The findings reveal that for GenZ, a smartphone isn’t just a phone and a computer—it’s also a tool to watch TV and video. In fact, GenZers are one-third more likely to watch video on a phone each day than they are to watch video on TV, with 71% of those polled reporting using their phone to watch video daily, compared to 52% percent on a TV, and 45% on a computer.
The survey’s findings show the dominance of mobile and video among this generation—a massive departure from older generations, representing a gulf in media consumption habits that will likely only get wider with time.
There’s no single “mobile” viewing style. Depending on where they are, GenZ show very different preferences for sound, full screen vs. infeed viewing and reading.
Among other key findings:
Among the members of GenZ surveyed that say they had seen an in-feed ad in the last 90 days but had not clicked on any, 55% say that it was because they didn’t want be redirected to another site.
Among those in GenZ who use ad blocking software, the top reason (56%) was because they found ads to be disruptive to their experience online.
YouTube and Facebook are major drivers of this consumption. Fifty-eight percent of GenZ said they watch video on Facebook and YouTube each day (Snapchat was at 50% and Instagram 42%). Twitter lagged well behind, with just 24% of GenZ watching video there each day.
Sharethrough surveyed 300 members of GenZ using Qualtrics in late June and in July to obtain a comprehensive sense of how they’re engaging with and watching content online. Panelists were served with general online content and TV questions to develop baseline for attitudes and behaviors and then exposed to autoplay in-feed native video ads and asked a series of behavioral and attitudinal questions.
The U.S. Census puts the population of GenZ at 69 million strong (22% of the U.S. population) and with a combined buying power of $43 billion.