How often do you update your social media pages and publish new website content that is useful to your followers? If you wait to get in the mood before working on them, you could be missing out on the opportunity to increase engagement and conversion. A new study that was conducted by software company Adone revealed that online consumers are drawn to brands that create authentic and relevant content. This is especially true for Generation Z who spend nearly half of their waking hours online. The company surveyed 1,000 consumers to study their content consumption habits and found that Gen Z read, watch and share content online for 10.6 hours, while their millennial counterparts spend 8.5 hours doing practically the same thing. Moreover, mobile turned out to be their favourite tool for consuming information online, spending an average of 5.9 hours every day. But because of the proliferation of fake news, only a small percentage of young people share content. 58% of the respondents say they would share something posted by a family member or friend, 29% would share content from a YouTube star, and 19% say they would if information comes from a publishing source. Potential gains from satisfying Gen Z’s appetite Who doesn’t appreciate a piece of well-written content or an absorbing subject matter on a YouTube video? Online content is basically the digital equivalent of sales associates in bricks-and-mortar shops. eCommerce businesses should carefully craft what they roll out on their website and social media pages, making sure that it gives potential customers a wonderful experience. Such material prompts online consumers to take a positive action; 46% of UK consumers say it would trigger them to make a purchase, 24% say they would share it, while 21% say they would subscribe to the email list of the brand behind it. However, if there is good content there is also a crappy one that bears the following qualities which, for many customers, are big turn-offs: Content that is badly written (49%) Irrelevant (44%) Poorly designed (35%) Paying attention to the devices people use in consuming content is just as important as the information and the manner in which it is presented on the Web. 79% of Adobe’s respondents say they would like to use a home entertainment streaming device to consume online content, 63% of them prefer a voice assistant, while 51% aspire for connected home devices. Technology is really advancing at the speed of light, and hence online businesses have no choice but to keep up. However, don’t lose sight of the fact that it’s pointless to be available on the latest device if your content is immaterial. John Watton, senior marketing director at Adobe EMEA, explains it better below: “Whether it’s across social, online, blogs, or email communications, branded content has to be well-designed, optimised for the device, and offer a genuine experience that goes beyond selling products. Brands that succeed will drive customer acquisition and loyalty; those that don’t will see customers swipe their screen in search for content that offers them a better experience.” So how are you satisfying the insatiable appetite of Gen Z?