Generation Z – what is their digital media behaviour ?

Generation Z – what is their digital media behaviour ?

The Generation Z (also called the Pivotal Generation) is the new exciting target audience in the digital world and in their media behaviour even more extreme than the generations before. As they grew up in a world with almost infinite choice, they have different expectations on the media. Most of the population of the Generation Z appreciates media formats where they can actively contribute themselves, whereas the Generation X and Y prefer media where they get extensive in-depth information on a brand or a product.

We have summarised for you some interesting characteristic of the Generation Z, which you need to take into account for your digital marketing strategy.

Generation “mobile-first”, but also traditional brands are relevant

The Generation Z grew up with digital devices. According to an international study of Kantar Millward Brown, 74% of them are spending daily more than one hour with surfing on their Smartphone or other devices. Therefore, their TV consumption is lower; 51% of the 16-19 years old are watching TV every day more than one hour. Although the media consumption of the Generation Z is dominated of the digital channels, traditional media is making a very positive impact. The Generation Z is evaluating media formats like outdoor- or print adds, as well as TV and Radio spots more positively than the digital alternatives.

Fast decision maker but no Ad blockers

The Generation Z has internalised the digital technologies even more than the Millennials (Generation Y). Maybe that’s why they pass their judgment very quick, if they like an ad or not. Consumers from the Generation Z, who skip digital ad formats, are doing this in average 3 seconds faster than the individuals of Generation X.

Social Media is more and more important

The Generation Z is using Social Media much more than the Generation X and Z. Besides Facebook, Twitter and YouTube, they like in particular Instagram and Snapchat. In a worldwide study from Kantar Millward Brown, 36% of the Generation Z is using Instagram several times on a daily basis (From the Generation Y, only 21% is using Instagram daily and 9% from the Generation X). When it comes to Snapchat, 24% of the Generation Z is using it several times per day. 10% of the Generation Y and 4% of the Generation X are using Snapchat on a daily basis.

In general the Generation Z is splitting the Social Web offer in functions. Facebook is the contact point for family and friends, Twitter is for the communication in real time, Instagram is the platform for self-portrayal and Snapchat for sharing their real life with friends.

Passion for music and movies

In particular the passion for music and movies has quite a marked tendency at the Generation Z. 39% of their population confirms that music and films have a positive influence on their perception towards digital media. Representatives of the Generation X are at 28% and the population of Generation Y is at 30%.

A creative approach makes the difference

Music, humour and prominent testimonials are increasing the receptivity of the Generation Z for digital media. Furthermore these young consumers are more open than their older generations X and Y when it comes to the active participation in the digital media, for example for a voting or the choice of a certain option.

Generation Z and their approach to brands

According to a study of Barkley, 60% of the population of the Generation Z wants to support brands, which represent the same philosophy as they do, for example when it comes to human rights and equalisation.

49% of them would pay more for a product, which suits their aspired image. 77% like ads, which are showing real people in real situation. 65% of the Generation Z confirm that the illusion of advertising, namely of perfection is not hip anymore. Brands should concentrate more on the real life.

Design is important

The Generation Z has a high affinity to design. They appreciate the aesthetic qualities of a digital media format and the input of modern technologies such as Augmented Reality (AR) and Virtual Reality (VR). Also newer formats such as Native Advertising, Sponsored Lenses and Sponsored Filters are more accepted by the Generation Z than by their elder generations x and y.

Advertising doesn’t function globally

Worldwide standard campaigns are due to the heterogeneity of the Generation Z not very promising. A successful digital advertising campaign should consider local and regional characteristics. For example in China, the Generation Z always appreciates to have ads with cheerful background music, whereas in Switzerland the Generation Z wishes music as support to understand the message of the ad.

Next steps to integrate the Generation Z in your digital strategy

The Generation Z is not a compliant group. Their population grew up differently and they have diverse expectations and an unsimilar access to technologies. The view and approach of this generation brings challenges to the marketers. With an extensive audit and a carefully elaborated strategy, Eminence can help you to set up a tailored concept for your brand or company to successfully target this new and exciting Generation Z.