Dive Brief:

• New research by native ad firm Sharethrough found that Gen Z prefers to watch video and TV content on mobile devices, according to Media Post. 
• The study found 71% of Gen Z respondents use smartphone to watch video daily, while only 52% say they watch video on TV daily and 45% use a desktop computer to watch video daily.
• 74% of Gen Z consumers watch more than 30 minutes of mobile video daily. At home, video is watched with the sound on (87%) and full screen (85%), while mobile video is primarily watched with volume off at school or work (76%) or when commuting (62%).

Dive Insight:

Mobile video has been gaining popularity — especially with younger demographics. Millennials have long been willing to watch TV shows and even full-length movies on screens as small as smartphones. The latest research illustrates how Gen Z, the generation after millennials, have taken those viewing habits to an even more extreme level.

Expect the trend to continue: Consumers are becoming increasingly comfortable with viewing video on mobile devices. As millennials and Gen Z users grow older and younger, more technologically-savvy generations come of age, mobile devices could become go-to devices for viewing video. Campaigns specifically targeting Gen Z should consider including at least a video element, if not making that format the focus of any marketing effort outright.