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Survey: Advertising and young adults

The Institute of Communication Agencies has released the results of a recent survey into the attitudes toward advertising of young adults in Canada. According to the results, 18- to 34-year-olds as a group are the most receptive to and engaged in advertising. The survey, conducted by Ipsos Reid, showed that 36% of Canadians in this age group have shared a humorous or clever ad with others online versus the national average of 23%. In addition, 18% of young adults have searched online for ads they have enjoyed in the past, compared to nine percent of Canadians between the ages of 45 and 54. Twenty-five percent of this group was excited about seeing ads for their favourite brands, compared to the national average of 11%. "This year's survey showed how online growth, coupled with innovative, witty and thought-provoking ads are enticing a generation to share and engage with a brand, something marketers have been striving to achieve for years," said Gillian Graham, CEO of the institute.

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