South Africa: Media habits of Generation Z versus Millennials


By Ross Sergeant

A lot is written about Generation Z and Millennials. In a South African context, we take an objective look at the real media differences between Millennials (age 24 to 32) and Generation Z (under age 24).

Twitter and Instagram are notably more popular amongst the older Millennials while the younger Gen Z’s are more in to Snapchatting

Gen Z, across the board, is more digitally connected to new media – podcasts, streaming music and streaming TV and illegal downloading of torrents

Millennials are still quite old-school with the way they watch TV.  Gen Z’s are far more likely to be cable cutters watching more of their TV online.

Gen Z’s go to a little more cinema than Millennials but Millennials are definitely consuming more of old-world broadcast, print and outdoor than their juniors.

broadcast, print and outdoor than their juniors.

“Generation Z (also known as Post-Millennials, iGeneration, Plurals, or the Homeland Generation in the United States) is the demographic cohort after the Millennials. There are no precise dates for when this cohort starts or ends; demographers and researchers typically use starting birth years ranging from the mid-1990s to early 2000s, and as of yet there is little consensus about ending birth years.” – Wikipedia

“Millennials (also known as Generation Y) are the demographic cohort following Generation X. There are no precise dates for when this cohort starts or ends; demographers and researchers typically use the early 1980s as starting birth years and the mid-1990s to early 2000s as ending birth years. Millennials, who are generally the children of baby boomers and older Gen Xers, are sometimes referred to as “Echo Boomers” due to a major surge in birth rates in the 1980s and 1990s. The 20th-century trend toward smaller families in developed countries continued, however, so the relative impact of the “baby boom echo” was generally less pronounced than the original post–World War II boom.” – Wikipedia

(The writer, Ross Sergeant, is the MD of  Limelight Consulting).