How the X, Y, and Z Generations Consume Video Marketing Content
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How the X, Y, and Z Generations Consume Video Marketing Content

By In BLOG, Opinion, Worth Sharing On 2nd October 2017


Our viewing habits are vastly different to what they once were.

Waiting for programs to air, scheduling recordings and missing out on key events because we forgot to hit the record button are thankfully a thing of the past.

Perhaps the most profound change has been ushered in by YouTube and the increasing reliance we all have on that particular channel when it comes to finding stuff to watch.

Equally, the way in which we’re served marketing and promotional campaigns is now driven by video. It’s why more and more marketers rely on video content.

But how is that content consumed, exactly? And, more specifically, how does each generation go about its daily viewing habits?

Generation X (1961 – 1981)

It should come as no surprise that the oldest generation are less inclined to choose YouTube over their tried-and-tested terrestrial TV channels, but things are changing.

Members of Generation X still want to be educated, and they understand the learning potential of online video. That’s probably why 64% regularly watch product review videos, while 71% also indulge in how-to videos.

Pattern wall of pile colorful retro television (TV) - vintage filter effect style.

It should come as no surprise that nearly half of Generation Xers watch music videos, too (they grew up on MTV, after all).

Generation Y/Millennials (1981 – 1997)

This is the largest generation in existence and therefore represents a simply colossal audience for video marketers.

They’re very much tuned into video content, too, with nearly 50% of millennials claiming to watch YouTube videos every single day.

Just like Generation X, those in the Y bracket also enjoy product reviews, but typically spend a great deal of time viewing unboxing videos, too.

Perhaps unsurprising is the fact that most millennials will use their smartphone to watch video content online.

Human hands set holding mobile phones and tablet devices using mobile services concept vector illustration

Generation Z (1995 – 2012)

This is the first generation that won’t remember a time before the internet. And, with that in mind, it should come as no surprise that members of Generation Z are almost constantly plugged into YouTube.

70% of the youngest generation watch YouTube videos every single day, with the content consumed ranging from product reviews to unboxing and ‘shopping haul’ videos.

There’s one sizeable difference between this generation and their forefathers, though, and it relates to their attention span. As a producer of video marketing content, you have around eight seconds to make an impression with someone from Generation Z.

Forget the MTV generation – this is something entirely different. They want quick, fast access to what matters to them and they simply won’t hang around if a piece of content doesn’t grab their attention immediately.

Edgy storytelling, fast, choppy editing and judicious use of popular music is key to engaging these guys.

Wrap up

Clearly, video content marketers have quite a task on their hands if they’re to engage successfully with all three generations, so different are their viewing habits.

The key lies in tightly defining your audience, because the likelihood is it’ll only sit within one generation (or briefly skim across a second). If that’s the case, you should at least now have a clear idea of what floats their boat!

Statistics source: AdWeek


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