Nielsen News: Consumer behavior of men, women and Gen Z

Interested in news from global Nielsen? Read on.

Attention marketers: U.S. women are eager to hear from you

That’s five additional hours of opportunity for brands, marketers and media owners alike. And knowing that they drive 70% – 80% of consumer purchases, their total media consumption is more than simply an open door for any company looking to help them lighten their daily load and compete for their business. Lightening the load, however, means helping women with the challenges they face. Striking the right balance has a substantial upside, as advertisers that engage with women in meaningful ways across platforms and channels will undoubtedly reap the benefits.

Across media options, TV remains the overwhelming favorite, as it accounts for eight out of every 10 minutes of media consumed. In the month of January of this year, Americans watched 36.5 billion hours of linear (scheduled programming) television. They also watched 9 billion hours of over-the-top video.

Adult women in the U.S. spend almost four hours per day with live TV, which offers a prime engagement opportunity. And what’s more, they’re interested in watching even more: 29.4% of women 18 and older say they are interested or somewhat interested in watching live TV on their phones, while 14% say they would pay a monthly fee to watch live TV on their phones.

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Being gender-aware in health and wellness advertising

Traditionally, health and wellness ads have targeted women, but over the past five years the number of Australian men who say they prioritise physical fitness has increased by 17%, and so has their desire for a balanced lifestyle (+16%).

Men show a keen interest in being clued-up about their health and wellbeing with 39% of men aged over 40 actively seeking advice and recommendations. Advertisers in this space could connect with this group by gearing their advertising toward the key media they consume – across both digital and print. In May 2019, 5.5 million men visited health, fitness and nutrition sites, up 15% when compared with last year, while 2.1 million have read a men’s or men’s health magazine in the past 12 months.

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Gen Z sustainable consumers go digital – and use activism to shape a smarter market

The activism of Generation Z consumers puts them in a unique position to effect actual change at the business level in ways previous generations weren’t. By thinking beyond how to wield their individual spending power, Generation Z consumers are pushing their households and broader social networks to use the tools at their disposal—their purchasing power and choice of which media content creators and publishers to support—to create real change. Savvy brand owners and content creators have been quick to respond, while others are racing to catch up.

Our purchasing behavior and habits are often shaped by the media content we consume across our devices. U.S. Generation Z adult consumers (ages 18-24) who identify as sustainability conscious spend 10% more time than their peers viewing news and information sites and apps on their digital devices. Comparatively, they spend less time with TV screens than the average U.S. Generation Z adult consumer.

These consumers are digitally savvy, and they want to stay tuned to what’s happening as it unfolds—and share it with their networks. They also spend more time engaging with content—and creating their own—across their devices. Generation Z adult consumers clock over six hours daily with their digital devices and about one-third of their overall time with digital devices is spent social networking.

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