With more and more brands facing criticism and calls for boycotts on social media for perceived offences, it appears that certain topics, and possibly actors, are increasingly off-limits for advertising purposes.īrands in categories from banking to jewellery have been accused of ruffling Hindu sensibilities, for example, while others attempting to portray a progressive view of sexuality have been pilloried. “It was the first audience to navigate childhood and adolescence with social media it has been exposed to audio streaming and video on-demand services from a young age.”īrand safety Social media audiences India “Gen Z has been uniquely impacted by technological innovations,” explains Alex Brownsell, WARC Media’s Head of Content. It might have identified the most extremely online generation, but in terms of total media consumption they lag behind 25-34s (typically thought of as millennials), who tend to consume greater quantities of both linear and streaming TV. It is not the biggest consumer of media, overall.
Music and podcast streaming are critical here, with 16-24s consuming more audio content per day than all forms of premium video combined. New media, especially audio, opportunities drive Gen-Z consumption.With TikTok users spending an average of 95 minutes per day with the app (source: Sensor Tower). Nearly 40% of TikTok’s advertising audience is aged between 18 and 24, totalling 421.1 million (source: Kepios). Yet, Gen Z is demonstrating that its attention is finite even as new platforms emerge, global social usage is expected to dip slightly this year – getting people’s attention is going to become a bigger challenge for platforms.
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While age isn’t the only factor determining consumer behaviour, WARC’s analysis indicates that the year somebody was born remains a useful indicator of their channel and platform preferences.įind out more in WARC’s Global Ad Trends: Finding Gen Z ( download a sample here) A new analysis by WARC has found that Generation Z (16-24-year olds) spends more time online than any other group with 67.7% of their media time spent online – though social is incredibly important, the new report identifies an extremely valuable opportunity in audio.
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