Nearly 97% of Gen Zers ages 18 to 24 are digital buyers, on par with millennials ages 25 to 34. Millennials: The Most Digitally Equipped and Digitally Responsible Cohort. Millennials lead the way by all digital measures. While adult Gen Zers may be some of the most digital consumers in the UK, millennials lead the generational groups in terms of sheer numbers.

But Gen Z and millennials may start to change that. More than half (57%) of Gen Z and 60% of millennial respondents said they were spending more time with user-generated video than with video streaming services, according to Deloitte’s March 2022 “Digital Media Trends” survey. That’s compared with 45% among Gen X.

Move over, millennials: The new kids in town, Gen Z, have claimed the crown as most sought-after demographic for brands. With their deep digital nativity and social influence, this generation is making its mark on society and brand strategy.

Gen Z’s media consumption skews heavily toward short bursts of content viewed on smartphones (particularly via Instagram, Snapchat, TikTok, and YouTube) as opposed to lean-back viewing on connected TVs. This youngest generation is heavily invested in audio platforms like Pandora, Spotify, and YouTube Music.

We have that in other media channels, and it’s a lot harder in social media channels.”. Our Take: We don’t think deceptive content will ever disappear entirely from social media—despite the platforms’ efforts to reduce its visibility.