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Gen Z adults are more likely to pay attention to social media advertising than US adults overall, according to CivicScience. By comparison, the general adult population tends to notice other online ads and TV commercials.

Beyond the chart: Despite Gen Z paying the most attention to social ads, conversion can be tricky, because this digitally savvy generation can spot paid ads quickly and may be hesitant to click. Still, social ads, especially on mobile, have the benefit of showing up closer to a potential point of purchase than traditional ad formats do, meaning advertisers should continue meeting Gen Z on social media.

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