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Gen Z is the world’s most digital audience spending two-thirds of media time online: WARC report

Digital audio and Tik Tok win growing share of 16-24 year-olds’ attention but time on social platforms drops, as per the Global Advertising Trends: Finding Gen Z report

A New WARC analysis has found that Generation Z is the most digital generation to date, spending two-thirds (67.7%) of total media time with digital channels, higher than any other age group.

These findings were published by WARC, the international marketing intelligence service, as part of its WARC Media product offer.

Gen Z is commonly defined as those aged between 13 and 25, although ‘WARC Global Ad Trends: Finding Gen Z’ focuses on consumers aged 16 or older.

These individuals spend huge amounts of time with digital media. However, in total consumption terms Gen Z lags behind, as per the report. Since 2018, 16-24s globally have consumed less media per day than 25-34s, and the gap is getting larger, with Millennial audiences consuming greater quantities of both linear and online streaming TV.

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