Gen Z prefer social to consumer media

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 23, 2021, 1:06 PM UTC

Publishers looking to pursue Gen Z must introduce their brand to them first.

Despite Gen Z accounting for a sizable portion of the market, many businesses and media companies find the generation mysterious. According to Reuters Institute’s study, the top apps that Gen Z use are Instagram, WhatsApp, YouTube, and TikTok.

However, no news apps were in the top 25 across this cohort. Further, Gen Z are twice as much reliant on smartphones, compared to consumers over 45. When it comes to news, 57% of US Gen Z use social media to get the morning news, as per Pew Research.

41% of US adults aged 18-29 prefer social media to get political news. Over 90% of US Gen Z watched Snapchat shows in 2020. Gen Z has pivoted from brand logo to staff “that make up the brand itself”, notes Nick Cicero, from Conviva.

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