Gen Z acquires a TV habit

Gen Z is typically less engaged with traditional media, but COVID-19 is drawing a younger audience to TV and is likely to change their media consumption habits permanently.

That’s the view of Daniel Bischoff, chief marketing & operations officer at RTL AdConnect, part of the Luxembourg-based media group RTL Group.

Writing for WARC, he notes that “all over Europe, television … is regaining its role as the ‘family hearth’” – a place where people come together to catch up on the day’s news and seek out entertainment.

He reports that while the data indicates a rise in viewing is apparent across all age groups, this is most significant among the younger population.

“Figures from the Netherlands, for example, show a 155% increase in the amount of kids TV being watched; in France there is an increase of 21 percentage points in the number of 15- to 24-year-olds watching TV each day.

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How rethinking qualitative research can help brands understand Generation Z

Marketers need to rethink how to research young people since traditional qualitative research methods no longer work for Gen Z, according to an industry figure.

In a WARC Best Practice paper, How rethinking qualitative research can help brands understand Generation Z, Emily Goldhill, a strategist at Livity, argues that there are three notable trends that distinguish this age group from previous generations and which qualitative researchers have to consider if they are to develop effective strategies.

Primarily, of course, Gen Z are digital natives for whom the internet and digital platforms have opened up new possibilities denied their elders; the experience of being a young person has fundamentally shifted.

At the same time, these possibilities – where multiple things can be consumed simultaneously and new passions can be discovered and explored at a click or a swipe – make their identities much harder to define, and in turn, their attitudes and behaviours.

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‘Super-charged’ millennials are vital

Only affluent millennials truly exhibit different characteristics from older generations and non-affluent millennials, according to BBC research that also identifies a sub-group among their number who respond strongly to brands.

Numbering around 29 million – out of a worldwide millennial population of 950 million – these “super-charged” affluent millennials are crucial to brands, the research suggested, because they are the opinion leaders of today and tomorrow.

They are very global in their outlook and have a deep emotional relationship with their favourite brands, according to Andrew Tenzer, Head of Insight at BBC Global News, which surveyed more than 3,000 affluent millennials across 31 markets.

Bron en volledig bericht: Warc

Standard digital ads fail Gen Z

Gen Z consumers may be more focused on digital media consumption than their elders, but new research indicates they are consistently more positive about traditional media ad formats than standard digital alternatives.

This finding is contained in the latest AdReaction study from Kantar Millward Brown, AdReaction: Engaging Gen X, Y and Z, based on surveys of more than 23,000 16-49 year old consumers across 39 countries, with qualitative research also carried out with Gen Z respondents in the US, Germany and China.

While advertisers should not ignore outdoor, print ads and cinema, TV and radio, the report also suggested they need to think more creatively about their digital offering if this is to be effective among a key group – the first cohort is now aged 16-19 – that is becoming more relevant to more categories and sectors.

Bron en volledig bericht: Warc