Nairobi — More than half of millennials consuming news are keen on reporting covering wealth creation and how to become financially independent.
A new report on consumer trends published Monday suggested 61 percent of Generation Z and millennials want the media to feature more stories about making money.
The report dubbed 'media consumption in an evolving digital world: millennials and digital natives' consumption habits and implications for legacy media in east Africa' by Aga Khan University Graduate school of Media and Communication; Media Innovative Center was released on Monday.
Financial independence and saving money topped preferences at 56 and 37 percent respectively.
"The top three mentions by the respondents indicate that 61% would want the media to cover more content on making money, 56% want content on how to become financially independent, while 37% would desire content on saving money and the needs of their families and friends," the report revealed.
"These millennials are ambitious and serious about wealth creation and see the media as not doing enough in terms of providing content that addresses two critical issues in this area: making money and how to become financially independent."
Career-relevant news
The report also indicated that the Gen Zs want such information from media because owing to its relevance to top two career and life goals, which are obtaining their ideal employment and amassing wealth.
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The report added that, 76 percent of the millennials and Gen Zs rely on TV stations for general information, followed by social media at 74 percent and radio stations at 55 percent.
Newspaper stands, news media websites, and digital native media outlets are not commonly depended upon by the group although the statistics suggest that a sizable portion of millennials and Gen Zs rely on them.
"TV is the top platform relied on for general information, with 76% of the millennials and Gen Zs indicating that they rely on TV stations for general information, followed by social media (74%) and radio stations (55%)," states the report.
According to the report, nearly all the participants agreed that, in addition to general information, social media gives them access to entertainment, news, gossip, and opportunities for connection with friends and family that legacy media does not.
It further mentioned that Gen Z and millennials feel that legacy media platforms are archaic and hardly allow for flexibility.
According to the survey, if the media wants to reach this important group in Kenya, it is crucial that it understands the motives of millennials and Gen Zs as a foundation for developing methods for satisfying them.
