OK, Zoomer: Targeting Gen Z with Audio

Photo by Irina Grotkjaer on Unsplash

Live events are off the table for 2020. The shine of Facebook is losing its luster. TikTok may get banned. What’s a Gen Z-obsessed brand to do?

Gen Z comprises 40% of the global consumers while influencing $143 billion in individual spending. Tapping that spending power isn’t easy though. Completely shaped by the digital world, Gen Z is more connected and more media-savvy than older generations.

But even with a wealth of media options and endless content at their fingertips, screen fatigue is real. If you don’t think Gen Z is spending much time with audio, you may be missing out on an opportunity.

A WARC report found that nearly 50% of Gen Zers turn to audio to escape their screens. Audio is appealing because it satisfies their desire to consume content anywhere, and fits nicely into their on-the-go lifestyle.

Radio is Still Relevant

Gen Z spends over 18 hours a week with audio - streaming music, podcasts, and yes, even AM/FM radio. Edison’s latest findings from their Share of Ear study dive into audio habits of ‘Zoomers’ aged 13-24.

Surprisingly for this digital-first generation, nearly 90% of AM/FM listening occurs via radio receivers rather than digital devices. AM/FM radio still reaches 55% of Gen Z listeners every day, more than YouTube (42%) and owned music (38%).

Digital Audio in High Demand

Music is life for Gen Z - over 60% turn to music for emotional release - so they are getting their fix through traditional and digital means. Gen Z listeners spend almost 60% more of their time with streaming audio than the 13+ population.

Podcasting, with its intimate environment and light ad loads, is becoming particularly popular among this demo. Younger audiences were slow to adopt at first, but listening among audiences 12-34 has almost doubled in four years. The 2020 Infinite Dial reported 49% of listeners 12-34 have listened to a podcast.

Getting it Right

In addition to screen-free, ‘consume anywhere’ content, audio platforms offer authenticity that brands can tap into. They want to connect with brands, and the ones they choose to engage with should align with the issues that are most important to them.

This audience is savvy and will not put up with disruptive advertising - subtlety is key. Creative made specifically for audio platforms sounds the most natural. Using the influential power of talent for endorsements can also reinforce trust and authentically connect with listeners.

Looking for the all-encompassing reach of radio, targeting of streaming, and engagement of podcasting? We’ve got it all. If getting through to Gen Z is your priority for 2020 and beyond, get in touch for complete audio solutions.

Sources: Barkley - Power of Gen Z Influence; WARC - Spotify’s audio segments for Gen Z, Ipsos/iHeartMedia, Edison - Radio’s Roadmap to Gen Z Listenership, The Infinite Dial, 2020