Television: The Most Dominant Media Reaching Generation Z

Television remained the most dominant medium for reaching Generation Z (Gen Z) aged 10-14 in 2016. As many as 97 percent of children aged 10-14 watched television. The internet ranked second with 81 percent reach, and cinemas were third with 23 percent.

Generation Z comprises children in the age groups (10-14 years/Kids) and (15-19 years/Teens). They are considered important because they will be the main market share in the next 10 years. Born in the digital era, Gen Z has habits vastly different from previous generations. Understanding their media consumption behavior and habits opens opportunities for brands and marketers to build long-term relationships with them.

These findings are from the Nielsen Consumer & Media View (CMV) survey in Q2 2016, which involved more than 17,000 respondents in 11 Indonesian cities (Jakarta, Bandung, Yogyakarta, Semarang, Surakarta, Surabaya, Denpasar, Medan, Palembang, Makassar, and Banjarmasin).