A pair of surveys have just dropped on generation Z viewing habits, and they shed light on how young people (born from 1996 to 2010) think of online video.
They’re not cynical, for one thing. According to a survey created by Adweek and Defy Media, 79 percent of that group are sometimes or always okay with branded content. They’re not quite as happy when an influencer shows a brand in their video but doesn’t say anything about it: Only 61 percent are okay with that.
YouTube is a regular part of their media diet, with 95 percent turning to it. The next most popular platforms are Instagram (69 percent), Facebook (67 percent), and Snapchat (67 percent). Only half (52 percent) regularly turn to Twitter. For shopping recommendations, YouTube is tops (24 percent).
Adweek and Defy got their results by surveying 1,452 people between the ages of 13 and 20.
Fullscreen partnered with Leflein Associates to understand gen Z habits, focusing on how that group differs from millennials. They found that gen Z viewers view more short online video and more full-length streamed shows and movies than they did one year ago. They’re also watching less regular TV. In fact, gen Z members average 21.1 hours per week on digital video clips and social network, which is more than the 19 hours they spend with TV, the 11 hours they spend on leisure activities, and the 7 hours they spend on homework.
Fullscreen’s data comes from a nationwide online survey.
The Fullscreen data backs up the Adweek/Defy findings on branded content: Gen Z members are more receptive to branded content than are millennials, and they’re happy to spread branded messages across their social networks. The survey found that 42 percent of gen Z and 39 percent of millennials had liked or shared brand content, while 30 percent of gen Z and 18 percent of millennials had invited a friend to like a brand’s page. Gen Z members prefer to watch video rather than read text, Fullscreen says.
“In an era of increased media fragmentation, brands are finding that the best way to build deeper customer connections is to create entertainment that consumers actively seek out,” notes Maude Standish, vice president of programming strategy at Fullscreen. “This is particularly true when marketing to Gen Z, who grew up with the internet and are not only demanding that all brands entertain them, but also that entertainment shifts to behave like a friend—it’s also why influencers are so effective in selling to this generation.”