A recent study conducted by Comm&Sense has revealed critical insights for brands looking to connect with Gen Z. The findings highlight the digital-first approach favored by this generation, emphasizing the need for brands to prioritize online platforms—specifically Facebook for video content, Spotify for audio, and blogs for reading. As traditional media continues to lose its grip, brands must rethink their strategies to stay relevant in this fast-evolving landscape.
The Study: Gen Z’s Media Preferences
Comm&Sense's research titled "Common Ground: Pinoy Voices in New Media" surveyed 400 Filipinos aged 27 to 58 across the country, providing insights into how Gen Z prefers to consume content. The study uncovered a clear shift away from traditional media in favor of digital platforms.
1. Watching: Facebook is King
According to the study, Facebook reigns as the most popular platform for video content, with a staggering 87.5% of Filipino Gen Z respondents citing it as their top choice. YouTube follows closely with 81%, while TikTok and Instagram come in at 69% and 41%, respectively.
Interestingly, traditional media like free TV, cable TV, and paid streaming services (Netflix, iWantTFC, Disney+, Amazon Prime) lag significantly behind, underscoring the dominance of social media in content consumption.
2. Listening: Spotify Leads the Way
In terms of audio content, Spotify emerged as the clear favorite with 33% of respondents choosing it as their go-to platform. FM radio (21%), YouTube Music (20%), and AM radio (12%) trailed behind. Physical formats like cassettes, vinyl, and CDs, along with podcasts, captured limited attention, revealing Gen Z’s preference for digital audio consumption over traditional forms.
3. Reading: Blogs on the Rise
When it comes to reading habits, online blogs led the charge, with 22% of respondents engaging with this content, compared to 19% who read physical books and 17% who opt for ebooks. Online news platforms also surpassed printed newspapers, with 17% consuming online news versus only 10% for print.
This shift marks a growing trend where Gen Z prefers digital content due to its accessibility, ease of use, and connection to the online world.
Key Takeaways for Brands
These findings offer a roadmap for brands aiming to engage with Gen Z. Comm&Sense Managing Director Charlotte F. Reyes emphasized how these insights validate the agency’s early transition to digital platforms in 2014.
“Our study reaffirms that Gen Z is leading the charge in redefining media consumption, favoring digital platforms that offer immediate, personalized, and relatable content. By understanding their preferences for platforms like Facebook, Spotify, and online blogs, brands can effectively engage with this generation in a space where they feel most connected,” said Reyes.
Dr. Fernando Paragas, a professor from UP Diliman and lead researcher, highlighted the implications of this digital shift:
"This tech-savvy generation has embraced online content as their primary source of entertainment and information, presenting a challenge for traditional media to adapt and remain relevant in their increasingly digital landscape."
Adapting to a Digital-First Approach
For brands, this study is a wake-up call to prioritize online media channels in their strategies. Gen Z’s inclination towards platforms like Facebook, Spotify, and online blogs showcases their desire for fast, relatable, and customizable content. As traditional media struggles to keep up, brands that embrace these digital platforms will be better equipped to capture the attention of this selective generation.
In this new age of content consumption, staying relevant means meeting Gen Z where they are: online.
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