Reddit’s Head of Mid Market UK, Hannah Walker, has predicted the era of categorising consumers solely by age may be drawing to an end next year.

According to Walker, who has been with the social media giant since October this year, consumers, regardless of their age, are increasingly breaking away from societal norms.

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She claimed the stereotypical distinctions between generations are becoming less relevant, leading advertisers to reconsider their strategies in targeting audiences.

Walker said: “Advertisers must recognise these nuances as they think about who they are targeting and how to do it and let’s face it: really whether you’re 25 or 35, you’re still likely to want to eat chocolate or go on holiday.

“In response to this, interest-based targeting is likely to continue to increase in prevalence, which allows engagement based on factors that have nothing to do with a consumer’s age.”

As a result, she emphasises that consumer expectations regarding brand interactions are on the rise, urging advertisers to delve into the intricacies of each consumer’s daily life.

“It’s important advertisers are realising the complexities of any given consumer’s everyday life and targeting based on actual activity and engagement, rather than demographic, which should lead to more personalised and effective interactions,” she said.

Read Mobile Marketing Magazine’s recent interview with Reddit’s VP of International Growth on becoming more ‘accessible and culturally relevant’