Sky study finds Gen Z increasingly speeds up online content

Gen Zs are so time-poor they are listening to voice notes and other media at double speed, a study has found.

A poll of 2,000 adults found 50% of those aged 18 to 29 speed up voice note playback all or most of the time, and 33% do so with TikTok and Instagram videos.

The habit appears to be growing, with half of Gen Z (50%) having increased playback speeds more often than they did two years ago.

While 30% of those surveyed admitted some videos now feel too slow to watch at their normal speed.

The research commissioned by Sky Broadband found putting life on fast-forward also extended beyond social media, as 33% skimmed long articles for key information and 26% checked restaurant menus before dinner to decide what they want.

Others admitted to racing through everyday tasks too, with 19 per cent power walking around the supermarket.

More than three quarters (76%) of Gen Z admitted to skipping through content, compared with 53% of Millennials.

This fell to just 23% of Gen X and 12% of Boomers with 60 per cent of those 18-29 happily owning the title of the most impatient generation when consuming content.

Tapping into the nation’s need for speed, Sky Broadband, which provides broadband speeds of 5Gbps, has teamed up with Britain’s fastest woman, Amy Hunt.

Which daily tasks do you try to speed through? (Image: Joe Pepler/PinPep)

The internet provider created a mockumentary-style film that sees her race through everyday moments while the world struggles to keep up.

Hunt said: “When you train for a living, every second counts, so patience has never really been my strong suit. I like to think I live life at 2x speed.

“Whether that’s on the track or watching something on my phone, I’m always looking for the fast-forward button.

“This film has fun with that, because when you’re used to moving quickly, waiting for everything else to catch up can feel like a lifetime.”

This frustration is particularly apparent online, with 23% annoyed by waiting for apps to update, 17 per cent by video game refreshing and 16% by slow-loading social media content.

While Brits are taking more control over how quickly they consume content, their patience for delays appears to be wearing thin.

And for many, attention is lost in a matter of seconds, with more than a fifth (22%) abandoning content if it fails to grab them within five seconds or less.

Nearly one in five Millennials (19%) find waiting for their broadband more frustrating than queuing at the shops, while 18% of Brits say getting used to instant access has made waiting more frustrating than it used to be.

But it’s not all down to impatience, as 21% used faster playback to get through educational material more quickly.

A further 16% sped up or skipped videos to fit more useful material into their day, while 20% of Gen Z said it helps them feel more in control of their time.

Yet some moments are still worth savouring, with 56% preferring to watch a favourite TV drama or eagerly anticipated film at its original pace, where pauses and tension are part of the appeal.

However, some would rather avoid things altogether, including long stories where they wish someone would get to the point (26%) and videos shared with instructions that they must watch (18%).

Almost half would also happily skip sitting in traffic (48%) or being put on hold (48%).

As waiting for delayed flights or trains (43%) and supermarket queues (40%) came out among the other everyday frustrations Brits would happily fast-forward through.

Ben Case, Managing Director of Connectivity at the internet provider, said: “Life moves fast, and your broadband should keep up.”

Gen Z’s guide to speeding through life

1. Skip adverts to get straight to the content
2. Skip TV programme intros
3. Speed up TikToks, Reels or other short-form videos
4. Skim long articles for the key information
5. Fast forward TV recaps
6. Speed up tutorials or watch at double speed
7. Checking the menu before arriving at a restaurant
8. Walking up the escalators rather than standing still
9. Stopping the microwave with one second left
10. Powerwalking through a supermarket

Do you speed up content or daily tasks to save time? Let us know in the poll above or in the comments below.