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
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