Gen Z: Digital Consumers

Gen Z is 25% of the world’s population right now, born approximately between 1996 and 2011. They are the world’s first generation of truly digital natives. They were born and have grown up with high-speed internet, smartphones, social media and access to news 24/7.

Project B3 came across this study done by Awesomeness, a multi-platform media company, who has analyzed the habits of Generation Z, in a partnership with research firm Trendera.

According to Awesomeness, who is “creating content slates and branded content for these young people,” the generation can be explained using words such as “stressed, global, guarded, fluid identity, rule breakers, niche and tech-natives, among others.”

According to the study, “62% of Gen Z are more comfortable expressing themselves digitally than in person.” Not a big surprise there, right?

The study concluded that, “The top five social platforms that Gen Z is using are: YouTube (79%), Facebook (78%), Instagram (69%), Snapchat (68%) and Twitter (49%).”

So, what are they doing while online? They are mostly streaming video.  “71% of teens’ typical entertainment consumption is streaming, and one-third is viewed from a mobile device.”

“Creating mobile-optimized content that’s platform specific, direct, and entertaining is essential for brands to reach Gen Z,” said Harley Block, senior vice president of brand partnerships, Awesomeness. “They watch 68 videos in a day — meaning this audience has the ability to sort through content faster than ever before.”

Basically, this study breaks down what we, as parents and educators were afraid was true. Most of the time, our kids, tweens and teens are just watching videos online. They are not playing games and problem solving, they are not creating their own art or videos, they are not sharing their interests and ideas with each other, they are not building or collaborating. They are mainly, just consuming media on a daily basis, for hours each day.

At Project B3, we know that technology can be used in so many exciting, creative and dynamic ways. Gen Z are the ones that are going to take social media and our digital lives to the next level. Sure, we all like to kick back and watch Netflix. But, let’s not sit around and watch the world go by. Stay tuned for more info on how we are going to give this generation the tools they need to do much more than just consume media.