40% of Gen Z spends over five hours a day on content

Generation Z is deeply immersed in digital media, with 40% spending over 5 hours daily consuming content. This extensive screen time highlights their strong digital engagement. The report examines how these attention spans affect their behaviour and consumption habits.

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Mavericks, an integrated marketing agency, has released its latest research report, ‘The Attention Game’. The report provides chief marketing officers (CMOs), corporate communications leaders, and content creators with the insights and strategies they need to win consumer attention in today’s ever-distracting digital landscape.

The report goes on to say that, while short form content may appear convenient, it falls short of building trust when compared to long form counterparts. 34% of respondents believe long-form writing is more credible and engaging than any other format. Furthermore, 23% of long-form content consumption occurs in the morning, according to the report. 41% and 43% of users prefer long-form videos and written content for entertainment and information, respectively, indicating a strong preference for engaging narratives.

Chetan Mahajan, founder and CEO, Mavericks, said, “In a digital landscape dominated by quick snippets and fleeting impressions, our research underscores the enduring value of long-form content in building trust and engaging audiences. ‘The Attention Game’ provides a strategic roadmap for marketers to navigate this complexity, offering actionable insights that drive real-world results.”

The report also investigates the nature of consumer attention spans, revealing how they influence consumption habits and overall behaviour. The report states that 40% of Gen Z spends more than 5 hours per day consuming content, demonstrating their immersive digital engagement.

It concludes that marketers should invest in high-quality, long-form content to build trust and credibility, while also incorporating short-form content to capture immediate attention.