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DCN Research: Gen Z Digital Media Attitudes, Values & Behavior


gen z young people standing against wall using mobile devices

Digital Content Next (DCN) commissioned Seidmon Associates to research Gen Z’s attitudes, values, and behavior regarding digital content. The goal of this research is to help DCN members better understand the way that Gen Z experiences content to build audience reach and engagement.

A 20-minute online survey was conducted among 1,556 respondents aged 16-40 between May 14 and June 5, 2021. Approximately half (792) of respondents fell into the Gen Z demographic, ages 16-24, and the remainder (764) into the Gen Y demographic, ages 25-40. Note that the research included a Gen Y sample to offer a contrasting perspective and a better understanding of Gen Z.

Research highlights include:

  • High quality is the most important attribute that influences digital media brand loyalty among both generations. Trust is the next most significant attribute among Gen Z and Gen Y. And privacy and authenticity also matter a great deal to both generations.
  • Gen Z values video more than any other media platform – by a margin of roughly 2-to-1 – over social, gaming, music, or Google search. Both generations have more paid subscriptions for video than any other content type (a little over three each).
  • In terms of devices and hardware, the mobile phone is most valued, followed by gaming consoles and devices. However, videogame consoles are second in importance among Gen Z, while laptops are second among Gen Y.
  • Both generations prefer shorter-form content. Gen Z attributes this to their “short attention span” while Gen Y value short form as a time filler.

Full research report for DCN members only. Log in or Register to download. The link will appear immediately below.