eMarketer: Teen Girls More Ad Wary Than Teen Boys

According to eMarketer, teen girls 13 to 17 years of age are less likely to trust advertising than boys in the same age range.

The market research firm referenced a YouGov study determining that 9% of such teen consumers find advertising very trustworthy and 38% find it somewhat trustworthy. However, 32% find it not very trustworthy, 14% find it not at all trustworthy and 6% don’t know.

Only 7% of teen girls find advertising very trustworthy and 35% find it somewhat trustworthy, while 35% find it not very trustworthy, 16% find it not at all trustworthy and 6% don’t know.

In contrast, 11% of teen boys find advertising very trustworthy and 41% find it somewhat trustworthy, while 29% find it not very trustworthy, 13% find it not at all trustworthy and 6% don’t know.

However, teens in the study are somewhat less wary of advertising than older consumers, eMarketer stated. “Compared to their elders, teens probably ingest a disproportionate amount of their advertising in venues like Snapchat and Instagram, which they regard as their own turf,” said eMarketer analyst Mark Dolliver. “That might make them less inclined to be instinctively distrustful of the ads.”