Year13 survey finds 43% of Gen Z audiences never engage with traditional print media

As Gen Z continues to be one of the hardest to reach generations, consuming content and media almost exclusively via their phones and laptops, it’s increasingly critical for brands to address how to engage with them.

Digital youth engagement platform, Year13 has recently completed a report ‘What Gen Z actually do online’ that showed 43% of Gen Z audiences never engage with traditional print media (magazines or newspapers.)

A further 86% of Gen Z audiences say they regularly use YouTube, while 32% spend one-to-two hours on a streaming service, and 85% say their favourite streaming service is Netflix. However, just 8% of respondents watch free-to-air or Foxtel.

In addition, only 4% of Gen Z say they listen to the radio one-to-two hours per day, while 38% of Gen Zs admit they never stream podcasts, meanwhile 36% stream music using Spotify three plus hours per day.

This analysis was conducted by Year13 and YouthSense in February 2021, involving a total of 1,232 respondents. The survey formed the basis of this research paper, designed to gather information about the demographic and their online habits.

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Of the new hires, Year 13 has bolstered its senior leadership team to include chief marketing officer, Simon Greally, formerly CEO at Indy Data Science and one-time executive producer of the Kyle & Jackie O Show; national commercial director, Ann-Maree Mulders, ex national client partnerships director at Pacific Magazines and chief financial officer, Chris Adams, former CFO, at WPP’s GroupM.

Since launching, Year13 has seen a growing demand for its content, leading it doubling in size within just 12 months to 70 team members.

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Mulders, added: “As we roll out to agencies across the country, we want to help facilitate those meaningful relationships with brands because we know Gen Z are needing support when they’re making big life decisions. It’s a purposeful, influential and trusted connection. The opportunity for brands to harness this connection through our rich content suite and E-learning platform is significant.”


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