Generation ‘Z’ consumers are coming of age, and demanding a new approach from advertisers, according to a study by Kantar Millward Brown.

The WPP-owned research firm has surveyed more than 23,000 consumers in 39 countries to better understand the distinct behaviours of ‘Gen Z’– in other words, the group of near two billion global consumers, the oldest of which are now aged between 16 and 19.

The study, called ‘AdReaction: Engaging Gen X, Y and Z’, offers advice on how to connect with each generation across traditional and digital channels.

Among the characteristics to emerge, the report finds that Gen Z consumers are more passionate about music than Gen Y – otherwise known as Millennials – and 43% like “always on” access to music, compared to 30% of older peers.

Gen Z are harder to engage with for digital advertisers, and will, on average, skip ads three seconds faster than Gen X respondents, and are especially damning of “invasive” ad formats such as non-skippable pre-rolls.

And while Gen Z consumers are most likely to engage with brands on mobile device, they continue to consume traditional media: 51% watch an hour or more of TV each day, compared to 74% of Gen X.

Kantar Millward Brown also advises brands that Gen Z are “extremely design-conscious”, heavy users of social platforms, and oppose “homogenous” global advertising.

“Gen Z have grown up in an on-demand world of infinite choice, and this flavours their expectations of advertising,” said Duncan Southgate, global brand director, media and digital, at Kantar Millward Brown.

“They are much more attracted to ads that allow them to co-create or shape what happens, compared to Gens Y and X, who have a higher preference to link to more information about the brand.”