Seventy-six percent of respondents said vertical video feels more personal, while 74% described it as immersive. For Gen Z—and increasingly for older generations as well—consumption means having access to products or services, not necessarily owning them. As the coronavirus outbreak continues to wreak havoc across the globe, people’s time that would have otherwise been spent perusing malls or going to live events, is now being spent on the sofa. However, the COVID-19 pandemic has resulted in the major upheaval of advertising spend, and it is unlikely to recover for some time. Generation Y and Generation Z are often combined How can luxury players understand the expectations and consumption habits of each? 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. Millennials prefer using such video streaming services as Netflix and Hulu, while Gen Zers would rather use their mobile devices for viewing video content. According to Trifecta Research, 59% of Gen Z video consumption is done via OTT services, as opposed 29% for TV and 70% of Gen Z’s watch more … But their appetite for video isn’t good news for everyone. Gen Z young adults generate an aggregate income of $463 billion, while older teens (15- to 17-year-olds) have an aggregate income of $17 billion and … I am fascinated by the digital transformations underway in travel, media, and entertainment, so I decided to pursue an academic career to study these industries in-depth. My professional career started in the tech sector at IBM South America, followed by airline revenue management experience in U.S., Europe, and Asia. Survey respondents spent 12% of their daily video consumption on cable television. Consumption re-signified: From possession to access. “The future of media is audience-first,” says Alter. Gen Z’s are digital natives and social-media driven, and so are millennials who are close to the older Gen Z's. This is also the case for younger millennials. Follow me on twitter (@nelsongranados) or on Forbes by clicking on the Follow button below. Millennial and Gen Z Media Consumption. 3 Ways to Win Over the Thrifty Gen Z Consumer. In North America, 70% of Generation Z (those aged 14-19) watches Netflix each month, GWI observed, and worldwide, 25% of all Gen Z watches Netlifx. From their desire to have shared experiences with friends to their unique spending habits, young consumers have transformed the way many brands interact with their consumers. Since millennials watch news on social media, they’re more likely to see your video content. The first small cohort of early Gen Z (born between 1995 and 2012) college graduates may be looking for a job. Parks Associates today released the new market snapshot OTT Video Viewership: The Role of Mobile, which finds viewing on a smartphone or tablet now accounts for over 40% of all video consumption hours among Gen Z heads … The research showed that the Gen Z mobile video consumption level was twice that among all heads of US broadband households. 59 percent of Gen Z is in favor of some form of gun control. The percentages are slightly higher among Snapchat users, … Generation Y and Generation Z are often combined and share many characteristics, most notably a savvy with … Straddling adolescence and adulthood, Gen Z is at a turning point. Drive In-store Traffic, Digitally. Over half (52%) of Gen Z said they expect to use VR to play and watch video and online games in the near future. YouTube is the go-to source for video content, but Facebook is fast catching up as a video hub, too. Gen Z is a video-first generation, and they’re driving mobile video consumption. People of Gen Z, the cohort born between mid- to late-1990s, are spending more than they are earning. Millennials and Gen Zers represent a powerful driving force in the marketplace today. And most importantly, the way Generation Z is reshaping technology consumption. Marketers wondering how to speak to Gen Z need to find ways to connect with them online, which means catering to their unique preferences. Whether it’s music or video, influencer content is short-form, off-the-cuff, and highly relatable. By 2020, Gen Z will account for 40% of all US consumers. Generation X, Millennials and Gen-Z The tendency of millennials to live in cities has also had consequences for the automobile industry. Understanding … 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. Additionally, Gen Z is turning to video content to decompress and find a release from the increased social pressures and competition they’re facing. Influencers have magnetic personalities and built-in distribution, but they also have a deeply personal relationship with their fans, which allows them to create storylines they already know will resonate with their audience. Opinions expressed by Forbes Contributors are their own. They are the newest entrants to the workplace and … © 2020 Forbes Media LLC. It is no secret that Millennials and Gen Z consumers have done much to shape the world we know today. Currently, the average weekly allowance is estimated to be $16.90 in the U.S., which gives teens and children direct purchasing power of $44 billion a year. Three forces are emerging in a powerful confluence of technology and behavior. It turns out that Gen Z’s consume media in a different way compared to millennials (born between 1980 and 1994). With an advertising economy worth $239 billion in 2019, it’s safe to say that the U.S. is home to some of the biggest advertising spenders on the planet.. #1: Gen Z is Generation Moderation Let’s get it out of the way early: Gen Z isn’t drinking as much alcohol as other generations. A report by Accenture on the consumption behavior of Gen Z found that in 2015, the monthly spending of China’s 250 million born after 1995 is approximately RMB 1314 yuan while their incomes were at RMB 1830. Gen Z and millennial consumers are comfortable with vertical video formats that make viewing easier on smartphones. Considered a thrifty generation, Gen Z has posed a challenge to key general merchandise industries, which have struggled to drive dollar growth among this cohort over the past two years. Generation Z in the Workplace Statistics 25. Influencers who make their name on social media platforms like Instagram, Musical.ly, and YouTube are an increasingly important driver of consumption, and content itself is adapting accordingly. So, who is Generation Z? Understanding this generation will be … 2. Dallas made his name with simple, hip, and fun videos on Vine and YouTube. “Generation Z is discerning,” says Jeff Froom, co-author of Marketing to Gen Z. I use an Economics lens to study common patterns in digital disruptions across industries and to predict industry-specific outcomes. As access becomes the new form of consumption, unlimited access to goods and services (such as car-riding services, video streaming… Similarly, half of Gen X respondents reported that they play video games frequently, almost matching Gen Z and millennial respondents. Gen Z and Millennials who use social media as a news source are looking to very different platforms: Gen Z is fueling the use of new social spaces as news sources. Among teens (13-18 years old), smartphones are used almost three hours a day to consume TV shows, videos, music, games, and social media. New Market Snapshot addresses importance of the mobile video experience, Gen Z consumer habits, and the changing role of mobile among video consumers; DALLAS — Parks Associates today released the new market snapshot OTT Video Viewership: The Role of Mobile, which finds viewing on a smartphone or tablet now accounts for over 40% of all video consumption hours among Gen Z heads of US … A review of Internet sources shows various start dates for Gen Z. Pew Research Center, however, considers 1997 to be their starting date with their end date undetermined as of 2019. I have a PhD in Information and Decision Sciences, with an MBA and a Masters in Applied Economics. English language is the beginning of Gen Z’s influence. While online shopping growth continues to outpace growth of brick … 7. Gen-Z White Paper by Kantar joint QQ Advertising predicts that by 2020, the consumption of Chinese Generation Z will account for 40% of the total consumption … While most people think the generation after Millennials consists of only kids, the truth is that the oldest members of Gen Z and iGen are now up to age 20. They … 57 percent of Gen Z perceives immigration as an important issue. We have a great community at Gen Z Reacts so make sure you subscribe! There are plenty of studies and experts talking about the psychology of Gen Z’s and how to market to them, but research on how Gen Z consumes content is just starting to emerge. Born in 1996 and after, this emerging generation brings a new worldview and different expectations as customers, employees, and citizens. 75% of Gen Z-ers don’t consider college the only path to a strong education. Viewership figures for mobile devices surpass that of PC, followed by TV with the smallest share. Another important Gen Z characteristic to note is that they are almost always online. Most of Generation Z comprises the children of Gen X, although some may be children of later Baby Boomers. A new generation has arrived. Gen Z consumers love video games. Gen Z will be the next generation to make its mark on the consumer journey and as such, represent a significant opportunity for all brands. According to Trifecta Research, 59% of Gen Z video consumption is done via OTT services, as opposed 29% for TV and 70% of Gen Z’s watch more than two hours of YouTube each day, as opposed to millennials for which still TV and cable are used together with OTT services for media consumption. Companies like Netflix, YouTube Red, Fullscreen, and AwesomenessTV are investing in original series and films starring social influencers - like YouTube Red’s film Alexander IRL featuring Brent Rivera or Netflix’s reality series Chasing Cameron featuring Cameron Dallas. Currently I am the Executive Director of the Institute for Entertainment, Media, Sports and Culture at Pepperdine University. 7 As a result, many M&E providers are struggling to segment media consumption habits based only on generational behavior. Key insights: Effect of COVID-19 on consumer behavior, the world’s more video content savvy, and Apple shakes up AR . They eat fast food, but they seem to prefer quality fast food. You may opt-out by. They do watch TV, but not as much as on sites like Netflix and YouTube. Most of Generation Z comprises the children of Gen X, although some may be children of later Baby Boomers. 7. Dallas made his name with simple, hip, and fun videos on Vine and YouTube. Also, 78% of Generation Z has a tablet in their home. Summit: Love & Courage at Terranea Resort on April 12, 2017... [+] in Rancho Palos Verdes, California. In fact, Millennials and Gen Zers have grown up in a world where technological advances occur almost daily. Gen Z and Millennials: Video Content and Generational Differences. 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. Gen Z-ers and millennials, those consumers-to-watch, make up a bulk of the apps’ demographic:  Parklu  reports that 85 percent of Douyin users are aged below 24, and the  2019 Global Web Index  records that 41 percent of TikTok users are aged between 16 to 24. As digital natives, a … 7. 62 percent believe increasing racial/ethnic diversity is good for society. Generation X’s emergence as avid consumers of mobile video presents new-age media and entertainment companies with an attractive opportunity. Strikingly, 71% of teens’ typical entertainment consumption is streaming, and one-third is viewed from a mobile device. 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. The younger generation is far more likely than Millennials to use Instagram, YouTube, Snapchat, and, yes, TikTok, to get their news. (Photo by Jerod Harris/Getty Images for PTTOW!). Cameron Dallas attends the 2017 PTTOW! Consumer brands show us that with Gen-Z, real-life interactions and integration of tech with brick and-mortar are smart moves. 71% of Gen Z-ers also have a Netflix subscription, more than any other generation. Convenience, taste, and fun, and offerings that mimic foodservice and restaurant dishes is another effective way to reach Gen Z consumers and encourage vegetable consumption, added Zanoza Bartelme. Compared with other age groups, Generation X will experience the greatest increase in share of national wealth through this period. Generation Size: 68 million. By 2020, Gen Z will command 40% of all consumer shopping. Businesses have pulled spending from marketing campaigns, US and China are optimistic about their economies, agile marketing adoption is up from 32%, and more from across the globe. The youthful forms of behavior we discuss here are influencing all generations and, ultimately, attitudes toward consumption as well. You can change your cookie settings at any time but parts of our site will not function correctly without them. I cover digital trends in travel, media and entertainment. MOBILE VIEWERSHIP ACCOUNTS FOR OVER 40% OF GEN Z VIDEO CONSUMPTION HOURS The number equates to about 20% of total US household members. In a market snapshot highlighting the importance of mobile video among an increasingly important demographic, Parks Associates has found that viewing on a smartphone or tablet now accounts for over 40% of all video hours for Gen Z. Gen Z increasingly take up mobile for video consumption, US streaming churn rates fall sharply over 2020, Daytime the second primetime for total US TV consumption, Liverpool and Manchester top the UK Netflix league, The Undoing set to be biggest US series to ever launch on Sky Atlantic. Gen X and up, on the other hand, are much less likely to watch GVC (43%). Gen Z is set to be the most financially powerful generation in the coming years. 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. The coronavirus pandemic is driving a surge in mobile video consumption that may herald a permanent shift in how mobile marketers reach younger audiences, Snap's study suggests. I have witnessed how digital technologies transform industries and consumer behavior for more than two decades, across four continents. Nobody knows Generation Z quite as well as they know themselves! Smartphone use is pretty much ubiquitous in this generation and about half of them are connected online about 10 hours a day. Therefore, media consumption for Gen Z’s is embedded in their daily lives so they are not even consciously making a decision to consume content. This is "Media Consumption Gen Z" by NUMA New York on Vimeo, the home for high quality videos and the people who love them. Gen Z: Consumption and implications for companies. YouTube (64% of Gen Z) edges out Instagram (63%), which in turn edges out Facebook (61%). This more pragmatic and realistic generation of consumers expects to access … Extensive Factual Reporting for Television and New Media, Subscribe to our newsletter to access this content. ), EY & Citi On The Importance Of Resilience And Innovation, Impact 50: Investors Seeking Profit — And Pushing For Change, Michigan Economic Development Corporation with Forbes Insights, smartphones are used almost three hours a day. I have a PhD in Information and. Gen Z is comprised of those individuals born between 1995 and 2012. Media Consumption in the Age of COVID-19. 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. 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. All Rights Reserved, This is a BETA experience. in Rancho Palos Verdes, California. Gen Z is a video-first generation, and they’re driving mobile video consumption. 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. Another 43% said they would use VR for movies, while 36% said they expect to use the new technology for live events, such as concerts and award shows. There is plenty of evidence that Gen Z’s consume much of their media on smartphones. Both of these generations are heavily influenced by and accustomed to technology. Gen Z are primarily the children of Generation X.. Their Generation X parents raised Gen Z to be independent and able to figure things out for themselves. The uprising led to a new wave of political consumption and activism online. 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. They also watch more than two hours of … The generation after Millennials has arrived. They’re more likely than Millennials to prefer video over text, and are attracted to social platforms that put video front and center (see: YouTube, Snapchat, Instagram, and TikTok). 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. A mere 15% of of-age Gen Z drinkers reported drinking once a week , a small percentage compared to 28% of millennials and 36% of baby boomers. Piper Jaffray research finds that teens spend 37% of their daily video consumption on YouTube — ahead of Netflix by two percentage points. According to a recent Deloitte report, net wealth in the United States will grow to $120 trillion by 2030. Create video ads that play during or after the main video ends. 12 For Gen Z's, social media is a major way of engaging with his or her community, as opposed to just being a digital broadcasting platform. Since Gen Zers are a mobile-dominated generation, their preference for viewing video content on their mobile devices is not surprising, but it does hold very important implications for brands. My question is: How well do you know Generation Z? With this in mind, we took a backseat and watched as students of Dobson Middle School interviewed their peers on a … Many of them grew up playing with their parents' mobile phones or tablets. Advertisers, Over 20 Years. Consistent with the food product trends, Gen Z and millennial consumers are expected to increase their overall spending and their online spending at food retailers that are geared toward at-home consumption and are value-oriented, such as grocery stores and superstores (for example, a 14% net increase for superstores online). Additionally, Gen Z is turning to video content to decompress and find a release from the increased social pressures and competition they’re facing. Gen Z Birth Years: 1996/7 to 2012/15. The oldest members of Gen Z have already graduated college and are now in their early 20s. For several years now, video game spend as a percent of total teen spend has been on the up and up, hitting … By continuing to use this site you consent to the use of cookies on your device as described in our privacy policy unless you have disabled them. “[They’ve] grown up with more access to information from more sources than ever before. Gen Z is a video-first generation. 38 percent of Gen Zs are concerned about data privacy. 71 percent of Gen Z sees access to healthcare as being important to its future. Gen Z . The members of Gen Z have all but abandoned traditional television viewing, opting to consume shows, movies and other digital content on their phones, tablets and laptops. Hulu received 7% of Gen Z’s daily video consumption, and 3% went to Amazon Prime Video. And 2012 ) college graduates may be children of later Baby Boomers Rancho! Z-Ers don ’ t good news for everyone not function correctly without them & Courage at Resort. 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