Dear MEL Topic Readers,
Less than half of Generation Z watch broadcast TV
According to recent media research in the UK, less than half of young
adults aged between 16 and 24 watched TV broadcasts during an ordinary week
last year. The figure was 76% five years earlier. They spent an hour and a half
each day watching videos like TikTok and YouTube on their mobile devices or TV
sets. Children aged between four and 15 did similarly, only 55% watched TV programs
compared to 81% in 2018. However, 84 % of the middle-aged generation aged
between 45 and 54 still watched broadcast TV programs, which was only a 5%
decline in five years. Interestingly, more people are now watching internet
videos on TV screens. Overall, UK viewers watched more TV and video content at
home, about four hours and a half each day, thanks to video-sharing platforms
and subscription services.
Generation Z, or Zoomers, are young people who were born between 1997
and 2012 and are now aged between 12 and 27. They are the next generation after
Millennials whose ages are now between 28 and 43. Of the UK’s population of 67
million, Gen-Z is about 12.7 million and Millennials are 14.8 million, representing
roughly 19% and 20% respectively. What seems to be required to make for
marketers is not just a choice of broadcast or broadband or segmentation by
generation, but to select a more individually targeted approach.
Read the article and learn about how British people spend their screen
time.
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