Navigating the Digital Playground: Understanding Gen Z's Social Media Habits

Being true digital natives and incorporating social media into everyday behaviors is the only way of life that Generation Z knows. Born between 1997 and 2012, this generation is driven, diverse, and overly intelligent. They are the first to be born with technology at their fingertips - literally - and know social media as a way of communication, and a platform to consume entertainment in every form. 

Exploring Gen Z's Digital Hangouts

Morning Consult, a data-decision intelligence company, surveyed 1,002 Gen Z respondents between the ages of 13 and 26, seeking their opinions on major social media topics. The report highlights the following: 

  • YouTube emerges as the top platform, with over 80% of Gen Zers dedicating their screen time to it.

  • Instagram follows closely behind at 75%, signaling its constant relevance. 

  • TikTok and Snapchat trail not far behind, with 69% and 63% engagement, respectively.

  • There’s a notable dip in Facebook and X 

Time spent online is not merely a metric, it's a testament to Gen Z's digital native status. While there's been a marginal decrease from the previous year (38%), a staggering 35% of Gen Zers still dedicate over four hours daily to social media consumption — a large percentage compared to the 19% of adults who are using social media. The allure of entertainment and the art of scrolling remain pivotal drivers, with messaging and communication trailing closely behind. 

Delving deeper, the report uncovers intriguing reports on platform preferences based on gender. Male Gen Zers gravitate towards the realms of YouTube, Discord, and Twitch, while their female counterparts hold court on Instagram, TikTok, Snapchat, and Facebook.

Crafting the Narrative: Strategies for Brands 

Gen Z's notably entertainment-centric personality is receptive to new brands, with reviews, hauls, and Get Ready With Me (GRWM) videos holding considerable influence over their preferences, behaviors, and ultimately purchasing decisions.

The key for brands lies in the art of seamless integration—crafting authentic narratives that resonate with Gen Z's discerning sensibilities. Whether through innovative collaborations with influencers or engaging tutorials, authenticity remains paramount. This is especially the case in a world where Gen Z is increasingly prioritizing sustainability. 

Embracing the Digital Renaissance

As we stand on the precipice of a digital renaissance, 2024 stands out as an opportune moment for brands to embrace experimentation and innovation. One more important consideration to keep in mind with the emerging trends in Gen Z's behaviors and preferences, they're not a one-size-fits-all group, especially with the trends changing quickly, and social media information being available to consumers instantly. 

In the ever-evolving era of brand-consumer relationships, understanding and embracing Gen Z's digital footprint is not merely a choice—it's a necessity.

CIIC PR