The Top 15 Sites Millennials & Gen Z Are Reading

Where on the internet are young consumers spending their time? We asked what sites they’re reading regularly…

For years, the magazine has been reinventing itself in the wake of the digital era—cutting back on publishing and moving to the social spaces young consumers spend their time on. Titles like Teen Vogue and Self are cutting back on print and focusing on creating social-only content like Snapchat pop-up channels and Facebook Live shows. When we ask young consumers what subscriptions they pay for, only 13% of 13-36-year-olds tell us they pay for a physical magazine subscription. Their reading has shifted online—certainly to social media, where they’re doing everything from getting fashion inspiration to consuming entertainment—but also to digital publications.

And there are a lot vying for their attention. Traditional news sources and magazines have pivoted to focus on their digital offerings as the draw for young consumers, and digital native content sites are in a constant race for clicks from Gen Z and Millennials. Back in 2014, Digiday reported that Millennial-targeted sites, from BuzzFeed to Upworthy, were on the rise in reaction to the generation’s disillusionment with traditional news sources. But where is their online attention being grabbed today? In our most recent survey on entertainment, we asked 13-36-year-olds, “What websites do you visit/read regularly? (Other than social media sites.)”* Here are their top 15 responses, ranked:   

*This was an open-end response question to allow us to capture the full range of sites that Gen Z and Millennial consumers are reading—without our preconceived ideas shaping their responses. As with any qualitative question, the responses include those that are top of mind and those that are most popular. The lists are ordered according…

 
 

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The Newsfeed

Quote of the Day: “[It’s Always Sunny in Philadelphia is] my favorite satirical/dark comedy for the past 12 seasons and it hasn't dipped in quality since.”—Male, 21, NY

Nike’s new store puts mobile use at the center of the experience. Using geo-fencing, Nike knows when a customer walks into their 68,000 square foot space and changes the app accordingly. Users can see tailored content and offers, book styling appointments on-site, scan mannequins to have product delivered to their dressing room, and more. Based on the success of similar stores in L.A. and Shanghai, Nike execs hope their new flagship will build up Nike’s Brandom, and drive app downloads in the process. (Ad Age)

Jell-O is rolling out edible slime kits. Their Unicorn and Monster kits cash in on the slime trend, which has been booming in the anxiety economy for at least three years. Elmer’s, Cra-Z-Art, and Nickelodeon were all quick to tap the trend for marketing and products while Jell-O is a little late to the party. But considering that 82% of teens told Ypulse last year that they’ve participated in at least one trending activity to relax, there might still be time to capitalize. (Vox)

BuzzFeed is getting into the retail game, with plans to open family-focused stores across the country, starting in NYC. The brick-and-mortar venture, called Camp, will sell toys and apparel to Millennial parents and their kids, and the first is scheduled to open in time to capture some holiday spending. The concept is copying Story by changing up products and experiences every eight to 12 weeks, because, “we want to deliver adventure every time they come to the store.” (Ad Age)

Pharma companies are using influencers for social media marketing. Wego is a platform that connects patients with social media followings to pharmaceutical companies for marketing activations, like posts about drugs and devices. One company at least has seen success using the approach: Sunovian's earned media impressions surged from fewer than 100,000 to more than 13.2 million after working with Wego. The biggest caveats to that cashflow could be abiding by FDA regulations and contending with “a myriad of ethical issues." (STAT)

Eighty-five percent of Millennials have purchased a product after viewing a branded videoThat’s nearly 10% higher than the adult average for the U.S, U.K., and Australia, according to Brightcove. In addition, 56% ranked videos as more engaging than any other marketing materials and 46% said its their favorite form of brand communication. They're also seeking Shoppable content: 30% said they're interested in videos containing purchase links. (Marketing Charts)

Quote of the Day: “Black-ish is my favorite show on air because it's informative, funny, relatable, and political…I know that I'll be entertained and maybe even learn something new or think critically about certain issues.”—Female, 22, PA

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