How Brands can cash-in Gen Z who prefer video content on mobile
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How Brands can cash-in Gen Z who prefer video content on mobile devices

The Z Generation love to watch videos on mobile devices
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Written by Saurav Bhagat
[email protected] | Noida | Published on: August-17-2019 06:25 PM
  • Gen Z (or Generation Z) is a term given to individuals born between 1990 and 2000.
  • Gen Z watches videos on YouTube (74 percent) and Facebook (83 percent) using mobile devices.
  • Brands wishing to engage Millennials as well as Gen Zers should concentrate on capitalizing on this desire for a daily relief from struggles.

Today’s Millennials and Gen Zers are a strong market driving force. These two generations are strongly affected by technology and are accustomed to it. 

Gen Z (or Generation Z) is the term given to individuals born between 1990 and 2000.  These people comprise of the adults in their 20s.

Daily viewers (sourse: whistlesports)

Daily viewers (sourse: whistlesports)

In reality, in a globe where technological developments happen almost daily, Millennials and Gen Zers have grown up. However, these generations vary from one of the most common types of technology, media, in their communication with and consumption. Indeed, generational nuances have mainly influenced media consumption. These distinctive, generation-specific media interactions then provide invaluable brands insight into both Millennials and Gen Zers’ technological consumption trends.

According to Whistle’s latest studies, Gen Z is the biggest age group to view mobile video content in the US. The entertainment group discovered that while doing other stuff, 81 percent of Gen Z likes to put on videos.

The percentage game and social media content:

Sixty-one percent of participants said that when watching on mobile phones, there was no distinction in video quality. By contrast, 63 percent of millennials prefer to watch content on television.

facebook-youtube-viewers-source-whistlesports-nextbigbrand-in

Youtube vs FB viewers (source: whistlesports)

Gen Z watches videos on YouTube (74 percent) and Facebook (83 percent) using mobile devices.

For young people, mobile phones (40%) were the main instruments for viewing video content on compared to millennials (22%) who preferred viewing content on television (56%). Both age groups spread their video consumption all day long. After job or college, and in the evenings, most video viewing still occurs.

The results shed light on how and when they can best reach customers of Gen Z for advertisers. Mobile video-centered campaigns are now a must to reach an audience as closely aligned with the moving image as Gen Z. Meanwhile, millennials pose more of a challenge and advertisers would be well placed to plan cross-device video campaigns.

Overall Preferred Video Content

Not only do Gen Zers differ in the mediums on which they view video content. They also differ in the actual video content that they tend to watch.  The most common video material for weekly viewing between both Millennials and Gen Zers is perhaps indicative of the need for a break, however tiny, from the difficulties of everyday life. According to a study conducted by YPulse, 58% of Gen Zers and 59% of Millennials claimed to watch weekly comedy video content across platforms such as films, TV shows, and streaming services series. For both generations, music and music videos were the second most common genre of video content.

Preferred Short-Form Video Content

They revealed that their favorite genre was comedy for Millennials who were asked what kind of short-form video content they watch weekly. Millennials continue their trend, even in short form, to watch comedy videos the most.

For Gen Zers, they revealed that vloggers and internet personalities were their top category for short-form video content. No doubt impacted by the big influx of influencers on social media platforms, these videos are used by young Gen Zers to keep these influencers’ life and trends alive.

Netflix: A binge watcher's paradise (source: whistlesports)

Netflix: A binge watcher‘s paradise (source: whistlesports)

Brand Implications

Perhaps the fact that Millennials and Gen Zers appreciate the most comedy video material is indicative of the reality that individuals generally feel burdened by society’s pervasive issues. Whether from political divisions, social struggles, or financial uncertainties, the weight of internal stressors on their life is now more than ever experienced by individuals.

Brands wishing to engage Millennials as well as Gen Zers should concentrate on capitalizing on this desire for a daily relief from struggles. Ensuring user-friendly content, providing innovative, problem-solving goods, and encouraging positive brand messaging will make Millennials and Gen Zers look much more attractive. In addition, remaining up-to-date with societal modifications and anticipating the resulting generation-specific requirements may be the best way to guarantee brand success over the long term.

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About the author

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Saurav Bhagat

A chai-lover who loves to travel and learn new things.
Have a story to tell? I can be your pen :)

9654178839 | A-73, Hackerspace, Noida sector- 2 Noida UP 201301

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