Wibbitz has introduced a new study on the difference in preferences, habits, and social video consumption between Gen Z and millennials.

Online video creation company, Wibbitz, has released its new study, How to Reach Audiences with Social Video: From Millennials to Generation Z, which reveals the difference in preferences, habits, and video consumption on social media between the two most influential generations.

Over a thousand people between the ages of 18 and 22 (Generation Z) and 23 and 37 (Millennials) were surveyed. The research shows that the former watches 3.4 hours of video daily and the latter 2.5 hours. Both groups consume videos more than articles, but the time difference is 70 percent more with Gen Z.

As the group gains purchasing power, Wibbitz suggests media companies and brands must strategise reach based on their preferred medium of video. While Facebook ranked seventh on their list, YouTube and Instagram are the top choices of Gen-Zers. In contrast, Facebook is the key pick among millennials.

Wibbitz found that 56 percent of Gen Z consumers share more videos than articles online. Facebook is where both get most of their news and YouTube is the go-to for career development and entertainment purposes. Audio matters, with 45 percent of Gen Z and 31 of millennials watching videos with sound.

The report also shows that Gen Z respondents are 15 percent more likely to feel neutral about video ads compared to millennials, who are 16 percent more likely to hate them. Social media videos by brands impact Gen Z more than millennials across three key variables: connection, interest, and understanding.

“Video is an innate expectation for Gen Z. Their ability to juggle between multiple screens makes it even tougher to capture their attention. Businesses are required tell more powerful and authentic stories and do so seamlessly across every device,” said Zohar Dayan, CEO and Co-founder of Wibbitz.

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