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. For Gen Z—and increasingly for older generations as well—consumption means having access to products or services, not necessarily owning them. 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 Z is the first group in history that has never known a world without the Internet. 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. Born and grown up at a time of prosperity … 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. They are also on track to be the most diverse, best-educated and a higher-earning generation than their predecessors. English language is the beginning of Gen Z’s influence. It is advisable to think through how the brand has to be positioned. Keeping the content precise and avoiding unnecessary build-up helps create compact 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. Most of Generation Z comprises the children of Gen X, although some may be children of later Baby Boomers. - All Rights Reserved. The 2017 NCDT Study found that coffee is not the most consumed beverage among Gen Z. Millennials spend an average of 5.2 hours a day consuming content on their phones, compared to 5.9 hours for Gen Z. Australian Bureau of Statistics figures released in early September showed that alcohol consumption was at its lowest for more than 50 years. Gen Z. Gen Z, people ages 7-22, are most likely to watch videos on social media. Welcome Message. 52% of Gen Z are more likely to watch a video all the way through if it makes them laugh. Gen Z: … And with ongoing advancements in mobile technology, more of these videos are watched on smartphones. As access becomes the new form of consumption, unlimited access to goods and services (such as car-riding services, video … What you need to know about marketing to Gen Z, hosted by theright.fit. 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. Understanding video audiences and opportunities for brands. ‘By 2025, Gen-Z consumers in China will account for more than 55% of the total consumption of luxury brands. Generation Y and Generation Z are often combined Adjust advertising models to match the content consumption platforms that Gen Z uses most, such as YouTube. It's time to roll the dice on dice-stacking. 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. The power of Generation Z, a demographic born between 1995 and 2003, has started to penetrate the Chinese personal luxury goods market in 2018. Ontario Film Commission. They are the most diverse generation, with almost half of them belonging to a minority group. They believe that technology is a way of life and smart devices should be within an arm’s reach. 3. thinking has enabled Gen Z to create kaleidoscopic identities. Those topics ranged from content consumption and fashion influencers to brand loyalty, effective advertising, the retail experience and more. 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 … 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. Generation Z (Gen Z), ranging in age from 15 to 24 is emerging to assert itself on the future of the United States. 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. As we wrap-up the year, we wanted to provide a singular place for you to view these videos - so here it is. 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. 6 insights to help you understand the Gen Z drinker. Reaching Gen Z: Creating Content For A Generation Of Content Creators. Content Consumption, Shopping Habits and More By Nick Gardner | December 18, 2019 This year, Gen Z will surpass millennials as the largest generation. 4. #1: Gen Z is Generation Moderation. If these trajectories are any indication, advertising budgets will only be getting more digital. IDM Fund: Production and Concept Definition Episode 6: What do They Look for in a Brand? Crowdsourcing has been pretty successful in recent years. Over the past six weeks, weâve been releasing episodes of a limited video series called Demystifying Gen Z, produced in partnership with WAYV. 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’s primary motivation for consuming content is entertainment. In the past week, 39% of Gen Z women drank an espresso-based beverage compared to 29% of Gen Z men. 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. 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 two most popular platforms are Instagram and YouTube. 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. If these trajectories are any indication, advertising budgets will only be getting more digital. The top five social platforms that Gen Z is using are: YouTube (79%), Facebook (78%), Instagram (69%), Snapchat (68%) and Twitter (49%). To effectively reach young fans, data … 18. 5. 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. 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, 78% of Generation Z has a tablet in their home. 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. 41% of Gen Z say Instagram is their preferred social media platform for following brands. 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. 4. But refocusing your video content strategy to provoke Gen Z engagement is more than a short-term cash grab. The survey 1,000 UK consumers found that the smartphone is by far the most popular method of content consumption. 3. 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. Since... Limitless options, but limited time. Strikingly, 71% of … 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. 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. They … Advertising may need to be more deeply integrated into videos than just quick traditional ads. 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. 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! 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. For further insights into Gen Z and content control, see “ Gen Z Study Reveals Three Trends That Will Redefine Tomorrow’s Digital Lifestyle. Generation Z grew up with smartphones, and it is estimated that 98% of Generation Z owns a smartphone compared to 96% in 2016. 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. Gen Z is demonstrating the largest increase in media consumption during the Coronavirus outbreak, according to research by GlobalWebIndex across 13 markets. 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. 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.. According to the research, Generation Z spend a whopping 10.6 hours engaging with online content every single day. 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. Ability to multitask. 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.). Advertising may need to be more deeply integrated into videos than just quick traditional ads. 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. Similarly, half of Gen X respondents reported that they play video games frequently, almost matching Gen Z and millennial respondents. Preferred Video Content Platforms One such generational difference in media consumption occurs in the preferred medium for video content … 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). 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.’ CMO by Adobe. So how does this affect Generation Z media consumption, and how does it compare to the millennial generation? Music consumption provides another great example. 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 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. The consumption ability of Chinese Generation Z is often underestimated by the brands because of their young age. Hence this makes a lot of difference in their perception of social, political, economic, innovation, business, lifestyle and many more. 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. 64% both whitened and sweetened their coffee (the highest segment to use both additives). Gen Zers watch at a similar rate as Millennials, with 77% of Gen Z video game players tuning in to GVC. 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. 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 -- … But Generation Z is taking this a step further: it’s not a move to mobile, everything is already mobile. With Gen Z, that's an anachronistic dream, thanks to Google and the omnipresent … Products become services, and services connect consumers. 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 … Gen Z appreciates something that reflects values, principles and delivers a focused area which they can support. Gen X and up, on the other hand, are much less likely to watch GVC (43%). 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 generation likes to consume something that they can all relate to. Yet, among those who do drink coffee, 70% of past-day coffee consumed was gourmet versus 30% non-gourmet. 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. Myself being a part of this generation, aged 17, I find it normal to have used technology from a very young age. 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. 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. 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. 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). 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’. 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. Strikingly, 71% of teens’ typical entertainment consumption is streaming, and one-third is viewed from a mobile device. The top five social platforms that Gen Z is using are: YouTube (79%), Facebook (78%), Instagram (69%), Snapchat (68%) and Twitter (49%). And if studies are something to go by, Gen Z consumes media in a … One can never really predict what the next episode will be or what the next video on TikTok would be. 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. And most importantly, the way Generation Z is reshaping technology consumption. Millennials are not the end of the generational transformation of consumption patterns. Episode 2: Do They Like the Retail Experience? 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. 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. Born between the years of 1998 and 2016, the Gen Zs have witnessed a time when technology-advancements were supposedly at its peak. 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. 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. 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. Gen Z, people ages 7-22, are most likely to watch videos on social media. It is a fact that brands are already interacting with this latest generation, either as employers or service providers. Post - VFX, 3D and Animation; Interactive Digital Media Fund. “[They’ve] grown up with more access to information from more sources than ever before. Unless the brand has a loyal fan base who will religiously consume your content irrespective of the length, ‘Snackable content’ is the king. Gen Z are one of the first generations born to have grown up using social media. Generation Y and Generation Z are often combined and share many characteristics, most notably a savvy with … They do … 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. In fact, Chinese Generation Z will soon become the highest-level consumption group. 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. Most of Generation Z comprises the children of Gen X, although some may be children of later Baby Boomers. Gen Z and the content consumption game The actual ‘mobile’ natives. 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. These Generation Z social media trends are also an indication of the generation’s preference for visual over written content. 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. 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 … Indeed, media consumption has been largely affected by generational nuances. As Forbes puts it, the key to Gen Z is video content that’s relevant, meaningful, and authentic. 7 As a result, many M&E providers are struggling to segment media consumption … Adjust advertising models to match the content consumption platforms that Gen Z uses most, such as YouTube. 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. Insights, expertise and inspiration for and by digital leaders 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. 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. At the same time, understanding their sentiments and being aware of what is happening around them. And with ongoing advancements in mobile technology, more of these videos are watched on smartphones. These unique, generation-specific interactions with media then provide brands invaluable insight into the technological consumption trends of both Millennials and Gen Zers. 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. Their days are filled with academic and social stressors, and they turn to video to decompress. Being a mobile-first generation, Gen Z consumes much of their media on smartphones. 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. The necessity for television broadcasters to become ‘interactive’ can be most acutely observed in the reality TV genre. 3. Talks related to Understanding Gen Z: Content Consumption. Yang Jing (www.njdaily.cn): Gen Z is increasingly becoming the major force of consumption in China. The two most popular platforms are Instagram and YouTube. 65% of Gen Zers use Instagram daily and 62% of Gen Zers use YouTube daily. Media Consumption. The report also revealed that consumers’ favourite way to […] 3. As a matter of fact, Gen Z is witnessing a time when game-changing technological advancements are … Every Monday, hundreds of marketers tuned in for a concise, informative video, capturing a wide range of Gen Zers thoughts on a particular topic. Check out each of the videos in the series, below: Episode 1: Where the Next Generation Consumes Content. 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. 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Content marketers should take note of what types of videos engage Gen Z the best. 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. Generations Y and Z are the first media consumers to emerge with interactive media as the predominant means by which they ‘consume’ messages. Beverages with higher consumption rates than coffee among these younger consumers are unflavored water, tap water, milk and soft drinks. In fact, Gen Zers surveyed by Ipsos and Google chose YouTube as their number-one way to cheer up and relax. More than half of Gen Zers use Snapchat at least 11 times a day , according to a recent study. A new generation has arrived. Gen Z is a video-first generation, and they’re driving mobile video consumption. 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. Education/Learning Gen Z … 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. This is a generation that knows how to search and find exactly what they want, so when expectations aren’tmet, don’texpect them to Video games aren’t just about gaming anymore. 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 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. A majority of Gen Z is now in college, or recently graduated, with some advancing straight into the workforce. 2: Tap into Emerging Content Formats. 7 Steps To Building A Business With Cult Status . 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. Or in Generation Z’s case, the ability to multi-multitask. Gen Z spends up to nine hours a day engaged with digital media. With digital content consumption doubling since the pandemic began, the growth of social, e-commerce, and search ad spend are likely to continue. Episode 5: Are Influencers Their Main Source of Fashion Inspo? This year, Gen Z will surpass millennials as the largest generation. “Generation Z is discerning,” says Jeff Froom, co-author of Marketing to Gen Z. 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. Generation Z owns more video game consoles than millennials – 73% compared to 66%. Core Values Gen Z will prioritize financial security over “personal fulfillment”. Uncovering Youth & Students. It is important to understand the niche audience and create content as relevant as possible for the audience. GenZ will be the brand ambassador and willingly help in advocating it further through their social artillery. UK millennials are spending 8.5 hours consuming content across all their devices, with Generation Z spending 10.6 hours, according to new research. They prefer original cultural content including stories that have never been told, or a topic presented in a new way. Across all teens, 78% use a smartphone, while 87% of 18-24-year-olds use the device. Mainstream beer … 6. College, or a topic presented in a brand drink coffee, 70 % of teens ’ typical consumption! Are the most diverse Generation, Gen Zers use YouTube daily related to understanding Z. 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