Generational Content Consumption

For Mozilla, understanding content consumption trends by generation holds significant business value and user-centric motivations. It ensures that Mozilla remains competitive by continuously improving its products and introducing features that resonate with different age groups and enhances user satisfaction and loyalty while distinguishing Mozilla's offerings in a crowded digital landscape. It also identifies disparities in access, digital literacy, and online safety among different age groups, empowering the organization to advocate for policies and initiatives that foster a more equitable digital ecosystem. Anticipating future shifts in content consumption behaviors allows Mozilla to adapt its products and services proactively, aligning with emerging technologies and user expectations. This forward-thinking approach ensures that Mozilla remains at the forefront of innovation, continuously meeting the evolving needs of users across different generations.

Background

  • Explore discovery habits Understand how different generational cohorts discover content to consume, examine the various platforms and channels they rely on for media discovery

Research Objectives

  • Analyze consumption patterns Investigate how each generational group engages with content they find, aiming to uncover distinct patterns in usage, frequency, and preferred platform.

  • Examine sharing dynamics Explore how and why each generational group shares the content they consume, understanding motivations behind sharing and their preferred methods.

  • Large Scale Survey

  • Userzoom panel

  • Mix of demographics to ensure a diverse voice

Methodologies

  • Revealed insights into how different generational cohorts discover content across various platforms and channels.

Success

  • Unveiled distinct usage behaviors, frequencies, and preferred platforms among each generational group.

  • Provide understanding of motivations and preferred methods for sharing content within each generational cohort, offering valuable insights into audience engagement and interaction.

  • Prioritized the implementation of multi-media support, e.g. videos, podcast, and memes to appeal to a younger, more tech centered demographic.

Impact

  • Cross-generational Focus Group. This interactive session enabled opportunity to compare and contrast the media consumption behaviors of different generational cohorts within a controlled environment. By identifying both commonalities and distinctions, we can unearth trends that transcend generational boundaries, as well as unique behaviors specific to each group.

  • Created a supplemental Qualitative Study to delve into the underlying motivations and emotions that drive media consumption and sharing behaviors.