Gen Z’s media consumption habits include a wider variety of content experiences than their older peers, according to a new report by publisher video platform Connatix.
The report, which sought to understand how members of the Z Generation differ from older Americans in their media consumption habits, discovered that, on average, Gen Zers spend more time watching publisher videos online than older consumers, with 46 percent reporting they watch more than one hour of video per day (compared to 40 percent of Millennials, 31 percent of Gen Xers and 21 percent of Baby Boomers).
|What’s the maximum time you’re willing to spend watching an ad before a video?|
Gen Zers appear more receptive to video ad content as well, as 60 percent said they’re willing to watch an ad before a video. Gen Z respondents reported a greater preference toward both shorter video ads (10 seconds or less) and longer ads (20 seconds or more) than older respondents.
Gen Zers also gravitate toward audio. More than a quarter (26 percent) of Gen Z consumers polled said they’d spend more time with articles if audio versions were available, compared to 17 percent of Millennials, 14 percent of Gen Xers and nine percent of Boomers.
And more than half of readers under 35 (55 percent) said they’d spend more time with publishers if they provided more videos to watch.
The survey also discovered that about a quarter (25 percent) of Gen Z respondents said they were willing to pay $10 a year for subscription-based podcasts tailored to their tastes, compared to 24 percent of Millennials, 19 percent of Gen Xers and 11 percent of Baby Boomers who’d pay for these services.
Connatix’s report, “Gen Z: The New Voice in the Editor’s Room,” polled more than 1,000 U.S. consumers belonging to the Baby Boomer, Gen X, Millennial, and Gen Z generations through online market research platform AYTM.