Reddit. With their preferences now leaning towards brands in the smartphone ecosystem, one has to wonder: will marketers of the future place more value on winning the hearts of consumers, or simply getting in their hands? Millennials also stand out as the foodie generation, as they are the most likely to be searching for cooking recipes or reading up on healthy eating. Defined loosely as the generation born approximately between 1996-2011, Generation Z is 25% of the world's population and is poised to surpass other … Generations Y and Z are the first media consumers to emerge with interactive media as the predominant means by which they ‘consume’ messages. How has global advertising spending shifted over recent decades? While attracting eyeballs or increasing foot traffic may carry a lot of weight when it comes to determining the success of certain brands, the real metric that should be paid attention to is love. Visualizing the Most Populous Countries in the World, 5 Undeniable Long-Term Trends Shaping Society’s Future, The World’s Largest IPOs Adjusted For Inflation. Because generation Z grew up with technology, they seem to value print media as a way to disconnect from the digital noise they live with. Even though the tech giant beat Disney and Amazon for the top spot, its success can mostly be attributed to female and millennial consumers, while Amazon was voted the most loved brand for male consumers. As a result of the pandemic, it is projected that global advertising spending could fall by 8.1% this year. 60% of Gen Z folks are more likely than average consumers to hang up if their call isn’t answered … But attempts to get children active are not - Gen Z teenagers are half as likely to meet the recommended levels of physical activity as Millennials were in 2008. Katie Jones. During this period of pandemic-induced social isolation, it’s no surprise that people are consuming vast amounts of media. Podcasts for Generation All. The retail industry has also increased intimacy score performance by 9.4% during the pandemic, with Walmart flying the flag for retail brands in fourth place. Apple has been named as the most loved brand during COVID-19, moving up from third place before the pandemic. Gen Zers however, have other plans, as they are the only generation more likely to be listening to music than searching for news. As the coronavirus outbreak continues to wreak havoc across the globe, people’s time that would have otherwise been spent perusing malls or going to live events, is now being spent on the sofa. The necessity for television broadcasters to become ‘interactive’ can be most acutely observed in the reality TV genre. This shift has a direct impact on media advertising as these emerging consumers engage with brands and brand messaging in ways that are unique to Gen Z. While staying abreast of pandemic updates is important, ultimately, a positive mindset and the ability to switch off will help people cope better day-to-day. By 2024, it’s expected that 291 million Americans (almost 90%) will be using a smartphone. Marketers may still “sell the sizzle” and not the steak, but shifts in the media landscape and consumer behavior mean that advertisers must constantly adapt their media strategies. By Lauren Johnson. Continuing in our mission to unearth the behavioural motivations that fuel Generation Z, RDSi have cast a lens over a particularly hot topic – alcohol consumption. 8 months ago. Overall, it is clear that COVID-19 has had a huge influence on the brands that consumers connect with most. The Gen Z people are the ones who are most comfortable with technology and social media and almost all of them have used the internet and consumed smart devices since a young age. This has allowed them to (at least temporarily) combat the rising popularity of new media (like the Internet) among Generations Y and Z.Generations Y and Z are the most marketed to of all generations, largely due to technological advances from the Internet to SMS. Marketing has a new buzzword: Gen Z… In fact, consumers demonstrated a 23% increase in the number of brands they have an emotional connection with—so what does this mean for brands? Making connections, grappling with misinformation: How Gen Z is using social media during the pandemic. Gen Z prefer fun content over friends. Not only that, they can also build higher levels of trust, which in turn breeds a more loyal consumer base over time. We’re all social networkers now. Nowhere is this more prevalent than in their media consumption, but Millennial and Gen Z consumers do have different preferences in the type of media they prefer to watch. That said, it is lower than information shared on the radio or news websites. Consumption trends ..... 47 4.1 Consumption priorities ..... 47 4.2 The role of social media and online shopping in the shopping habits of Gen Z..... 49 4.3. For Gen Z—and increasingly for older generations as well—consumption means having access to products or services, not necessarily owning them. When it comes to giving consumers what they want, Apple ticks the box for three important need states highlighted in the report: Interestingly, brands that are part of the smartphone ecosystem generally outperform brands that are not, and the ecosystem has only increased in strength during the pandemic. Perhaps surprisingly, Millennials show a slow down in the time spent on social media. The Gen Z’s power extends in allowing a new wave of acceptance that’s not restricted to any gender at all. As access becomes the new form of consumption, unlimited access to goods and services (such as car-riding services, video streaming, and subscriptions) creates value. Nontraditional sports allow for direct engagement, and due to the propagation of digital media… 44 3.4 Summary of main findings..... 45 4. Gen Z is the demographic coming of age now: fluent in digital communications, socially aware, and more cautious online – they are quite different from millennials. Over the past years, we’ve seen how more and more businesses are opening up to gender-neutral products, and for a good reason: the Gen Z reports being a generation more accepting of non-binary products. However, despite its rather sharp decline, TV still remains the largest in terms of global advertising spending. News about the coronavirus is changing quickly. Broadcasters have attempted to engage the younger generations with Australian Idol and Big Brother, for example, through SMS voting for contestants. Please try again later. The graphic above highlights data from MBLM’s Brand Intimacy COVID Study which measures how emotionally connected consumers in the U.S. are to the brands they use, and how brands can benefit. Oops. There has also been an increase in the performance of brands in the “access” category—such as Verizon and AT&T—which may be attributed to the value people are placing on communication during the pandemic. Digital . Trust in information shared on social media is higher than word of mouth from friends and family, and even foreign government websites. The list of most loved brands has seen three new additions throughout the year: Google, YouTube, and Toyota, which means that media and entertainment brands now dominate the list. While online shopping growth continues to outpace growth of brick … As billions of users spend hundreds of hours with their small screens every year, it’s possible that mobile-based ad spend—including uber-popular apps like TikTok—will become even more commonplace. Summary of main findings ..... 54 5. However, one downside to this is that in marketing to Gens Y and Z we have to constantly refresh messages and techniques in order to maintain their attention. According to eMarketer, digital video spiked among UK adults during the pandemic—to 2.75 hours, and almost by 30 minutes daily in total video and TV screen time. While hand sanitizer brand Purell did not make the list of most loved brands, it ranked in first place when it comes to the best response to the pandemic and is the brand consumers are most willing to pay 20% more for. Gen Y are somewhere in the middle, with 43% getting their news via social media and messaging apps and 33% directly. Statista estimates there will be 1.13 billion smartphone users in China by 2025, making up nearly 14% of the world’s population by 2025. On average, Gen Xers spend nearly two hours on social media per day—less than Millennials and Gen Z, but more than Boomers. “The concept of brand intimacy is important for marketers because emotion has been proven to drive purchase decisions, and also long-term customer bonds.”, —MBLM Managing Partner, Mario Natarelli. “Globally,” GlobalWebIndex reported, “around 1 in every 3 … With digital content consumption doubling since the pandemic began, the growth of social, e-commerce, and search ad spend are likely to continue. In China, smartphone usage has almost doubled in 5 years—and is predicted to surpass 3.4 hours a day by 2022. Drive In-store Traffic, Digitally. The Ipsos research is based on replies from 3,007 people - 1,003 from Generation Z, 660 people in Generation Y, 667 in Generation X and 677 baby boomers. In fact, and according to the study from MNI, 61% of Gen-Zers believe their peers would benefit from unplugging more. Join the 220,000+ subscribers who receive our daily email, The 25 Largest Private Equity Firms in One Chart, The World’s Most Influential Values, In One Graphic. Which Countries are Mapping the Ocean Floor? Regardless of what type of content we are consuming, the fact is that every generation is relying on their devices during this pandemic to inform and distract more than ever before, creating a huge opportunity for media companies to engage a captive audience. 45% of teens say they are online “almost constantly.” In a similar survey conducted between 2014 … Digital over-exposure? The majority of Generation Zers (77%) and millennials (79%) use social media multiple times a day, but millennials are more likely to divide their time across a wider range of platforms, while Generation Zers spend more time on fewer platforms. Gen Z would rather participate in niche sports than follow traditional ones. Over Half of U.S. Young Adults Now Live With Their Parents, Ranked: The Top 10 Strongest Nation Brands, The Evolution of Higher Education: 5 Global Trends To Watch. on. With this, various brands like Sephora and Telfar took the major steps to a more accommodating and gender-neutral … Although search ad spend recently plateaued, its rise over the last decade has been dramatic. In other words, news brands are less important for this group than for over 35s. Several social media platforms outrank cable as some of Gen Z’s media sources, and 35% tell us they use Instagram to watch video content weekly. This graphic compares consumers’ most loved brands before the COVID-19 pandemic to their most loved brands during the pandemic. Visualizing the Human Impact on the Earth’s Surface. by Bethany Ao, Updated: April 8, 2020 . In the above infographic from Raconteur, we can take a closer look at how global advertising spend has evolved over recent decades across the media sphere. Josh Harycki, a junior at the Shipley School in Bryn Mawr, founded a "social distancing pledge" to encourage his peers to follow the CDC's guidelines. Because of the constant interruptions of a technological world, these generations have shorter attention spans. They are also spending many of their waking hours in front of a screen. If these trajectories are any indication, advertising budgets will only be getting more digital. As people mass-migrated to digital platforms in the 2010s, marketers were hot on their heels, and the fall of print media began. Precious Metals Production, Volatile Returns: Commodity Investing Through Miners and Explorers, The World’s Gold and Silver Coin Production vs. Money Creation, Visualizing U.S. Money Supply vs. How COVID-19 Has Impacted Media Consumption, by Generation. Email. Traditional media consumption is still highly evident among Millennials in Southeast Asia. Impressively, between 2012 to 2020, the percentage of U.S. senior marketing budgets allocated to social media more than doubled, ballooning from almost 9% to nearly 21%. Social media and digital ad spend also corresponds with a steady uptick in global smartphone ownership and usage. Recently, all eyes have been on the digital realm—a trend that coincided with the disastrous fall of the print industry. Something went wrong. However, 53% of all global ad spend is expected to flow online. For example, while U.S. consumers trust WHO the most, UK consumers view their government as their most trusted news source overall. All Rights Reserved. In 2014, TV ad spend met a similar fate, peaking at nearly $250 billion. Reaching $160 billion in one year, digital display advertising—a broad category including banner ads, rich media, advertorial and sponsorship, online video and social media—accounted for the largest global ad expenditure in 2019. From 2017-2018, screen time for Millennials on social media decreased by one minute, to 2 hours 38 minutes per day. While Millennial teenagers used social media to update their … According to a new report, Gen Z teens are listening to more diverse music than ever before. Similarly, half of Gen X respondents reported that they play video games frequently, almost matching Gen Z and millennial respondents. Share. When it comes to brands, consumers have forged relationships that could be just as meaningful. Generations Y and Z are the first media consumers to emerge with interactive media as the predominant means by which they ‘consume’ messages. While those over 35 are likely to first go directly to a news site via an app or the mobile browser (39%), Gen Z are more likely to turn to social media and messaging apps (57%). Girls Gen Z Digital media company Sweety High ’s 2018 Gen Z Music Consumption … The demise of the newspaper is shown dramatically in the above graphic, beginning in 2007 before the financial crisis, and correlating with the ascent of search engine ad spend. Tweet. is an initiative of McCrindle to bring together a collection of resources an information on the emerging generations. And the rise of search, social media, video, ecommerce—in contrast to TV and print—becomes clearer. We’re all about listening with your kids and connecting over great stories. Now there are many ways for businesses to communicate their messages. In less than five years, internet ad spend nearly doubled: $299 billion was spent on global internet advertising in 2019 compared to $156 billion in 2015. Precious Metal Production in the COVID-19 Era. Given email address is already subscribed, thank you! April 7, 2020. 3 Things Brands Should Know About Gen Z—and They’re Not All About Snapchat . 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