For brand marketers who view anyone under 35 as a young adult, grouping them all as Millennials, Wibbitz has done you an enormous favor. Wibbitz is known for its publisher and brand video-creation platforms, and this morning it released a report explaining the key differences between Millennials and the new kids on the block, Generation Z.
Milliennials are now between the ages of 23 and 37, while Gen Z is 22 and younger. Wibbitz’s report only surveyed adults, so it looks at Gen Z members 18- to 22-years-old. Millennials came of age with the rise of smartphones and connected TVs, as well as viral videos on social networks, the report points out. Gen Z, however, took their first steps with phones and tablets in their hands.
After surveying members of each group, Wibbitz noticed strong differences. For one thing, Gen Z watches a lot more video each day: 3.4 hours compared to 2.5 hours. They also spend less time reading articles: 2.0 hours compared to 2.3 hours. Gen Z is more likely to share videos than articles.
While both groups enjoy the same video destinations, their rankings vary. Gen Z watches the most video on YouTube, Instagram, Twitter, and Pinterest, in that order. For Millennials, the top four are Facebook, YouTube, Instagram, and Snapchat. One huge difference between the two groups is that Facebook is the go-to video site for Millennials, but only the seventh most popular for Gen Z.
“Facebook still gets love from both groups, but now is the time to take a multiplatform approach, since video’s growth on YouTube, Instagram and Twitter are stronger than ever,” the report advises.
Wibbiz got its data by surveying 1,000 total Gen Z and Millennial members in the U.S. in November 2018. For more on reaching both groups, download “How to Reach Audiences With Social Video” for free (registration required).