Contrary to popular belief, Gen Zers remember ads much better than older generations, even if they spent less time watching the content.
While many experts argue that Gen Z's low attention span (consumers aged 13 to 24) is a problem for marketers, research from analyst firms Snap and Kantar shows that this is far from the case. The researchers found that more than half (55%) of Gen Z members remembered ads better, even if they watched it for no more than two seconds. In comparison, Millennials had 46%, while Generation X and Baby Boomers only had 26%.
According to the researchers, their work proves that Gen Z audiences process information much faster than is commonly thought. And faster cognitive processing means that brands that want to capture the attention of young people need to tailor their video creatives accordingly, making them shorter yet more capacious. Ideally, if the finished advertisement can be viewed for no more than 2 seconds. This will provide an opportunity to achieve a higher return on investment in marketing. It should be noted here that Gen Z is a group of consumers with an estimated annual purchasing power of $1.2 trillion.
Gen Zers also showed higher brand preference scores, with 65% young consumers saying brands help them express themselves better. By comparison, among Gen Xers and Baby Boomers, only 40% made this claim. And this statement is also very important for marketers who want to establish a closer connection with the younger generation.
