Gen Z Pinoys harder to impress’ with ads -- study
FILIPINO teenagers, part of the so-called Generation Z, are “harder to impress” in terms of advertising, according to a study conducted by Kantar Millward Brown.
The study, titled “AdReaction: Engaging Gen X, Y and Z,” revealed Gen Z (aged 16 to 19) in the Philippines prefer humor in ads over celebrities or music, which is why brands targeting this market should avoid invasive ad formats such as pop-ups.
“Gen Z in the Philippines are harder to impress in comparison to the older generations. As digital natives, they have grown up with digital technology and therefore expect more from brand advertising and are less easily impressed with new formats such as augmented reality or sponsored lenses than previous generations, favoring humour as the key characteristic of a successful ad,” the Kantar Millward Brown study said.
The AdReaction study also noted the distinctive behavior, attitude and response of Filipino teenagers when it comes to advertising. Marketers can connect to these young Filipinos more effectively by respecting their online space and expand their social media presence.
“Within the digital space Gen Z are most positive towards mobile rewards video and skippable pre-roll, however, their least favorite formats are the invasive kind. Globally, the use of music and celebrities make Gen Z more receptive to advertising than other generations, however, in the Philippines, the difference is less pronounced... The characteristic that makes Gen Z in the Philippines most positive towards ads is the use of humor,” the study said.
The same study -- which surveyed more than 23,000 16- to 49-year-old consumers across 39 countries -- noted that Gen Z are heavy users of social platforms such as Facebook, YouTube, Instagram, Twitter and Snapchat.
“25% of Gen Z in the Philippines access Instagram several times a day and 13% access Snapchat at the same frequency. Gen Y -- aged 20 to 34 -- is even more social, with 32% and 14% respectively, while Gen X -- or those between 35 and 49 years old -- are less engaged on these social channels, with 18% and 5% respectively,” the Kantar Millward Brown report added.
Despite being the generation that grew up with mobile technology, Filipino teenagers’ daily usage of mobile phones is lower than older generations.
The study said 66% of Gen Z spend more than an hour a day on their mobile device, compared to 81% of Gen Y and 84% of Gen X. However, TV, radio and print consumption dropped for Gen Z with just 49% of Gen Z watching an hour or more of TV each day compared to 74% for Gen Y and 86% for Gen X.
“This means brands need to work hard to capture the attention of Gen Z when they are consuming media -- either traditional or digital -- or risk being missed altogether,” it added, although it noted that Filipinos across the generations are “happy to watch longer video formats” in contrast with global results showing preference for short videos.
Kantar Millward Brown also found Gen Z teenagers are more skeptical towards advertising, which makes it difficult to push branded content.
“Although tutorials and expert reviews are popular across all generations, scores remain the lowest amongst Gen Z. To drive the success of branded content, marketers will need to ignite Gen Z’s love for the brand,” the report read.
“Brands that want to target Gen Z effectively need to concentrate on providing their audience with humorous executions that resonate with the interests and issues facing this younger, more sceptical generation,” Jane Ng, group account director for technical and innovation at Kantar Millward Brown in the Philippines, said.
The study -- which is the first-ever comprehensive global study of Gen Z -- analyzed key media consumption patterns, attitudes toward advertising and responses to specific creative approaches.
Kantar Millward Brown said the absolute range for Gen Z is age 5 to 19, representing 27% of the global population. -- Imee Charlee C. Delavin