Gen Z Consumers Prefer Video for Digital Marketing Content

Gen Z Consumers Prefer Video for Digital Marketing Content

A recent survey conducted by Adobe Express exclusively covered by Chain Store Age has revealed that Gen Z consumers overwhelmingly prefer video as their top format for digital marketing content. In fact, 98% of Gen Z respondents and 91% of millennial respondents agreed that video is their preferred type of digital marketing content.

The survey, which included more than 1,000 global consumers (including U.S. consumers), also found that Gen Z consumers are the most likely to view user-generated content as the most authentic and trustworthy. Close to eight-in-ten Gen X respondents also cited video as their first choice for digital marketing content, while baby boomer respondents reported a preference for consuming online marketing content via email.

Interestingly, Gen Z consumers are also the most likely generation to make a purchase through innovative digital marketing formats such as virtual reality (VR), augmented reality (AR), or interactive stories. In fact, they are 19% more likely than millennials to say they would make a purchase through these formats.

The survey also examined cross-generational preferences and trends related to digital marketing content, revealing that video is the digital content most likely to trigger a purchase among U.S. respondents. Globally, respondents were most likely to make purchases from videos featuring tech/gadgets, reviews/unboxings, and fashion/beauty content.

In terms of authenticity and trustworthiness, respondents globally found user-generated content to be more authentic and trustworthy than branded video content. Additionally, global consumers expressed a preference for shorter content over long content, with medium-length content being the most likely to lead them to make a purchase.

Overall, the survey highlighted the importance of transparency and honesty in brand messaging, with nearly three-in-five respondents globally desiring more transparency and honesty in brand messaging from small businesses by 2024. With Gen Z consumers leading the way in their preference for video content and innovative digital marketing formats, brands will need to adapt their strategies to meet the evolving preferences of this tech-savvy generation.