Media Consumption Habits Across Generations

During the height of the COVID-19 pandemic, with most of the population forced to stay hunkered down at home, media consumption increased exponentially as 87% of combined age groups in the U.S. confirmed they were consuming more content since the outbreak. This increase has shed light on the different types of media most favored for each generation on a much wider scale than before. Marketing data companies have been monitoring and studying these heightened consumption habits for each generational group to identify up-to-date trends and insights that can be applied and used to inform marketing strategies well into the future. So, what did they learn?

1. GEN Z (5-25 YEARS OLD) CONSUMES MORE MEDIA OVERALL COMPARED TO OLDER GENERATIONS

No surprise here. Since the pandemic, Gen Z’s have mostly consumed online video (YouTube, Tik Tok, etc.), followed by online TV (streaming video, app-based television, etc.), and then video games. Some of the lowest media consumed amongst this group have been physical press, podcasts, livestreams, and radio

2. MILLENNIALS (26-40 YEARS OLD) CONSUME CONTENT ACROSS A NUMBER OF MEDIA TYPES

Online videos and online television are the highest consumed channels for this group. This is followed by music-streaming, broadcast television, online press, livestreams, and video games. The lowest consumed media are physical press, books/literature, and podcasts.

While there are noticeable similarities between millennials and Gen Z in terms of the most popular and least popular consumed media types, it is apparent that millennials consume a wider range of media types than their younger cohort. Both groups have a higher propensity for digital channels than Gen Xers and Baby Boomers.

3. GEN XERS (41-55 YEARS OLD) INCREASED THEIR TV VIEWING HABITS MORE THAN ANY OTHER AGE GROUP

Gen Xers increased their broadcast television consumption immensely during the pandemic. They also saw significant growth in online television as well. This group also shows considerable usage across several general media types including radio, online press, and music-streaming. The least consumed media types for this generation are physical press, podcasts, and video games.

4. BABY BOOMERS (56-76 YEARS OLD) CHANGED THEIR CONSUMPTION HABITS THE LEAST

Like Gen X, baby boomers consume a significant amount of broadcast television. Surprisingly, this is followed by online television. It’s worth mentioning that many baby boomers indicated they did not consume any media types during the pandemic. The least consumed media for this group are podcasts, physical press, and livestreams.

5. OVERALL MEDIA CONSUMPTION HABITS ACROSS AGE GROUPS

In general, it appears that the older audience groups have increased their viewing of broadband television while the younger audience groups have increased their viewing of online video and online television. The key takeaway here is that video has seen a drastic increase for all age groups – more so than any other type of media.

With such a heavy increase in media consumption, we naturally see a boost in reach and frequency, which leads to additional opportunities for brands to find and connect with potential customers. Users are more engaged than ever across most media types and will likely continue to be so, even as states begin to open back up, as 76% of online video watchers said they plan on consuming just as much content when the outbreak is over.

Connect with us today to learn how we can leverage this period of substantial media consumption to help grow your business.