[eMarketer] How Gen Z consumes media
Gen Zers aren’t watching appointment TV. They’re not even the biggest cohort of connected TV users. (That distinction goes to millennials.) Instead, Gen Z is watching short digital videos and looking for new ways to interact with friends. Here are five charts on what Gen Z’s media consumption looks like.
US adults ages 18 to 24 spend less time watching traditional TV than any other age group. They’re the only age group to already spend under an hour per day watching, and much of that time is spent browsing the internet at the same time.
Instead, Gen Zers’ TV time is headed to social media—which includes digital video—where they spend the bulk of their time with media.
Nearly 9 in 10 US Gen Z adults spend more than an hour on social media each day, and nearly half spend more than 3 hours with the platforms, according to a Creatopy survey.
According to eMarketer estimates, people in the US will spend about 1 hour and 15 minutes with social networks each day this year, making the average Gen Z adult a far heavier user than older generations.
That time is not divided equally. Gen Z spends less time on Facebook than older generations and more time on Instagram and TikTok.
Read the full eMarketer article here
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