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Reddit. “People share, read and generally engage more with any type of content when it’s surfaced through friends and people they know and trust”, – Malorie Lucich, Head of Product & Tech Communications, Pinterest. by Bethany Ao, Updated: April 8, 2020 . The drivers for consumption by Gen Z’s are increasingly shifting as they spend more time on their cell phones engaged in social media apps. Media Consumption in the Age of COVID-19. Music consumption is only one fraction of the distraught Generation Z conversation; the other half is social media. Before we look at the different media choices between Millennials and Gen Z, there is one important fact to know: they are both cutting the cord when it comes to cable and traditional TV. 3 Things Brands Should Know About Gen Z—and They’re Not All About Snapchat . Overall, it is clear that COVID-19 has had a huge influence on the brands that consumers connect with most. Traditional media consumption is still highly evident among Millennials in Southeast Asia. Gen Z would rather participate in niche sports than follow traditional ones. That said, it is lower than information shared on the radio or news websites. Gen Y are somewhere in the middle, with 43% getting their news via social media and messaging apps and 33% directly. Impressively, between 2012 to 2020, the percentage of U.S. senior marketing budgets allocated to social media more than doubled, ballooning from almost 9% to nearly 21%. Why? Similarly, half of Gen X respondents reported that they play video games frequently, almost matching Gen Z and millennial respondents. And the rise of search, social media, video, ecommerce—in contrast to TV and print—becomes clearer. Gen-Z Media. Digital over-exposure? As billions of users spend hundreds of hours with their small screens every year, it’s possible that mobile-based ad spend—including uber-popular apps like TikTok—will become even more commonplace. Editor's Note . We saw conscious consumption go mainstream with Millennials, and Gen Z appears to be continuing the trend. Gen Zers however, have other plans, as they are the only generation more likely to be listening to music than searching for news. In February of 2019, for instance, 81% of U.S. residents owned a smartphone. When it comes to giving consumers what they want, Apple ticks the box for three important need states highlighted in the report: Interestingly, brands that are part of the smartphone ecosystem generally outperform brands that are not, and the ecosystem has only increased in strength during the pandemic. Broadcasters have attempted to engage the younger generations with Australian Idol and Big Brother, for example, through SMS voting for contestants. Summary of main findings ..... 54 5. Gen Z prefer fun content over friends. If these trajectories are any indication, advertising budgets will only be getting more digital. While those over 35 are likely to first go directly to a news site via an app or the mobile browser (39%), Gen Z are more likely to turn to social media and messaging apps (57%). Continuing in our mission to unearth the behavioural motivations that fuel Generation Z, RDSi have cast a lens over a particularly hot topic – alcohol consumption. Across the board, consumers view the World Health Organization (WHO) as the most trusted source of information for any COVID-19 related updates. Nontraditional sports allow for direct engagement, and due to the propagation of digital media… The necessity for television broadcasters to become ‘interactive’ can be most acutely observed in the reality TV genre. Over the past years, we’ve seen how more and more businesses are opening up to gender-neutral products, and for a good reason: the Gen Z reports being a generation more accepting of non-binary products. Something went wrong. “The concept of brand intimacy is important for marketers because emotion has been proven to drive purchase decisions, and also long-term customer bonds.”, —MBLM Managing Partner, Mario Natarelli. More than $183 billion is expected to be spent online by consumers as a result of the 2020 pandemic. Trends show Gen X’s digital media behaviors mirror those of Gen Z and millennials Whether it’s ownership of smart devices, subscriptions to streaming services, or mobile consumption, the digital media behaviors of Gen X¹ are matching—and in some cases even surpassing—those of their younger counterparts. Which Countries are Mapping the Ocean Floor? Rather, it’s the content we choose to consume that could have a significant impact our psychological well-being. There has also been an increase in the performance of brands in the “access” category—such as Verizon and AT&T—which may be attributed to the value people are placing on communication during the pandemic. Consumption trends ..... 47 4.1 Consumption priorities ..... 47 4.2 The role of social media and online shopping in the shopping habits of Gen Z..... 49 4.3. Media Consumption. While attracting eyeballs or increasing foot traffic may carry a lot of weight when it comes to determining the success of certain brands, the real metric that should be paid attention to is love. Marketers are obsessed with Gen Z. Overall, younger generations are more likely to entertain themselves by playing games on their mobile or computer. Podcasts for Generation All. Share. Now there are many ways for businesses to communicate their messages. Movement’s Sarah Cantillon explores what makes this generation tick. In fact, and according to the study from MNI, 61% of Gen-Zers believe their peers would benefit from unplugging more. Oops. Moreover, brands that fall into the “devices” or “content/information” categories have higher intimacy scores, and are therefore more loved. Given email address is already subscribed, thank you! For Gen Z's, social media … This graphic compares consumers’ most loved brands before the COVID-19 pandemic to their most loved brands during the pandemic. How COVID-19 Has Impacted Media Consumption, by Generation. In fact, consumers demonstrated a 23% increase in the number of brands they have an emotional connection with—so what does this mean for brands? Being a mobile-first generation, Gen Z consumes much of their media on smartphones. In 2014, TV ad spend met a similar fate, peaking at nearly $250 billion. However, one downside to this is that in marketing to Gens Y and Z we have to constantly refresh messages and techniques in order to maintain their attention. Millennials. According to eMarketer, digital video spiked among UK adults during the pandemic—to 2.75 hours, and almost by 30 minutes daily in total video and TV screen time. © 2020 Generation Z. Even though the tech giant beat Disney and Amazon for the top spot, its success can mostly be attributed to female and millennial consumers, while Amazon was voted the most loved brand for male consumers. While Millennial teenagers used social media to update their … We’re all social networkers now. Recently, all eyes have been on the digital realm—a trend that coincided with the disastrous fall of the print industry. 7 As a result, many M&E providers are struggling to segment media consumption habits based only on generational behavior. Marketers may still “sell the sizzle” and not the steak, but shifts in the media landscape and consumer behavior mean that advertisers must constantly adapt their media strategies. Comparing all digital display ad spend in isolation with TV and newspaper, we can see the continued significance of the shift to digital, and how it’s projected to continue. Marketing has a new buzzword: Gen Z… Because of the constant interruptions of a technological world, these generations have shorter attention spans. Defined loosely as the generation born approximately between 1996-2011, Generation Z is 25% of the world's population and is poised to surpass other … Not only that, they can also build higher levels of trust, which in turn breeds a more loyal consumer base over time. By 2024, it’s expected that 291 million Americans (almost 90%) will be using a smartphone. Tweet. The Gen Z people are the ones who are most comfortable with technology and social media and almost all of them have used the internet and consumed smart devices since a young age. Precious Metal Production in the COVID-19 Era. The Gen Z’s power extends in allowing a new wave of acceptance that’s not restricted to any gender at all. In advertising, dollars go where the eyeballs are. More than 80% of every generation uses social media at least once per day making social media part of their daily routine. All Rights Reserved. However, despite its rather sharp decline, TV still remains the largest in terms of global advertising spending. As a result of the pandemic, it is projected that global advertising spending could fall by 8.1% this year. Are the 13 to 23-year olds of 2018 more sober than Generation X and Y, and their Millennial predecessors? However, research suggests that screen time itself is no cause for concern. Looking at the main visualization, it’s clear that budgets have shifted, with digital channels now accounting for more than half of total advertising spend. For example, while U.S. consumers trust WHO the most, UK consumers view their government as their most trusted news source overall. This shift has a direct impact on media advertising as these emerging consumers engage with brands and brand messaging in ways that are unique to Gen Z. Generationz.com.au is an initiative of McCrindle to bring together a collection of resources an information on the emerging generations. 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. 60% of Gen Z folks are more likely than average consumers to hang up if their call isn’t answered … During this period of pandemic-induced social isolation, it’s no surprise that people are consuming vast amounts of media. Peaking at $125 billion before the social media boom, newspaper advertising has never recovered. Visualizing the Human Impact on the Earth’s Surface. Digital . Apple has been named as the most loved brand during COVID-19, moving up from third place before the pandemic. By Lauren Johnson. When it comes to brands, consumers have forged relationships that could be just as meaningful. This isn’t true everywhere on a regional basis, however. Katie Jones. Consumers have been using their newfound time to deepen their relationship with brands, but who has managed to win their hearts? 44 3.4 Summary of main findings..... 45 4. We look at the data to see how both the industry and media have evolved. Regardless of what type of content we are consuming, the fact is that every generation is relying on their devices during this pandemic to inform and distract more than ever before, creating a huge opportunity for media companies to engage a captive audience. View the high-resolution of the infographic by clicking here. Visualizing the Most Populous Countries in the World, 5 Undeniable Long-Term Trends Shaping Society’s Future, The World’s Largest IPOs Adjusted For Inflation. It’s not only that people have shifted their focus from analog to digital. Therefore, it seems reasonable that people are more inclined to invest in new subscription services since they have been in isolation, with almost one-third of Gen Zers considering purchasing Netflix, followed by Disney+. The retail industry has also increased intimacy score performance by 9.4% during the pandemic, with Walmart flying the flag for retail brands in fourth place. Generations Y and Z are the first media consumers to emerge with interactive media as the predominant means by which they ‘consume’ messages. Perhaps surprisingly, Millennials show a slow down in the time spent on social media. April 7, 2020. Brands that nurture emotional bonds with their customers tend to outperform top companies listed on the S&P 500 and Fortune 500 in both revenue and profit. Basis, however generations Y and Z are the first media consumers to emerge with interactive media as global! 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