Strikingly, 71% of … When questioned about which television content Millennials and Gen Zers watch weekly, the results were quite similar to the poll conducted about overall video content preferences. Over the past six weeks, weâve been releasing episodes of a limited video series called Demystifying Gen Z, produced in partnership with WAYV. Those topics ranged from content consumption and fashion influencers to brand loyalty, effective advertising, the retail experience and more. Advertising may need to be more deeply integrated into videos than just quick traditional ads. Gen Z is the evolved entrepreneurial tech-natives: Being the first digital natives, Gen Z has grown up with technology and several studies refer that 55% of … Understanding video audiences and opportunities for brands. 7 Steps To Building A Business With Cult Status . The necessity for television broadcasters to become ‘interactive’ can be most acutely observed in the reality TV genre. 2: Tap into Emerging Content Formats. Their days are filled with academic and social stressors, and they turn to video to decompress. Here’s what we know about Generation Z vs Millennials’ media consumption habits, and what it means for publishers looking to create video content that resonates: 1. Advertising may need to be more deeply integrated into videos than just quick traditional ads. According to YPulse’s most recent media consumption monitor survey, while Millennials still name TV as the screen they watch the most media content on weekly, smartphone is the top screen for Gen Z. Also known as the post-millennial generation, Gen Z (born between 1995 and 2012) is the generation that used internet from a very young age. This is a trend that is set to continue and expand in 2019, making it highly necessary for luxury brands to observe and understand their consumption habits and motivations. Gen Zers watch at a similar rate as Millennials, with 77% of Gen Z video game players tuning in to GVC. They prefer original cultural content including stories that have never been told, or a topic presented in a new way. More than half of Gen Zers use Snapchat at least 11 times a day , according to a recent study. Gen Zers however, have other plans, ... With digital content consumption doubling since the pandemic began, the growth of social, e-commerce, and search ad spend are likely to continue. Understanding the mentality and purchasing pattern of the Gen Z group is still growing and will take some more years to deliver a definitive assessment. Gen Z and the content consumption game The actual ‘mobile’ natives. The report also revealed that consumers’ favourite way to […] Regarding video content, Gen Z’s use over-the-top (OTT) services that are not tied to a cable or satellite service, more than TV and other channels. Across all teens, 78% use a smartphone, while 87% of 18-24-year-olds use the device. The findings come from Adobe’s latest report into the UK’s content consumption habits, which found the UK average for content consumption is 6.9 hours. 65% of Gen Zers use Instagram daily and 62% of Gen Zers use YouTube daily. CMO by Adobe. If these trajectories are any indication, advertising budgets will only be getting more digital. The research showed that the Gen Z mobile video consumption level was twice that among all heads of US broadband households. Whether these are good moments that they had experienced in their lives or even the ones which weren’t pleasant but they will not mind laughing over it when they encounter a similar fictional situation. Gen X and up, on the other hand, are much less likely to watch GVC (43%). Unless the brand has a loyal fan base who will religiously consume your content irrespective of the length, ‘Snackable content’ is the king. A new generation has arrived. Post - VFX, 3D and Animation; Interactive Digital Media Fund. They will also lead a new round of consumer culture, so superior luxury brands should integrate into and study their cultural phenomena, upgrade their brands, to continue to become a leading cultural brand.’ In the US, Gen Z constitutes more than a quarter of the population and by 2020 will be the most diverse generation in the nation’s history2. Preferred Video Content Platforms One such generational difference in media consumption occurs in the preferred medium for video content … For example, Gen Z audiences are twice as likely as Gen X and seven times more likely than Baby Boomers to be using audio streaming services like Spotify more. Generation Y and Generation Z are often combined and share many characteristics, most notably a savvy with … The Gen Z is pretty choosy about the kind of content they consume and brands have their task cut out in delivering content that resonates with them. 6 insights to help you understand the Gen Z drinker. Gen Z appreciates something that reflects values, principles and delivers a focused area which they can support. So how does this affect Generation Z media consumption, and how does it compare to the millennial generation? Gen Z will soon surpass Millennials as the most populous generation on earth, with more than one-third of the world’s population counting themselves Gen Zers. They … Episode 5: Are Influencers Their Main Source of Fashion Inspo? Adjust advertising models to match the content consumption platforms that Gen Z uses most, such as YouTube. 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Young consumers’ content consumption has been reshaped by quarantines, and our research hints at what their media behavior will look like now… When quarantines began, we saw Gen Z and Millennials’ media use impacted immediately, with … 65% of Gen Zers use Instagram daily and 62% of Gen Zers use YouTube daily. Gen Z. Gen Z, people ages 7-22, are most likely to watch videos on social media. Music consumption provides another great example. 3. Generation Z refers to those individuals who were born in the decade following the widespread emergence of the World Wide Web, from the mid-1990’s to the early 2000’s. Unleash Real Intelligence From Your First-Party Data, How to Coexist and Cocreate With Other Agencies, surpass millennials as the largest generation, © 2020 Adweek, LLC. They do … Myself being a part of this generation, aged 17, I find it normal to have used technology from a very young age. And most importantly, the way Generation Z is reshaping technology consumption. Gen Z, on the other hand, provides a constant opportunity to be reached and engaged; however, this can add a challenge of making sure that your marketing efforts don’t get drowned out or forgotten amidst the higher frequency of browsing, channels, and content. Born between the years of 1998 and 2016, the Gen Zs have witnessed a time when technology-advancements were supposedly at its peak. GenZ will be the brand ambassador and willingly help in advocating it further through their social artillery. Keeping the content precise and avoiding unnecessary build-up helps create compact content. Generation Z (Gen Z), ranging in age from 15 to 24 is emerging to assert itself on the future of the United States. These changes have created a never-known-before generation where all the businesses are revolutionising at warp speed to connect to these savvy customers and understand their needs. They believe that technology is a way of life and smart devices should be within an arm’s reach. Gen Z are one of the first generations born to have grown up using social media. Education/Learning Gen Z … The two most popular platforms are Instagram and YouTube. Most of Generation Z comprises the children of Gen X, although some may be children of later Baby Boomers. Today, organisations are making honest efforts to understand and communicate with this generation in an attempt to have a sustainable growth strategy driven by change and progress. #1: Gen Z is Generation Moderation. Adjust advertising models to match the content consumption platforms that Gen Z uses most, such as YouTube. Products become services, and services connect consumers. As a matter of fact, Gen Z is witnessing a time when game-changing technological advancements are … Gen Z, people ages 7-22, are most likely to watch videos on social media. Gen Z tends to be more private than millennials, favoring ephemeral messaging apps over those that put their content out there for public consumption. What you need to know about marketing to Gen Z, hosted by theright.fit. As access becomes the new form of consumption, unlimited access to goods and services (such as car-riding services, video streaming, and subscriptions) creates value. It's time to roll the dice on dice-stacking. One can never really predict what the next episode will be or what the next video on TikTok would be. 3. Also, 78% of Generation Z has a tablet in their home. This is one of the important ingredients in creating content for this generation to ensure they continue to consume it over a period of time. Indeed, media consumption has been largely affected by generational nuances. 4. It is advisable to think through how the brand has to be positioned. 90% of Gen Z are willing to pay for content they desire, according to a report by VICE Media and Ontario Creates, a Canadian provincial agency.. Media Consumption. And if studies are something to go by, Gen Z consumes media in a … This year, Gen Z will surpass millennials as the largest generation. Again, both generations reported that the genre of television they watch the most per week is comedy, with 44% of Gen Zers and 49% of Millennials claiming this genre as their go-to television video content. Generation Z refers to those individuals who were born in the decade following the widespread emergence of the World Wide Web, from the mid-1990’s to the early 2000’s. Insights, expertise and inspiration for and by digital leaders When it comes to learning about new products in the market, Gen Z places weight on the opinions of influencers, as evidenced by their consumption of how-to videos on YouTube -- … As Forbes puts it, the key to Gen Z is video content that’s relevant, meaningful, and authentic. thinking has enabled Gen Z to create kaleidoscopic identities. ‘By 2025, Gen-Z consumers in China will account for more than 55% of the total consumption of luxury brands. 64% both whitened and sweetened their coffee (the highest segment to use both additives). “[They’ve] grown up with more access to information from more sources than ever before. Since this generation has access to many tools and mediums to create content on their own, they are content creators and also to a certain extent they are able to critique in a fairly balanced manner. 7 As a result, many M&E providers are struggling to segment media consumption … When appealing to Gen Z, remember that you are dealing with $44 billion dollars of spending power; a number that goes up to $600 billion when you consider the influence that Gen Z has on their parents’ financial habits. While currently, a small cohort of this generation might be gaining purchasing power, it is critical for media and entertainment companies to understand how Gen Z consumes content. Given Gen Z consumers’ affinity for all things digital and their reliance on stores, it’s especially important for brands and retailers to blend the online and offline worlds when engaging with Gen Z. It estimates that the demographic now totals 149 million people, and will account for 40 percent of global Gen-Z purchases by 2020. Similarly, half of Gen X respondents reported that they play video games frequently, almost matching Gen Z and millennial respondents. Reaching Gen Z: Creating Content For A Generation Of Content Creators. Check out each of the videos in the series, below: Episode 1: Where the Next Generation Consumes Content. UK millennials are spending 8.5 hours consuming content across all their devices, with Generation Z spending 10.6 hours, according to new research. Immersed in the online world since birth, Gen Z surpasses Millennials in daily activity on social media with 2 hours 55 minutes spent per day. Uncovering Youth & Students. The members of Gen Z have all but abandoned traditional television viewing, opting to watch shows, movies and other digital content on their phones, tablets and laptops. With Gen Z, that's an anachronistic dream, thanks to Google and the omnipresent … They are also on track to be the most diverse, best-educated and a higher-earning generation than their predecessors. Beverages with higher consumption rates than coffee among these younger consumers are unflavored water, tap water, milk and soft drinks. Crowdsourcing has been pretty successful in recent years. Gen Z no longer forms opinions of a company solely based on the quality of their products/services but now on their ethics, practices and social impact. According to Sweety High’s 2018 Gen Z Music Consumption & Spending Report, this generation listen to more diverse music than ever before with 97% of Gen Z females saying they listen to at least five musical genres on a regular basis. In fact, according to Trifecta Research, 59% of Gen Z video consumption is done via over-the-top (OTT) services as opposed to 29% for TV. Other findings in the NCDT Study specifically related to Gen Z include: 20% of past-day coffee drinkers consumed a ready-to-drink coffee (in a bottle or can). IDM Fund: Production and Concept Definition A majority of Gen Z is now in college, or recently graduated, with some advancing straight into the workforce. Talks related to Understanding Gen Z: Content Consumption. Generation Z owns more video game consoles than millennials – 73% compared to 66%. The survey 1,000 UK consumers found that the smartphone is by far the most popular method of content consumption. The power of Generation Z, a demographic born between 1995 and 2003, has started to penetrate the Chinese personal luxury goods market in 2018. In the past week, 39% of Gen Z women drank an espresso-based beverage compared to 29% of Gen Z men. Gen Z is demonstrating the largest increase in media consumption during the Coronavirus outbreak, according to research by GlobalWebIndex across 13 markets. Generation Y and Generation Z are often combined Gen Z spends up to nine hours a day engaged with digital media. Or in Generation Z’s case, the ability to multi-multitask. Generations Y and Z are the first media consumers to emerge with interactive media as the predominant means by which they ‘consume’ messages. The report, Gen Z: The Culture of Content Consumption, is based on surveys of 14 to 22 year olds (Gen Z) from Ontario, conducted by VICE.Aside from this primary group of 500, an additional 150 individuals aged between 23-39 (Millennials) were … Content marketers should take note of what types of videos engage Gen Z the best. Be it creating a product or content, the value and authenticity of the output is much appreciated and the possibility of going ‘viral’ and reaching out to additional people is more likely. Mainstream beer … Decreasing data costs and the availability of a wide range of content has meant that while only 32% of Gen Z-ers were consuming even a single hour of video content on a daily basis in 2016, now, nearly three-fourths are doing it for more than 3 hours. Welcome Message. Gen Z even consumes shows and movies – in addition to their other video content - on their phones, tablets and laptops – and they do it for about 3.4 hours every day. But Generation Z is taking this a step further: it’s not a move to mobile, everything is already mobile. 52% of Gen Z are more likely to watch a video all the way through if it makes them laugh. Gen Z is the first group in history that has never known a world without the Internet. Episode 2: Do They Like the Retail Experience? But refocusing your video content strategy to provoke Gen Z engagement is more than a short-term cash grab. According to 2018 China’s Gen Z, White Paper by Kantar and Tencent, the average income of this generation is 3501 yuan/month, while the minimum wage standard of Shanghai in 2018 is 2420 … Core Values Gen Z will prioritize financial security over “personal fulfillment”. 3. English language is the beginning of Gen Z’s influence. Yet, among those who do drink coffee, 70% of past-day coffee consumed was gourmet versus 30% non-gourmet. 18. Gen Zers are keenly aware when they are being sold to, so content bombarded with cold marketing and logos is going to fail with this generation. In fact, Gen Zers surveyed by Ipsos and Google chose YouTube as their number-one way to cheer up and relax. The top five social platforms that Gen Z is using are: YouTube (79%), Facebook (78%), Instagram (69%), Snapchat (68%) and Twitter (49%). Yang Jing (www.njdaily.cn): Gen Z is increasingly becoming the major force of consumption in China. 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