Understanding Gen Z and Millennials with ViacomCBS' Wired for Mobile Study

quotThe study delves into how devices have affected the way Gen Z and Millennials not only see the world but also learn and consume news and information and what role they play in connections with each other with brands and with culture at largequot explained Tristan Marra Vice President Ad Sales Research and Insights ViacomCBSConducted between June 2020 and January 2021 the national study used a range of methodologies from Desk Research Digital Quals DeprivationAlteration exercises and expert interviews Wrapping up the study with a survey of nearly 3500 respondents the results underscored the vital importance of mobilequotWhile there is still a lot that connects Gen Z and Millennials there are some nuances that we uncoveredquot Marra said quotMobile phones are inextricably woven into Gen Z39s DNA There is no separating from mobile entirely and the devices don39t offer an quotalternative realityquot or even a quotsupplementalquot onequot As mobile natives with endless access at their fingertips Gen Z39s experience with the world is very different from the generations that preceded themTakeaways from the study includeThe Complexity of Relationships Easy access to social media impacts how Gen Z prefers to connect whether it39s through a text a direct message or a phone call quotThe number of platforms we use to connect has been growing rapidly and becoming more nuanced Because of this relationships that Gen Z and Millennials have are also becoming more complexquot Marra revealed Levels of closeness in relationships from more superficial ties with your local barista to strong ties with members of your family have their own rules and ways of preferred communication Both superficial and intimate relationships are important in boosting happiness but the more superficial ties especially tend to create a sense of belonging and facilitating discovery quotWhat we are seeing now are different levels of intimacy Because of social media those weak ties that used to exist on the fringes are now being pulled in a little closerquot Marra added Over 60 of Gen Z participants believe their social media friendships are just as strong or stronger than their inreallife relationships And there are several unwritten but understood rules of the digital road when it comes to mobile etiquette as the team uncovered in the studyquotDuring COVID we were limited in our engagements and moments of connection inpersonquot Marra noted And while digital devices became critical lifelines during the pandemic these devices should be linked to deeper forms of communication as wellSharing content is integral to building relationships for both Gen Z and Millennials The content each generation gravitates toward most is funny content even moreso for Gen Z personal stories for Gen Z and inspiring content for Millennials Some Gen Z participants mentioned how they have created group chats and DM streams that are devoted solely to sharing links and videosThe Age of Mutual Influence quotThere used to be a separation between celebrities and usquot Marra said But that gap has closed because of social media changing the dynamic Social media enables celebrities and fans to more personally interact quotDirect connection with celebrities is now the expectation with fans and followers reaching out to previously unattainable figuresquot she explained This creates a new set of standards for celebrity figuresTake note marketers These standards also apply to brands for Gen Z and Millennials quotOneway interactions are no longer enough Today39s youth expect brands to engage them honestly and personally with both sides contributing equally to the conversation like standard human interactionsquot Marra noted And while ad personalization is expected brands should be careful in how they customize the advertising experience for Gen Z customersAdvertisements that appear too personal or correlate to conversations that occurred out loud are a turnoff for Gen ZEmpathetic Facts quotSocial media has made it complicated for youth today to decipher fact from opinionquot Marra explained With a more comprehensive global view of the world Gen Z faces a grey area between the facts and opinions that are shared on social media which can be dangerous in an increasingly divided and complicated worldThe challenge today is to help Gen Z make sense of the facts without going through the filter of social media It is not easy but the study39s deprivation exercise may offer a solution Respondents indicated that when they consciously avoided their smartphone39s social media feed for a certain length of time as part of their participation in the study it helped them step back and process how they felt about the news without being influenced by others feedback and reactionsDigital Nutrition Sadly the stress of the pandemic as well as the potential loneliness cultivated from communicating virtually has created a need for better mental health for some Gen Z participants According to Veronica Fabiani Director Ad Sales Research and Insights ViacomCBS quotSix in 10 agree that they sometimes feel like their smartphone has a negative effect on their mental health but if they don39t have their smartphone with them they would miss out on important thingsquotBut it39s not all doom and gloom quotPhones are used as an emotional defense mechanism by both Gen Z and Millennials who are looking for content to help them selfsoothe and protect boundariesquot Fabiani explainedDigital access offers opportunities for wellness quotseeking that balance of media for both meditation and emotional safenessquot Marra addedBoth generations seek out meditative and mindless media when they can take a break and need a mental pickmeup with over 70 agreeing that online videos are particularly wellsuited to fill this need This is moreso true of Gen Z quotThe content they are choosing is driven by emotion and largely that emotion is to feel betterquot Fabiani addedThe insights from this study are not only useful for programmers but also helpful for marketers seeking to connect with both Gen Z and Millennials quotThis was such a big study We talked to so many people and we got so many insights It was hard in a good way to prioritize the important takeaways We got there in a way that was meaningfulquot Marra concludedClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Understanding Gen Z and Millennials with ViacomCBS' Wired for Mobile Study

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Charlene Weisler

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Understanding Gen Z and Millennials with ViacomCBS' Wired for Mobile Study

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