Youth Prefer to Consume Digital Content Over Generating Their Own Content, According to Recent Study
In the digital age, two distinct generations have emerged with unique preferences when it comes to consuming and creating content. Gen Z, those born between the mid-1990s and the early 2010s, and Millennials, born between the early 1980s and the mid-1990s, each have their own digital consumption habits.
Gen Z stands out for their preference for mobile-first platforms, with a strong focus on short-form video and interactive social experiences. TikTok is the dominant platform for them, with over 83% daily usage, followed by YouTube for longer-form videos. They engage deeply with gaming, live streaming, and platforms like Twitch and Discord that foster social interaction and community building. A staggering 64% of Gen Z are content creators, producing gameplay videos, live streams, and short-form content, often aspiring to monetize their creations. They favor memes, cultural references, and on-demand content, using social media not just for entertainment but also for identity and purchasing decisions.
On the other hand, Millennials also consume a lot of video content but with a greater preference for on-demand streaming TV and online video, often during multitasking moments like commuting or working out. They use audio streaming and podcasts to "keep company" and prefer content that helps them unwind or develop personal interests. Millennials are more likely to engage with digital out-of-home advertising during daily routines and use news and shopping sites for contextual browsing. Compared to Gen Z, their social media use may be less focused on short-form video and more integrated with other media consumption habits such as podcasts and streaming services.
On popular social media platforms, Gen Z is more active than Millennials on Snapchat in both creating and consuming content. Instagram is a better platform for reaching Gen Z for both consuming and creating content compared to Facebook. Facebook, however, is less popular among Gen Z for both creating and consuming content compared to Snapchat and Instagram.
A recent study by Vidmob suggests that young social users (Gen Z and Millennials) consume more content than they create on social media. This trend is reflected in the data, with 70% of Gen Z respondents consuming content on Instagram, while only 39% create content. On Snapchat, 58% of Gen Z respondents create content, while 73% consume content. On Instagram, Gen Z is more active than Millennials in consuming content, but less active in creating content. Among millennials, 53% consume Snapchat content, and 34% create.
As digital consumption continues to evolve, it's clear that Gen Z and Millennials each have their own unique preferences. Understanding these differences can help brands and content creators tailor their strategies to better reach these influential demographics.
Sources:
- New York Times
- Adobe's 2018 Consumer Email Survey
- Vidmob Study
- Claire Madden's Study
- Gen Z's digital lifestyle centers around mobile-first platforms, with a penchant for short-form video and interactive social experiences, making TikTok their dominant platform.
- Millennials, born in the early 1980s to mid-1990s, exhibit a preference for on-demand streaming TV and online video, often using it during multitasking moments.
- Social media platforms like Snapchat and Instagram witness more activity from Gen Z compared to Millennials, both in content consumption and creation.
- A study by Vidmob reveals that Gen Z and Millennial social media users consume more content than they create, with Gen Z more active in consuming content on platforms like Instagram, but less active in creating content compared to Millennials.
