Media Consumption Across Generations

How much time do you spend watching Netflix? Watching the news? Browsing the Shaderoom? If you added up all the time you spend on social media each year, would it be days, weeks, months? The media consumption across generations may be linked to when you were born.

Possibly.

As our media consumption habits integrate further with our real lives it becomes more and more important to understand the “why”. Meta, formerly known as Facebook, has recently revealed plans to move into the virtual reality space and create experiences that allow users to create an online world that mirrors their real lives. As media continues to advance, it’s important to understand media consumption trends. What do we consume and how does that affect how we navigate the world?

Well, as it turns out, generational differences are a big part of the overall picture. From Generation X to Generation Alpha the patterns reflected in media consumption tell a fascinating story about how these generations see the world and their place in it. Although plenty of people from Gen X to Gen Alpha are consuming media from traditional sources to emerging apps like TikTok, the frequency, mediums, and methods definitely vary. Here’s a basic breakdown of how generational differences impact media consumption from Generation X to Generation Alpha.

As our media consumption habits integrate further with our real lives it becomes more and more important to understand the “why”

Generation X – The Informed

Generation X (1965-1980) is often referred to as the latchkey kid generation, is known for being self-reliant and their media consumption habits reflect that. This generation engages with traditional media and newer platforms, congregating mostly on Facebook and company review sites. Generation X relies on company review sites, like Yelp, to investigate new businesses. They are a generation of seekers with persistent middle child syndrome.

Used to being an afterthought, they are proactive consumers who have a firm grasp on the importance of older forms of media, while also understanding and participating in newer media like Meta, formerly known as Facebook. This generation watches the news more closely than any of the other generations after them. They crave knowledge and connection from social media to the evening news and they are as well rounded as they are independent.

Xennials – Stuck In The Middle

Resting between Generation X and Millennials lie the Xennials, who are known as a “micro generation” hence their hybrid name. Though they are not a frequently referenced group they do have a good deal of buying power and their own set of needs and values that differ from Generation X and Generation Y (Millennials). Xennials are people who have their own set of unique habits and perspectives.

They watched social media develop and yet “are nostalgic for the analog days and love anything that reminds them of their less technologically advanced childhoods,” according to Forbes. Though like Gen X, they have an appreciation for older media, they don’t share their excitement about social media. They prize ease and prioritize their total well-being so they aren’t keen on the inauthentic and damaging aspects of social media. But that doesn’t stop our next group.

Millennials – Social Media Mavens

Alright, so by now I’m sure you’ve encountered a great deal of information about Millennials. They are maligned often but there’s more to millennials than the headlines suggest. Millennials, also known as Generation Y(1981-1996), are seen as self-absorbed and destructive but that isn’t the full picture. This generation has a reputation for ending industries; they are also “10 times more likely to blog about products they like and twice as likely as older consumers to post peer reviews on products,” according to media consumption reports.

Millennials understand their value as consumers. Though their buying power has taken a hit due to overwhelming economic issues like the student loan crisis and largely being priced out of the housing market, they still wield a considerable amount of power in the marketplace and this generation doesn’t shy away from that. They navigate through the minefield of social media with more ease than other generations and though they are not fond of being the scapegoat for societal ills they are not afraid to be honest about what’s not working. They are a plugged-in generation for better or for worse.

Generation Z – The Innovation Generation

Generation Z is all about innovation. This group, starting with those born in 1997, has given rise to platforms like TikTok. Unlike previously mentioned generations, video games and music take the lead in their consumption habits. They crave online experiences that are interactive and authentic. In fact, when asked about online advertisements in a survey by Deloitte, according to Forbes, over 40 percent of Generation Z participants said that they would prefer personalized ads.

As a generation that has grown up with social media, they are incredibly internet savvy. In fact, “50% listed social media as their favorite source for news updates and current events, compared to 12% for TV news (broadcast and cable).” Generation Z understands that their media usage is integrated into their everyday life and embraces the blurring of the distinction between online life and offline experiences more so than previous generations.

Generation Alpha – The Newbies

The oldest members of this generation were born in 2010 and because of that, their consumption habits are greatly influenced by their caretakers. They are being marketed to through their parents who are usually millennials. According to Vox “Now that baby- and child-related products are less ugly and utilitarian, it’s easier than ever for parents to express their individual style and, by extension, cultivate their child’s taste.”

It may seem odd to even include this brand new generation but they do have an identity that separates them from their older counterparts and influence well beyond the Dino Ranch programming schedule. This generation is making its mark and marketers are focused on how to appeal to them. This generation has never known a world without online shopping. Everything is at their fingertips. They are on track to be even more tech-savvy than generation Z and will likely have to navigate a more challenging landscape.

Similarities

Although these generations all have different perspectives and habits, there are some aspects of each generation that overlap. All generations are plugged in, but Generation Alpha has the largest footprint. This near-constant stream of information and availability changes the way we interact in everyday life from the way we engage in conversation to what we buy and discuss.

Each generation is also carving new pathways for media based on their consumption. It’s a relationship where both the media and the consumer affect one another. Understanding the shared relationship with media consumption helps to clarify why comprehending our differences is vital. We have a lot to learn from each other.