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Generation Z spend 10.6 hours engaging with online content every day

It's no secret that Generation Z (broadly defined as those born between the mid-1990s and early 2010s) are digital natives and live much of their lives through their digital devices. But how much time do they spend engaging with content this way?

Image of a woman standing with the letter Z

A widely quoted 2018 report by Adobe shed some light on this, explaining that compared to millennials (those born in the early 1980s to mid-1990s), Gen Z users live much more of their life through digital devices than their predecessors.

The UK-focussed report revealed that millennials spent a still surprising 8.5 hours a day reading, watching, creating and engaging with content through their devices. But for Generation Z that figure jumps to a shocking 10.6 hours of engaging with online content every day.

And when it comes to mobile, the 1,000 consumers polled showed a similar increase, with millennials saying they spend 5.2 hours each day consuming content through a mobile device, and Generation Z spending 5.9 hours a day on mobile.

54% of those included in the study also said they use multiple devices at once, with the average number of devices used coming out at 1.8.

And while the generational increase does show increased marketing opportunities through digital channels, it's not all good news for the digital space. The emergence of fake news has affected consumers' confidence in digital content - with the reportedly 77% of people saying they're now more cautious about what they engage with online than they were 5 years ago.

The Senior Marketing Director at Adobe EMEA, John Watton, said at the time of the report "With the rise of fake news and ‘click-bait’ content, consumers are increasingly looking for engaging content that provides them with an authentic and relevant experience...".

When participants were quizzed on what they would like to see over the next half a decade, 79% said they want to engage with content via a home entertainment/streaming device, 63% said they would like to use voice assistants, and 51% showed a preference for connected devices in the home.

John Watton went on to say, "Whether it’s across social, online, blogs, or email communications, branded content has to be well-designed, optimised for the device, and offer a genuine experience that goes beyond selling products. Brands that succeed will drive customer acquisition and loyalty; those that don’t will see customers swipe their screen in search for content that offers them a better experience.”

And in the time since, the results of this report have shown themselves to be timely truths, with the digital space becoming a much broader space, and with consumers hungry for quality, authentic content to engage with across a broadening range of devices.

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