Gen Z is spending about 10 hours every day engaging with online content, according to a U.K.

Gen Z is spending about 10 hours every day engaging with online content, according to a U.K. study from Adobe. Not only do their 10.6 hours beat out Millennials’ 8.5-hour average, but Gen Z spends 5.9 hours of that time on their smartphones compared to Millennials’ 5.2. The study also reveals that both generations are open to the influence of branded content—as long as it’s done right. Forty-six percent of overall respondents said their purchasing decisions were influenced by branded content that “provides a good experience,” but 71% wouldn’t buy from a brand that has “badly written,” “irrelevant,” or “poorly designed” ads. (MarketingTech)