Simon-Kucher study reveals generational divide in advertising preferences

A consumer study conducted by Simon-Kucher and Appinio reveals a significant generational divide in how people consume product information and advertising in Germany.

Consumers under the age of 35 are increasingly moving away from traditional printed brochures, with only 29% using them for product information. Instead, this demographic relies heavily on social media, specifically Instagram (54%) and TikTok (42%). This younger group also shows higher engagement with emerging technologies and social trends: 26% use AI chatbots for product research, and 25% are interested in influencer recommendations.

In contrast, older consumers (over 35) maintain a strong preference for traditional methods, with approximately 50% still utilizing printed brochures. The use of AI chatbots is significantly lower in this group at around 9%, and interest in influencer recommendations stands at 12%.

Experts from Simon-Kucher emphasize that retailers must tailor both their channels and their messaging to specific age groups. While younger audiences seek entertainment, emotion, and reels featuring familiar faces, older consumers prioritize pure information and traditional formats.