How it works
By Use Case
New product development
2024 US consumer trends
2024 UK consumer trends
Zero-party data revolution (US)
Zero-party data revolution (UK)
Consumer research made simple
The data you need to inform decisions
Target the consumers that matter
Get the most from your research
Smart features, simple outcomes
Track brand health and performance
Know your consumers
Test creative and track effectiveness
Analyse competitors and new markets
Scoping and new product development
Simple, accurate research for ambitious marketers
Quick, reliable data for fast-moving insights teams
Learn from Attest’s experts in the Consumer Research Academy.
Get a head start with survey templates written by our research experts.
Need help with the Attest platform? Get answers and chat with the team.
Welcome to Attest Explains! In this series we explore the wonderful world of market research, to help you better understand it, use it and ultimately grow your business as a result of it.
Every year at Attest we dig into the consumer behaviour trends that are shaping the media and advertising landscape, so that marketers can know where and how to reach their customers.
If you’re wondering which social media platform is the hottest with Gen Z, or who’s watching the most live TV, here are the key media consumption trends for the UK in twenty twenty one.
It’s Gen Z!
We found that eighteen to twenty-five year olds are most likely to pay for the media they consume, with thirty-eight percent having a paid content subscription.
So if you’re hoping to reach those younger audiences, subscription services should be part of your media plan.
It’s boomers who are dominating the live TV viewing figures. Thirty-three percent of boomers, currently aged between forty one and fifty six, say they watch three to four hours a day. And twenty-six percent watch five hours or more a day.
It’ll probably come as no surprise to learn that younger people are the biggest streamers of TV, while millennials are more likely to spread their TV time across streaming and live broadcasts.
And Netflix is the top streaming platform for Gen Z, with a hefty eighty-two percent using it.
Thirty-eight percent of millennials listen to a podcast at least once a week, and ten percent say they listen daily.
We found that the most popular shows seem to reflect the typical millennial life stages, focusing on marriage and children.
This newer media channel seems to be growing in importance, and is a strong avenue to explore for your ad budget.
In twenty twenty one, Gen X claims to be less likely to read physical newspapers and magazines than millennials. And it’s Gen Xers who are most likely to say they don’t read printed publications at all – forty-one percent never read a newspaper.
So when thinking about your targeted campaigns, printed publications might not be quite right for the forty one to fifty six age range.
People have talked about a decline of Facebook in younger groups, and our research backs that up. Sixty-eight percent of Gen X – more than any other generation – say they use Facebook daily, while Gen Z is more likely to be found on TikTok.
Knowing which platforms your customers are on is crucial when you’re planning your organic and paid social media spend
When you know how audiences consume content, you can use this knowledge to inform your marketing strategy and media buying.
Make sure to download our full Media Consumption Report from the link in the description to find out all the insight you need.
Get the latest UK media trends
Learn where your customers are and how you can reach them with our full 2021 Media Consumption Report
Senior Content Marketing Manager
15 min read
5 min read
1 min read
Fill in your email and we’ll drop fresh insights and events info into your inbox each week.
* I agree to receive communications from Attest.
You're now subscribed to our mailing list to receive exciting news, reports, and other
Thank you for registering. Please keep an eye on your emails for further information.