Understanding Gen Z and Millennials with ViacomCBS' Wired for Mobile Study

One of the most fascinating generations is Generation Z, born between 1997 and 2015, the first to be born totally within the digital age. How can programmers and marketers better understand this unique population and how does it compare with Millennials, the generation that preceded it? 

ViacomCBS just completed a seismic study called Wired for Mobile and has a few answers and insights on the subject.

“The study delves into how devices have really changed the ways that Zs and Millennials not only see the world but learn and consume news and information and what role they play in connections with each other with brands and with culture at large,” explained Tristan Marra, VP, Ad Sales Research and Insights, ViacomCBS.

The national study, conducted between June and September 2020 at the center of the pandemic, included a range of methodologies from Desk Research, Digital Quals, Deprivation/Alteration exercises, Expert interviews to, finally, a 3500 respondent quantitative survey. The results underscored the vital importance of mobile. “While there are still a lot that connects Zs and Millennials regarding phones and technology, there are some nuances that we uncovered,” Marra began.  Generation Z are mobile natives and as such, their cellphones are critically important to them. “Their cell phones are inextricably woven into their DNA. There is no separating from them entirely. It’s just so fundamental to who they are,” she revealed. Because of this, they experience the world very differently from generations before them.  

Takeaways

The Complexity of Relationships – The relatively easy access through social media impacts the strength of relationships and creates nuance and complexity in how Gen Z prefers to connect from a text to a DM to a phone call. “The number of platforms we use to connect has been growing rapidly and becoming more nuanced. Because of this, relationships that Zs and Millennials have are also becoming more complex,” she revealed. Levels in relationships – from weak ties like with your local barista or friends of friend to strong ties like with your family - have their own rules and ways of preferred communication. Both are important in boosting happiness, creating a sense of belonging and facilitating discovery.

Unfortunately, “during Covid, we are challenged to having those brief chats, at least in person with our weak ties,” Marra noted. But the pandemic generated other forms of communication that helped facilitate connection. “What we are seeing now are different levels of intimacy. Because of social media, those weak ties that used to exist on the fringes were pulled in a little closer.”

Sharing content is integral to both Zs and Millennials with the top being content that is funny (even more so for Zs), photos or personal stories (for Zs) and inspiring content (for Millennials). Yet, despite the ability to bond via a range of platforms and channels, many Zs expressed a sense of loneliness that might be attributed partly to the virtual-ness of their smartphones or because of the pandemic … or both.

The Age of Mutual Influence – “There used to be a separation between celebrities and authority figures and us,” Marra noted. But that has now broken down as a result of social media which has changed the dynamic. “Now, there is an expected two way relationship between celebrities or brands and followers or fans,” she added. Further, social media enables both the celebrity and fan to interact and respond to each other. “Now that is the expectation. Fans and followers expect that two way relationship between themselves and previously unattainable figures,” she explained, creating a new set of standards for followers.

Take note marketers - These expectations also apply to Z’s and Millennial’s relationship with brands. “One way statements are no longer enough. Youth today expects brands to engage them honestly and personally where both sides are contributing equally like regular human relationships,” she concluded. For both generations, Instagram is proving to be the preferred platform to engage with brands. But brands should be careful not to be creepy by using personal information for targeted ads. This is a turn off for Zs.

Empathetic Facts  - Which is, “how social media  and an earlier, wider world view has made it complicated for youth today to decipher fact from opinion,” Marra explained. This blurring of fact and opinion holds a particular danger for an increasingly divided and complicated world. According to Veronica Fabiani, Director, Ad Sales Research and Insights, ViacomCBS, “Over 70% of young adults hear news on social media first. That means that it is filtered through that personal lens or, at very least, it is very open to opinion and comment. Only 14% of 15 year olds can tell the difference between fact and opinion.”

The challenge today is to help Gen Zs make sense of the facts without going through the filter of social media. It is not easy but the study’s Deprivation exercise may offer a solution. Respondents indicated that when they consciously avoided their smartphone’s social media feed for a certain length of time (as part of their participation in the study), it helped them step back and process how they felt about the news without all of the feedback and reactions that posts collect in real time.

When does too much become too, too much? “It is unique to the individual and dependent upon the day,” Fabiani began, “Social media has given them access to unfiltered news and current events whether they asked for it or not and because Zs are the most diverse generation in history, they already know more people that are different from them. As a result, they are more empathetic.”

Digital Nutrition – Sadly, the stress of the pandemic as well as the potential loneliness cultivated from communicating virtually has created a need for mental health for some Gen Zs. Fabiani noted that, “Six in 10 agree that they sometimes feel like their smartphone has a negative effect on their mental health but not having their smartphone with them, they would miss out on important things.” Digital access offers opportunities for wellness, “seeking that balance of media for both meditation and emotional safeness,” according to Marra.

But it’s not all doom and gloom. “Phones are used as an emotional defense mechanisms by both Millennials and Gen Zs who are looking for content to help them self soothe and protect boundaries and seek out apps to help generate this peace of mind,” stated Fabiani.

“Americans now check their phones 96 times a day,” she added, “And when it comes to social media, 44% of Generation Zs say that they check in at least hourly with 7% checking in more often than every 15 minutes,” creating a digital pacifier when they are lonely or afraid. They seek meditative media to mindlessly consume where they can take a break and have a mental pick me up to feel better. This is particularly true of Gen Zs rather than Millennials. “The content they are choosing is driven by emotion and largely that emotion is happiness more than being inspired,” she noted.

Conclusion

The insights from the study are not only useful for programmers, they can also help guide marketers to effectively connect and resonate with both Zs and Millennials. “This was such a big study. We talked to so many people and we got so many insights. It was hard, in a good way, to prioritize the important insights. We got there in a way that was meaningful,” Marra concluded.

 

 This article first appeared in www.MediaVillage.com

Home is Everything. Vicki Wellington, SVP, Group Publishing Director and CRO Reveals a New Study Findings

In a highly digital world, one might be surprised that print is actually front and center for readers. A recent study from HGTV Magazine concluded that Home became everything to us in the past year. While in the past, our home was where we returned after a day out. 

 But that attitude has shifted. Home is now a full day experience as we adapted to life under lockdown. “We undertook this landmark research to learn consumers attitudes about their homes--how their relationship to their spaces has changed over the past year, what motivates their home improvement projects, what (and how) they’re purchasing,” explained Vicki Wellington, Senior Vice President, Group Publishing Director and CRO, HGTV Magazine.

The study spanned many phases of research including social media, surveys and in-depth interviews. It was all conducted during the pandemic from March to October 2020 which gave it extra importance as more people worked from home and sheltered in place. “2021 marks HGTV Magazine’s 10^th birthday year,” noted Wellington, who added, “Between that milestone and the deep appreciation of home as the main backdrop of our lives the past year, it seemed an ideal time to take stock of the State of Home.”

Methodology

The study’s methodology highlighted a deep collaboration and a range of techniques. HGTV Magazine teamed up with MarketCast, a leading research and social analytics company, for the full range of research included in the study. They surveyed a nationally representative sample of more than 2,600 respondents for a quantitative study, a qualitative analyses using social listening technology with a sample of more than 1.1 million self-identified home décor and home project enthusiasts and one-hour, in-depth digital interviews with select survey respondents. 

 

Study Takeaways

Generational Differences - There were a few surprising conclusions based on the differences in generations. Millennials, for example, over-indexed on anxiety and worry compared to all respondents. However, they were also more likely to love doing DIY projects and to take on updating outdoor spaces, which provided a sense of being in control.  Wellington also noted that generations had very different attitudes and usage for technology. “Gen X and Boomers embraced smart home technology, primarily for safety, while Millennials turned to it for efficiency and entertainment. Boomer smart home tech mentions were +30% compared to Gen Z and Millennials,” she noted.

DYI As the New Home Entertainment - Especially during the pandemic, “We expected an uptick in DIY, but it emerged strongly as the new form of home entertainment--not only for its practical results, but also for the sense of accomplishment it provided, especially for those completing a creative project with family members,” she added.

Pent-Up Demand – Wellington shared that 7 in 10 respondents believe they’ll purchase home items in-store in 2021, reflecting a desire to return to a level of normalcy as well as a wish for inspiration at retail with store design/merchandising. Interestingly, “Even during the pandemic, we saw flooring, paint and major appliances were predominantly in-store purchases,” she shared.

The Joy of Sheltering In Place - The pandemic has obviously impacted consumers’ desire for more DYI and home decorating.  “There’s no question that having four walls ‘staring at us’ (as one respondent described it) and our desire for comfort has had an impact,” explained Wellington. Painting walls was the #1 on respondents’ to-do list, and people crave warm and inviting colors (social mentions of those hues went up +44% year-over-year). The DIY sales surge has been well-documented with robust quarterly earnings at home improvement stores. NPD Group reports that home improvement activity has increased dramatically with 40% of consumers stating that they plan to continue home improvement projects beyond 2020.

From these efforts, people found themselves enjoying their surroundings by achieving a sense of ‘place’ and comfort. They also were able to tap into their full creative potential, sense of discovery and often spreading their talents into other areas including going back to school and launching new businesses … from their bedroom.

Home Centricity and It’s Spending is Here to Stay - The behaviors that will likely stick are rooted in freedom to change up one’s space more often—to see home as a blank canvas—and the transformation of small changes that make a big impact. Mini-makeovers have long been one of HGTV Magazine’s key strengths.

The Power of HGTV Magazine – “While we expected the percentage of HGTV Magazine readers who took action after reading the magazine to be high, 93% was extremely high! With 11 million readers, that translates to a lot of buying power,” stated Wellington.  

Advertisers Have an Opportunity

The rise of the domestic environment holds great potential for advertisers who can tap into the current zeitgeist. “A magazine like HGTV Mag is very relevant right now with great audience growth over the past few years, upbeat advice and easy ways to make your home your happy place,” concluded Wellington.  There are great rewards for advertisers who tap into this enthusiasm.

Linear TV’s Moment of Greatness, Flickers

Linear TV has been having a tough time lately. Although rumors of its imminent demise are premature, those who confidently predicted the business was not being hurt by cord-cutting, for example, are being proven wrong. Long time sales executives, greatly respected by the industry, are being shown the door as sales revenues decline. 

As with T.S. Eliot’s Prufrock, I have seen Linear TV’s moment of greatness flicker. Here are some of the reasons why:

Wishful Thinking on Cord-Cutting

Back in 2013 at the VideoSchmooze Online Video Forum, industry analyst Craig Moffet stated that cord cutting de-accelerated in 3Q13, meaning that it was going down, unlike what was reported in the mainstream technology press at the time. According to Moffet, the fact that it was misreported as accelerating, “speaks to a desire in the tech press for parables – overthrowing the oppressive MVPDs. But the math tells you otherwise. There is no question that people are cutting the cord but it is not a torrent. It is a trickle.”

Obviously that was wrong. Less than three years later, the cord-cutting spigot went from a trickle to a rush and now in 2019, Mark Huffman writes that, “eMarketer predicts that the number of pay TV households in the U.S. will drop by 4 percent by the end of the year to around 86.5 million homes. It further expects the free fall to continue, with pay TV subscriptions falling below 80 million by 2021.”

Lesson: We have to stop feeling that others are out to get us and focus instead on the reality of the trends … and act.

Over-Confidence in the Loyalty of the Viewer

How many times have I read that today’s viewers still watch lots of live TV? In June 2019, the NCTA released the results of a study that showed that two out of three adults watch TV live. “Notably, of the people who said they watch TV live on a regular basis, two out of three (66 percent) are most likely to watch via a pay TV service such as cable. While apps and smart TVs are clearly on the rise for many, and especially among younger generations, the majority of people still favor sitting in front of a television to catch the latest episode of their favorite show, to stay up to date on the news, or to keep up with sporting competitions.”

But the Nielsen numbers tell a different story. According to Marketing Charts, which analyzes Nielsen’s viewing results, 3Q18 was the first quarter on record in which 18-34 traditional TV viewing (live + time-shifted TV) dropped below 2 hours per day and declined 23 minutes per day compared to 3Q17. The article stated, “In percentage terms, the amount of time 18-34-year-olds as a whole spent watching traditional TV (live and time-shifted) in 3Q18 dropped by about 17.2% from the previous year. Needless to say, that’s a huge chunk – a drop of about 1 in every 6 minutes in just a single year.”

So what is happening here? Digital has supplanted traditional TV for youth. In the same study, Nielsen reported that 18-34-year-olds “spent one hour more per day in 3Q18 using apps and the web on smartphones alone than watching traditional TV.” And notably, many 18-34s don’t watch traditional TV at all – only 73% versus 86% of all adults.

Lesson: Traditional TV is less important to younger viewers and time is on their side.

Dog Paddling to Retirement at the Networks

The inability of some top management at some companies to risk implementing momentous change (possibly forfeiting short term profit or even courting failure) is the silent killer of the network business model. Sometimes it is because the system rewards short term efforts - bonuses are bestowed on an annual basis based on the year’s performance. Sometimes it is from sheer shortsightedness where they just don’t see how innovations can help their business. Whatever the reason, these folks stick to the status quo, essentially dog paddling to retirement.

Without naming names, one company who didn’t see the value of set top box data 12 years ago is now struggling to catch up to the data wave and, perhaps somewhat relatedly, just reported an 11% drop in the company’s U.S. advertising revenue.

Lesson: Think and act long term, even if you are not around to see it.

“We have lingered in the chambers of the sea

By sea-girls wreathed with seaweed red and brown

Till human voices wake us, and we drown.” - Prufrock

The Marvelous Mrs Maisel Carnegie Deli Pop-Up Serves Up Immersive Experience

It takes a certain deftness and eye to launch a nostalgic, historic pop-up experience. The group charged with creating the Carnegie Deli pop-up as part of the launch for season two of the Emmy award winning Amazon Prime original series, The Marvelous Mrs. Maisel, had their work cut out for them. 

I was able to gain entrance to the November 30 pre-opening of the pop-up, located at 201 Lafayette Street in Manhattan and experienced “The Susie Sandwich” of turkey and coleslaw on rye with a Cel-ray soda while my husband sampled “The Maisel” sandwich of pastrami, salami, coleslaw and secret sauce. This all served by wait staff dressed as if it was 1958. The experience was not exactly like the original Carnegie Deli but it did create a fun 1950s vibe that sets the show. 

The menu is full of nostalgia from the 1958 prices - 99 cents for the sandwiches, 75 cents for the mini knish, 50 cents for either the black and white cookie or the cheesecake and 50 cents for pickles and the beverages. The venue has a 1950s jukebox, photo booth, photographs, telephone, signage and even a cash register. 

Experiential experiences have been more popular among brands as a way to more fully immerse audiences within the essence of a program, service or product. As Retail faces challenges from technology and online shopping, consumer expectations and desires are shifting to more immersive experiences, especially among younger consumers. Notably, millennials are seeking experiences, not material goods and this has had a spillover effect to other groups and generations.  This trend is not slowing down as more established brands try to capture the experience by creating a more unique environment. 

In fact, companies such as Conde Nast, are buying live event companies to facilitate the creation of immersive events. Recently, Glamour magazine, going completely digital, added that they see a great new revenue flow coming from events. Major decades-old brands are pivoting to capture the momentum as much as newer brands.  

According to publicist Emma Wolfe, the Maisel team worked with an activation agency called Tool which “wanted to integrate Mrs. Maisel with the Carnegie Deli which has been a New York City institution” and create synergy. According to the Tool website, the agency worked closely with The Marvelous Mrs. Maisel production team and the owners of the iconic Carnegie Deli, which shut its doors in 2016 after serving New Yorkers for 79 years. The response has been amazing according to Wolfe where the reservations to dine at the pop-up filled up within 12 hours.

The Carnegie Deli pop-up opens officially to the public on December 1 and runs one week. Unfortunately, dining is by reservation only but there is also a take-out line for those who didn’t book early. Continue the nostalgic experience by tuning in for the second season,  scheduled to be released on Friday December 5.

This article first appeared in www.MediaVillage.com