{"id":244525,"date":"2023-08-24T09:46:00","date_gmt":"2023-08-24T09:46:00","guid":{"rendered":"https:\/\/new.adkomo.com\/la-generation-z-adopte-la-publicite-ciblee-un-changement-dans-les-preferences-en-matiere-de-marketing-numerique\/"},"modified":"2026-04-28T09:02:33","modified_gmt":"2026-04-28T09:02:33","slug":"la-generation-z-adopte-la-publicite-ciblee-un-changement-dans-les-preferences-en-matiere-de-marketing-numerique","status":"publish","type":"post","link":"https:\/\/www.adkomo.com\/fr\/la-generation-z-adopte-la-publicite-ciblee-un-changement-dans-les-preferences-en-matiere-de-marketing-numerique\/","title":{"rendered":"La G\u00e9n\u00e9ration Z Adopte la Publicit\u00e9 Cibl\u00e9e : un Changement dans les Pr\u00e9f\u00e9rences en Mati\u00e8re de Marketing Num\u00e9rique"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"244525\" class=\"elementor elementor-244525 elementor-3408\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-216ee7d5 e-flex e-con-boxed e-con e-parent\" data-id=\"216ee7d5\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-11d4a762 elementor-widget elementor-widget-text-editor\" data-id=\"11d4a762\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><\/p>\n<p>Avec l&rsquo;\u00e9volution du marketing digital et l&rsquo;intensification des pr\u00e9occupations relatives \u00e0 la protection de la vie priv\u00e9e des consommateurs suite \u00e0 la disparition des cookies, il est primordial de comprendre leur attitude face \u00e0 des techniques comme la publicit\u00e9 cibl\u00e9e. De mani\u00e8re encourageante pour les sp\u00e9cialistes du marketing, des \u00e9tudes r\u00e9centes indiquent que les jeunes consommateurs, notamment la g\u00e9n\u00e9ration Z, se montrent plus \u00e0 l&rsquo;aise, voire pr\u00e9f\u00e8rent, les publicit\u00e9s cibl\u00e9es. <\/p>\n<p><\/p>\n<p><\/p>\n<p>Comparativement \u00e0 leurs a\u00een\u00e9s, <b>les membres de la g\u00e9n\u00e9ration Z sont trois fois plus susceptibles d&rsquo;accepter le suivi, m\u00eame face \u00e0 des avertissements comme celui d&rsquo;Apple concernant la transparence du suivi des applications. <\/b>Un pourcentage significatif de 37 % des consommateurs de la g\u00e9n\u00e9ration Z ont opt\u00e9 pour le suivi afin de recevoir des publicit\u00e9s plus pertinentes, tandis que 43 <strong>%<\/strong> ont choisi de s&rsquo;y opposer. \u00c0 l&rsquo;inverse, la majorit\u00e9 des baby-boomers ont refus\u00e9 les demandes de suivi. <\/p>\n<p><\/p>\n<p><\/p>\n<p>Les mesures de protection en ligne de la g\u00e9n\u00e9ration Z diff\u00e8rent sensiblement de celles des baby-boomers. La g\u00e9n\u00e9ration Z est moins encline \u00e0 supprimer les cookies de son navigateur (41 % contre 59 %) ou \u00e0 utiliser des bloqueurs de publicit\u00e9 (<strong>27 % contre 32 %<\/strong>). En revanche, elle est plus susceptible d&rsquo;utiliser un VPN <strong>(32 % contre 27 %)<\/strong>.<br> <br> <br>  <\/p>\n<p><\/p>\n<p><\/p>\n<p>Andy Taylor, vice-pr\u00e9sident de la recherche chez <a href=\"https:\/\/tinuiti.com\/\">Tinuiti<\/a>, a not\u00e9 la pr\u00e9f\u00e9rence marqu\u00e9e de la g\u00e9n\u00e9ration Z pour le suivi afin de recevoir des publicit\u00e9s pertinentes par rapport aux g\u00e9n\u00e9rations plus \u00e2g\u00e9es, ainsi que leur moindre tendance \u00e0 effacer les cookies et \u00e0 utiliser des bloqueurs de publicit\u00e9.<\/p>\n<p><\/p>\n<p><\/p>\n<p>L&rsquo;\u00e9tude a compil\u00e9 les donn\u00e9es de cinq enqu\u00eates distinctes, impliquant plus de 5 000 r\u00e9pondants et men\u00e9es entre f\u00e9vrier et avril 2023. Trois enqu\u00eates ont port\u00e9 sur les cat\u00e9gories de biens de consommation courante, une a explor\u00e9 les sentiments concernant la confidentialit\u00e9 en ligne et une autre a examin\u00e9 les attitudes des membres Prime \u00e0 l&rsquo;\u00e9gard du Prime Day. <\/p>\n<p><\/p>\n<p><\/p>\n<p>L&rsquo;influence pr\u00e9pond\u00e9rante des r\u00e9seaux sociaux. Sans surprise, TikTok s&rsquo;impose comme la plateforme de pr\u00e9dilection de la g\u00e9n\u00e9ration Z pour la d\u00e9couverte de produits, mais le r\u00f4le des influenceurs est ind\u00e9niable. <b>Plus de 75 % des membres de la g\u00e9n\u00e9ration Z ont d\u00e9clar\u00e9 avoir effectu\u00e9 un achat suite \u00e0 une recommandation d&rsquo;influenceu<\/b>r au cours de l&rsquo;ann\u00e9e \u00e9coul\u00e9e, un pourcentage nettement sup\u00e9rieur \u00e0 celui des baby-boomers. <b>Dans les secteurs de la beaut\u00e9 et de l&rsquo;alimentation, ce chiffre atteint m\u00eame 85 %.<\/b><\/p>\n<p><\/p>\n<p><\/p>\n<p>Les influenceurs deviennent des sources de recommandations de plus en plus fiables, notamment pour les consommateurs de la g\u00e9n\u00e9ration Z, ce qui t\u00e9moigne de leur impact croissant sur la d\u00e9couverte des produits et les d\u00e9cisions d&rsquo;achat.<\/p>\n<p><\/p>\n<p><\/p>\n<p>La g\u00e9n\u00e9ration Z a une propension \u00e0 la recherche avant achat, que ce soit en ligne ou en magasin. Plus que les baby-boomers, elle est plus encline \u00e0 rechercher des produits ou des marques sur les moteurs de recherche, les r\u00e9seaux sociaux ou via des codes QR. De plus, 74 % des consommateurs de produits de grande consommation de la g\u00e9n\u00e9ration Z privil\u00e9gient les valeurs et les convictions de la marque aupr\u00e8s de laquelle ils ach\u00e8tent, un sentiment plus marqu\u00e9 au sein de cette g\u00e9n\u00e9ration que chez toute autre.  <\/p>\n<p><\/p>\n<p><\/p>\n<p>Les habitudes d&rsquo;achat de la g\u00e9n\u00e9ration Z divergent consid\u00e9rablement de celles des consommateurs plus \u00e2g\u00e9s. Alors que 59 % des membres de la g\u00e9n\u00e9ration Z ach\u00e8tent leurs produits de grande consommation en supermarch\u00e9, ce chiffre atteint 79 % chez les baby-boomers. <b> La g\u00e9n\u00e9ration Z se montre plus encline \u00e0 faire ses courses en ligne via des plateformes de livraison, avec 20 % d&rsquo;entre eux utilisant ces services, contre seulement 5 % des baby-boomers.<\/b><\/p>\n<p><\/p>\n<p><\/p>\n<p>Les r\u00e9seaux sociaux, et notamment TikTok, jouent un r\u00f4le essentiel dans la d\u00e9couverte de produits par la g\u00e9n\u00e9ration Z. Les sp\u00e9cialistes du marketing doivent tenir compte de cette influence lorsqu&rsquo;ils cherchent \u00e0 sensibiliser et \u00e0 susciter l&rsquo;int\u00e9r\u00eat des jeunes consommateurs. L&rsquo;impact des r\u00e9seaux sociaux se fait m\u00eame sentir en magasin, car la g\u00e9n\u00e9ration Z est plus encline que les g\u00e9n\u00e9rations pr\u00e9c\u00e9dentes \u00e0 rechercher des marques sur les r\u00e9seaux sociaux tout en effectuant des recherches en point de vente.  <\/p>\n<p><\/p>\n<p><\/p>\n<p>Source: <a href=\"https:\/\/www.marketingdive.com\/news\/allow-tracking-younger-consumers-more-likely-okay-with-target\/691452\/\" target=\"_blank\" rel=\"noopener\" title=\"MARKETINGDIVE\">MARKETINGDIVE<\/a><\/p>\n<p><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Avec l&rsquo;\u00e9volution du marketing digital et l&rsquo;intensification des pr\u00e9occupations relatives \u00e0 la protection de la vie priv\u00e9e des consommateurs suite \u00e0 la disparition des cookies, il est primordial de comprendre leur attitude face \u00e0 des techniques comme la publicit\u00e9 cibl\u00e9e. De mani\u00e8re encourageante pour les sp\u00e9cialistes du marketing, des \u00e9tudes r\u00e9centes indiquent que les jeunes [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":244526,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[83],"tags":[116,107],"class_list":["post-244525","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-du-secteur","tag-publicite-en-ligne","tag-publicite-pour-applications-mobiles"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La G\u00e9n\u00e9ration Z Adopte la Publicit\u00e9 Cibl\u00e9e : un Changement dans les Pr\u00e9f\u00e9rences en Mati\u00e8re de Marketing Num\u00e9rique - Adkomo<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adkomo.com\/fr\/la-generation-z-adopte-la-publicite-ciblee-un-changement-dans-les-preferences-en-matiere-de-marketing-numerique\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La G\u00e9n\u00e9ration Z Adopte la Publicit\u00e9 Cibl\u00e9e : un Changement dans les Pr\u00e9f\u00e9rences en Mati\u00e8re de Marketing Num\u00e9rique - Adkomo\" \/>\n<meta property=\"og:description\" content=\"Avec l&rsquo;\u00e9volution du marketing digital et l&rsquo;intensification des pr\u00e9occupations relatives \u00e0 la protection de la vie priv\u00e9e des consommateurs suite \u00e0 la disparition des cookies, il est primordial de comprendre leur attitude face \u00e0 des techniques comme la publicit\u00e9 cibl\u00e9e. 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