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.
[3 minute read