Myself being a part of this generation, aged 17, I find it normal to have used technology from a very young age. Today, organisations are making honest efforts to understand and communicate with this generation in an attempt to have a sustainable growth strategy driven by change and progress. For example, Gen Z audiences are twice as likely as Gen X and seven times more likely than Baby Boomers to be using audio streaming services like Spotify more. 3. In the past week, 39% of Gen Z women drank an espresso-based beverage compared to 29% of Gen Z men. If these trajectories are any indication, advertising budgets will only be getting more digital. It's time to roll the dice on dice-stacking. The survey of nearly 3,500 Gen-Z consumers said the monthly purchasing power of China’s Gen Z stands at $507 (RMB 3,501). Crowdsourcing has been pretty successful in recent years. The survey 1,000 UK consumers found that the smartphone is by far the most popular method of content consumption. As we wrap-up the year, we wanted to provide a singular place for you to view these videos - so here it is. 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. For Gen Z—and increasingly for older generations as well—consumption means having access to products or services, not necessarily owning them. Across all teens, 78% use a smartphone, while 87% of 18-24-year-olds use the device. 3. Money Heist, Game of Thrones or even TikTok are among the most popular content platforms now-a-days, but the common factor between these platforms is ‘unpredictably’. Young consumers’ content consumption has been reshaped by quarantines, and our research hints at what their media behavior will look like now… When quarantines began, we saw Gen Z and Millennials’ media use impacted immediately, with … These unique, generation-specific interactions with media then provide brands invaluable insight into the technological consumption trends of both Millennials and Gen Zers. Ontario Film Commission. Gen Z and the content consumption game The actual ‘mobile’ natives. Ability to multitask. Uncovering Youth & Students. #1: Gen Z is Generation Moderation. Gen Z: … This is a trend that is set to continue and expand in 2019, making it highly necessary for luxury brands to observe and understand their consumption habits and motivations. Over the past six weeks, we’ve been releasing episodes of a limited video series called Demystifying Gen Z, produced in partnership with WAYV. Gen Z’s primary motivation for consuming content is entertainment. Adjust advertising models to match the content consumption platforms that Gen Z uses most, such as YouTube. 7 Steps To Building A Business With Cult Status . Understanding the mentality and purchasing pattern of the Gen Z group is still growing and will take some more years to deliver a definitive assessment. Some 77 million members of Generation Z, also known as centennials, have been born since 1997 – making them as large a cohort as the millennials. Gen Zers watch at a similar rate as Millennials, with 77% of Gen Z video game players tuning in to GVC. Unleash Real Intelligence From Your First-Party Data, How to Coexist and Cocreate With Other Agencies, surpass millennials as the largest generation, © 2020 Adweek, LLC. Since this generation has access to many tools and mediums to create content on their own, they are content creators and also to a certain extent they are able to critique in a fairly balanced manner. When it comes to learning about new products in the market, Gen Z places weight on the opinions of influencers, as evidenced by their consumption of how-to videos on YouTube -- … If someone wants to make a certain point through their content, it is good to do it subtly, but going overboard or sounding preachy may backfire. The Gen Z is pretty choosy about the kind of content they consume and brands have their task cut out in delivering content that resonates with them. Episode 6: What do They Look for in a Brand? Generation Z grew up with smartphones, and it is estimated that 98% of Generation Z owns a smartphone compared to 96% in 2016. Beverages with higher consumption rates than coffee among these younger consumers are unflavored water, tap water, milk and soft drinks. It is important to understand the niche audience and create content as relevant as possible for the audience. But refocusing your video content strategy to provoke Gen Z engagement is more than a short-term cash grab. 6. They will also lead a new round of consumer culture, so superior luxury brands should integrate into and study their cultural phenomena, upgrade their brands, to continue to become a leading cultural brand.’ Preferred Video Content Platforms One such generational difference in media consumption occurs in the preferred medium for video content … thinking has enabled Gen Z to create kaleidoscopic identities. Yang Jing (www.njdaily.cn): Gen Z is increasingly becoming the major force of consumption in China. 5. The Gen Z is pretty choosy about the kind of content they consume and brands have their task cut out in delivering content that resonates with them. They prefer original cultural content including stories that have never been told, or a topic presented in a new way. This year, Gen Z will surpass millennials as the largest generation. 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