Photo by Ron McClenny on Unsplash.
The majority of Australians (60%) prefer seeing “real-looking people” in advertisements, with the strongest preference for authentic representation coming from those aged 25-44, according to data from YouGov’s audience segmentation tool, Profiles.
The data also shows that nearly two in five consumers (38%) feel their lifestyles are not adequately represented in advertising, with adults aged 35-44 being the most vocal on this issue - 44% of them express dissatisfaction with how their demographic is depicted.
While celebrity endorsements are enjoyed by 21% of Australian consumers overall, this figure rises significantly among younger audiences. Nearly 40% of adults aged 18-34 prefer ads featuring their favourite celebrities, compared to just 20% of those aged 45 and above.
More than half of Australians aged 18-44 (56% of 18-24-year-olds and 52% of 25-34-year-olds) also believe companies should publicly express their views on important topics.
YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Australia is nationally representative and weighted by age, gender, education, region, and race.
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