In the last article, we discussed the many things that Gen Z do on their smartphones. The main one is listening to music.
This time, we want to look at their music consumption in more detail to see what marketing doors their patterns can open.
How Often Do They Listen to Music?
In a recent survey, 84% of Gen Z report listening to music every day on their smartphone, as compared with 73% of Millennials.
Where Do They Listen?
* At home (84%)
* In a car (82%)
* Outdoors while walking or jogging
* At work
* In the gym
* On public transportation
These results show they listen to music in a variety of places, and that they are active and engage in physical activity. The high results for at home and in a car also show that even though they are likely to have a choice of other devices to listen on, such as a stereo or car stereo, they prefer to listen on their phone.
Do They Pay for Music?
According to the same survey, 60% of Gen Z opt for a paid music service, compared with only 52% of Millennials. They cite convenience and brands as their main reasons. Around 20% subscribe to Apple Music, 17% Spotify and 10% YouTube Red. Pandora is more popular with Millennials, as are iHeartRadio and Google Play. This is in keeping with the dominance of iPhone usage compared with Android phone usage amongst Gen Z.
Summing It Up
This data shows us that Gen Z young adults love their music, listen to it anywhere, and are willing to pay for it. Those who are in the music and entertainment industries can market on the top three music sites and be reasonably sure of targeting Gen Z.
Unfortunately, the survey did not include data about listening to other things, such as audiobooks and podcasts, but we can speculate from these patterns that they would probably be open to them. Again, a targeted campaign and tracking to see how it converts could give you the answers and help you market any information products or audiobooks you are selling.
In the next article, we will start to dig deeper into Gen Z’s social media usage.
Until next time,