Media Consumption Across Generations

Earlier this year, Lab42 conducted internal quantitative research to glean deep insights into the GenZ Generation (13-22 year olds), and how this generation compares and contrasts to Millennials (23-34 year olds), GenX (35-54 year olds) and Baby Boomers (55+ year olds). We created several reports based on the various topics. This report focuses on how the changing trends of how the public is consuming news, entertainment and other media.

  • Gen Z, more likely to be reached online or social media vs. traditional communication channels like TV, print and radio.
  • Facebook remains the most widely used social media channel across all generations. That said, Gen Z can also be reached:
    • Through streaming services like YouTube or music streaming apps like Spotify.
    • Social media sites like Instagram or messaging apps like Snapchat which are more popular among this generation vs. all other generations.
    • Gen Z are less likely to be reached through news apps, or apps about traveling or even email campaigns
  • Companies will have to consider their media allocation budgets and ad content if they want to reach Gen Z.
    • They are less likely than any other generation to watch live TV, or DVR programs to view later.
    • They are more likely to watch shows at their convenience, either through their a streaming service or on mobile devices.
    • They are more likely than all other generations to skip ads, and even on YouTube, many will only watch ads they find interesting.

Check out our ‘Media Consumption Across the Generations’ infographic below. If you’re interested in learning more or receiving the full Media Consumption report, please contact us.

GenZ & Gaming – Who’s Playing What?

Earlier this year, Lab42 conducted internal quantitative research to glean deep insights into the GenZ Generation (13-22 year olds), and how this generation compares and contrasts to Millennials (23-34 year olds), GenX (35-54 year olds) and Baby Boomers (55+ year olds). You can check out our earlier report, ‘A Snapshot of How GenZ & Millennials Interact with Brands’. This report focuses on GenZ & Gaming.

GenZ’ers gaming habits differ from Millennial’s across many areas – from what they play and the platforms used, to how frequently they play and how much they spend, indicating that gaming companies need to consider how to best approach and how to best monetize GenZ. In addition, male and female GenZ gaming habits differ significantly, indicating that different strategies may be needed for each group.

  • GenZ’ers tend to prefer console games:
    • 90% of GenZ’ers play some type of game (mobile/console/PC), with most claiming playing console games (37%) vs. mobile games (31%). On the other hand, Millennials play both platforms equally (37%).
  • GenZ’ers play games less frequently, but more hours at a time:
    • GenZ’ers do not play games as frequently as Millennials do, only 48% of GenZ’ers play games once a day or more vs. 56% of Millennials. However, when this generation plays, it is for longer periods of time: 29% play more than 4 hours a day vs. 23% of Millennials.
    • Though GenZ’ers are as likely as Millennials to use gaming apps, they are more likely than Millennials to also use their smartphones for Social Media, texting and music.
  • GenZ’ers play fewer genres, focusing more on Action, Adventure, Fighter and Building/Simulation:
    • GenZ’ers, on average, play fewer types of games vs. both Millennials and GenX. For the most part GenZ’ers play Action/Fighter, Casual Action, Adventure RPG and Building/Simulation games. GenZ’ers are less likely to play Match 3 games, Word games, or casino games than all other generations.
  • “Let’s Play” is popular among GenZ, but not an activity that this generation does for many hours in a day:
    • GenZ is also more likely than any of the other generations to watch other people’s games: 52% vs. 47% of Millennials and 37% of GenX. However, Millennials spend more hours in a day watching other people playing games, with 48% spending more than 1 hour vs. 30% of Gen Z.
  • For GenZ’ers, fun, gameplay and storyline are essential game elements:
    • What is important to GenZ when deciding what game to play, is that the game is fun, has good gameplay and a good storyline. For Millennials and GenX however, being challenging is much more important than the storyline.
  • GenZ’ers are less likely to spend money on games, both to purchase and for in-app purchases:
    • 28% do not spend any money on games vs. 18% of Millennials.
    • 41% make in-app purchases vs. 48% of Millennials and among those who do, only 35% spend more than $10 in an average month vs. 50% of Millennials.
  • GenZ Women have different gaming habits than Gen Z Men
    • GenZ women are more of casual players vs. GenZ men. They strongly prefer to play mobile games, mostly Match 3, Puzzle, Word or Casual Action, play games less often and for shorter time.
      On the other hand, Gen Z males, are prefer console games, and strongly prefer Action/Fighter games. They tend to play more often and for more hours.  They are also more likely to make in-app purchases.

Check out our ‘GenZ & Gaming: Who’s Playing What?’ infographic below. If you’re interested in learning more or receiving the full GenZ & Gaming report, please contact us.

A Snapshot of How GenZ & Millennials Interact with Brands

Earlier this year, Lab42 conducted internal quantitative research to glean deep insights into the GenZ Generation (13-22 year olds), and how this generation compares and contrasts to Millennials (23-34 year olds), GenX (35-54 year olds) and Baby Boomers (55+ year olds). The overall study included detailed questions on the following topics: Continue reading this post…

What’s on the List? A Look at What Influences Grocery Shoppers

As the CPG and grocery industries continue to innovate and expand their offerings, consumers have unprecedented choices when it comes to where they shop, how they shop and what they purchase. As such, CPG and grocery marketers have the increasingly difficult job of making their brands stand out from the competition, and ultimately turning their potential customers into repeat customers.

At Lab42, we wanted to do a deeper dive to answer a critical question: what are the main purchase influencers for today’s grocery shoppers? To find this out, we surveyed 1,000 U.S. grocery shoppers, aged 18+, and asked them about what motivates them to purchase certain products or brands. Below is the infographic we produced from the results, as well as a few highlights from the data.

 

  • Not surprisingly, with 56% of the total respondents, price has the greatest influence on purchasing decision, followed by Taste (25%) and Ingredients (12%).
  • 100% Natural is the most influential claim overall.
  • Over 75% of Gluten-free and Organic shoppers (people who predominately shop for gluten-free and organic products) are more willing to pay a premium for their groceries purchased from a specialty grocery store (compared to 55% of general shoppers who would pay a premium)
  • 42% of discount grocery store shoppers claimed ‘Convenience’ had a significant influence on their purchasing decision, while only 33% of standard grocery store shoppers agreed.

 

Interested in learning more or conducting your own custom research with Lab42? Click here to contact us and we’ll get in touch right away.

Happy Mario Day!

Almost everybody plays mobile games! Lab42 research shows that 85% of the US population plays mobile games a few times a month or more and over half of the population, 58%, is engaging in daily mobile game play.

Generationally, almost 8 in 10 Millennials (79%) and 2 in 3 Gen X (64%) play games daily. Only 25% of Boomers play games daily, while 33% of Boomers do not play games at all.