The first Bystro of 2022 is here! Grab a good cup of coffee, settle in for a moment and join us for a look at this year's media trends. You'll learn how much time we spend on social media, how the youngest Generation Z is doing, and if it's still a habit to sit down in front of the TV every night. We wish you a pleasant read and all the best for the new year.
Who is Generation Z?
Generation Z includes people born between 1995-2015. Their territory is smartphones, which they were practically born with, and if there's one thing they constantly miss, it's time. So if your target is Generation Z, we recommend creating things that grab them at first glance, ideally short, engaging videos. The proof is TikTok, which already has over 1 billion users and that number is growing. Generation Z is also the master of multitasking, in the media sense. Watching TV while playing games, watching social media or shopping online on your mobile? No problem, about 94% of Gen Zers spend time in front of the TV this way.
Social networks in our country vs. in the world
There are roughly 7.7 billion people in the world and more than half of them (4.55 billion) are on social media. Just to give you an idea, in 2015 that number was just over two billion. Facebook is still the world's number one, and it's the most used network in the Czech Republic as well, but last year Instagram gained a lot of momentum and Czechs spend the most time on YouTube. In terms of time spent on social networks, we are not behind the world standards. In both cases it is around 2.5 hours a day. In the first quarter of 2021, this figure fell and some experts predict that it may continue to fall. They cite saturation as the reason, as well as the increasingly cited negative effects of social media on the human psyche.
What is edutainment?
It is not difficult to derive the connection between the words education and entertainment, but how to imagine it in practice? A school through play, just a slightly different version than J.A. Comenius imagined. For example, on Instagram or TikTok we can find a large number of profiles that educate their fans with their content. In history, foreign languages, biology, in short, everything you can think of. These profiles are gaining in popularity, as are the so-called How-To videos, which are the most searched for on YouTube. A total of 91% of internet users open their smartphones to watch a how-to video while performing a task.
Instagram "business celebrities"
It is no longer true that "businessmen" can only be found on Twitter or LinkedIn. Instagram is becoming more popular every year, even for those older than 1995. The proof is in the many successful profiles whose followers are constantly growing. On Instagram, for example, we find names like John Legere (T-mobile CEO), Michelle Obama, whose profile is successful even after she left the White House, and of course many other celebrities. You can have your profile just for fun, like British entrepreneur and owner of the Virgin empire Richard Branson, or you can put your company under the spotlight through your personal profile. Everyone likes to see a particular face behind the company with opinions and values.
The end of prime time?
Television prime time, the time when viewing is highest, is between 7pm and 11pm. But as it turns out, social networks and streaming platforms (Netflix, HBO) are attractive to viewers at the same time, and TV viewership at this time is declining. In the Czech Republic, Facebook, YouTube and seznam.cz also made it into the top 10 most watched media in prime time across age categories. But German research has confirmed that even though companies are investing more in digital media year on year, TV still has the best ad memorability. The reason for this may be the percentage of ad coverage on a given screen, which is 99% for TV but only 52% for Facebook.
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