Gen Zers watch at a similar rate as Millennials, with 77% of Gen Z video game players tuning in to GVC. Most of Generation Z comprises the children of Gen X, although some may be children of later Baby Boomers. 65% of Gen Zers use Instagram daily and 62% of Gen Zers use YouTube daily. 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. Gen Z, people ages 7-22, are most likely to watch videos on social media. (Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory.). Episode 5: Are Influencers Their Main Source of Fashion Inspo? It's time to roll the dice on dice-stacking. 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. If these trajectories are any indication, advertising budgets will only be getting more digital. Being a mobile-first generation, Gen Z consumes much of their media on smartphones. Gen Z spends up to nine hours a day engaged with digital media. Advertising may need to be more deeply integrated into videos than just quick traditional ads. Since... Limitless options, but limited time. The consumption ability of Chinese Generation Z is often underestimated by the brands because of their young age. Myself being a part of this generation, aged 17, I find it normal to have used technology from a very young age. 64% both whitened and sweetened their coffee (the highest segment to use both additives). Or in Generation Z’s case, the ability to multi-multitask. They are the most diverse generation, with almost half of them belonging to a minority group. More than half of Gen Zers use Snapchat at least 11 times a day , according to a recent study. 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. 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. 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. #1: Gen Z is Generation Moderation. Gen Z. Gen Z, people ages 7-22, are most likely to watch videos on social media. The survey 1,000 UK consumers found that the smartphone is by far the most popular method of content consumption. Episode 6: What do They Look for in a Brand? 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. This year, Gen Z will surpass millennials as the largest generation. 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. 2: Tap into Emerging Content Formats. One can never really predict what the next episode will be or what the next video on TikTok would be. ‘By 2025, Gen-Z consumers in China will account for more than 55% of the total consumption of luxury brands. 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. 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 -- … Adjust advertising models to match the content consumption platforms that Gen Z uses most, such as YouTube. thinking has enabled Gen Z to create kaleidoscopic identities. Ontario Film Commission. The power of Generation Z, a demographic born between 1995 and 2003, has started to penetrate the Chinese personal luxury goods market in 2018. 3. 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. Welcome Message. Products become services, and services connect consumers. The 2017 NCDT Study found that coffee is not the most consumed beverage among Gen Z. This is a generation that knows how to search and find exactly what they want, so when expectations aren’tmet, don’texpect them to 7 As a result, many M&E providers are struggling to segment media consumption … 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 … 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. For Gen Z—and increasingly for older generations as well—consumption means having access to products or services, not necessarily owning them. 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. Gen Z is the first group in history that has never known a world without the Internet. Yet, among those who do drink coffee, 70% of past-day coffee consumed was gourmet versus 30% non-gourmet. Education/Learning Gen Z … Ability to multitask. 41% of Gen Z say Instagram is their preferred social media platform for following brands. English language is the beginning of Gen Z’s influence. It is important to understand the niche audience and create content as relevant as possible for the audience. While brands expressing their opinion are welcomed by this generation, there is a fine line between just expressing it and pushing it over to the viewers. According to the research, Generation Z spend a whopping 10.6 hours engaging with online content every single day. 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. 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. 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 … “[They’ve] grown up with more access to information from more sources than ever before. 6. Gen Z’s primary motivation for consuming content is entertainment. 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. Preferred Video Content Platforms One such generational difference in media consumption occurs in the preferred medium for video content … Hence this makes a lot of difference in their perception of social, political, economic, innovation, business, lifestyle and many more. Gen Z is redefining "sports" as we know it, evidenced by 52% of young males spending more time watching trick shot and dice-stacking videos than traditional sports content. 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. The top five social platforms that Gen Z is using are: YouTube (79%), Facebook (78%), Instagram (69%), Snapchat (68%) and Twitter (49%). 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. They are also on track to be the most diverse, best-educated and a higher-earning generation than their predecessors. Generation Z owns more video game consoles than millennials – 73% compared to 66%. In fact, Chinese Generation Z will soon become the highest-level consumption group. Gen Z and the content consumption game The actual ‘mobile’ natives. Talks related to Understanding Gen Z: Content Consumption. 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. Over the past six weeks, we’ve been releasing episodes of a limited video series called Demystifying Gen Z, produced in partnership with WAYV. Yang Jing (www.njdaily.cn): Gen Z is increasingly becoming the major force of consumption in China. 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. Adjust advertising models to match the content consumption platforms that Gen Z uses most, such as YouTube. Gen Z are one of the first generations born to have grown up using social media. 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. 4. As we wrap-up the year, we wanted to provide a singular place for you to view these videos - so here it is. 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. And most importantly, the way Generation Z is reshaping technology consumption. 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. 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. These Generation Z social media trends are also an indication of the generation’s preference for visual over written content. Post - VFX, 3D and Animation; Interactive Digital Media Fund. They prefer original cultural content including stories that have never been told, or a topic presented in a new way. For further insights into Gen Z and content control, see “ Gen Z Study Reveals Three Trends That Will Redefine Tomorrow’s Digital Lifestyle. 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. GenZ will be the brand ambassador and willingly help in advocating it further through their social artillery. Australian Bureau of Statistics figures released in early September showed that alcohol consumption was at its lowest for more than 50 years. 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. What you need to know about marketing to Gen Z, hosted by theright.fit. They do … Unless the brand has a loyal fan base who will religiously consume your content irrespective of the length, ‘Snackable content’ is the king. 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 tends to be more private than millennials, favoring ephemeral messaging apps over those that put their content out there for public consumption. 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! Every Monday, hundreds of marketers tuned in for a concise, informative video, capturing a wide range of Gen Zers thoughts on a particular topic. They … 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). Music consumption provides another great example. They want to explore and engage with a wide variety of different voices and viewpoints, and desire much more diversity in the stories and people they see. Check out each of the videos in the series, below: Episode 1: Where the Next Generation Consumes Content. These unique, generation-specific interactions with media then provide brands invaluable insight into the technological consumption trends of both Millennials and Gen Zers. Beverages with higher consumption rates than coffee among these younger consumers are unflavored water, tap water, milk and soft drinks. Generation Z grew up with smartphones, and it is estimated that 98% of Generation Z owns a smartphone compared to 96% in 2016. Strikingly, 71% of teens’ typical entertainment consumption is streaming, and one-third is viewed from a mobile device. 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. 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. 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. They believe that technology is a way of life and smart devices should be within an arm’s reach. Insights, expertise and inspiration for and by digital leaders 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. 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. To effectively reach young fans, data … Core Values Gen Z will prioritize financial security over “personal fulfillment”. Content Consumption, Shopping Habits and More By Nick Gardner | December 18, 2019 This year, Gen Z will surpass millennials as the largest generation. As Forbes puts it, the key to Gen Z is video content that’s relevant, meaningful, and authentic. 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. It is a fact that brands are already interacting with this latest generation, either as employers or service providers. But refocusing your video content strategy to provoke Gen Z engagement is more than a short-term cash grab. Video games aren’t just about gaming anymore. 7 Steps To Building A Business With Cult Status . They are able to understand that they hold a totally different approach while communicating, building network, review-based purchasing and connecting with brands that cater to more interactive content; and if the content or product seems to excite them, then the company could save on some marketing bucks on promoting it further. 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. If these trajectories are any indication, advertising budgets will only be getting more digital. 52% of Gen Z are more likely to watch a video all the way through if it makes them laugh. So how does this affect Generation Z media consumption, and how does it compare to the millennial generation? And if studies are something to go by, Gen Z consumes media in a … 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. Also, 78% of Generation Z has a tablet in their home. 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. 3. Millennials spend an average of 5.2 hours a day consuming content on their phones, compared to 5.9 hours for Gen Z. The top five social platforms that Gen Z is using are: YouTube (79%), Facebook (78%), Instagram (69%), Snapchat (68%) and Twitter (49%). This generation likes to consume something that they can all relate to. 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. If someone wants to make a certain point through their content, it is good to do it subtly, but going overboard or sounding preachy may backfire. 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. 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And with ongoing advancements in mobile technology, more of these videos are watched on smartphones. Advertising may need to be more deeply integrated into videos than just quick traditional ads. Generation Y and Generation Z are often combined For Gen Z—and increasingly for older generations as well—consumption means having access to products or services, not necessarily owning them. Indeed, media consumption has been largely affected by generational nuances. 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. With Gen Z, that's an anachronistic dream, thanks to Google and the omnipresent … Taking a closer look at their tech habits, this generation prefers communicating over video calls, shops more online than any preceding generation, follows cooking videos and apps, invests on health matters in highly informed way, and mostly believes in security and stability when it comes to finances and careers. Episode 2: Do They Like the Retail Experience? And with ongoing advancements in mobile technology, more of these videos are watched on smartphones. Media Consumption. Generation Y and Generation Z are often combined and share many characteristics, most notably a savvy with … 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.. 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 … Crowdsourcing has been pretty successful in recent years. As access becomes the new form of consumption, unlimited access to goods and services (such as car-riding services, video … Mainstream beer … 18. 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. 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. Content marketers should take note of what types of videos engage Gen Z the best. CMO by Adobe. In Brief: 1: Drive In-store Traffic, Digitally While online shopping growth continues to outpace growth of brick-and-mortar,... 2: Tap into Emerging Content Formats Video games aren’t just about gaming anymore. 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