Unlocking Gen Z News Consumption Habits
How Gen Z Stays Current
According to Statista, 50% of Gen Z use social media daily for news, followed by 23% on streaming devices. Only 4% read print newspapers.
A McKinsey & Company report on evolving news habits found that over 50% of Gen Z access social media channels daily for updates. More striking is that 15% of 18-24-year-olds use TikTok as their primary news source.
Among teen news followers, 66% rely heavily on push notifications to stay current. This underscores Gen Z's changing behaviours and preferences versus older generations.
Where Gen Z Gets Their News
Gen Z craves informative yet engaging and shareable content that lets them effortlessly transition between events and niche interests.
A New York Times announcement reveals that the paper added 300,000 digital subscribers in Q4 2023, pushing annual digital subscription revenue over $1 billion for the first time. This doesn't provide direct Gen Z consumption data but suggests altering strategies to engage all audiences.
While Gen Z uses social media as a starting point, they're willing to pay for their favourite content. They prefer video narratives over text yet appreciate depth when context is needed, indicating a pragmatic approach.
The Rise of Social Media as a News Source for Gen Z
Ofcom's News Consumption in the UK 2022/23 report sheds light on the news consumption habits of 16-24-year-olds, a dynamic demographic. The report reveals that social media platforms are this group's most popular news sources, with Instagram being the clear leader. Around 44% of young adults consider Instagram as their primary news source, followed by Facebook, Twitter, and TikTok, each commanding a substantial share of the youth market's attention.
However, traditional media is not completely irrelevant yet. BBC One is the only representative from this realm, securing a 33% share of young adults' news consumption, highlighting the continued relevance of established media outlets, even in an era dominated by digital platforms.
Instant Updates, Infinite Feeds
Gen Z values authentic sources reflecting diverse identities and perspectives. An American Press Institute study found that 71% of 14-16-year-olds access social media like Facebook, TikTok, and Instagram daily for news and receive content from about four weekly.
They're more interested in lifestyle, food and entertainment than heavier topics. This offers insight into attracting younger audiences through engaging, accessible reporting. Nearly half are interested in celebrities, music, television shows and entertainment. Forty-eight percent follow food/cooking news.
Central to Gen Z is extracting value from all content. They're discerning consumers prioritising utility and relevance. Catering to preferences requires variety across serious and light topics.
How can newsrooms captivate Gen Z?
Gen Z teens (14-19) and adults (20-25) consume news differently. A Deloitte report provides profound insights into contemporary digital trends driving daily platform usage among Gen Z.
Insights from Google highlight Gen Z's tendency to source information from many diverse channels instead of relying on one. They eagerly seek novelty in learning through on-the-go experiences using technology.
Central to Gen Z is authenticity versus brand loyalty. Their allegiance lies with content integrity rather than outlet reputation. Accuracy trumps brand familiarity.
Personalised alerts unlock new revenue by offering exclusive, tailored premium access and incentivising subscriptions. Engaging this cohort requires prioritising cutting-edge tech integrated ethically with transparency and data security.
Strategies to Engage Digital Natives
The younger generation prefers to consume news digitally, making personalised news alerts a powerful strategy for publishers seeking to capture their attention and loyalty.
Publishers can establish a direct and intimate relationship with their audience by personalising content based on individual preferences, which serves as a foundation for long-term engagement and brand loyalty.
Gen Z has zero tolerance for factual inaccuracies or misinformation in news outlets. Any such missteps lead to uninstalling the news provider's mobile application and seeking alternative sources.
Gen Z's inclination for comprehensive understanding prompts a demand for opinion and analysis alongside factual reporting. Providing insightful commentary and diverse perspectives enriches their understanding of complex issues, fostering a deeper engagement with the news ecosystem.
Personalised news alerts can generate new revenue streams through models such as paywalls and subscriptions. Publishers can incentivise users to invest in premium access by offering exclusive and tailored content experiences, thus diversifying their revenue streams.
How can AI-equipped newsrooms help publishers cater to Gen Z?
As digital natives, technology enhances Gen Z's daily lives. Embracing innovative tools attracts their interest.
AI benefits include content curation by understanding each subgroup and offering personalised recommendations and summaries. Insights from metrics optimise strategies. Fact-checking increases credibility.
Built-in AI boosts SEO, social sharing and multi-language publishing while paraphrasing frees up reporting. These capabilities streamline engagement and satisfaction through customised delivery through push alerts.
Overall, satisfying Gen Z's diverse preferences balances short video narratives with longer analyses offering global and local angles alongside opinion. AI-powered customisation facilitates this multi-dimensional approach.