appr\u00e9ci\u00e9e par un quart des Millennials et de la g\u00e9n\u00e9ration au-dessus d\u2019eux, tandis que l\u2019appr\u00e9ciation \u2018pr\u00e9-roll\u2019 de toutes les g\u00e9n\u00e9rations reste en-dessous des 20 %.<\/p>\n

Les \u00e9v\u00e9nements obtiennent de bien meilleurs scores\u00a0: pour pr\u00e8s de la moiti\u00e9 des Gen Z, c\u2019est le format de publicit\u00e9 de marque favori. Le contenu de marque li\u00e9 aux c\u00e9l\u00e9brit\u00e9s obtient d\u2019ailleurs un score beaucoup plus probant aupr\u00e8s des Gen Z (41 %) que des membres des deux autres g\u00e9n\u00e9rations (environ un quart). L\u2019humour dans les annonces est essentiel et compense beaucoup. Surtout aupr\u00e8s de la plus jeune g\u00e9n\u00e9ration (Z), puisque ses membres indiquent surtout qu\u2019ils se sentent submerg\u00e9s par l\u2019\u00e9norme quantit\u00e9 de publicit\u00e9 qui se pr\u00e9sente \u00e0 eux.<\/p>\n

Comme le dit Jane Ostler de Kantar Millward Brown\u00a0:<\/p>\n

\u00a0\u00bb Les chiffres prouvent que les Gen Z peuvent toujours \u00eatre impressionn\u00e9s par les m\u00e9dias traditionnels et qu\u2019ils ont bien plus en commun avec les g\u00e9n\u00e9rations au-dessus d\u2019eux que ne pensent sans doute les marketeers. \u00ab\u00a0<\/p><\/blockquote>\n

Et ce dans une ann\u00e9e marqu\u00e9e par le fait qu\u2019avec 202 milliards de $ en d\u00e9penses publicitaires, le digital deviendra la plus grande cat\u00e9gorie m\u00e9dia au monde (MA 40 %), d\u00e9passant ainsi pour la premi\u00e8re fois la t\u00e9l\u00e9vision… Mati\u00e8re \u00e0 r\u00e9flexion\u00a0?<\/p>\n

Source: Millward Brown<\/a><\/p>\n

Also read:\u00a0Gen X spends more time on social media than millenials<\/a><\/em><\/p>\n

 <\/p>\n

* L\u2019\u00e9tude Kantar Millward Brown a interrog\u00e9 23.000 consommateurs dans 39 pays afin de sonder les perceptions publicitaires. G\u00e9n\u00e9ration X\u00a0: n\u00e9s entre le d\u00e9but des ann\u00e9es \u201960 et la fin des ann\u00e9es \u201970. G\u00e9n\u00e9ration Y\u00a0: n\u00e9s dans les ann\u00e9es \u201980 et \u201990. G\u00e9n\u00e9ration Z\u00a0: n\u00e9s apr\u00e8s 2000.<\/em><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Les g\u00e9n\u00e9rations X, Y et Z sont sur la m\u00eame longueur d\u2019onde lorsqu\u2019il s\u2019agit de publicit\u00e9\u00a0: toutes trois r\u00e9agissent mieux aux formats traditionnels, tels que la TV et le print, qu\u2019aux formats digitaux. Une \u00e9tude de Millward Brown effectu\u00e9e dans 39 pays l\u2019a r\u00e9cemment r\u00e9v\u00e9l\u00e9. On a souvent tendance \u00e0…<\/p>\n","protected":false},"author":2,"featured_media":11178,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-11182","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"yoast_head":"\nG\u00e9n\u00e9ration Z r\u00e9agit mieux au publicit\u00e9 traditionnel<\/title>\n<meta name=\"description\" content=\"Les g\u00e9n\u00e9rations. La publicit\u00e9 en ligne est la moins populaire. 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