Generation Z media consumption practices in social media

Nemirovskaya Elena Pavlovna ORCID: 0000-0003-0978-5070 PhD in Sociology Associate Professor; Department of Advertising and Visual Communications; Moscow Financial and Industrial University 'Synergy' 107207, Russia, Moscow, Chusovskaya str., 15, sq. 28 lena@levgroup.ru

The development of information technology has led to the transformation of human behavior in a new media environment. Today, we can observe significant changes in media consumption practices, in the level of user engagement in media content, in the variety of media content and ways of consuming it.

The development of online technologies and the emergence of new media channels affect the life of a modern person, transforming the media space and habits of Internet users, in particular, the younger generation, called Generation Z.

Media consumption takes up a huge part of a person's time, so it is important to investigate exactly how this process takes place and what its consequences are for media consumers and for media channels in particular.

The aim of the work was to study the practices of media consumption of generation Z in social networks by the method of in-depth interviews.

Let's turn to a brief theoretical overview of the subject of research – media consumption.

The first studies of issues in the field of media consumption are presented in the works of foreign authors G. Innis, M. McLuhan, E. Noel-Neuman, D. McQuail and D. Blumler, D. Morley and S. Brandson. Among Russian researchers, the works of B.M. Firsov, V.S. Korobeynikov, A.V. Sharikov, I.A. Poluekhtova, V.P. Kolomiets, E.L. Vartanova, M.M. Nazarov, T.E. Grinberg played a key role in the development of the study of media consumption

The American sociologist P. Lazersfeld made a significant contribution to the development of the theory of studying media consumption. His work in the radio audience research project at Princeton and Columbia Universities involved studying the preferences of radio listeners based on their income and education levels. Lasersfeld's research, dated 1930-1940, is the first study of the audience of mass media ^[1].

A.V. Sharikov, a researcher of media consumption in Russia, studies the cyclicity (daily, weekly, seasonal) of the audience of television and the Internet in his works. Sharikov considers audiences as certain communities united by the process of perception. The author also formulates the schemes of audience formation: random, traditional, induced and forced ^{[2, p.201]}.

In the works of V.P. Kolomiyts, scientific director of the Analytical Center "Video International", media consumption is considered from the point of view of social practice, as a result of which the following characteristics are inherent in it: situationality, routine, qualification, interpretation and technical conditionality ^[3].

T.E. Greenberg, in his work devoted to the analysis of changes in media consumption, notes that consumer behavior today is changing towards individualization ^[4]. Thus, this behavior is difficult to predict, has high mobility, and is focused on finding interesting content in various sources. In addition, media consumption is rapidly expanding due to an increase in bloggers and people producing content.

However, most of the quantitative data on media consumption is collected by large companies. For example, TNS Russia has been conducting a Web Index study since 2007, which allows for a comprehensive study of the Internet audience. Information is collected on its own panel, and respondents are identified using a special counter installed on the measured sites. If the counter is not available on the site, the data is recorded by a special program that is installed on the devices of the panel participants. The Web Index study provides data such as the volume and reach of the audience, its socio-demographic characteristics, the frequency of contact with an advertising message, and others ^[5].

The analytical center "Video International" in its research projects paid attention not only to the problems of television viewing, but also to the media consumption of Russians in general. The study was conducted using a special British methodology "Digital Day", which involves studying the media behavior of the audience in several stages, using a questionnaire and an online diary. In 2012, a project called "Digital Day" set the goal to assess media consumption and communication activity, to study consumption trends of different types of content on all communication devices. The simultaneous use of media channels, the quality of attention that people pay to media channels, as well as domestic and non-domestic consumption were studied. As part of the study, media channels were recorded: TV, computer, laptop, tablet, smartphone, radio, music center, printed publications. The following types of content were studied: video, audio, texts, games, and social networks. The study involved Muscovites from 15 to 50 years old, who demonstrated the most active use of the Internet.

Among the conclusions drawn during the study were the following provisions: an increase in the number of available screens leads to an increase in media consumption; almost half of the Muscovite's waking time is spent in media communication; on weekends, Muscovites' media consumption decreases due to an increase in sleep time, but as a percentage of waking time, the volume of media consumption remains the same; 40% of the time Muscovites spend their time on the road accompanied by a guide; the main media channel, which absorbs most of the respondents' time, is a TV, followed by a computer ^[6].

Let's briefly consider the features of the object of research – generation Z (other names are zoomers, centenials).

The contribution to the study of the values of generation Z was made by the American psychologist D. Twenge, Canadian scientist D. Tapscott, American researcher D. Stillman, Russian researchers D.M. Vyugina and M.D. Matyushkina. It is also important to analyze the results of marketing research on consumer preferences from foreign and Russian companies.

In Russian studies conducted in order to analyze Generation Z, the following generation boundaries were identified as the audience to which communications are directed. Sberbank considers Generation Z to be the audience born in the period from 1992 to 2011. The Russian Association for Public Relations by generation Z means those born in the period from 1995 to 2010. The Russian division of Google attributed those born from 1993 to 2004 to generation Z.

According to Canadian scientist D. Tapscott, Generation Z has 8 core values: freedom, personalization, learning, honesty, collaboration, entertainment, speed, innovation. These values are reflected in the personal space, communication, lifestyle and business processes of the generation ^[7].

A PWC study back in 2020 predicted that 40% of all consumers of goods in developed countries would come from Generation Z, which is gradually gaining solvency. In this regard, brands, companies and media channels should already investigate who zoomers are, what content they consume, what platforms they live on, what attracts their attention and what Internet habits they have.

Multitasking is a new characteristic of thinking peculiar to Generation Z. It allows you to process information from a variety of sources. Thus, research results have shown that 66% of centenials use at least 2 devices (usually a laptop and a smartphone) while working with information. This thesis is also confirmed by D. Vyugina's research, which says that the younger generation vividly demonstrates the phenomenon of multiscreen information consumption. At the same time, a smartphone is the main device that always accompanies centenials when accessing other media channels, since the main main function of a smartphone is the ability to always be in touch, to communicate with other people. No other media device allows you to use it as a means of communication.

As a result, it is very important for them to provide information: concise texts, bright and meaningful visual materials. The content should attract the attention of the centennial against the background of constantly incoming and distracting information from other sources ^[8].

Generation Z can be analyzed both in terms of social characteristics and in terms of consumer preferences. It is important for us to consider both approaches for their relationship with trends in media consumption of centenials.

Centenials seek freedom of choice and diversity in all spheres of life: in the content they consume, in their work and place of residence, and in self-expression. The younger generation has a simpler attitude to life, so they can easily try themselves in a new field of activity without high expectations from this. As soon as the zoomers realize that they are tired of their new hobby or that their soul is not in it, they easily switch to another one without dwelling on failure. Modern teenagers are less bound to eternal values, tend to overestimate their priorities, change their views on a particular issue after acquiring previously unknown knowledge ^[9,10].

Information about media consumption in social networks can be collected using various methods. For a comprehensive analysis of the patterns of media consumption of generation Z, we need to identify qualitative characteristics, since a slice of quantitative data is sufficient to obtain from secondary studies conducted by the aforementioned companies.

Qualitative characteristics reflect the specific preferences of the audience, the reasons for accessing certain sources, and the motivation for accessing a particular media platform. With the help of qualitative data, we will be able to identify possible trends or transformations directly related to modern media consumption practices.

To study the features of media consumption of generation Z in social networks using in-depth interviews, 19 questions were developed that reveal the following aspects of media consumption: specific sources of consumption of entertainment, news, educational, humorous content, situations of accessing social networks on weekdays and weekends, conditions for abandoning social networks, the problem of choosing content, listing significant bloggers, the need for micro-influencers, the openness of new information and the boundaries of the news feed.

The in-depth interview involved 5 people who were ready to answer interview questions in detail, name specific sources of content consumption and speculate on topics related to their daily media consumption. The interview was conducted in person on different days between 03/25/2023 and 04/22/2023. The choice of interviewees from generation Z was justified by the specifics of conducting the interview, agreeing to the interview and recording the results, and the time spent on it.

Some reflections on the results of the study are presented below.

For most centenials, the information provided by news outlets on social networks is sufficient, since they do not need to get acquainted in detail by clicking on the link.

The situations of accessing social networks on weekdays and on weekends are practically the same. Centenials list such situations of accessing social networks: read the news, reply to messages, distract from heavy thoughts, study or work, while eating, while taking a shower (using wireless headphones), on the way to school or work, while studying or working, while waiting for friends, before going to bed when notifications about new videos on an interesting channel arrive. The table shows examples of sources of different types of content on social networks among respondents.

Table

Examples of social media content sources for Generation Z

Centenials argue the impossibility of abandoning social networks as follows: they cannot be in an information vacuum (especially without news and memes), they feel discomfort without flipping through the news feed, there is no alternative to social networks, social networks are facilitated access to information, there is no point in giving it up. For the sake of experiment, 1 respondent suggested that he could not touch the phone for 1 day. "The whole life is in the phone," the interviewee describes with such a quote, among other things, the impossibility of abandoning social networks, that is, implying that social networks are automatically equated with the functions of the phone.

According to Generation Z, high workload, active social life, busy vacations, reading books, meeting and walking with friends, chatting with friends, traveling and hobbies can distract them from accessing social networks.

Almost all respondents answered unanimously that they start their day by picking up the phone first, checking and answering messages, as well as flipping through the news in telegram channels. Two respondents noted that they turn off the alarm first. Only 1 respondent said that he does not start the morning by logging into the phone.

All respondents end their day with a phone in their hand or with a laptop next to their bed. Before going to bed, everyone will turn on YouTube videos, several people correspond with friends, someone flips through social media feeds and posts their own content.

When choosing content from a huge variety, zoomers are guided by three factors: novelty, mood, and the desire to load or unload the brain. As a rule, users view content only from the area of their interests and subscriptions. Popular recommended content turned out to be uninteresting for them more than once.

Speaking about the last viewed videos on YouTube, all but 1 respondent could remember their names. It is noteworthy that 2 out of 5 interviewees had the last viewed video that did not match their subscriptions and the previously mentioned content sources.

The interviewees listed bloggers who are monitored on a regular basis: Ksenia Sobchak, Artemy Lebedev, Alexey Zhidkovsky, Veronika Stepanova, Anton S, Sergey Minaev, Katya Konasova, Ksenia Dukalis, etc. Among the reasons for contacting the listed bloggers, zoomers named interesting and vital topics, the usefulness of content, the ability to present material in an interesting way, atypical content, regularity of content, formed a habit of a person, his voice, manners, pleasant visual presentation and the ability to share lifestyle content.

Absolutely all interview respondents stated that among their subscriptions there are accounts with a small number of subscribers. Among them there are historians, local historians, book and music bloggers, accounts covering the topics of education, fan fiction, cosmetics, massages, urban collections, graffiti, photographs, product reviews. Small blogs of up to 500 subscribers in a personal diary format were also mentioned.

2 out of 5 respondents did not buy anything in stores based on recommendations from bloggers. However, the rest of the interviewees were able to recall and voice purchases made on the advice of bloggers – books, a session with a psychologist, wireless headphones, a promo code for an online cinema and food delivery, an exhibition, yogurt.

3 out of 5 interviewees are limited to their own news feed when consuming content on social networks. One person looks at recommendations, and another person looks at recommendations only if their interests coincide with them.

4 out of 5 interviewees are ready to listen to opinions on social networks that differ from their own views on a particular issue.

As a result of the research in the form of an interview, the author received and analyzed empirical material, which allowed him to come to a number of conclusions about the peculiarities of media consumption of generation Z in social networks.

News and entertainment content is what Generation Z consumes most on social networks and prefers to do it on Telegram channels or through the video format on YouTube. Among the entertainment content of Generation Z, sources covering the topic of cinema, literature and music are in the lead. Memes are one of the most popular reasons for centenials to turn to social media after reading the news and chatting with friends. There is a request for microbloggers covering obscure and little-known things.

After waking up in the morning, the digital generation checks unread messages and flips through the news. Before going to bed, most correspond in messengers, scroll through news feeds and watch YouTube. Falling asleep to a video playing in the background is a common phenomenon among zoomers.

Zoomers consume content quickly, a brief information squeeze in social media posts, an online store showcase in social networks is enough for them. There is a request for accelerated viewing of video content. Zoomers often resort to conscious consumption of low-grade content, realizing the level of its absurdity, but using it as a way to unload the brain.

It is difficult for the Internet generation to imagine abandoning social networks, even in theory, because of the reluctance to drop out of the information agenda. And the syndrome of lost profits, manifested in the fact that you need to have time to watch everything new and popular (movies, TV series, clips, shows), binds zoomer users even more strongly to the constant updating of the news feed.

Media consumption of this generation forms habits and even daily routines, and their consumption of content on social networks is chaotic. The consumption of content in huge quantities on social networks replaces communication and an eventful life for Generation Z. The diversity of content and bloggers has shaped the Internet generation's habits, which help them navigate the daily consumption of information on social networks. So, there is a division of content into morning and evening, light and complex, on the road or on foot. Media consumption transforms habitual practices: waking up and preparing for bed, cooking and eating, walking and exercising. We can say about the transformation of social networks from platforms for communication into platforms that informatively accompany centenials throughout the day.