Infographic: What Millennials Want From Native Ad Content

U.K. survey finds 57% are OK with sponsored articles

Headshot of David Griner

With more marketers putting their eggs in the native advertising basket, it's always good to hear that the tactic might actually be working.

According to the infographic below, based on interviews of 1,000 U.K. residents ages 18 to 33 by native ad platform Adyoulike, 57 percent are willing to check out sponsored online content, as long as it's interesting.

For younger adults, those 18 to 24, the willingness rises even higher, to 63 percent. The research also looked at kinds of content those surveyed were interested in, with news, sports, lifestyles and food proving most popular.

It's hard to say how well these British findings might relate to American audiences. Survey participants overwhelmingly favored traditional news outlets like The Guardian, with only a scant 6 percent saying they most often get their news from newer sites like BuzzFeed, Mashable and Vice. It's likely American audiences would skew more strongly toward more millennial-friendly sites like these.

Check out the infographic below:

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@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."