Gen Z, how do you consume content? 'PRISM' If you solve it with 5 keywords
Aug 29, 2024
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Conjinwon surveyed about 1,500 people aged 15 to 69 across the country on preferred content topics, preferred content genres, communication methods when using content, content usage time, and awareness of AI (artificial intelligence) content.
Based on this, it analyzed the trend of content use of Generation Z and derived 'PRISM', which is five keywords, including P (Paradox of Context: No (No) context), R (Reality-Fantasy Fusion), I (Interactive Emotional Exploration: Emotion Search), S (Speedy Consumption), and M (Mixed Views on AI: Critic).
According to the report, first of all, Generation Z values fun over the probability of content. In fact, 42% of Gen Z respondents said that interest is more important than context when watching video content such as dramas, movies, and entertainment, and 45% said that it doesn't matter if there is a funny scene in entertainment or webtoons. The proportion of Generation Z who responded that they enjoyed absurd content through YouTube or TikTok also reached 43%, 15%p (point) higher than that of baby boomers aged 50 to 69.
Generation Z's preference for content with fantasy elements was also high while reflecting realistic elements in material, person, and development. It was also confirmed that the contents were consumed in seconds. Generation Z was based on 1.5x viewing, and the ratio of double-speed viewing was also the highest compared to other generations. Many answered that the reason for watching the ship speed was to save time and overcome the boring part.
It was also characterized by examining the reactions of others before, during, and after the use of the content. He was satisfied with a reaction similar to himself with empathy and interest, but he had doubts about other reactions and showed a tendency to dig into other reviews and reactions.
In addition, Generation Z has high familiarity and reliability with AI, but showed the most negative response to AI-using content. In particular, it was found that Generation Z had 19%p lower expectations than the baby boomers regarding the quality of content using AI.
Gen Z evaluates AI quality with a high standard, with 58% of respondents saying 'Quality of Results' as an important factor to consider when using AI. When asked about the needs of AI content in the future, 55% of Gen Z respondents answered that 'High quality results are important'.
bluesky@sportschosun.com
