The news: A Precise TV study revealed key habits for younger Gen Z consumers ages 13 to 17—emphasizing that short-form and digital video are leading the way.
- YouTube Shorts and TikTok ads were major drivers of purchase decisions: 51% of Gen Z boys and 43% of girls made a purchase after watching YouTube Shorts ads, while 44% of boys and 41% of girls purchased after watching a TikTok ad.
- YouTube ads had the highest recall for Gen Z teens: 67% stated that YouTube was where they saw ads for the most recent product they asked their parents to buy. TikTok also performed strongly (50%), followed by Facebook (49%) and Instagram (47%).
- YouTube leads in usage across genders. Ninety-one percent of Gen Z teens watch YouTube, compared with 75% who use TikTok, 74% who use Instagram, and 66% who watch YouTube Shorts.
Video outperforms: Short-form, vertical content, and digital video are proving their power in marketing.