Gen Z Audiences Spend Biggest Share Of Time With Digital Media
- by Robert Williams , October 24, 2022
Consumers ages 16 to 25 worldwide spend more than two-thirds (68%) of their media consumption time with digital channels – the biggest portion among all age groups, according to a study excerpt from researcher WARC.
That high percentage of online time is evident even as Gen Z consumers spend fewer …
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Usually I applaud the data published by WARC, but I must take exception to the first graph that shows 25-34 age group spending almost 12 hours a day with media, which 55-64 spending approximately 7.5 hours a day - a 3.5 hour difference. Rather, generational data that I've been collecting and publishing for more than 30 years shows that the older one gets, the more media they consumer as older generations have fewer distractions, like school/school activites, going out after work, andd doing things on weekends with friends, etc. The overall usage should be just the opposite (e.g., Boomers spending more time with media than Millennials). It is also hard to imagine the global average for 25-34 is 12 hours a day, given that about one-third of the world's population doesn't have access to digital media, and limited access to electronic and print media, particularly those living in poverty or rural regions, like India and China.