How Gen Z uses social media?
Generation Z (also known as "Gen Z" or "Zoomers", age 18-24) is a digitally savvy generation. In fact, the majority of these digital natives have been using social media for more than half of their life.
This social media-savvy generation reflects a shift in the way people use social media. According to The Harris Poll, on behalf of Sprout Social, surveyed over 1,000 US consumers to understand how they use social media today, Sixty-six percent of Gen Z consumers state that social media is an essential part of their lives, but their reasoning is unique. The most common reason Gen Z uses social media is to kill time, making them the only generation to prioritize this over-communicating with family and friends.
Gen Z’ favorite social media platforms now
Social media has never been as important to young consumers as it is now. Stuck at home and separated from friends, they’re more reliant on social networks than ever before to connect, distract, and comfort them. While the negative effects of social media on Generation Z were hotly contested prior to the outbreak of the pandemic, they have certainly served as a resource for young people struggling with upheaval and isolation.
Their use of social media has also altered. According to a recent survey on the social media usage of YPulse, Gen Z spends closer to six hours per day on the platform. Their interaction has increased, though not across all platforms. In fact, daily use of some of the most popular social platforms has dropped, while lesser platforms have taken over time and attention. Take a look at the picture below:
There is a clear shift that we can realize. All over the world, Gen Z is flocking to TikTok. TikTok has become a popular platform among young people of all ages, not just Gen Z teenagers.
What do Gen Z consumers expect from brands on social media?
Gen Z is eager to interact with brands beyond the storefront. According to The Research of Sprout Social, highlight that:
64% of Gen Z consumers expect a more personalized experience on social media based on previous interactions.
61% of Gen Z consumers want companies to know them better based on their social media activity.
52% of Gen Z consumers expect companies to read and analyze their social media posts.
Gen Z shoppers expect businesses to use their data to create a level of familiarity that mimics the in-person shopping experience without being invasive or overbearing. Keeping this balance in mind can build trust and loyalty among this coveted audience.
The way businesses communicate with customers has changed dramatically thanks to social media. There are also social media trends that will undoubtedly continue after the pandemic. As adoption continues to rise, businesses must be more deliberate about who they're trying to reach and how they're reaching them.