Editor’s Note: there are several infographics provided: How Millennials and Baby Boomers Consume User-Generated Content (UGC) via Adweek

From an A-list celebrity tagging his new designer duds on Instagram to your next-door neighbor raving about her favorite new meal-delivery service on Facebook, most everyone uses social media to talk about brands.

But how different generations of people create, consume, and share this type of user-generated content varies widely. To help marketers better understand the divide, earned content platform Olapic conducted a survey to find out how consumers of different ages—especially millennials and baby boomers—view UGC.

While their responses varied, one thing was widely agreed upon: “76 percent of consumers believe the content that average people share is more honest than advertising from brands,” said Olapic co-founder Pau Sabria. “That should serve as a wake-up call for brands to start exploring the use of authentic content in ads and marketing to build trust and create a more meaningful dialogue with their customers.”

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Growing gap between younger and older Hispanics via MediaLife (source: Nielsen)

A new report from Nielsen takes an in-depth look at the Hispanic demographic, in which these growing differences emerge.

Younger Hispanics have very different media preferences than their grandparents and even their parents. They have their own unique language preference. And they’re much more educated.

This has over time shaped a unique demographic group that advertisers should be courting quite differently than the older one.

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Access full report from Nielsen