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HISPANIC MARKET OVERVIEW 2019 Powered by HispanicAd.com
more credibility in three to five years than content that comes from a company or independent source. However, word-of-mouth is still important with 47% of Gen Z influenced most by friends and family.
Cognizant and The Center for Generational Kinetics surveyed more than 2,000 U.S. respondents to better understand the attitudes of Gen Z, currently age 15-22 years old, regarding the implications of today’s digital world as well as their unique content consumption habits.
What were some of the other key takeaways from their research?
Internet Accessibility is Everything
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55% of Gen Z spend 5+ hours on their phones every day
1/3 of females of that group spend 10+ hours per day on their phones. 38% feel highly stressed when they can’t access the internet.
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working correctly.
73% of Gen Z females and 62% of Gen Z males are “very tense or uneasy” if their phone stops
· Only 52% of Gen Z respondents said they usually fix their smart devices themselves when it comes to device maintenance, compared with 63% of Gen Xers and 72% of millennials.
Gen Z Is A Generation Seeking Control
· 55% of Gen Z said they’d like to control the content of a movie or TV show in the future.
· 50+% of Gen Z and millennials, and just under 50% of Gen X respondents, said they were likely or very likely to use virtual VR to watch shows and movies or play games in the next three to five years.
· YouTube videos take the top two spots for preferred content for Gen Z social media.
· 54% of Gen Z are interested or very interested in creating customized digital entertainment packages.
As such, today’s younger generations crave deeper interaction and more control over content, especially in collaboration with (or in competition against) other users, Cognizant concluded. Further, immersive and interactive content will become a key area for businesses to explore as new content forms will appeal to Gen Z.
Therefore, Cognizant concludes, “Media and entertainment companies must experiment more with short-form programming and adapt engagement models. They must also consider how they make their content accessible, as the way content is accessed is also changing.”
Word Of Mouth Means The Most
· 47% of Gen Z is most influenced by their friends and family when it comes to purchases.
· 24% of Gen Z respondents say social media personalities are the most important influencer in their purchase choices.
· 35% of Gen Z thinks user-generated content (UGC) in the next three to five years will have more credibility than content that comes from a company or independent source.