5 Trends in Gen Z Media Behaviour

Generation Z, born between the mid-1990s and mid-2010s, is a powerful group in the constantly changing media landscape. Armed with smartphones and a digital-first mindset, they redefine the way people consume and create media.

In October 2023, Opeepl conducted a survey called Gen Z Tracker, Wave 1. The survey included 2500 participants aged 16-27 from France, Germany, Italy, Spain and the UK. In the following, we will present the 5 most prevailing media trends among Gen Z that the survey revealed.

1. Social Media: A Daily Ritual

One of the standout characteristics of Gen Z media behaviour is their online dominance. This generation has grown up in a digital age, where technology and the internet are an integral part of their daily lives. As a result, it comes as no surprise that a significant majority of Gen Z individuals who use social media, use it multiple times a day - accounting for 73%. 15% use social media once a day.

The prevalence of social media usage among Gen Z is a testament to their strong connection to the digital world. Social media platforms such as Instagram, Snapchat, TikTok, and Twitter have become their go-to sources for communication, entertainment, and information. These platforms offer a wide range of features, including messaging, photo and video sharing, live streaming, and news updates, catering to the diverse needs and interests of this generation.

79% of Gen Z uses social media multiple times a day.

However, it is important to recognise that there are geographical differences in social media behaviour, with variations in platform preferences and usage patterns across different markets. For example, our survey revealed that in Italy, 79% of Gen Zs who use social media use it multiple times a day, whereas the same group in Germany amounted for 67%.‍

2. Instagram is the Platform of Choice

Social media platforms have become an indispensable aspect of Generation Z lifestyle, serving as more than just a means to keep in touch with loved ones.

Firstly, social media has transformed how Generation Z consumes entertainment. With a vast array of content readily available, they can effortlessly access a broad spectrum of entertainment choices. From humorous clips and memes to captivating narratives and live broadcasts, social media platforms provide Gen Z with a continuous flow of entertainment that caters to their varied tastes and inclinations.

Instagram is the most popular Gen Z media platform used by 83%.

Among the multitude of social media platforms, Instagram has risen as the preferred choice for Generation Z. 83% of respondents state that they have used Instagram recently. However, YouTube was used by 79% and TikTok by 74%, indicating that these platforms are quickly gaining traction in terms of their popularity. Despite its historical dominance, Facebook now ranks as the fourth most popular platform among Gen Z, with only 39% having used it recently.

3. Shifting Away from Traditional Media Channels

Traditional media channels, such as radio, flow TV, and newspapers, are witnessing a decline in popularity among Generation Z. Only a small fraction, about 20%, of Gen Z individuals have tuned into radio recently, indicating a disinterest in this medium for both entertainment and information. Similarly, the survey shows that traditional linear television among Gen Z gets a modest 24% engagement.

Only 20% of Gen Z have listened to radio recently.

When it comes to newspapers, whether in print or online, they struggle to capture the attention of Gen Z. Merely 8% of Generation Z have engaged with printed media recently, signaling a significant decrease in preference for traditional news consumption methods. The trend extends globally, with only 13% of Gen Z reporting that they have read an online newspaper recently. Italy shows a slightly higher percentage, with 17% of Gen Z consumers accessing online newspapers.

The waning interest in printed media can be attributed to several factors, prominently the ubiquitous presence and convenience of digital platforms. The interactive nature of online media also plays a vital role in its appeal to Gen Z, fostering a sense of community and enabling the sharing of opinions and connections with like-minded individuals.

4. National Differences

The influence of Generation Z on the media landscape is undeniable, as they continue to reshape and redefine the way content is consumed. However, it is important to note that in certain countries, traditional channels still hold significant relevance.

Italy, for instance, stands out with a considerable 33% of its Gen Z population still actively engaging with flow TV. This indicates that a substantial portion of the Italian youth audience continues to rely on traditional television channels for their entertainment and information needs.

1/3 of Italian Gen Z still watch traditional flow TV.

On the contrary, in Germany, traditional flow TV doesn't hold as much sway among the youth, with only 16% of its Gen Z population tuning in. This indicates a higher inclination towards alternative media platforms, such as streaming services and online content, among German Gen Z. However, in Germany radio remains a popular channel, with 24% of German youth listening to it, contrasting sharply with the 14% in Spain.

These diverging statistics underscore the varying degrees of media evolution and adoption across nations, underscoring the significance of comprehending regional preferences and trends in media consumption patterns.

5. Embracing Virtual Products

The findings of Opeepl’s Gen Z Tracker, Wave 1, study shed light on a notable trend among Generation Z: their propensity for virtual spending. On average, Gen Z individuals allocate a significant portion of their expenditures, approximately 27%, towards virtual products. These virtual purchases encompass a wide range of digital offerings, including apps, games, subscriptions, and digital media such as music and videos.

Gen Z allocates 27% of all their spending to virtual products.

This substantial allocation towards virtual products reflects a fundamental shift in consumer behavior, indicating Gen Z increasing reliance on digital platforms for entertainment, communication, and personal expression. Unlike previous generations, who predominantly spent on tangible goods, Gen Z exhibits a preference for intangible digital assets that enhance their online experiences.

The prevalence of virtual spending underscores the importance of understanding and catering to the evolving preferences of Gen Z consumers. As they continue to shape the landscape of commerce, businesses must adapt their strategies to effectively engage with this generation and capitalise on the opportunities presented by the virtual marketplace.

Conclusion on Gen Z Media Behaviour

Generation Z media behaviour is a complex tapestry woven with their love for digital platforms, social media, and a penchant for diverse content. As businesses and marketers look to engage this influential demographic, understanding these key trends is crucial. Staying attuned to the data and nuances that define Gen Z media habits will be pivotal in forging meaningful connections with this consumer group.

Read more about Gen Z media behaviour in Opeepl's Gen Z Tracker, Wave 1, report.