IMR/University of Nicosia™ study on Gen Z: Glued to their screens, informed by their feed

A new study conducted by IMR/University of Nicosia™ has found that media consumption and trust vary significantly across generations, with digital platforms clearly dominating the daily lives of younger age groups.

The research was presented at the 22nd Marketing, Advertising, Media & Communication Conference 2025, and highlights how the digital experience shapes the way different generations access news, entertainment, and branded content.

Generations moving at different speeds

The study surveyed a nationwide sample of 1,000 participants from both urban and rural areas, evenly split by gender and background. Respondents were grouped into three age cohorts: Gen Z (18–26), Millennials (27–42), and Gen X (43–58).

Results confirm that social media is dominant across all generations, with Gen Z showing near-total reliance on it for news, entertainment, and even product discovery.

Gen Z also logs the highest average daily time on social platforms, at 4.15 hours, followed by Millennials at 2.5 hours and Gen X at 1.7 hours.

Instagram and TikTok emerged as the leading platforms among younger users, with Gen Z spending 146 and 164 minutes daily on them respectively. In contrast, Gen X remains loyal to Facebook, though average daily usage has dropped to 45 minutes.

Social media drives brand engagement

Nearly half of Gen Z and Millennial respondents reported purchasing products they discovered through social media.

This younger cohort also shows greater trust in social media content compared to older generations — a trend that extends across verticals like fashion, travel, and the HORECA sector, where social platforms are now the primary information source for 70–90% of users, regardless of age.

From TV to on-demand video

When it comes to video, traditional TV still holds some ground with Gen X, mainly for news. But younger generations are increasingly shifting to streaming platforms and short-form video content.

Gen Z leads again, spending an average of 103 minutes daily watching video through websites and apps — far surpassing other age groups.

A similar pattern appears in audio consumption. Radio listening is steadily declining, replaced by streaming services, podcasts, and audio books, with Gen Z averaging nearly two hours of streaming audio content daily.

A more personalised future

The study confirms a fast-moving shift in content consumption, defined by personalisation, mobility, and interactivity. The transition to a digital multimedia ecosystem isn’t just generational — it’s cultural.

As Christina Kokkala, CEO of IMR/University of Nicosia™, who presented the study at the conference put it: “The real value of media today lies not only in informing or entertaining, but in creating connections — with brands, with experiences, with communities.”

And it’s clear: each generation is shaping that value on its own terms.

• Access the full IMR/University of Nicosia™ study here