How Video Content Is Being Watched by Different Generations

21 June, 2017  

If you are into the world of video marketing or are planning to enter it soon, it is essential that you know how different age groups react to video content.

Is your target audience Millennials? Or maybe Generation Z? If you are unsure, better start investigating that before you dive into video marketing. Once you know for certain, follow their behavior to determine how, where and when you can best address them.

#1. Who

The great thing about videos is that every generation loves them! With video content you can reach teens to people in their fifties. Nonetheless, video-watching habits do vary by age: Gen Z is more likely to be on YouTube than Gen X, as 70% of teens and young adults visit the site daily, against 35% of Gen X.

Define your buyer persona’s characteristics to ensure the best results for your inbound marketing.

Video marketing guide for 2020

#2. What?

Not everyone is likely to watch the same type of videos, so your content should be geared toward your target audience.

For instance, Gen X and Millennials prefer to watch tutorials and how-to marketing videos. On the other hand, Generation Z would rather watch unboxing videos or haul videos, in which recently purchased products or brands are displayed by influencers.

One type of video that is favorable to varied age groups are explainer videos, because they can be custom made to portray the buyer persona as a character. This drives identification, engagement and brand trust as a consequence!

What is common to all generations, too, is that short content is preferred. Short attentions spans aren’t just for the younger audiences!

Yummy Fact: If you’re looking to appeal to Gen Zers, you’ve got just eight seconds to make an impression!

#3. When?

It is also important that you plan your timing according to your target audience. Studies show that more Baby Boomers prefer to consume content in the early and late morning (5:00 a.m. to noon) rather than any other time of day. Surprising, right?

On the other hand, Millennials and Gen-Xers prefer to access content between 8:00 p.m. and midnight. As a matter of fact, from 8:00 p.m. to midnight is when most content is consumed.

#4. Where?

What devices people use to consume video content is another important factor you should take into account when planning your video content strategy.

For starters, you should know that Millennials are definitely a mobile generation. Nielsen states that their mobile video consumption numbers are far larger than that of any other age group: 42% of Millennials use mobile devices to access new content when they are home.

When it comes to the older age groups, 69% of Gen X-ers and 76% of Baby Boomers use television as the most important device for watching videos, which is followed by desktop and laptop computers at 52% for both age groups. In comparison, Millenials go to computers when consuming video content at home. 60% of the surveyed people reported regular use.

Needless to say, mobile devices are the most used devices when outside the home and this accounts for all generations.

Interesting, right? Now that you know who, what and when they watch, will you optimize your content so that it suits your target audience? This is one of the many tweaks you can make to maximize your ROI and ensure conversions.

When it comes to video content, the possibilities are endless! If you want to know what would work for you, why not give us a call? We would love to help you out.

Ready to Start your Video? Get a custom Quote

Keep up with the latest in
video marketing

Sign up for our newsletter, biweekly
digest from our video experts.