As a matter of fact, Gen Z is witnessing a time when game-changing technological advancements are … In the past week, 39% of Gen Z women drank an espresso-based beverage compared to 29% of Gen Z men. Gen Z. Gen Z, people ages 7-22, are most likely to watch videos on social media. 5. Gen Z are one of the first generations born to have grown up using social media. With digital content consumption doubling since the pandemic began, the growth of social, e-commerce, and search ad spend are likely to continue. Ontario Film Commission. 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 -- … The survey 1,000 UK consumers found that the smartphone is by far the most popular method of content consumption. Uncovering Youth & Students. Their days are filled with academic and social stressors, and they turn to video to decompress. Generations Y and Z are the first media consumers to emerge with interactive media as the predominant means by which they ‘consume’ messages. Yet, among those who do drink coffee, 70% of past-day coffee consumed was gourmet versus 30% non-gourmet. For Gen Z—and increasingly for older generations as well—consumption means having access to products or services, not necessarily owning them. (Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory.). Indeed, media consumption has been largely affected by generational nuances. Gen Z, people ages 7-22, are most likely to watch videos on social media. 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. IDM Fund: Production and Concept Definition thinking has enabled Gen Z to create kaleidoscopic identities. It's time to roll the dice on dice-stacking. 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 … “[They’ve] grown up with more access to information from more sources than ever before. Australian Bureau of Statistics figures released in early September showed that alcohol consumption was at its lowest for more than 50 years. 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. 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. Adjust advertising models to match the content consumption platforms that Gen Z uses most, such as YouTube. And most importantly, the way Generation Z is reshaping technology consumption. 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. 3. UK millennials are spending 8.5 hours consuming content across all their devices, with Generation Z spending 10.6 hours, according to new research. 4. 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. Millennials spend an average of 5.2 hours a day consuming content on their phones, compared to 5.9 hours for Gen Z. Generation Z owns more video game consoles than millennials – 73% compared to 66%. 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. 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. 3. So how does this affect Generation Z media consumption, and how does it compare to the millennial generation? Reaching Gen Z: Creating Content For A Generation Of Content Creators. 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. As access becomes the new form of consumption, unlimited access to goods and services (such as car-riding services, video … Those topics ranged from content consumption and fashion influencers to brand loyalty, effective advertising, the retail experience and more. Strikingly, 71% of teens’ typical entertainment consumption is streaming, and one-third is viewed from a mobile device. Mainstream beer … Most of Generation Z comprises the children of Gen X, although some may be children of later Baby Boomers. Video games aren’t just about gaming anymore. In fact, Chinese Generation Z will soon become the highest-level consumption group. Many in fact refer to Gen-Z as the ‘’omnichannel generation’’, stressing the fact that publishers should consider using a combination of print and digital marketing approaches to successfully monetize this audience. 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. Episode 6: What do They Look for in a Brand? They prefer original cultural content including stories that have never been told, or a topic presented in a new way. Gen Z tends to be more private than millennials, favoring ephemeral messaging apps over those that put their content out there for public consumption. 3. These unique, generation-specific interactions with media then provide brands invaluable insight into the technological consumption trends of both Millennials and Gen Zers. By this point, it shouldn’t come as a shock that when it comes to consuming alcohol, Gen Z is doing it their own way. From reduced consumption to nights of Netflix and swill and a little bit of trend-chasing, these six facts will tell you what you need to know about Gen Z as drinkers. The 2017 NCDT Study found that coffee is not the most consumed beverage among Gen Z. 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.’ 7 Steps To Building A Business With Cult Status . Gen Z and the content consumption game The actual ‘mobile’ natives. Born between the years of 1998 and 2016, the Gen Zs have witnessed a time when technology-advancements were supposedly at its peak. 2: Tap into Emerging Content Formats. A majority of Gen Z is now in college, or recently graduated, with some advancing straight into the workforce. For example, in 2017, 70 percent of Gen Z households had a streaming subscription, closely followed by millennial (68 percent) and Gen X (64 percent) households. The two most popular platforms are Instagram and YouTube. Since... Limitless options, but limited time. Being a mobile-first generation, Gen Z consumes much of their media on smartphones. Especially, in case of a brand, they will welcome and stand by it, but there has to be a fair balance between these and not come across as a force-fit. 4. More than half of Gen Zers use Snapchat at least 11 times a day , according to a recent study. The key for companies is to be aware of the demands of the cohort and continuously provide them with their needs and interests to stay relevant and competitive. It is important to understand the niche audience and create content as relevant as possible for the audience. 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. Products become services, and services connect consumers. Generation Z (Gen Z), ranging in age from 15 to 24 is emerging to assert itself on the future of the United States. Beverages with higher consumption rates than coffee among these younger consumers are unflavored water, tap water, milk and soft drinks. Here’s a look at some of the key ways Generation Z will change consumption in the near future: Mobile-first The trend has been moving to mobile for a while, whether shopping, banking, accessing social media or any of the other digital habits we have today. Welcome Message. Breaking down younger Gen Z demographics, 68% of American 13-14-year-olds own a smartphone and 76% of 15-17-year-olds own a smartphone. The research showed that the Gen Z mobile video consumption level was twice that among all heads of US broadband households. According to the research, Generation Z spend a whopping 10.6 hours engaging with online content every single day. Gen Z is demonstrating the largest increase in media consumption during the Coronavirus outbreak, according to research by GlobalWebIndex across 13 markets. They believe that technology is a way of life and smart devices should be within an arm’s reach. If these trajectories are any indication, advertising budgets will only be getting more digital. 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). Ability to multitask. Gen X and up, on the other hand, are much less likely to watch GVC (43%). They are also on track to be the most diverse, best-educated and a higher-earning generation than their predecessors. These Generation Z social media trends are also an indication of the generation’s preference for visual over written content. Unless the brand has a loyal fan base who will religiously consume your content irrespective of the length, ‘Snackable content’ is the king. 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. In fact, Gen Zers surveyed by Ipsos and Google chose YouTube as their number-one way to cheer up and relax. Media Consumption. Or in Generation Z’s case, the ability to multi-multitask. Also, 78% of Generation Z has a tablet in their home. Here are a few tips which can come handy for companies while dealing and catering Gen Z. Gen Z likes content that could be consumed on the go. But refocusing your video content strategy to provoke Gen Z engagement is more than a short-term cash grab. This generation likes to consume something that they can all relate to. 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. 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. It is advisable to think through how the brand has to be positioned. Money Heist, Game of Thrones or even TikTok are among the most popular content platforms now-a-days, but the common factor between these platforms is ‘unpredictably’. 3. At 11 years old, when I got my first phone, I had no idea how to use Instagram, Snapchat and especially not Facebook, which I still don’t know how to use, even today! 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. Similarly, half of Gen X respondents reported that they play video games frequently, almost matching Gen Z and millennial respondents. Gen Z appreciates something that reflects values, principles and delivers a focused area which they can support. Check out each of the videos in the series, below: Episode 1: Where the Next Generation Consumes Content. 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. Gen Z is a video-first generation, and they’re driving mobile video consumption. 65% of Gen Zers use Instagram daily and 62% of Gen Zers use YouTube daily. 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. This is a generation that knows how to search and find exactly what they want, so when expectations aren’tmet, don’texpect them to 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. The survey of nearly 3,500 Gen-Z consumers said the monthly purchasing power of China’s Gen Z stands at $507 (RMB 3,501). 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. 6. #1: Gen Z is Generation Moderation. 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. “Generation Z is discerning,” says Jeff Froom, co-author of Marketing to Gen Z. 3. But Generation Z is taking this a step further: it’s not a move to mobile, everything is already mobile. English language is the beginning of Gen Z’s influence. Some 77 million members of Generation Z, also known as centennials, have been born since 1997 – making them as large a cohort as the millennials. Relevancy is one of the most prominent factors when you are focusing on a generation that is given to pragmatic thinking while discovering products/services. Generation Z grew up with smartphones, and it is estimated that 98% of Generation Z owns a smartphone compared to 96% in 2016. 6 insights to help you understand the Gen Z drinker. Ways to relate to Gen Z in marketing and advertising Trifecta Research 2015 | Privileged and Confidential Generation Z wants to be communicated with visually and with short, bite-sized content. Content marketers should take note of what types of videos engage Gen Z the best. 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. Across all teens, 78% use a smartphone, while 87% of 18-24-year-olds use the device. 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. Generation Z Means More Digital, Mobile & Social for Financial Marketers Subscribe Now Get The Financial Brand Newsletter for FREE - Sign Up Now For decades, new accounts from younger consumers simply materialized through parents who spoon fed them to whichever institution had their business. 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. - All Rights Reserved. It is a fact that brands are already interacting with this latest generation, either as employers or service providers. And if studies are something to go by, Gen Z consumes media in a … The top five social platforms that Gen Z is using are: YouTube (79%), Facebook (78%), Instagram (69%), Snapchat (68%) and Twitter (49%). Gen Z: … A new generation has arrived. The power of Generation Z, a demographic born between 1995 and 2003, has started to penetrate the Chinese personal luxury goods market in 2018. 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. The report also revealed that consumers’ favourite way to […] Most of Generation Z comprises the children of Gen X, although some may be children of later Baby Boomers. Another survey by Whistle Sports – “Changing the Game: How Gen Z is Redefining Sports, Consumption & Sponsorship” – shows that Generation Z is redefining what we call sports, with a stronger gravitation to “non-traditional sports,” which they can watch online and then mimic with videos of their own. Music consumption provides another great example. 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. 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 … Gen Zers watch at a similar rate as Millennials, with 77% of Gen Z video game players tuning in to GVC. 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. Gen Z spends up to nine hours a day engaged with digital media. 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