Media, not adverts, represent UAE and Saudi millennials better

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Millennials and baby boomers in the UAE and Saudi Arabia feel they are represented better by the media than by advertising in their country of residence according to new YouGov Omnibus research.

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The online survey comparing the opinions of over 2,000 respondents born between the mid-1940s and mid-1960s (baby boomers) and between the early 1980s and mid-1990s (millennials), asked how well represented they feel by the way they see people look, act and have similar views to them in the media and advertising.

When it comes to the media, 60 per cent of millennials say they feel well represented, against 27 per cent who feel that they are either not very well represented or not represented at all.

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The net score for baby boomers (those who feel well represented minus those who do not) is 33 per cent; three times higher than that of baby boomers’ (10 per cent). By contrast, under half of baby boomers feel well represented and as many as four in 10 feel poorly represented.

Both groups feel less well represented by advertising than by the media. The net score for millennials is a third lower for advertising than it is for the media. Baby boomers’ score plummets to -3, meaning there are more baby boomers who feel poorly represented in advertising than those who feel well represented.

Baby boomers feel the biggest reason for feeling poorly represented is on account of their age (cited by four in 10 respondents), whereas millennials who feel poorly represented say that socioeconomic class is the biggest factor (cited by three in 10).