Gen Z Wants “More of Everything” - Even From Editors

Gen Z - the youngest generation of consumers - has grown up with content at their fingertips. The latest TV show can be accessed in minutes, music with a quick voice command, and news across virtually every medium. What’s more, social media has taken things to a new level by offering new ways to ‘drill deeper’ into a particular topic (think hashtags), get a peer’s opinion, and find new content through curated feeds. In response, modern publishers are looking for new ways to keep up with reader demands, and scale content production.

To understand exactly what today’s readers want from publishers, Connatix recently polled over 1,000 consumers to understand how they engage with new mediums, and what will motivate them to spend more time with publisher content in the future. Check out some of the key takeaways below! 

On-Demand Formats

With multiple media platforms and content ‘noise’ today, Gen Z values sorted, convenient content - even if this means trading off a premier editorial experience. For example, younger readers cited an interest in seeing audio articles from publishers (26% of Gen Z compared to 17% of Millennials). In addition, a quarter of Gen Z wants to see video summaries of articles.

For this group, a glossy design and high impact visuals don’t always trump convenience. This speaks directly to the on-the-go nature of today’s reader, and desire for easy access to content. Providing a mix of media formats for readers to easily consume a story on-demand and valuable recommended content will ensure Gen Z stays engaged and on the page.

A Voice at the Table

Readers now expect to be part of the conversation, and crave a platform for influence. While all generations are likely to leave comments on social platforms, Gen Z is far more likely to comment directly on a publisher’s website when given the option. When asked which new features they would like to see, a third said reader polls. 

To engage further with this generation, consider editorial tools and enhancements that will turn your story into a two-way conversation with readers. Controlled, brand-safe content enhancements are possible and available for publishers to implement across media formats, including polls and quizzes, interactive features, and emoji reactions.  

Mobile Optimization

More than any other group, Gen Z values experiences that fit their screen. In particular, they cited a desire for video content that is optimized for mobile. When asked what would get them to watch more publisher video on their phones, a third cited videos that fit their screens better (33%). This shouldn’t come as a surprise considering nearly 60% will flip their phone horizontally to watch a 1 minute video. 

While vertical video production can be costly, it’s important for publishers to consider how to best optimize their pages for mobile. New technologies are now available to help automate this process, and reduce costs.

For more insights about Gen Z’s content preferences across current and emerging media platforms, check out Gen Z: The New Voice in the Editor’s Room.