Gen Z consumers prefer video.
Almost all Gen Z consumers agree on the top formats for digital marketing content.
In a survey of more than 1,000 global consumers (including the U.S.), adobe Covered exclusively by Express The era of chain stores98% of Gen Z respondents and 91% of Millennial respondents say video is their preferred type of digital marketing content, and Gen Z respondents consider user-generated content to be the most authentic and trustworthy Most likely.
Additionally, nearly 8 in 10 (78%) Gen X respondents cite video as their first choice for digital marketing content. However, 7 in 10 baby boomer respondents (69%) reported that they are most likely to consume online marketing content via email (69%).
The study found that Gen Z is the most likely generation to say they would make a purchase through innovative digital marketing forms of virtual reality (VR), augmented reality (AR), or interactive stories (19% more likely than second-place Millennials). ) was also revealed.
[Read more: This marketing channel leads in purchasing frequency]
Additionally, nearly 3 in 10 Gen Z respondents said they were excited about the potential for interactive Stories, especially Instagram's new “hype” comment option.
The study also explored various cross-generational preferences and trends related to digital marketing content.
Types of marketing content that consumers view most often
- Video 89%
- Still image 66%
- Email 61%
- PDF 22%
- Blog 13%
For U.S. respondents, video is the digital content most likely to trigger a purchase. Global respondents were most likely to purchase from videos with technology/gadgets (29%), reviews/unboxing (26%), and fashion/beauty (25%) content.
The type of content consumers consider most authentic and trustworthy
- Written 44%
- User generated 42%
- Brand video 34%
- Photo 30%
US respondents believe user-generated content is the most authentic and trustworthy. Respondents across the globe shared similar sentiments, with more people perceiving user-generated content (42%) as authentic and trustworthy than branded video content (34%).
Globally, respondents were 24% more likely to buy from short content than from longer content. Six in 10 (61%) of global respondents said their attention spans were short when consuming online content, and longer content led them to buy. She was the only one out of four.
Overall, consumers globally say medium-length content (44%) is more likely to lead to a purchase than long content (25%) or short content (31%) . However, he was 24% more likely to buy from short content than from long content. Global preferences also lean towards shorter content in social media post captions (84%).
Additionally, nearly three in five respondents worldwide want brand messages from small and medium-sized businesses to be more transparent and honest in 2024.
