Cracking the Code: What Pew Research Finds and How to Engage Gen Z in Today’s Media Landscape

Young people aged 12-27, known for their vibrant energy and significant spending power, represent a unique challenge for public relations experts who rely on traditional media strategies to capture their attention.

According to Pew Research, nearly half of TikTok users under 30 turn to the platform regularly for news and political updates. However, social media is not the only channel to reach these younger audiences.

A study by Morning Consult reveals distinct patterns in news consumption between Gen Z men and women. Across all age groups, men tend to consume more news than women. Depending on the source, men are 7 to 14 percentage points more likely than women to follow the news.

This discrepancy makes engaging Gen Z women with news content particularly challenging, though not unattainable.

Approximately one-third of Gen Z men use traditional media such as television, digital platforms, and newspapers, while around a quarter of Gen Z women do the same. Both genders show a preference for video content, suggesting a generational inclination toward visual media.

There is also a notable willingness among Gen Z to interact with paywalled outlets like The New York Times, The Washington Post, and The Wall Street Journal. However, deeper political content, such as that from Politico, garners little interest, especially among women, showing the lowest engagement rates for both groups.

It’s important to recognize that this data is not a comprehensive overview of Gen Z’s news habits. It focuses on major national media and does not account for local news sources or lighter content. Nonetheless, these insights can guide PR strategies targeting this coveted demographic with hard news stories.

Of course, news isn’t the only interest occupying Gen Z’s time. They have diverse hobbies that offer additional pathways for PR professionals to capture their attention.

Sports partnerships, influencer collaborations, and strategic placements can effectively reach this demographic, particularly men, who show a strong interest in sports. Sixty-three percent of Gen Z men follow the NFL, and 62% keep up with the NBA, compared to 42% and 33% of women, respectively.

Podcasts also present a valuable opportunity. With 51% of Gen Z men and 41% of women tuning in at least once a week, podcasts allow for direct engagement without relying on traditional media. This format, with its wide range of topics, is ideal for targeting specific groups with tailored messages.

Music and gaming are other major interests for both Gen Z men and women, with 75% of men and 76% of women engaging with music regularly and both groups playing video games on consoles or computers at least once a week.

Live events such as movie nights and parties are popular among Gen Z, reflecting their student or early-career budgets. Concerts and sporting events also attract their interest, though to a lesser extent due to their higher cost.

Distinct brand preferences also emerge between Gen Z men and women. Men are more inclined toward tech brands, favoring YouTube, TikTok, Apple, Netflix, and the iPhone. In contrast, women gravitate towards brands in food and fashion, with TikTok, Starbucks, SHEIN, the iPhone, and Temu making up their top five, followed closely by McDonald’s.

By understanding these preferences and behaviors, PR professionals can better navigate the complexities of engaging Gen Z, leveraging the right platforms and content to make meaningful connections with this dynamic group.

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