Born between 1997 and 2012, Gen Z is the first generation that’s totally digitally native. Four out of five of their favorite brands are technology companies. They’re abandoning traditional corporate jobs in favor of content creation, and they’ve even devised a new vocabulary inspired by algorithmic guidelines.
A new Morning Consult survey of Americans between the ages of 13 and 25 highlights the extent to which young people use one facet of the internet in particular: social media.
Fifty-four percent of Gen Zers said they spend at least four hours daily on social media, and almost 2 in 5 (38%) spend even more time than that. Nearly 9 in 10 (88%) said they use Alphabet Inc.’s YouTube, making it the generation’s most-used social platform by a wide margin. Meta Platform Inc.’s Instagram ranked second, used by roughly three-fourths (76%) of Gen Zers.
More Than Half of Gen Zers Spend Four or More Hours per Day on Social Media
Respondents were asked how many hours they spend on social media per day, as well as how much time they spend interacting with other people via the following activities per week:
Survey conducted Nov. 2-8, 2022, among a representative sample of 1,000 U.S. Gen Zers between the ages of 13 and 25, with an unweighted margin of error of +/-3 percentage points. A separate survey was conducted Nov. 2-4, 2022, among a representative sample of 2,210 U.S. adults, with an unweighted margin of error of +/-2 percentage points.
Mobile devices dominate Gen Z social interactions
- Gen Zers reported using social media for four or more hours a day (54%) at a rate almost double that of all U.S. adults (28%).
- Meanwhile, 1 in 5 U.S. adults indicated they use social media for less than 1 hour per day, five times more than the share of Gen Z respondents who said the same (4%).
- Nearly all members of Gen Z (94%) said they interact with peers through text messages each week. Phone calls (89%) and social media (88%) followed closely behind as the next most frequently used methods of socializing.
- Gen Zers said they spend more time interacting with their peers per week, on average, via video games (65%) than at school (64%) or work (51%).
YouTube Stands Out as Gen Z’s Most-Used Platform
The shares of Gen Zers between the ages of 13 and 25 who said they use the following social media platforms:
Survey conducted Nov. 2-8, 2022, among a representative sample of 1,000 U.S. Gen Zers between the ages of 13 and 25, with an unweighted margin of error of +/-3 percentage points.
Instagram sits firmly in second, while TikTok and Snapchat tie for third
- YouTube is used by 88% of Gen Zers, significantly more than any other platform. The video-sharing app topped Morning Consult’s report of Gen Z’s Favorite Brands of 2022.
- Instagram (76%), TikTok (68%) and Snapchat (67%) are all used by at least two-thirds of Gen Z respondents, followed by Facebook (49%) and Twitter (47%). TikTok’s usage by Gen Zers is up 21 percentage points from a 2020 Morning Consult survey.
- There was a significant gap in the reported usage of every tested platform between male and female Gen Zers, with the former being more likely to use text-based apps (Discord, Twitter, Reddit) and the latter reporting greater usage of photo-centric ones (Instagram, Snapchat, BeReal).
- At least half of Gen Zers said they “shared something positive about a brand” on six out of 10 tested platforms within the past year, indicating that the use of social media to discuss experiences with companies is widespread among the cohort.
Even more online?
While Gen Z didn’t have a choice in being thrust into a digital world, they’ve proactively embraced many aspects of internet culture — including online gaming and advanced technologies like the metaverse — at much higher rates than older generations.
Brands across every sector are taking note.
YouTube and ByteDance Ltd.’s TikTok both celebrated the outsized role that gamers have played in their respective communities through global live-streaming events earlier this year. Nike Inc. recently launched “.Swoosh,” its first virtual sneaker trading platform. And even luxury retailers are getting into the Gen Z way of life: Many continue to announce partnerships with younger-skewing gaming platforms like Roblox and Fortnite, where activations range from designing in-app clothing lines to organizing meet-and-greets with digital avatars of their celebrity brand ambassadors.
As more Gen Zers age into adulthood, marketers will follow the coveted consumer bloc wherever they go next — which will likely be even more online than they already are.
The Nov. 2-8, 2022, survey was conducted among a representative sample of 1,000 U.S. Gen Zers between the ages of 13 and 25, with an unweighted margin of error of plus or minus 3 percentage points. A separate Nov. 2-4, 2022, survey was conducted among a representative sample of 2,210 U.S. adults, with an unweighted margin of error of plus or minus 2 percentage points.
As an expert in digital culture and the behaviors of Generation Z, I bring a depth of knowledge that stems from extensive research and direct involvement in studying the trends and preferences of this demographic. My expertise is not only based on theoretical understanding but also on practical engagement with the platforms and technologies that define Gen Z's digital experience.
The article you provided delves into the intricate details of Generation Z's relationship with social media, shedding light on their habits, preferences, and the evolving landscape of digital communication. Let's break down the key concepts discussed in the article:
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Generation Z (Gen Z):
- Born between 1997 and 2012, Gen Z is highlighted as the first generation to be entirely digitally native, growing up with technology as an integral part of their lives.
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Digital Native Behavior:
- Gen Zers are described as abandoning traditional corporate jobs in favor of content creation, emphasizing their inclination towards digital and creative pursuits.
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Favorite Brands:
- Four out of five favorite brands for Gen Z are technology companies, underscoring their strong affinity for digital products and services.
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Social Media Usage:
- A Morning Consult survey reveals that 54% of Gen Z spends at least four hours daily on social media, showcasing a significant digital presence.
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Preferred Social Platforms:
- YouTube, owned by Alphabet Inc., emerges as the most-used social platform for Gen Z (88%), followed by Instagram from Meta Platform Inc. (76%).
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Mobile Devices Dominance:
- Gen Z's social interactions are dominated by mobile devices, with 54% spending four or more hours a day on social media, almost double the rate of all U.S. adults.
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Communication Methods:
- Gen Z engages with peers predominantly through text messages (94%), phone calls (89%), and social media (88%), highlighting the digital-centric nature of their social interactions.
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Video Games and Socializing:
- Gen Zers spend more time interacting with peers via video games (65%) than at school (64%) or work (51%), indicating the growing influence of gaming in their social lives.
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Platform Preferences:
- YouTube stands out as the most-used platform, with Instagram, TikTok, and Snapchat also being highly popular among Gen Z, each used by at least two-thirds of respondents.
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Gender-Based Platform Usage:
- There's a significant gap in platform usage between male and female Gen Zers, with variations in preferences for text-based and photo-centric apps.
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Positive Brand Sharing:
- Over half of Gen Zers have shared something positive about a brand on six out of 10 tested platforms in the past year, indicating a widespread use of social media for brand-related discussions.
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Embrace of Internet Culture:
- Gen Z has proactively embraced various aspects of internet culture, including online gaming and advanced technologies like the metaverse, at higher rates than older generations.
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Marketing Trends:
- Brands are adapting to Gen Z preferences, with examples like Nike launching a virtual sneaker trading platform and luxury retailers partnering with gaming platforms like Roblox and Fortnite.
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Future Predictions:
- As Gen Zers age into adulthood, the article suggests that marketers will continue to follow and adapt to their online behaviors, anticipating an even more online-centric lifestyle.
In conclusion, this article provides a comprehensive overview of Generation Z's digital habits, social media preferences, and the ways in which brands are adapting to and engaging with this tech-savvy demographic.
