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Behind the Numbers: an EMARKETER Podcast
The Daily: How Generations Spend Their Digital Time—Gen Z Smartphone Time, Millennials on Social Media, and More | Oct 7, 2024
Oct 7, 2024
Jennifer Pearson, Vice President of Research at eMarketer, shares her insights on digital media trends. She dives into how Gen Z spends significant time on smartphones, favoring user-generated content, and contrasts this with Millennials’ varied social media habits. The discussion highlights Generation X's savvy use of LinkedIn for networking and explores Baby Boomers’ increasing engagement in digital spaces like TikTok, emphasizing their willingness to invest in travel and experiences. A fascinating look at the digital lifestyles across generations!
22:50
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Quick takeaways
- Gen Z spends an average of six hours daily on smartphones, demonstrating their deep integration with digital media and content consumption.
- Millennials actively participate in social media despite a decline in posting, balancing various digital activities and showing versatility across platforms.
Deep dives
Gen Z's Digital Video Dominance
Gen Z, aged 12 to 27, exhibits a strong preference for consuming digital video, with 96% engaging in this activity. This generation shows minimal barriers between types of video content, actively consuming both user-generated and longer-form videos on various platforms. Interestingly, 60% of Gen Z prefers user-generated content over traditional subscription-based streaming, indicating a reliance on algorithms to discover entertaining content. On average, Gen Z spends an astonishing six hours and five minutes on their phones daily, highlighting their deep integration with digital media into their everyday lives.
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