A recent survey provides some insight into the types of content preferred by various age groups. It turns out that there are some significant differences among age groups that marketers need to be aware of.

The survey, conducted by HubSpot, included just over 3,000 consumers from Colombia, Germany, Mexico, and the US. The survey respondents were 18 years old and older. In general, the survey found that younger consumers prefer video content and want more social content, while older consumers prefer email content. This information breaks down as follows:

• Video: Over half of the respondents 54 years old and younger prefer to see videos from their favorite brands, while 47% of respondents older than 54 want to see more videos.
• Emails: While 68% of consumers aged 55+ prefer emails from their favorite brands, only 22% of consumers ages 18-24 prefer emails.
• Social images: The 18-24 year-old age group prefers social images from their favorite brands, as compared with just 20% from those 55+ years.
• Text vs. video: Older consumers consider text content from their favorite brands to be more memorable than younger consumers, while consumers from all age groups find video content to be the most memorable content format. In addition, 65% of younger consumers (age 18-24) want to see more video content created in the future, while 59% of consumers age 55+ prefer to see more article content created.