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Short-video formats on TikTok and Instagram Reels are effective for Gen Z, and longer-format mobile ad units on YouTube have proved effective for broader branding aims. Be sure to have a CTV strategy to augment investments in linear TV. National brands rely on TV for maximum reach, but the audience is increasingly fragmented across linear and digital services.

Gen Zers led adoption with a penetration rate of 98.2% for ages 16 to 24. Only one age cohort was below the 90% mark, ages 55 to 64, with 88.2% penetration. Total listenership of digital audio formats fell YoY. The total for audio formats including radio, music streaming, and podcasts declined, amounting to 3:56 in H1 2023, down 9 minutes YoY.

And, when you look specifically at Gen Z, TikTok鈥檚 influence rises significantly. As these digital native consumers continue to age into an economic powerhouse, social media will only strengthen as an advertising channel. Retail media鈥檚 power as a performance and brand-building platform. Recent data from DISQO shows that 46% of people shop online at least weekly.

That鈥檚 true even for Gen Zers: At least half had viewed influencer or creator content on each TikTok, Instagram, and YouTube in the previous month, per our June 2023 survey. For more findings from our Gen Z and social media survey, look out for our upcoming report, publishing in September. The balance of power in the creator-social platform relationship is shifting.

Launched in September 2023 in the US, TikTok Shop hopes to bring Asian-style social shopping to its huge Gen Z audience. Along with shopping livestreams, which so far have fizzled in the US, TikTok Shop also includes shoppable video and a marketplace.

So MSNBC's median age is 70, Fox News is 69 and CNN's is 67, which kind of got me thinking like I thought about my own media consumption habits and you think about what other people perceive to be the media habits of younger Americans and which would be, no one watches the news, no one reads, it's all TikTok and Twitter and whatever.

Listen to the full episode of 鈥淏ehind the Numbers鈥� for more insights on Gen Z鈥檚 media habits and growing up with AI. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

And by generation you've got millennials and Gen Z folks doing it more so. However, Rajiv, I want to come to you for this for a second, because I also read this as half do, I also read this as half don't. So half of Americans don't compare prices for medication and insurance plans.

Gen Z is Reddit鈥檚 audience to keep鈥攐r lose. Gen Zers are notoriously fickle social media users who are passionate about the causes they believe in, and they are also quickly gravitating toward Reddit. By 2027, Gen Z will rival millennials in the percentage of internet users using Reddit. Many Gen Zers rely on Reddit to research and discuss their interests and passions.

More Chart of the Day:. 10/6 - Marketers bet on email. 10/5 - Instagram is crucial for creators. 10/4 - Why apply AI. 10/3 - Gen Z streams. 10/2 - How the cookies crumble.

On today's podcast episode, host Bill Fisher is joined by our analysts Paul Briggs and Paul Verna and GWI鈥檚 chief research officer Jason Mander to discuss the latest Global Media Intelligence report, outlining media consumption behaviors from around the world.

Digital ad spending by healthcare and pharmaceutical companies went through its own upheaval during the pandemic. Now the industry is settling into a new normal for growth in some channels as consumer media habits have changed.

Our worldwide social network user estimates are updated on a biannual basis to continually incorporate the latest changes and developments in consumers鈥� digital media consumption and technology adoption.

On today鈥檚 podcast episode, we discuss which group of folks ChatGPT will affect the most next year, a social media ban for young people in Australia, how the 鈥渟nippet generation鈥� are influencing our world, what to make of this new group of 鈥渟ubscription pausers,鈥� movie theatre etiquette around throwing popcorn, and more. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Analysts Ross Benes and Evelyn Mitchell-Wolf, and Vice President of Content Paul Verna.

So investments in brand building and the behaviors of Gen Z who are really adept at avoiding traditional ads. That's not just that they don't like them, but they're also sometimes good at circumventing them. That's really what's driving the resurgence with the organic social, and marketers are focusing on more on community building and organic engagement strategies that resonate better with this demo.

Gen Z viewers will likely outperform the channel average once again this year. Note: The EBU did not include TV viewer figures for Russia and Ukraine in its 2022 reporting. This accounts for the YoY drop in viewers from 183.0 million in 2021. However, TV viewership was up 7.0 million YoY in 2022 after excluding these two markets from the 2021 data.

It was from McKinsey and they were talking about consumer sentiment and there was a lot of great pieces of information in there, but the most interesting finding for me was about Gen Z because they showed that there was this duality in their behavior. So one thing they talked about is how Gen Z is saving, but they're also the most likely to splurge across generations.

I think Sam's Club has noted that a lot of the uptick in use of Scan and Go is coming from their Gen Z members. David Morris (08:37):.

Of all the kids on the internet, half of them are playing a digital game, and so I think it's really interesting because Gen Z is currently the leading generation, right, even compared to millennials, which are so much bigger than them. Gen Z is like, it's one of the few areas where Gen Z has a higher level of penetration and size.

We'll also arm you with insights to navigate search and social advertising amid privacy, ChatGPT, and Gen Z shock waves. Visit insiderintelligence.com/events to register. Jeremy Goldman:. The part of the reason why is that they've actually been caught somewhat surprised at the very beginning that they're making more on a per user basis for these ad supported subscribers. Marcus Johnson:. Hey, gang.

So I was wondering whether to put this story in, because my thought was, well, audiobooks, is that a big enough medium or media channel for us to really talk about? So I looked at some PEW research numbers.