How the different Generations use Media differently

How the different Generations use Media differently

Digital natives are spending more than one hour per day on their desktop and mobile phone online. Only half of the members of this generation are using the TV for this duration every day. This differs from the other two generations. The most members of the millennials are spending at least one hour per day on their desktop and their TV, while only 60% use their mobile phones more than an hour per day. Most of the baby busters are using the TV for more than one hour per day, followed by the desktop. Only 40% of the Generation X are using their phones for this timespan as well. These insights are important to know in order to be able to reach a company’s target audience the best.

Generation X,Y,Z overview of characteristics and online behavior

Return of the classics

The positivity towards different traditional ad formats, such as outdoor measures, cinema-, magazine-, newspaper-, television-, radio advertisements, has been measured. These traditional formats have scored more percentage as most of the online and branded content formats. The most popular ad formats for digital natives were outdoor, cinema and newspaper advertisements. Generation Y enjoyed cinema advertisements the most, followed by outdoor and magazine ones. The baby busters were not as positively about these formats as the other two generations, their favorite ones were magazines, followed by outdoor and newspaper.

Generation X,Y,Z overview of characteristics and online behavior

The Millennials’ Favorite

When the three generations were asked to rank their positivity about the different online advertising formats, like desktop displays, paid online search, mobile displays, videos on desktops and mobile videos, the digital natives were the most positive about online search, advertisements on their mobile display and their desktop. Generation Y was – in comparison to the other generations – the most enthusiastic about these formats, preferring desktop videos, which could lead back to the insight before that Millennials spend most of their ‘digital time’ on their desktop. Mobile display and mobile videos were also voted as rather positive. Again, Gen X showed themselves as rather resistant towards these kinds of online formats, having the lowest rates of positivity among the three generations. Their preferred format was paid online search, followed by desktop and mobile display.

Mobile reward videos for the win

Different video advertising formats have been ranked to find out which of them are preferred by the different target audiences. Overall, Generation Z has been the most positive about the different formats, which can be lead back to the insight that digital natives prefer video messages over text messages. The majority of the digital natives rates mobile reward videos as positive, followed by skippable pre-roll and skippable vertical videos. The Millennials voted the mobile reward video also as their preferred format, however, only one third rated it as positive. Also, skippable pre-roll and skippable vertical videos were other preferred ad formats among the options. Generation Xers voted skippable pre-rolls as their favourite, followed by mobile reward videos and skippable vertical videos.

Generation X,Y,Z overview of characteristics and online behavior

Branded content ideal for targeting digital natives

Among the different types of branded content, the generation’s positivity has again been rated. Branded events, social news feeds, brand information, celebrity content (social influencers included) and native articles were available as choice. Generation Zers are very open towards this form of content, as in each category, at least one third found this type of content to be positive. Branded events, native articles, (social) celeb content and brand information were very popular among the digital natives. Even though Millennials are a bit more resistant towards this kind of advertisement, they preferred branded events, brand information, social news feed and native articles. The baby busters favorites are brand information, followed by branded events and native articles.

Want to read more about Generation X, Y, and Z?

Whenever the birthdate is between 1965 and 1979, the person is considered to be part of the generation X. Even though this generation only makes out one fourth of the U.S. population, their purchasing power already represents 31% of the total U.S. income.

Generation Y,  also known as Millennials, are born between 1980 and 1995. In the U.S., they are already responsible for 1.3 trillion dollars of yearly spending, which is equal to 20% of the nation’s total.

Generation Z are born after 1995 and they are considered the future of global economy. By 2020 this generation will be the largest group of consumers worldwide.

A great summary of the whole series that draws conclusions from the different articles and insights. This enables a sound understanding of the most important outcomes from the research of Generation X, Y and Z.

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