In fact, while the two generations score equal figures for the majority of the social media usage motivations we track, they stand apart not just for killing time, but for finding content. One key reason is that they use social media to fill up their spare time – much more so than millennials. We’ve seen already that Gen Z love social, and spend longer on it than any other generation. The appeal of these “younger” apps, as well as this audience’s fondness for photos and bite-sized content, is highly relevant too. This trend becomes particularly apparent in a key market like the US, where Gen Z have a 20-point lead over Millennials for using Evan Spiegel’s app. Gen Z are less likely to be Facebooking and more likely to be Snapchatting The mobile-centric nature of Gen Z also drives their engagement with particular platforms.įacebook and YouTube may still attract the biggest Gen Z contingent but Gen Zers are slightly less likely than millennials to be Facebooking, Pinteresting or Tweeting, and more likely to be Instagramming and Snapchatting.
Their attachment to mobile is a clear contributor to this, promoting an anytime, anywhere type of social engagement. However, Gen Z devote longer each day to social media than their older counterparts, averaging nearly 3 hours (vs 2 hrs 39 mins for millennials). Gen Z visit about the same number of social platforms/apps as millennials – an average of 6.5 each month. Interestingly, they are also a little behind for online TV/streaming, but that’s partly because of their love of all things social and all things video – which leads to a demand for short bite-sized content. They spend longer than millennials on music streaming (a very mobile-friendly activity) and also devote around 20 minutes less per day to broadcast TV. The mobile-first mindset of Gen Zers has a profound impact on their other media behaviors.
Gen Z stand apart from the equally mobile-centric millennial generation for having crossed the mobile tipping point – meaning they spend longer on their phones each day than on all other devices combined. While there are plenty of common behaviors and attitudes which unite the two groups, here we outline six things about Gen Z that all marketers should have on their radar in 2018.
Gen Z is now attracting the type of attention that has long been bestowed on millennials, but with little separating Gen Zers (16-20) from the youngest millennials in age, how different are these two target audiences?ĭo Gen Zers really have defining characteristics distinct from those of their millennial counterparts?
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