Study decodes Gen Z’s media consumption habits

USC Annenberg's Center for Public Relations and Day One Agency have unveiled a groundbreaking study, "Ask Gen Z: A Deep Dive into Gen Z's Scrolls." This unprecedented research offers invaluable insights into the media consumption habits of Generation Z, providing a comprehensive understanding of their information diets, news consumption patterns, online behavior, and the influential factors shaping their choices.

In today's digital landscape, social media has become Gen Z's go-to mood and energy regulator. Gone are the days of fixed audience tune-in time slots, as Gen Z's scrolling habits provide entertainment, escape, and real-time content consumption. Recognizing the evolving dynamics of media consumption, USC Annenberg's Center for Public Relations and Day One Agency embarked on an innovative journey to uncover the fundamental changes in Gen Z's relationship with their digital scrolls.

The "Ask Gen Z" study employed a mobile ethnographic approach, engaging Gen Z USC students born between 1997 and 2004. Participants were asked to capture daily video updates, take screenshots, and respond to open- and close-ended questions about their media consumption habits and preferences across different days and times. By capturing real-time data, the study moved beyond traditional recall-based methods, providing an authentic glimpse into Gen Z's dynamic consumption of diverse media content.

Led by Senior Research Fellow Ulrike Gretzel, the study meticulously analyzed hours of video replies to identify specific trends. The findings were further bolstered by the collaboration with DCDX, a Gen Z consultancy with a network of over 100,000 Gen Zers, providing a quantitative representation of Gen Z's scrolling behavior.

"The 'Ask Gen Z' study predicts that over the next five years, Gen Z will have more impact on corporate reputation than any other age group," states Fred Cook, director of the USC Center for Public Relations. "Their consumption habits have shifted significantly, and this study equips brands with real-time insights into how, when, and where Gen Z consumes content."

Josh Rosenberg, CEO & Co-Founder of Day One Agency, emphasizes the importance of engaging directly with Gen Zers studying journalism and communications: "By partnering with the USC Center for PR, we tapped into the source, gaining a firsthand understanding of their evolving media diets and their influential role in reshaping the media landscape."