Allison Choi

Are Adults age 40-50 more influenced than teens (age 12-18) by social media and the digital marketing industry?

Started Feb. 26, 2024

Abstract or project description

This paper focuses on the development and content of digital marketing, and how differently each age demographic reacts to it. With the emergence of the web development, more users became aware of the internet and became vulnerable to internet influence. Because of the continual growth of the web, many businesses rely on digital marketing to increase their return of investment and popularity. As digital marketing invades the marketing industry and becomes increasingly personalized in the sales funnel, I conducted research including a questionnaire that studied 94 respondents and their perception of digital marketing. The respondents were divided into two experimental groups: teenagers and adults. Conclusions of the survey proved that teenagers, age 13-20, were more vulnerable to the businesses’ marketing techniques than the other experiment group, age 30-55. The difference forms in their quality of activity they spend on the web and social media as it affected the way the two groups perceived the certain marketing technique.