RAB Research Archive

Horizon analysis reveals demassification of Gen Z media



Unlike any generational cohort before them, Gen Z — young adults born after 1997 — eschew the kind of media knowns for mass reach and scale, especially TV, print and out-of-home, according to a Horizon Media analysis released. Not surprisingly, the report — Horizon Media's "Gen Z Field Guide" — finds they over-index on hyper-targeted digital media, especially social media platforms.

Source: MediaPost



View or Download: https://www.mediapost.com/publications/article/378352/horizon-analysis-reveals-demassification-of-gen-z.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=127806&hashid=6WjFKBgQUvqgLj-uAUehdA0E8QQ

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