A Study of New Generation Consumers’ Preferences on Advertising through Digital Media in Mexico

Extant research points to changing characteristics as well as digital media behaviors and preferences of new generation consumers in relation to advertising. Our study among 402 new generation consumers in Mexico comprised both qualitative and quantitative research. We examined the effect of belonging to a particular segment, on Ad Skepticism among such consumers. In addition, we investigated the impact of segment, gender, and Ad Skepticism on consumers' preference for Transformational and Informational ads. Results indicated a significant effect of segment on Ad Skepticism, with Modern Woman being more skeptical among the three segments. Further, women showed a significantly higher preference for Informational ads over Transformational ads. In addition, a significant effect of segment was seen in the preference for Informational ads based on credibility and product preference. Moreover, no significant impact of Ad Skepticism on preference for type of ad was found. We also describe some implications for research and practice, and discuss study limitations.