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A report by research body Morning Consult into Gen Z social media habits reveal a clear hierarchy of preferred platforms, with YouTube reigning supreme. The study indicates that over 80% of Gen Z individuals dedicate a significant portion of their online time to YouTube, making it the most-used platform within this demographic.
Claiming the second spot is Instagram, garnering a substantial 75% of Gen Z’s attention, dispelling any notions of the platform losing its appeal. TikTok closely follows at 69%, and Snapchat maintains a robust presence at 63%.
However, a noticeable decline in usage emerges when examining platforms like Facebook and X (commonly known as Twitter).
Remarkably, the report also highlights gender disparities in platform preferences. Male respondents show a greater inclination towards platforms such as YouTube, X, Discord, Reddit, and Twitch. Conversely, female Gen Zers lead the charge on Instagram, TikTok, Snapchat, and Facebook.
Even with a lower user base, Gen Z displays an affinity for relatable photo app BeReal. Morning Consult notes that 35% of Gen Z allocates over four hours daily to social media, signaling a slight decrease from the previous year’s 38%. In contrast, only 19% of U.S. adults dedicate such extensive time online, highlighting the distinctive social media usage patterns across generations.
Examining the primary motivations behind Gen Z’s social media engagement, the report indicates that 68% leverage these platforms for entertainment and scrolling, while 19% focus on messaging and communication.
Gen Z’s online presence is significant, and YouTube, Instagram, and TikTok are the platforms of choice. Notably, Morning Consult’s report reveals that Gen Z actively seeks out new brands more than any other generation, signalling a lucrative opportunity for brand exposure.
For brands aiming to tap into this demographic, the report suggests that engaging video content is key. Gen Z responds well to a fun, authentic approach that seamlessly integrates products. The rise of trends like TikTok’s “FaceTime” and collaborations between brands and influencers for subtle product placements underscore effective strategies.
However, caution is advised – Gen Z is discerning and quick to spot anything that feels forced. Authenticity is paramount, ensuring that content aligns with brand values and that products meet the discerning standards of this digital-savvy generation.
In contrast to older generations, the report concludes that Gen Z’s distinctive social media habits offer ample opportunities for brands to connect, market, and establish a meaningful presence online.
