Edison Research today presented “Understanding the Media Habits of Generation Z,” a study that combines survey research with in-depth interviews to better understand how individuals aged 12-24 consume media and what resonates with them.
There are approximately 58 million people in the U.S. who belong to the digitally native Generation Z, which makes up 20% of the population aged 12 and older.
One-on-one interviews about how Gen Z views themselves revealed the following insights:
Gen Z considers themselves to be open-minded and accepting. Respondents often used words like “flexible” and “progressive” to describe themselves. They mentioned living in a world filled with constant change, which requires these traits. The Gen Z group is more ethnically diverse than any generation before it, with 53% of those aged 12-24 in the U.S. identifying with a non-white ethnic group, meaning they are exposed to a wide variety of cultures and norms.
Gen Z carries a heavy mental load, and many of them are tired. They have experienced the effects of Covid, cultural conflicts, and other major historic events at an age where they are still developing and learning about the world. Many expressed a need for rest and self-care.
These findings were presented by Edison Research Vice President Megan Lazovick and Senior Director of Research Gabriel Soto. The study was commissioned by PRPD and was presented at their 2022 conference.
“Content creators and media outlets who try to reach Gen Z should understand that this generation is not quick to judge or dismiss something unless they find it inauthentic or harmful,” said Lazovick. “They are accepting of others and have a lot on their minds.”
Survey research shows the following:
The smartphone is central to Gen Z’s daily life. Ninety-three percent of Gen Z owns a smartphone, and they spend 57% of their daily audio time listening through their mobile phones. One of the interviewees shared, “I go to sleep when I get home at eleven. Until I pass out with the phone on my chest, I’m on my phone, Googling, checking Facebook, watching videos, or anything I didn’t get a chance to look at earlier in the day.”
Gen Z is a generation of digital natives, and they consume digital audio regularly. Almost everyone (95%) in the Gen Z online population uses streaming video, and almost one-third (32%) watch live-streamed video games.
Gen Z spends more time listening to music than the overall population. Those aged 13-24 in the U.S. spend an average of 3 hours and 43 minutes daily listening to music, which is about 40 minutes more than the rest of the population. Their top music genres include Hip Hop/R&B, Top 40, and Alternative Rock.
According to Soto, “Smartphones have always been a part of Gen Z’s life. This generation can immerse themselves in media at any time, and on-demand online audio appeals to them because they like having full control over their music.”
About the Survey:
Survey data from individuals in the U.S. was gathered from three sources: The Infinite Dial (age 12-24), Share of Ear (age 13-24), and Edison Podcast Metrics (age 12-24). Additionally, twelve in-depth interviews were conducted in August 2022.
About Edison Research:
Edison Research conducts surveys and provides strategic information to a wide range of clients around the world, having conducted research in 66 countries. Since 1998, their “The Infinite Dial®” series has been the benchmark for digital audio, social media, podcasting, smart speakers, and other media-related technologies. The company’s “Share of Ear®” survey is the only single-source measurement of all audio in the U.S. Edison Research is a global leader in podcast research, producing the only survey-based data on podcast listening in the U.S. through Edison Podcast Metrics. Since 2004, Edison Research has been the exclusive provider of election data, race projections, and analysis to the National Election Pool (ABC News, CBS News, CNN, NBC News) for every presidential primary and general election.
