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BizReport : Mobile Marketing : August 31, 2016

Gen Z keen to engage with mobile video

Marketers looking to engage Generation Z would do well to take a good look at their mobile video strategy, according to new research from native advertising software company, Sharethrough.

by Helen Leggatt

With spending power totaling more than $43 billion, today's 69 million or so youngsters that make up Generation Z are a prime audience for marketers target. This digital-savvy audience is almost constantly attached to a mobile device. Almost 9 out of 10 say they use their smartphone all the time while just 51% said they use their PC just as often.

And, mobile video is content that Generation Z are keen to engage with throughout the day, found Sharethrough. Seventy one percent said they watch video on their smartphone on a daily basis, while just 52% do so on television. Almost three-quarters (74%) watch more than half an hour of mobile video each day, and 17% watch more than two hours. In terms social platforms, 58% watch video on Facebook and YouTube daily, while 50% watch on Snapchat and 42% on Instagram. Just 24% said they watched video on Twitter.

"The overarching theme is the new world order is here for younger generations," said Chris Schreiber, vice president of marketing and communications at Sharethrough. "It's not just a temporary thing. This is probably the beginning of a new era of the phone being the primary device and the remote control for life and the primary content device."

Recent research from Clusters found that, despite new technology and devices, people are watching just as much television today as before.

Tags: Generation Z, marketing, mobile, research, video

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