Let\u2019s play a game: Tell me how old you are without telling me how old you are.<\/p>\n
<\/a><\/p>\n Not sure how to respond? Well, chances are your content consumption habits give you away.<\/p>\n For instance, I love Instagram and Netflix but have left my Snapchat stage behind and don\u2019t understand Roblox.<\/p>\n (If you\u2019re scratching your head, don\u2019t worry. By the end of this article, you\u2019ll be able to pinpoint my age, like the label on a wine bottle.)<\/p>\n In a world driven by content marketing<\/a>, understanding how your target audience prefers to consume information is critical to getting your messages seen and heard. However, the specifics can differ dramatically based on age and generation.<\/p>\n Let\u2019s break down some of each generation\u2019s most prominent content consumption habits based on data and how to shape your strategy with them in mind.<\/p>\n To be real, I don\u2019t like to put anyone in a box. Everyone\u2019s different. Using me as an example again, I actually love<\/em> watching television and network news, but this is uncommon with others in my generation.<\/p>\n All consumers are unique, but that level of personalization as a marketer isn\u2019t really realistic. General benchmarks and statistical data, like those below, can inform a strategy you later test and refine.<\/p>\n Keep this in mind as we discuss:<\/p>\n Gen Alpha Content Consumption Habits<\/a> Note: Many of these trends are pulled from HubSpot\u2019s 2024 Consumer Trends Report, based on our survey of over 700 US consumers.<\/p>\n You can download the full report here.<\/a><\/p>\n <\/a> <\/p>\n Members of Gen Alpha (born between 2012 and 2024) may not be buyers right now, but they are big<\/em> consumers.<\/p>\n And they\u2019re certainly influential in the purchases of their elders. Here\u2019s what you need to know about their content consumption habits.<\/p>\n Gen Alpha is very young. Its members have limited independence and mobility, and over 50% own an iPad<\/a>, so it\u2019s no surprise video is a popular medium.<\/p>\n According to research firm Beano Brain<\/a>, they think YouTube is \u201cthe coolest brand.\u201d<\/p>\n Consumer research platform GWI also found<\/a> YouTube to be the top video streaming platform for Gen Alpha in 11 out of 14 markets, second only to Netflix in the remaining three.<\/p>\n There\u2019s something for every Gen Alpha on YouTube, ranging from education to entertainment. The youngest members are still in diapers, watching Ms. Rachel and Cocomelon, while older kids are leaning toward Like Nastya or even MrBeast.<\/p>\n\n Image Source<\/a><\/p>\n What can you do as a marketer? <\/strong>If you\u2019re trying to get in front of Gen Alpha, invest in YouTube Marketing or consider partnering with YouTube influencers<\/a>. We\u2019ve got a comprehensive YouTube Marketing Guide<\/a> and a free course<\/a> to get you started. You can also consider YouTube Ads<\/a>.<\/p>\n While on their iPads, there\u2019s also a good chance Gen Alpha is playing a game like Roblox or Minecraft.<\/p>\n GWI found over 70% play digital games every day, making it their most popular pastime ahead of watching TV\/movies, social media, or talking to friends on other platforms.<\/p>\n These games let players build virtual worlds they can explore with real-life friends who are also playing. They\u2019re also working to enhance their worlds by purchasing new avatars, mini-games, abilities, animations, or apparel.<\/p>\n What can you do as a marketer? <\/strong>Many of the objects and experiences available for purchase in these games mimic those into real life; they\u2019re often even branded. If you have the means, explore how you can create a brand experience in a game like Roblox<\/a>, get featured in their marketing channels<\/a>, or run ads<\/a>.<\/p>\n For example, athletic brand Nike created Nikeland<\/a> in the game.<\/p>\n\n Image Source<\/a><\/p>\n As Obsessar explains<\/a>, Nikeland is \u201ca permanent virtual space for fans to connect, create and compete, empowering users to be their own creator and design mini-games from interactive sports materials.<\/p>\n Users can also compete in various mini-games such as tag, the floor is lava and dodgeball with their friends.\u201d<\/p>\n \u201cNikeland leverages accelerometers on a user\u2019s mobile device to translate offline movement to online. Users can also get signature Nike sneakers for their avatars from the virtual shop.\u201d<\/p>\n <\/a> <\/p>\n With its oldest members entering their late 20s, Gen Z (born between 1997 and 2009) is rising in spending power every day \u2014 and that\u2019s with it already sitting with over $450 million in the US alone<\/a>.<\/p>\n What content consumption habits do you need to know to get a piece of the pie?<\/p>\n Learn even more about <\/strong>Gen Z buying habits and how to align as a marketer.<\/a><\/strong><\/p>\n According to the World Economic Forum, Gen Z spends an average of nearly three hours per day<\/a> on social media. That\u2019s more than any other generation, and there\u2019s very little they don\u2019t do there.<\/p>\n\n HubSpot research shows social media is Gen Z\u2019s #1 channel for product discovery, and 43% have bought something via a social media app in the past three months. They also turn to it for entertainment, education, and socializing.<\/p>\n Our survey also found Gen Z\u2019s top three social media platforms are TikTok, Instagram, and YouTube, but according to Morning Consult<\/a>, Snapchat is not far behind.<\/p>\n What can you do as a marketer?<\/strong> Explore different ways to establish a presence on social media. Popular options include creating video content (a favorite of Gen Z<\/a>), running paid ads, user-generated content<\/a> campaigns, and working with influencers<\/a>.<\/p>\n Content Hub<\/a> features like Social Inbox<\/a> and Content Remix<\/a> can help execute social strategies to reach Gen Z in HubSpot as well.<\/p>\n When it comes to purchase decisions, our research discovered that Gen Z finds recommendations from influencers even more important than those from friends and family. And their impact doesn\u2019t stop there.<\/p>\n Gen Z finds influencers and content creators relatable and trustworthy<\/a>. As The Drum<\/a> explained, they follow them because they \u201ccan offer connection, companionship, and aspiration.\u201d<\/p>\n Because of this, they not only influence a follower\u2019s purchase decisions but also their personal views.<\/p>\n What can you do as a marketer?<\/strong> Explore which influencers and creators your Gen Z buyers follow and if you can potentially partner with them. Perhaps you could send them a free product to post about or work on a larger content collaboration.<\/p>\n Learn more about your options for influencer marketing<\/a> in our ultimate guide.<\/p>\n <\/a> <\/p>\n Millennials (born between 1981 and 1996) are unique among other generations in that they were born in an analog world but came of age in a digital one. This dual identity can be seen in their content consumption habits.<\/p>\n Social media started to rise during the early 2000s, making it contemporaries with millennials. Millennials have seen socials\u2019 many evolutions and been a major player in shaping the cultures of older platforms like Facebook and X (formerly Twitter).<\/p>\n\n Like Gen Z, social media is the #1 channel for product discovery for millennials, but their favorite is YouTube, with Facebook and Instagram following.<\/p>\n 45% of millennials<\/a> also get their daily news from social media and over 60% their financial education<\/a>.<\/p>\n What can you do as a marketer?<\/strong> Aim to educate millennial audiences<\/a> on social media. This is one of the most effective ways to showcase your expertise and build the trusting relationships needed to eventually make a purchase.<\/p>\n Learn more about <\/strong>the most effective types of social media content.<\/a><\/strong><\/p>\n Podcasts also came of age alongside millennials. eMarketer found that 64.2% of the generation<\/a> listen to podcasts, while Edison Research found<\/a> millennials and older members of Gen Z turn to them more than any other age group.<\/p>\n What can you do as a marketer?<\/strong> Consider starting a podcast<\/a> for your audience or perhaps sponsoring or advertising on a podcast<\/a> you know your audience already listens to. Both of these options will help you get your marketing message into millennials\u2019 ears \u2014 literally and figuratively.<\/p>\n HubSpot has created several podcasts over the years, including Marketing Against the Grain<\/a>.<\/p>\n But today, we also have a large podcast network<\/a> that brings together many programs our audience can learn from.<\/p>\n\n Image Source<\/a><\/p>\n Many podcast streaming platforms, like Spotify, also offer ads<\/a>.<\/p>\n Speaking of streaming\u2026<\/em><\/p>\n A recent Kagan US Consumer Insights<\/a> shows millennials spend nine hours per day on digital entertainment.<\/p>\n It may surprise you, however, that more of this time is spent listening to music (2.8 hours) and playing video games (2.4 hours) than watching TV\/video content (4.0 hours per day).<\/p>\n This is despite having, on average, 6.1 online video subscription services.<\/p>\n Sounds to me like one generation may need a subscription detox.<\/p>\n Out of these video subscription services, the most popular is Netflix (77%), followed by Amazon Prime Video (64%), with Hulu and Disney+ neck-and-neck for third place.<\/p>\n What can you do as a marketer? <\/strong>Now, of course, you can\u2019t get original content on your favorite streaming platform \u2014 that would be cool though, right? But more and more streaming services are offering ad-supported tiers<\/a>, so you can still promote your product or service to viewers.<\/p>\nContent Consumption Habits By Generation<\/h2>\n
\n Gen Z Content Consumption Habits<\/a>
\n Millennial Content Consumption Habits<\/a>
\n Gen X Content Consumption Habits<\/a>
\n Baby Boomer Content Consumption Habits<\/a>
\n What content consumption habits do all generations have in common?<\/a> <\/p>\nGen Alpha Content Consumption Habits \u200b\u200b<\/h3>\n
Video Preference<\/h4>\n
Gaming As a Pastime<\/h4>\n
Gen Z Content Consumption Habits<\/h3>\n
Social Media Dominance<\/h4>\n
Trusting Influencers<\/h4>\n
Millennials Content Consumption Habits<\/h3>\n
Mingling with Social Media<\/h4>\n
Podcasts<\/h4>\n
Subscription Services<\/h4>\n