Social Media Advertising Becomes the Most Influential Platform for Gen Z

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Nabilah Muhamad 05/02/2024 19:24 WIB

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An IDN Research Institute survey shows that the majority, or 62%, of Gen Z respondents in Indonesia are most influenced by advertisements on social media.

The Most Influential Advertising Platforms for Indonesian Gen Z Respondents (May-July 2023)

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The Most Influential Advertising Platforms for Indonesian Gen Z Respondents (May-July 2023)

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A survey by IDN Research Institute and Advisia reveals that the majority, or 62%, of Gen Z respondents in Indonesia are most influenced by advertisements on social media.

Simultaneously, this survey also found that 89% of Gen Z frequently block ads while browsing the internet. Despite this, they acknowledge the significant influence of social media advertising.

“The time Gen Z spends on social media platforms exposes them to more ads, thus increasing their overall impact,” wrote IDN Research Institute in its report.

YouTube ranked second as the most influential advertising platform for Gen Z, with a proportion of 18%. This was followed by television advertisements, which influenced 9% of respondents.

Meanwhile, advertisements in outdoor areas, magazines and newspapers, and publishers or websites had lower proportions, as shown in the attached graph.

This survey was conducted from May 29 to July 9, 2023, involving 602 Gen Z respondents spread across 10 cities and agglomerations in Indonesia: Jabodetabek, Bandung, Semarang, Yogyakarta, Surabaya, Denpasar, Palembang, Medan, Balikpapan, and Makassar.

This report defines Gen Z as males and females aged 11-26 years in 2023, or during the survey period.

Editor : Padjar Iswara

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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Social Media Advertising Becomes the Most Influential Platform for Gen Z

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