A new study by Influenster has examined the generational differences in video consumption to help content marketers optimise their campaign budgets and resources more efficiently. It found that younger viewers are much more likely to use YouTube every day, and their consumption habits are skewed towards unboxing and haul clips.
Influenster surveyed almost 8,500 people to determine how Gen X, Gen Y and Gen Z consume content and which platforms they gravitate towards when doing so. It is no surprise to see YouTube leading the way for video viewing, but the platform is particularly popular with Gen Z: 70 per cent said that they visit the site daily compared to just 35 per cent of Gen X.
Gen X, which is generally defined as those born between 1965 and 1980, are very keen on how-to videos, as 71 per cent said that they consume this content type. Additionally, 64 per cent of Gen X watch product review videos, and 46 percent consume music videos. Meanwhile, product reviews are the most popular with both Gen Y, or “millennials,” and Gen Z.
“When it comes to video platforms that consumers go [to] to watch product reviews, we see very compelling differences,” Influenster president and co-founder Elizabeth Scherle said. “It’s imperative for marketers to stay attuned to the shifting demographics on each social platform to allocate their budgets and resources accordingly.”
YouTube is by the far most widely used platform for all age groups, but Snapchat is gaining ground among the youngest viewers, as 41 per cent of Gen Z said that they now use the image messaging and mobile app for product reviews. Instagram ranked second for consumption for both Gen Z and Gen Y.
A separate study by YouGov has also unearthed some key takeaways about the divide between men and women when it comes to content marketing. It found that female Internet users in Germany are much more likely to respond positively to blog posts, news and other forms of marketing than men. However, content marketing can have a powerful impact on purchase intention overall, as 80 per cent of those who reacted positively went onto purchase the advertised product.