Gen Z Is Limiting Screen Time: Here’s How Brands Reach Them

Key Takeaways

Direct mail marketing still works—91% of Gen Z purchased it in 2024.
Multi-channel marketing matters—campaigns combining offline and digital channels get 39% more attention.
Digital detox is trending—searches for “digital detox ideas” rose 72%, and “digital detox vision boards” skyrocketed 273%.
Gen Z has influence—they impact 77% of family purchasing decisions, making them a crucial demographic for marketers.

Gen Z’s Shift: From “Always Online” to Digital Detox

We’ve all heard the stereotype: “Kids today are glued to their phones.” While it’s true Gen Z grew up in the digital era, new data shows a surprising twist: they’re actively trying to unplug.

81% of Gen Z adults (and 78% of Millennials) wish they could disconnect from digital devices more easily.
74% say real-life experiences matter more than digital ones.
46% already limit their screen time, with 17% doing so daily or most days.

This isn’t just talk. On Google, searches for “digital detox ideas” are up 72%, while “digital detox vision boards” exploded by 273% in the past year.

For marketers, this shift creates both a challenge and an opportunity: How do you reach a generation that’s reducing screen time while still driving trends online?

Why Gen Z Still Matters for Your Business

Gen Z may not yet be the largest U.S. demographic, but their spending influence is massive:

They directly spend $360 billion annually in the U.S. (Bloomberg, 2024).
They influence 77% of household spending, from groceries to tech.
Their values of sustainability, authenticity, and inclusivity shape purchasing across industries.

If you’re ignoring them, you’re ignoring the future of consumer behavior.

Two Proven Strategies to Reach Gen Z

1. Go Offline With Direct Mail Marketing

Surprisingly, offline marketing feels fresh to Gen Z. In a digital-first world, physical mail grabs their attention:

72% of Gen Z say they’d be disappointed if they stopped receiving mail.
91% made a purchase based on a direct mail piece in 2024.
Our data analysis: $253.54 earned per direct mail lead vs. $41.60 per digital lead (a 500% ROI increase).

Why it works:

Tangible and memorable in a digitally saturated world.
Modern personalization (first names, purchase-based product images, and QR codes).
Direct mail automation makes it trigger-based, like retargeting ads.

Example: A shopper abandons a cart online → receives a postcard 2 days later featuring the same product and a 15% discount code → conversion skyrockets.

Direct mail isn’t “old school” anymore—it’s retro cool and highly profitable.

2. Diversify With Video + Multi-Channel Marketing

Even with reduced screen time, Gen Z still dominates video platforms:

60% of TikTok users are Gen Z, and they spend an average of 95 minutes per day there.
51% visit YouTube daily.
Streaming platforms (Netflix, Hulu, and Amazon Prime with ads) are Gen Z’s new “TV.”

In our campaigns:

Repurposing case study videos into short TikTok/Instagram ads led to doubled leads (105% increase) in one year.
Combining video ads with direct mail and Connected TV (CTV) created a “surround sound” effect where prospects saw us everywhere.

Comparison: Digital-Only vs Multi-Channel Marketing

Strategy	Attention Rate	ROI Potential	Example Impact
Digital-Only (Social Ads)	Moderate	Lower	$41.60 per lead
Offline-Only (Direct Mail)	High	Higher	$253.54 per lead
Multi-Channel (Mail + Video + CTV)	39% more attention	Highest	Shorter sales cycle, stronger brand recall

The future isn’t either/or. It’s integrated marketing, where direct mail, digital ads, and video work together.

Final Thought: Attention Is the Real Currency

Gen Z is signaling loud and clear: they want balance. They’re cutting back on endless scrolling, but they’re still highly engaged with authentic, meaningful, and well-placed marketing.

If you want to win with this generation:

Don’t just chase trends.
Get creative offline.
Double down on video storytelling.
Integrate campaigns across channels.

That’s how you’ll break through the noise—and future-proof your marketing.

FAQs

1. Why is Gen Z reducing screen time?

Gen Z is prioritizing mental health, real-life experiences, and balance. Many actively practice digital detoxes to reduce stress.

2. Does Gen Z really respond to direct mail?

Yes—91% made purchases from it last year. Physical mail feels personal and novel in a digital-heavy world.

3. What kind of video content works best for Gen Z?

Short-form (TikTok, Reels), authentic storytelling, behind-the-scenes content, and cause-driven campaigns outperform polished corporate ads.

4. How much influence does Gen Z really have on family spending?

Studies show they influence up to 77% of household purchases, making them critical to family-centered brands.

5. Should businesses focus more on offline or online marketing?

Neither alone is enough—a multi-channel approach (offline + video + digital ads) is 39% more effective than single-media campaigns.

46% of Gen Z Is Limiting Screen Time: Here’s How Brands Reach Them Online and Offline