Ipsos Panel Reveals How to Connect with the Solitary Gen Z Viewer

Discover insights collected from our panel of Gen Z teens exploring media and entertainment consumption behaviors.

The author(s)

  • Karin O'Neill Senior Vice President, US, Ipsos UU
  • Elizabeth Jarosz Strategist / Moderator, U.S. Qualitative, Ipsos
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Members of Gen Z tend to be physically alone when consuming media and entertainment, a trend that has major implications for teen development and companies trying to understand them. Older generations may remember more social experiences from their youth and young adulthood, where family or friends gathered to watch a favorite sitcom or movie. Compare this to the solitary figure of today’s teenager, whose eyes are constantly fixed on a small screen, alone. This dependence on mobile devices has increased during the pandemic among a generation already accustomed to them.

Teens, Ipsos qualitative has found, have no problem watching long-form content on a small screen. In fact, they prefer watching media or entertainment on their phones, even when a bigger screen is available. Several reasons explain this. Download our latest paper for detailed insights into this intriguing cohort.

I’ve made a joke that we are the guinea pig generation to see what happens to people that have been raised on screens, like 50 years after their childhood. It’s probably not bad for us, but also we don’t know that 100%, and we probably won’t know until we’re all adults.

Be sure to also revisit our live discussion with Ipsos’ teen panelists.

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The author(s)

  • Karin O'Neill Senior Vice President, US, Ipsos UU
  • Elizabeth Jarosz Strategist / Moderator, U.S. Qualitative, Ipsos

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