Connatix recently released a report on the digital preferences of Generation Z, roughly those born between 1997 and 2012. While the new report sheds light on how this generation views mediums such as online videos and digital articles, it also touches on the importance that they place on audio.
According to the report, audio is one of the key factors in how Generation Z chooses sources, with 26% of respondents saying that they would spend more time with an article or book if there was an audio version available. Similarly, 23% of Generation Z respondents said that they would like to dive deeper into their reading material with podcasts.
The report also finds that consumer personalization is key for content producers and advertisers when reaching Generation Z. Around 25% of Generation Z respondents said that they would be willing to subscribe to content such as personalized podcasts and expert videos. This percentage is prevalent among Generation Z respondents compared to Millennials, Baby Boomers, and Generation X.
The report finds that personalized podcasts are the most desired form of news consumption among Generation Z, with 33% of respondents saying that they would prefer to receive news via personalized podcasts over other mediums.
While the report indicates that the digital preferences of Generation Z are fluid, its findings reveal that audio is among the best when trying to reach this generation.