The MINT Issue 06 - September 21st, 2023

Sep 21, 2023

Research confirms prevailing notions that older Millennials favor streaming TV while Gen Z tends to favor user-generated content. A new survey from InMobi, cited by Fast Company, shows that 61% of the younger generations prefers UGC (i.e. social media content from other users) to other kinds of content, and after that prefers music / podcasts, gaming, then television. Younger Millennials (25–34-years-old) also favored UGC, but television and gaming trailed more closely behind, while 67% of older Millennials (35–44 years-old) favored television out of any other media form. (Fast Company)
In a first for linear TV viewing, cable and broadcast usage fell below 50% in terms of total share among U.S. viewers, according to Nielsen’s July 2023 report. Cable viewing dropped below 30% for the first time at 29.6%, down 12.5% year-over-year. Broadcast usage decreased to 20%, down 5.4% YoY. Streaming services, on the other hand, accounted for 38.7% of total U.S. TV usage — a new record high for the category.
Compared to older consumers, Gen Zers are three times as likely to allow tracking when presented with prompts such as those for Apple’s ATT settings, according to a report from Tinuit cited by Marketing Dive. Approximately 37% of Gen Z consumers allowed tracking in order to see more relevant advertising, with the remaining 43% opting out. For baby boomers, the vast majority opted out.
Gen Z favors social media over TV for CPG purchases and accepts personalized ads more than other groups, a new study on Gen Z shoppers by Tinuiti claims. Almost twice as many Gen Z shoppers discovered new products they went on to purchase later on TikTok (34%) vs. Instagram (18%), and more than three times as many did so on TikTok as Facebook.