Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB - Page 69

What age are complainants? The highest percentage of complaints in 2016 came from people in the 40 to 54 year age group, accounting for 31.54 per cent of all complaints received. The age group from 30 to 39 years account for 21.38 per cent of complaints, while the age group 55 to 65 was close behind at 21.11 per cent. These ratios have been similar since this data began being recorded in 2008. In 2016, 19 to 29 year olds accounted for 13.22 per cent of with the lowest number of complaints from people under 19 years of age (1.72 per cent), and the second lowest, people over 65 at 5.02 per cent. The percentage of complainants with an unspecified age (6.02 per cent) made up the remainder. 1.72% 13.22% 21.38% <19 19-29 30-39 31.54% 21.11% 5.02% 40-54 55-65 >65 6.02% Unspecified Who is complaining? In 2016 females were more likely to complain than males, with 68.80 per cent of complaints coming from females. This is consistent with the previous year. The percentage of complaints from males (29.49 per cent) is the lowest recorded percentage of male complaint. The second lowest was in 2010 when only 29.90 per cent of complaints were from males. All other years since 2005 more than 30 per cent of complaints were from males – the highest being in 2012, when 39.60 per cent of complaints were made by males. Review of Operations 2016 29.49% 68.80% 1.36% 0.34% Unspecified 67