A. Guttmann
Research Lead covering media
Gen Z media consumption in the United States - statistics & facts
Once there was a time when millennials were all the hype. Companies wanted to know everything – from their personal preferences to their media consumption and purchasing behavior – but those days are over. Now the stage belongs to Generation Z and their media habits. So how exactly does this generation interact with media? In general, Gen Zers are all about the digital, but they like to explore some vintage formats, such as vinyl. They care about the environment and the future of the planet, as well as current social issues, and they are vocal about it. These young consumers are also frugal and look for ways to save money to weather the uncertain economy. Ultimately, what drives media consumption among Generation Z is ease of access, representation, and low costs.
All in all, one constant of brand communication remains – reach them where they spend most of their time. For Gen Z, this means digital environments – gaming, social, and online video. Brands must be honest and transparent, supportive of social issues, and provide quality and affordable products and services if they wish to win the hearts of Generation Z consumers.
Gen Zers go for digital media
Social media and television are the most accessed weekly media by Generation Z consumers in the United States. Compared to other generations, offline media such as radio and newspapers are far less important to Gen Z. After all, news can be accessed via social media these days, and music is more accessible through streaming, so print and radio are of limited appeal to young consumers. Gaming also accounts for a fair portion of Gen Z’s time spent with entertainment. In the U.S., a large share of video gaming audience is in fact under 34 years old. What is more, Gen Zers claim to devote 22 percent of their entertainment screen time to gaming, more than they spend with TV and video. When it comes to SVOD consumption, Netflix, Disney+, and Hulu are the top three video platforms for weekly usage according to adult Gen Z, similarly to those below 18 years old.How can companies reach Generation Z customers?
Unsurprisingly, if media consumption happens via the internet, the best practice to market and advertise to Gen Z is to do it via the same medium. Therefore, to reach this generation more efficiently and effectively, advertisers need to prioritize digital channels. First and foremost, brands and companies need to be genuinely involved in social issues. For Gen Z, anti-racism, sustainability, and ethical working conditions are the most important topics brands should be focusing on in their communication. This communication should take place on social media, as close to 44 percent of Gen Zers say they like to be contacted by brands via this channel. Additionally, this generation relies heavily on recommendations, mostly from family and friends, but also from influencers they follow on social platforms.All in all, one constant of brand communication remains – reach them where they spend most of their time. For Gen Z, this means digital environments – gaming, social, and online video. Brands must be honest and transparent, supportive of social issues, and provide quality and affordable products and services if they wish to win the hearts of Generation Z consumers.
