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.

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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.)

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What Millennials Value Most in Their Lives, Careers and Personal Tech

A simple choice between A and B can say a lot about a person—or, in the case of 9GAG’s just-released Millennial Black Paper, an entire generation. In April, the cross-platform entertainment network, which counts 150 million users around the globe, teamed up with research firm GfK to create a simple “would you rather” questionnaire meant to determine what millennials (defined as ages 18-34) value in their lives, careers, politics, technology and more.

Over the course of two weeks, the survey received 134,694 responses from people in 194 countries. So what did they find? “It’s not a myth that you have to engage with millennials to get their attention,” said 9GAG COO Lilian Leong. “[They’re] not slaves to the internet or social networks. They’re a lot smarter than they’re given credit for. And they value real friends more than their Instagram followers.”

OTT: the importance of personal profiles

Personal profiles are favoured by over half of OTT TV viewers, according to the findings of the latest report by SPB TV.

Surveying 50,000 respondents out of its 60 million-user base, though mainly targeted at emerging markets and migrant communities worldwide, SPB TV Survey 2016 A Slice of Personalization found that the share of respondents already using such profiles, which allow users to createtheir own content collections, access their viewing history, select a name and avatar, and much more, is inversely correlated to their age.

It is the largest among the GenerationZ users and the Millennials (27% in both age groups) and the lowest among the Baby Boomers (14% of respondents).

However, there is no reason to believe that only younger viewers are interested in administering their personal space in the service.

The percentage of respondents saying they are not interested in this feature slightly increases from 36% among the Generation Z viewers to 55% among the Silent Generation, confirming that even among the 71+ respondents almost a half use or would like to use personal profiles.

The survey also notes that while the value of personal profiles on shared in-home devices, like smart TVs and set-top boxes, is widely disputed in the

Indeed, almost half of respondents are certain they want to have their profiles available on shared screens. This answer is the most often cited by all age groups – from 39% among the Baby Boomers to 49% among the respondents aged under 36.

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Nearly half of young millennials use ad blockers

The adoption of ad blockers by millennials could continue to be an obstacle for advertisers targeting young people, according an eMarketer’s forecast.

To put things in perspective, overall, usage of ad blockers in the US will grow 16.2% this year to 75.11 million users. That’s slightly lower than the 85 million forecast in June. So while overall usage is not yet widespread, eMarketer found that 36.68 million millennials (41.1% of those born between 1981 and 2000) will browse the Internet on a device that has an ad blocker enabled.

Within that generation, 18-24-year-olds are the heaviest users of ad blockers; 49.9% of them will use one (or 51% of Internet users within that age group). In the early days of ad blocking, penetration rates among 18-24-year-olds and 25-34-year-olds were similar. However, the gap is widening as the younger group adopts them in greater numbers.

“Millennials are more likely to have an ad blocker enabled than those in any other demographic group,” said eMarketer forecasting analyst Shelleen Shum. “Those in this group are more tech savvy than older adults, more willing to adopt new technology and tend to spend more time on the internet browsing and watching videos.”

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TV set viewership is still king of the home

Driven by millennials and older adults, TV set viewing in the US rose by 4.6 million people over the last year, according to the Video Advertising Bureau.

The survey found that TV reaches 287 million people monthly, significantly more than any other video platform. In fact, television still commands 88% of total video time among persons over 18. Even the elusive young adults aged 18-24 spend three-quarters of their total video time in front of the television.

And, regardless of ethnicity, TV is the primary video source, with blacks using it for 87% of their video time; Hispanics watching 81% of the time and Asians viewing 72% of the time.

Also, despite the rise of on-demand video, watching TV live as it airs represents eight out of ten minutes viewed. This is true across the age spectrum, with millennials watching live more than 80% of the time. The VAB found that in general, time spent with DVR time-shifted TV is down from year ago, and is down a big 18% among adults aged 18-24.

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