What Generation Z's media and technology consumption habits look like

As a new age media company AwesomenessTV knows how to reach millennial audiences. It’s why DreamWorks paid $33 million for the company in 2013, just a year after the company was founded.

Reaching millennials is important to brands, so in an effort to leverage its know-how, AwesomenessTV last month announced the launch of Wildness, a research and consulting firm that will help marketers speak to younger audiences.

Wildness recently released a report highlighting the media and technology consumption habits of these consumers. Below, some highlights followed by an infographic:

Cutting the Cord or never having a cord to begin with

Over 50% of the 12-24 year-olds have never had a cable subscription, have cut the cord, or plan to cut the cord in the immediate future.

Generation Z interacts with brands, retailers, celebrities and entertainment in a surprising way. Wildness refers to Generation Z as ‘Culture Collaborators’ who seek out partners that co-create, connect and reward them.

o If left with only one device, zero out of 10 would choose to keep their televisions.

o 31 percent watch their favorite brands on YouTube.

o 30 percent follow their favorite brands and view their posts on social media.

o Nine out of 10 watch YouTube daily.

While Generation Z tends to be connected 24/7, real life experiences still rule. These are what they “snap,” “gram” and “fav”.

o 88 percent of respondents take intentional, digital breaks.

o 54 percent detox from their daily digital grind, preferring real-life experiences and socializing.

o Genz Zers surveyed revealed that their media engagement outpaces even Millennials’, who report roughly 18 hours of their day taking in content in one way or another, 30% of which is created by their peers. CCs create more still, and watch more, too. And they multitask like mad—84% reported to us that they multitask, usually while watching videos online, whereas just 2% of the general population says they multitask.

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Adam Flomenbaum

Adam Flomenbaum is a global leading expert on social television, over the top platforms, TV Everywhere, and content marketing. Flomenbaum has written for Dime Magazine and Brooklyn’s Finest (ESPN TrueHoop). In January 2014, he began contributing to LostRemote, a leading social TV blog, and was named editor in October 2014.

All by Adam