Social “the new TV” for young UK audiences

Creative tech player VidMob surveyed 1,000 16-24 year olds and 1,000 25-34 year olds in the UK in May about their media consumption and digital advertising preference.

The study reveals where and why Gen Z and Millennials consume video content, engage with video ads and form perceptions about brands.

The findings from VidMob’s State of Social Video study could have implications on how marketers use video ads to connect with younger audiences in the UK:

1. Social is the new TV: a large percentage of younger audiences’ time spent is watching video.

– 40 per cent Gen Z’s digital time is spent watching video over reading articles or looking at photos while 33 per cent Millennials watch videos over articles or photos.
– In every hour of digital time: Gen Z spend 24 minutes watching video while Millennials spend 20 minutes watching video.
– 57 per cent of video time per day is spent on social apps (31 per cent YouTube, 26 per cent other social platforms) — that’s 3.8x time spent watching linear TV and 2.5x watching streaming services.

2. All social boats are rising:

– 52 per cent of Gen Z and Millennials spent more time on social media this year versus last year.
– Growth in usage of social apps is 27 per cent higher than mobile browsers.
– Compared to last year, Gen Z has embraced YouTube, Snapchat, and Instagram whilst Millennials show the most love for Instagram and YouTube.

3. Social has become the portal to the web:

– Less than 4 per cent of Gen Z and Millennials open a browser first.
– Top 3 first apps opened by Gen Z are Snapchat, Facebook, and YouTube.
– Top 3 first apps opened by Millennials are Facebook, Instagram and Snapchat

4. It’s a Stories World:

– Over 63 per cent of Instagram and Snapchat users watch Stories on both platforms daily.
– Percentage of Millennials who consume Stories on each platform: Instagram 68 per cent; Snapchat 49 per cent; Facebook 44 per cent.
– 31 per cent of Gen Z watches Facebook Stories.

5. The meaning of personalisation has changed for younger audiences:

– Across the board, similar style and taste is most important for whether either generation likes an ad.
– 34 per cent of Gen Z feels more positive towards ads that are visually beautiful versus 33 per cent of Millennials.
– Gen Z dislikes overly repetitive ads (46 per cent say it annoys them; 29 per cent say they tune out).
– Millennials either tune out or dislike brands who run the same ads over and over.

read more here: advanced-television.com

1 in 2 Youth Say They’ve Shopped Online for Groceries in the Past Year

1 in 3 American adults reports having shopped for groceries online in the past year, according to a survey of 1,000 US adults from Adobe Digital Insights (ADI). The trend towards online grocery shopping is being driven by… surprise: youth. Indeed, half of Millennials (20-36) and almost half (47%) of Gen Z consumers surveyed in June by ADI said they’d shopped for groceries online in the prior year.

These figures largely line up with separate research data. Earlier this year, IRI revealed that 55% of Millennials planned to shop online for groceries this year, as did 41% of adults overall. All told, more than one-quarter (28%) of adults surveyed by IRI reported buying grocery items online.

They may not be shopping with too much regularity, though. Last year Gallup found that 15% of 18-29-year-olds shopped online for groceries on at least a monthly basis, compared to 9% of all adults surveyed.

As ADI notes, “the US online grocery market is still in its very early stages.” That certainly seems to be the case when comparing the US results to an accompanying survey conducted in the UK. That research found that fully 52% of UK adults had shopped online for groceries in the past year.

Moreover, whereas US online grocery shoppers were far more likely to have shopped online for basic necessities (41%) than for most groceries (23%), the opposite was true in the UK, where online grocery shoppers were more than twice as likely to say they bought most groceries (40%) than just basic necessities (17%).

Furthermore, there are signs that the e-commerce experience isn’t as advanced in the US. Just 16% of US consumers reported no difficulties in grocery shopping online, compared to 27% in the UK who didn’t face any difficulties. (Speed and a seamless experience might be the top areas for online grocery retailers to focus on, according to other research.)

read more here: www.marketingcharts.com

Study: 34% of Gen Zers are Leaving Social Media

Thirty-four percent of Gen Zers, or people born between the mid-1990s and early 2000s, say they’re permanently leaving social media, and 64% say they’re taking a break from the platforms, according to new research from Hill Holliday’s in-house research group Origin cited in Campaign.

The research also shows Gen Z’s paradoxical view of social media: 41% say the platforms make them feel anxious, sad or depressed, but 77% say the platforms offer more benefits than drawbacks. Twenty-two percent say social media makes them feel like they’re missing out, but 71% say the platforms have a positive effect on their relationships. Social media negatively impacts self-esteem, 29% of Gen Zers said, but 61% say it boosts their ego. Seventy-two percent said people their age spend too much time on social media, while 66% say the platforms help them make connections with people.

Some of the main reasons Gen Z members gave for considering leaving social media include the propensity for wasting too much time on the platforms (41%); too much negative content (35%); the fact that they do not use it very often (31%); a lack of interest in the content (26%); privacy concerns (22%); too much pressure to get attention (18%); too much commercialization (18%) and that social media makes them feel badly about themselves (17%).

Gen Zers are widely considered to be more social media-savvy than any other generation, but as the new Origin research highlights, their feelings about social media can seem somewhat contradictory, which suggests that the sluggish interest levels from younger consumers that Facebook has already been experiencing could start spreading to other platforms. To best reach Gen Z, which has a purchasing power of $44 billion, marketers need to refocus their strategies on using social media for good to help Gen Z foster their own identities. Marketers should also invest in using social media to tell compelling brand stories and spread highly personalized, relevant messages.

Mental health and well-being are important to Gen Zers, which is why many report taking breaks or swearing off social media altogether. Members of Gen Z also tend to be distrusting of institutions and expect a lot from brands, rewarding those with strong values and that support the causes they care about. Gen Z has a strong sense of purpose, and 69% think that brands should help them achieve their goals and 30% said they have felt excluded by brands because of their identity, per PSFK research. Brands that position their social media content as educational or collaborative and unobtrusive stand the best chance of engaging Gen Z on social media.

read more here: marketingdive.com

Gen Z increasingly turning away from text-based online content and traditional TV

Younger Internet users (ages 13 to 17) are moving away from text-based online content and TV, while spending more time on video and social.

According to a recent report in eMarketer, although millennials (ages 18 -34) spend more time with video and social, unlike their younger counterparts, they report that they are not cutting back on their time with other media.

Although Gen Z and millennial groups agree they are spending more time streaming full-length TV shows and movies, they are also watching more short online video. Gen Z is watching 35% less TV, with 22% saying they pend less time with blogs compared to a year ago. Further, 11% said they are spending less time with publisher sites or apps.

Emarketer reports this trend from a survey by market research agency Leflein Associates who polled 1,173 US internet users ages 13 to 34.

While the older age users (ages 18 to 34) were more likely to say they were watching more TV, among the younger group, 40% said they were watching the same amount of TV as last year, while 35% said they were watching at least a bit less.

According to Nielsen data for Q4 2016, US teens age 12 to 17 spend 13 hours, 54 minutes per week watching TV.