Gen Z’s video habits

A PEEK INTO THE FUTURE

Introduction

WHO ARE THEY AND WHAT DO THEY

WANT?
Gen Z is the new black
Two facts you need to know about Vietnam’s ‘Gen Z’ :

1. Tech-savvy & trend

setting
14.4mil 2. Currently or about to
PO PU L AT IO N
enter the labor force
 Smartphone Travelling &
holiday trips The Internet is
Facebook Laptop
the one thing
My vehicle
(car/motorbike) Nice to have Tablet they can’t live
Internet Master’s degree
without
Cannot live
TV in general
without! Shopping mall
Digital camera
Bachelor’s degree Clothes that express
Desktop Gen Z’s listed the Internet, a
my identity

Fast food
bachelor’s degree, their vehicle
Data plan… and clothes that express their
identity as ‘must-have’ items.
Not necessary

Source: Decision Lab’s Genzilla Study, 2015

How is the Internet
(re)defining Gen Z’s video
habits?
But first: our research methodology

ONLINE INTERVIEW
752,057
ONLINE VIETNAMESE
COMMUNITY MEMBERS

MOBILE-FIRST SURVEY
1,945
SAMPLE ACHIEVED

TRUSTED SOURCES
Data is weighted based on the online population in
2017

53%
31% 28% 19% 22%
16-24 y/o 25-34 y/o 35-44 y/o 45+ y/o

47%

Source: Decision Lab online population study 2017

5 Facts
about Gen Z’s
video habits
FAC T N O. 1

More than
50% of Gen Z
watches
traditional TV
70% of Gen Z still watches traditional TV and also
use a smart TV to stream videos

Traditional TV Video streaming on smart TV

The majority of Generation Z still
watches traditional TV and in
similar proportions use their smart
TVs to stream online videos eg.

30% 23% Netflix/YouTube

One reason behind this could be

that most of Vietnam’s Gen Z’s are
70% still living with their parents and
77%
watching TV together remains a
family activity.

Yes No Yes No

Q: Do you watch traditional TV? Q: Do you watch non-traditional TV? Eg. Netflix/You Tube
However, watching TV is not the only thing they do

Multi-tasking when watching TV Frequency of multi-tasking

Although the majority of
60% Generation Z still watches
52% traditional TV, it’s unlikely that they
50% are even paying attention to what is
12%
on the screen. 88% said that they
40% multi-tasked while watching TV,
with 71% of them saying they did
30% so ‘frequently’ or ‘always.’
19%
20% 17%
88%
10%

0%
Yes No
Always Frequently Occasionally

Q: Do you do other tasks while watching TV? Q: How often do you do other tasks while watching TV?
FAC T N O. 2

Gen Z’s
overall TV
viewing time
is declining
Perceived TV viewing time is declining across all
generations, but more significantly in Gen Z
• Perceived TV viewing time compared to last year

Video watching trends

Across all generations 50% of
70% respondents reported watching less
62%
TV this year than last.
60%
50%
50% This put Generation Z above the
All generations average with 62% reporting less TV
40%
viewing this year than last. Only
Gen Z
14% of said they watched the same
30%
22% amount this year as last. 16% said
21%
20% 16% they watched more and 8%
14%
couldn’t recall.
10% 7% 8%

0%
Less than last year Same as last year More than last year Don't know/Can't tell

Q: Have you seen less traditional TV this year compared to last year?
TV viewing time is in decline everywhere

• TV viewing time in minutes

TV viewing time (mins)

According to Zenith Optimedia in
300 2016, the overall decline in time
265.9
spent watching TV began in 2011.
250 230.1 This was predicted to continue until
215.8
now. However, the rate of decline
197.1
200 was expected to slow down over
172.1
163.5 158.6 time.
153.8 148.5
150

100

50

0
2010 2011 2012 2013 2014 2015 2016* 2017* 2018*

Source: Media Consumption Forecast, Zenith Optimedia 2016.

The majority of Gen Z would consider cancelling
their TV subscriptions
• Consideration to cancel one’s TV subscription(s)

Consideration to cancel one’s TV subscription(s)

In addition to a decline in TV
80% viewing time, a large part of Gen Z
67% (67%) reported that they would
70%
consider cancelling their TV
60% subscriptions in the near future.

50%

40%
33%
30%

20%

10%

0%
Will consider to cancel Will not consider to cancel

Q: Would you consider terminating one or more of your TV subscriptions in the near future?
FAC T N O. 3

You are more

likely to interrupt
Gen Z’s watching
online videos
than other
generations
Higher Internet penetration = higher online video penetration
Greater access has created a directly proportionate relationship across each age group.

% of internet and online video penetration by generation

100%
89% 90%

77% 78%
Internet users
80%
love video!
60% Online Video
47% 48% Penetration
Across each age group, the
40% Internet penetration penetration of online video
27% 28% correlates directly to internet
penetration.
20%

Unsurprisingly, this is highest in

0%
Generation Z at 89% and lowest
Gen Z Millennials 35-44 y/o 45+
among people who are 45 or older,
down to 27%.
Just to confirm, online video is king!

• % of audiences who have Internet access and watch online videos

% of audiences who have Internet access and watch online videos

As per the previous slide, across all
120% age groups there is a directly
proportionate relationship between
99% 99% 98% 97%
100% having access to the internet and
accessing online video. It seems we
80% can’t get enough of it!

60%

40%

20%

0%
Gen Z Millennials 35-44 y/o 45+
The reach of online videos continues to grow…

• 100% reach is equivalent to 10,148,329 females 25-45 years old

100% reach is equivalent to 10,148,329 females 25-45 years old

2017 saw a significant lift in the
reach of digital campaigns. This is
80% caused by not only the increasing
number of people watching online
2017
videos, but also the greater ability
60%
47% of online video platforms to target
the right audiences.
2016
REACH

40% Δ: 18%

29%
20%

0%
0 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000

NUMBER OF IMPRESSIONS

Data from 119 campaigns targeting F25-45 in the market tracked by AudienceReport
FAC T N O. 4

It is harder to
engage Gen Z
with online
adverts than
other generations
• When there is an advertisement in a video clip, do you watch the advertisement to the end?

% of Internet users who watch online ads

60%
53% of Gen Z
53% users will close
50% 48% 48% your ad ASAP
43%
39%
40% Although the majority of
35%
33% Generation Z report watching
Gen Z
29% online videos, more than half of
30% Millennials
them close ads as soon as they see
35-44 y/o them.
18% 45+
20% On the other hand, older users are
16% 16%
13% more likely to engage with ad,
especially when they deem them to
10% be relevant.

0%
Yes, always Yes, if relevant No, I close it ASAP
Generation Z have short attention spans
Kiss me quick or not at all!

• Source: 5 D​i fferences ​Between ​M arketing ​T o​ M​i llennials V​s ​. ​Gen Z, Forbes 2017

In addition to closing ads as soon

as possible, Gen Z possesses an
attention span 4 seconds shorter
than Millennial’s.

As a result, advertisers need to

work much harder to engage them
Gen Z: Millennials: in their campaigns.

8 S E CO ND S 12 S E CO ND S

Source: 5 D​ifferences ​Between ​Marketing ​To​ M​illennials V​s​. ​Gen Z, Forbes 2017
FAC T N O. 5

More than 25% of

Gen Z Internet
users watch
online videos on a
computer
Desktop and laptop devices are still relevant

- More than half of Gen Z reported mobile as the primary device to watch online videos on.

- Contrary to the belief that personal computers have lost relevance amongst Gen Z, 44% of respondents chose it as as the device they primarily use to watch video clips online.

Q: On what device(s) do you usually watch video clips online?

More than half of Gen Z reported
60% mobile as the primary device to
52%
watch online videos on.
50% 44%
40%
Contrary to the belief that personal
30% computers have lost relevance
20% amongst Gen Z, 44% of
respondents chose it as as the
10% device they primarily use to watch
2% 1%
video clips online.
0%
Mobile phone Desktop/Laptop Tablet TV
Summary of Findings

Genz, They still watch traditional TV, however,

they spends less time with it than previously AND
are significantly more distracted

They are now easier to reach online, especially via

video platforms, but are much harder to engage

Can be reached on both personal computers

and mobile

25
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