B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
37%
37% -- ad tracking opt in rate for Generation Z consumers (2023)
Roughly 37% of Generation Z consumers allowed tracking to receive more relevant advertising.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
37%
Unit
Percentage
Data Vintage
2023
Entity
Sample Size
5,000
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Tinuiti
Primary
Tier C
https://interest-media.com/thought-leadership/gen-z-more-likely-to-allow-ad-targeting/ ↗
Source Article
Gen Z More Likely to Allow Ad Targeting - Interest Media
Gen Z More Likely to Allow Ad Targeting
- New research finds that younger consumers may prefer targeted advertising and they will allow tracking to receive more relevant advertising.
- Gen Z prefers personalization in every aspect of their shopping experience, and intent-based marketing can help you…
Original Research
Tinuiti
· Original study ↗
Methodology
Tinuiti study 'From A to (Gen) Z: How and Where Young Consumers Are Shopping'; based on five unique surveys of more than 5,000 multi-generational respondents (three CPG surveys, one online privacy survey, one Amazon Prime Day survey); study year not stated in article
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Generation Z consumers: 37% ad tracking opt in rate. Source: Tinuiti (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gen-z-ad-tracking-opt-in-relevant-ads
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<blockquote cite="https://lighthousedata.io/data/gen-z-ad-tracking-opt-in-relevant-ads" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>37%</strong> -- ad tracking opt in rate for Generation Z consumers<br><small>Source: Tinuiti (2023) · <a href="https://lighthousedata.io/data/gen-z-ad-tracking-opt-in-relevant-ads" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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