The Gen Z demo spends more time reading print newspapers and magazines without interruption than they do on social media, websites and blogs, according to a new study from MNI Targeted Media Inc., a division of the Meredith Corporation.
“This generation is always ‘on’ and they expect everything to be available in seconds,” stated Vicki Brakl, vice president, marketing at MNI Targeted Media Inc. “Marketers that consistently provide value and relevancy in their messaging, and their corporate actions, will earn Gen Z’s respect and dollars.”
Gen Z trusts print publications over other media to deliver credible information, the study found. Some 83% turn to newspapers for trusted information and content, and 34% turn to magazines.
Fifty percent wish they had more time away from technology, and 48% wish they put their phones down more.
The generation studied are those born between 1995 and 2012. There are an estimated 78.2 million Gen Zs, making up almost one-quarter of the U.S. population, according to GenZGuru.com. By 2020, they will account for 40% of all consumers.
Gen Z influences nearly $4 billion in discretionary spending.
The study found Gen Z uses streaming audio about 4.8 hours per week, social media 4.6 hours per week and streaming video for 4.2 hours per week Gen Z uses websites for 4.2 hours per week and magazines for about one hour a week.
Over 50% of the Gen Zs in the study state that knowing a brand is socially conscious influences purchase decisions.
Forty-eight percent agree that advertising helps them learn about new products, and 47% appreciate relevant ads and 44% expect ads to be relevant to them.
A majority, 72% of Gen Zs agree that price is the most important factor when making a purchase, and 60% have a savings account, more than any other generation at this age.
Despite the rise of ecommerce, 98% of those in the study buy in a store some or most of the time.
MNI Targeted Media conducted the study online with more than 2,500 students from the University of Mississippi and Purdue University.