Gen Z prefers community focused apps over feed apps for privacy, sense of belonging

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 22, 2022, 6:24 AM GMT+0

The latest Impero study found that data and privacy-minded Gen Z users are inching closer to community-centric social platforms to interact more confidently and learn about new causes.

Gen Z consumers are drifting away from traditional social media in the favour of inward-facing community platforms. About 65% of Gen Z respondents feel more confident online when using social apps like Discord or Twitch, over feed apps like Instagram and Twitter.

Similarly, 41% of Gen Z users perceive closed community platforms as private spaces. The study, which surveyed 350 Gen Z respondents, found that 70% of respondents joined a community for a feeling of belonging. About 66% of them did so for “voice” and 61%, for privacy.

By using social media, Gen Z has formed micro-communities to help mobilise support from new causes and issues. 81% of the respondents rely on online communities to learn about real-world issues and how they can get involved.

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