generation z media consumption habits

Generation Z Media Consumption HabitsTrue Digital Natives

Generation Z Media Consumption HabitsTable of Contents

2Trifecta Research 2015 | Privileged and Confidential

1 Demographics Who is Generation Z?

2 Purchasing Power What will they spend and how?

3 Media Consumption Gen Z is connected and conscientious

4 Media Habits• Social Media: Instagram remains top for teens• Video: Rise of Netflix• Radio: Streaming gains on MP#s

5 Media Habits – Screen Time Teens and tweens use a large percentage of media per day Teens and tweens still tune in to TV TVs and smartphones top devices used

6 Marketing Ways to relate to Gen Z in marketing and advertising Move beyond the mainstream Taco Bell Case Study

Much like generations before, there is no commonly accepted definition.• Demographers place its beginning anywhere from the early ’90s to the mid-2000s.

• Marketers and trend forecasters, however, who tend to slice generations into bite-size units, often characterize this groupas a roughly 15-year bloc starting around 1996, making them 5 to 19 years old now.

Various sources place the U.S. (Gen Z) population between 60 and 72 million, or roughly 25% of the overallpopulation.

Gen Z is the most diverse generation to date and research has shown that multiracial children are the fastestgrowing youth group in the U.S.

DemographicsWho is Generation Z?

Purchasing Power

4

What will they spend and how?

Trifecta Research 2015 | Privileged and Confidential

Mintel finds that Gen Z accounts for between $43 and $44 billion in directspending.

Piper Jaffray notes that teens (not called Generation Z) directly command $75billion of discretionary spending.

Gen Z will exert a strong influence over $200 billion worth of sales.

They tend to spend on themselves, with girls slightly more cautious than boys.

Media Consumption

5

Gen Z is connected and conscientious


Media Habits – Social Media

6

Instagram remains top for teens


Gen Z has embraced anonymous social media platforms like Secret and Whisper, as well as Snapchat, whereany incriminating images disappear almost instantly.

Snapchat is number 3 in Piper Jaffray’s survey and rising as a preferred social network among this generation.

Media Habits - Streaming

7

Rise of Netflix


Teens are spending more time on Netflix andYouTube as opposed to traditional TV; the amountof time they spend on these websites combinedequates to 59% versus traditional TV at 29%.

These trends are challenging Viacom, Discovery,and Scripps Interactive business models.

Media Habits - Radio

8

Streaming gains on MP3s


From a music perspective, broadcast radio continues to cede share to digital streaming and Spotify is gainingon Pandora.

Media Habits - Screen Time

9

Teens and tweens use a large percentage of media per day


On any given day, American teenagers (13 to 18) average about nine hours (8:56) of entertainment mediause, excluding time spend at school or for homework.

Tweens (8 to 12) use an average of about six hours’ (5:55) worth of entertainment media daily.

The most popular media activities among both age groups are watching TV and videos, and listening tomusic.


10

Teens and tweens still tune in to TV


Tweens average 2:26 a day watching TV and videos, 1:18 a day playing games, and 51 minutes listening tomusic.

While watching TV and videos (at 2:38 a day on average) and gaming (1:21 per day) are still popular amongteens, listening to music (1:54 per day) and using social media (1:11 per day) appear to gain importance onceyoung people enter the teenage years, adding to the total amount of time teens spend with media.


11

TVs and smartphones top devices used


Both tweens and teens use a wide variety ofdevices to engage with the TV shows, videos, music,games, and social media that they use.

The television set still occupies the largest chunk oftime among 8- to 12-year-olds, but among teens itnow ranks third in terms of media devices, aftersmartphones and computers.

Among both age groups, mobile now accounts for alarge proportion of all screen time—nearly halfamong tweens and nearly two-thirds among teens.

Television sets, radios, and print still occupy asubstantial amount of young people’s time.

Marketing

12

Ways to relate to Gen Z in marketing and advertising


Generation Z wants to be communicated with visually and with short, bite-sized content. This is a generation thatknows how to search and find exactly what they want, so when expectations aren’t met, don’t expect them tohang around and give you a second chance. Their limited attention span means brands can never stop workingfor their business and, since they don’t like being sold to, you’ll need to find ways to deliver relevant, engagingand immediately beneficial experiences.

Grab their attention - very quickly

Make your front line content Snackable

Visualization always helps

Remember your audience has an audience (making thingssharable)

It is also worth thinking about why people would want toshare.

Embed diversity

Speed up communications (physically and culturally)

Marketing

13

Move beyond the mainstream


When marketing to Generation Z, brands and advertisers must remember the following things:

Marketing Case Study

14

Taco Bell Case Study


Taco Bell is viewing Generation Z as the “new Millennial.” They’ve decided to lean in to emerging platforms,including Periscope; build campaigns around cultural moments, such as "promposals"; and continue to embracefood mashups.

Taco Bell made its Periscope debut with a live "newscast,"unveiling its latest breakfast concoction -- the biscuit taco --and announcing a giveaway for every customer in Americaon Cinco de Mayo.

Taco Bell is also transporting consumers back to theirchildhood with inventions like Cap'n Crunch Delights, adoughnut hole inspired by the classic cereal, as well as adslike "Unboxing Kids," which features a brother-sister duowho went viral with their retro fist-pumping home video ofunwrapping a Nintendo 64.

More than generations before them, who were clad inpreppy attire or matching uniforms of rebellion, GenerationZ seems to want to be unique. Taco Bell latched onto thatinsight with this year's "Breakfast Defectors" campaign,designed to promote the brand's new breakfast menu byencouraging consumers to break from culinary conventions.Tropes of rebellion aren't new to marketing, but the pace ofchange is.

generation z media consumption habits

Documents