Gen Z consumes more content than any other generation, according to recent research.
The study of 2,000 nationally representative Americans found that Gen Z respondents consume approximately seven hours of media and content each day (6.6).
The younger generation was also the most likely age group to say they watched 15 hours or more of content per day.
The comprehensive study on media consumption trends by Talker Research showed that, on average, Americans consume six hours of content per day – or 42 hours per week. This adds up to 91 full days each year.
Along with time spent watching, the survey also delved into the finances of media consumption.
The data found that the average respondent spends $66.60 each month on media, including streaming services, audio apps and social media subscriptions — or about $800 a year.
Gen Z was found to be the biggest spender when it comes to this, racking up a monthly bill of $97.70, with millennials not far behind ($91.70).
In comparison, baby boomers spend only $35.60 and Americans of the silent generation spend not even $25.
That doesn’t mean Americans are necessarily happy to spend that much every month. In fact, 33% of respondents would not continue to subscribe to their favorite streaming service if it raised its price by 10% in the next year.
Nearly half of respondents (42%) admit they feel like they consume “a lot” of media, and 36% say their mood is “often” negatively affected by something they see on social media.
Gen Z Americans were more likely to feel like they consume too much media, with 66% agreeing with that sentiment.
The average respondent also feels guilty 3.1 times per month due to environmental consumption habits.
“The first step is to understand what’s causing the excessive content consumption in the first place,” offered Natasha Thapar-Olmos, Ph.D., Associate Professor of Psychology at Pepperdine University. “Without understanding the cause, efforts to intervene will be less effective. Try to keep a record of when the behavior tends to occur and any patterns in what may precede it.”
“Once you have some good ideas about the cause, you can start thinking about making changes in those areas,” Thapar-Olmos continued. “For example, if you find yourself moving on weekdays after work but not as much on the weekends, prepare an alternative activity for weeknights. Set it up and get ready to go before you leave for work, like eg a puzzle, a magazine or a book.
“One way guilt can be useful is to let us know when we’ve done something that violates some internal standards or values. So if you feel guilty about wasting time online, acknowledge it and use it to refocus your values and your goals. Then, move on. If your guilt is preventing you from making productive changes, then it may no longer serve you.”
View the full trend report here.
Survey methodology:
This double-choice random survey of 2,000 US representatives was conducted by market research firm Talker Research between July 24 and August 1, 2024, whose team members are members of the Market Research Society (MRS) and the European Opinion Society and Marketing Research. (ESOMAR).
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