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  • As T2W3 3 Audience Behaviour

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    Sophia Huili Zhong
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    The document summarizes generational differences in technology use between Gen X parents and Gen Z teenagers. Parents spend 5-10 hours per day on their smartphones for entertainment and information, using social media platforms like Facebook and YouTube. While some parents are tech-savvy, many are not digital natives and are more conservative. Teenagers spend even more time, 10-12 hours daily on their phones for entertainment, using platforms like Instagram, TikTok, and LINE. Teenagers are true digital natives who are very tech-savvy and focused on socializing online. The document also discusses how companies use social media trends and interactive campaigns to market music, video games, and films to these different generations.

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    The document summarizes generational differences in technology use between Gen X parents and Gen Z teenagers. Parents spend 5-10 hours per day on their smartphones for entertainment and information, using social media platforms like Facebook and YouTube. While some parents are tech-savvy, many are not digital natives and are more conservative. Teenagers spend even more time, 10-12 hours daily on their phones for entertainment, using platforms like Instagram, TikTok, and LINE. Teenagers are true digital natives who are very tech-savvy and focused on socializing online. The document also discusses how companies use social media trends and interactive campaigns to market music, video games, and films to these different generations.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    11 views5 pages

    As T2W3 3 Audience Behaviour

    Uploaded by

    Sophia Huili Zhong
    The document summarizes generational differences in technology use between Gen X parents and Gen Z teenagers. Parents spend 5-10 hours per day on their smartphones for entertainment and information, using social media platforms like Facebook and YouTube. While some parents are tech-savvy, many are not digital natives and are more conservative. Teenagers spend even more time, 10-12 hours daily on their phones for entertainment, using platforms like Instagram, TikTok, and LINE. Teenagers are true digital natives who are very tech-savvy and focused on socializing online. The document also discusses how companies use social media trends and interactive campaigns to market music, video games, and films to these different generations.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 5

    Parents (Gen X)

    • Gadgets: Smartphone
    • How often: 5-10 hours per day
    • Activity: Entertainment and information
    • Social Media: Instagram, Facebook, Twitter, YouTube
    • Communication: WhatsApp
    • Tech-Savvy: Some yes, some no (more in no)
    • Media: Watch film, some music, NONE video game
    • Acquire: Subscribe, buy, pirate, NONE rent
    • Copies: Stream, physical, digital
    • Ads: OK, if it’s free

    SINGAPORE NATIONAL ACADEMY


    Parents (Gen X) Behaviour
    • Loyal
    • Fascinated by technology, like the convenience
    • Not digital native
    • Like entertainment
    • Prone to misinformation
    • Like connecting with people on the internet
    • Economic
    • More conservative or more traditional

    SINGAPORE NATIONAL ACADEMY


    Teenagers (Gen Z)
    • Gadgets: Smartphone
    • How often: 10-12 hours per day
    • Activity: Entertainment
    • Social Media: Instagram, TikTok, Twitter, LINE
    • Communication: LINE, WhatsApp
    • Tech-Savvy: Yes
    • Media: Watch film, some music, video game
    • Acquire: Subscribe
    • Copies: Stream
    • Ads: OK, if it’s free – Pay if it’s convenient

    SINGAPORE NATIONAL ACADEMY


    Teenagers (Gen Z) Behaviour
    • Integrated to technology
    • Use technology more often & more intense
    • Digital native
    • More technologically literate
    • Tech-savvy
    • Get bored easily
    • Following trends
    • Like high quality entertainment
    • Focuses on social life online

    SINGAPORE NATIONAL ACADEMY


    Following Trends – Marketing
    • Music companies use TikTok trend to market their media text – ‘Say So’ by Doja Cat
    • Publish their music on TikTok
    • Creating TikTok dance challenge, with famous TikTokers
    • Making the challenge trending
    • People would follow the challenge
    • They will listen to the music

    • Video Game companies use events to market their media text – Mobile Legends
    • Publish an event for the audiences to participate in
    • Provide limited edition rewards related to gameplay
    • It rewards the audiences for consuming the media text more

    • Film companies use social media trend to market their media text – Blackpink Documentary
    • Make social media campaign on social media to make it trending
    • People will see the trend
    • They will watch the film out of interest
    • The audiences will share the film to make it trending even more

    SINGAPORE NATIONAL ACADEMY

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