If you’re cooking up a new marketing video to launch your product to the Xs, Ys, or Zs it’s crucial to understand the generational divide in where and how these groups consume videos. Unlocking that mystery is the key to getting maximum views and ultimately the most bang for your video production buck.
Fortunately, you don’t have to conduct your own research to get to know what makes the generations click. Product review powerhouse Influenster polled nearly 8,500 YouTube users from all age categories to learn more about their video content preferences and viewing habits. Adweek turned the results into a cool infographic you can view.
Here’s what they discovered.
Generation X (born 1961-1981)
Of all three generations, Gen Xers are the least plugged in to YouTube. But, they’re still there in massive numbers:
- 35% watch YouTube videos daily
- 31% watch YouTube videos several times a week
- 22% watch YouTube videos several times a month
- 8% watch YouTube videos several times a year
- 4% never watch YouTube videos
No matter how frequently they log onto the video platform, more than any other generation, they’re looking for you to educate them. About 71 percent watch how-to videos, 64 percent spend their time watching product reviews, and 46 percent watch music videos (yep, they’re the generation that grew up on MTV).
The nostalgic generation loves to search for videos that relate to past entertainment and pop culture so a quick homage to the 80s and 90s in your video content could be the perfect hook for Gen X.
They also look to other social media platforms for product videos. More than half regularly view videos on Facebook while 41 percent look to Instagram.
Generation Y (aka Millennials, born 1981-1997)
Millennials rank second when it comes to YouTube usage.
- 49% watch YouTube videos daily
- 29% watch YouTube videos several times a week
- 15% watch YouTube videos several times a month
- 5% watch YouTube videos several times a year
- 2% never watch YouTube videos
They’re suckers for a good product review. Nearly 75 percent say they spend their time watching product review videos, 72 percent say they also tune in to how-to videos, and 52 percent love unboxing and haul videos. They’re most likely to tune in on a mobile device.
More frequently than Generation X, they also look to Facebook (60 percent) and Instagram (59 percent) for video content, so limiting your video content posting strategy to YouTube alone would be a mistake when seeking to reach millennials.
Generation Z (born 1995-2012)
As the first generation to never remember a time before the Internet, Gen Zers are continuously plugged in to YouTube.
- 70% watch YouTube videos daily
- 20% watch YouTube videos several times a week
- 7% watch YouTube videos several times a month
- 1% watch YouTube videos several times a year
- 1% never watch YouTube videos
Of all three generations, these image-driven shoppers who spend $44 billion a year watch the most product review videos (77 percent), shopping haul videos (76 percent), and unboxing videos (71 percent).
While YouTube is still their top choice for video content, they also look to Snapchat (41 percent) more than any other generation. Instagram is also a popular option with 56 percent using the platform for videos.
Of course, attention span is an important consideration for all the generations, but if you’re looking to appeal to Gen Zers, you’ve got 8 seconds to make an impression. Forbes reports that approximately 11 percent have ADHD so they won’t stick around if you fail to hook ‘em early.
To reel them in, throw out conformity and tradition, and opt for edgy storytelling with a global perspective and intriguing visual displays.
Now that you’re up on how the Xs, Ys, and Zs like to consume videos, are you ready to give them the engaging content they want? Let Epic Dog Studios help you shine. Contact us today to discuss your video project.
Monica is a blog and script writer for Epic Dog Studios. She’s 100% solar-powered so her best writing is done on sunny days with clear skies. When those are scarce, she often compensates by jamming to Bruno Mars and Maroon 5. Away from the keyboard, you can find her playing board games with her 8-year-old daughter (and getting beaten badly!), sneaking in a date night with her husband, or overdosing on reality TV shows (obviously not her proudest moment).