In the last article, we looked at Gen Z’s very heavy music consumption on their smartphones, and their willingness to pay for online music services.
In this article, we want to focus on another main activity Gen Z does on their smartphones: engage with others on social media.
Here the patterns are very different from Millennials. In response to the question, "Which of the following social media sites have you used in the past month?” the results were:
Facebook - 49% Gen Z vs. 73% Millennials
Instagram - 46% Gen Z vs. 32% Millennials
Snapchat - 48% Gen Z vs. 28% Millennials
Twitter - 13% Gen Z vs. 14% Millennials
Let’s dig deeper into the older two networks first, Facebook and Twitter.
As we can see from the Facebook statistics, this network has taken a big hit amongst younger people. It tends to be viewed as a place where their grandparents hang out. Of those who do actually use it, the main reason is to keep in touch with family and friends. Gen Z gave this response in 71% of cases, compared with Millennials at 68%.
Many young people can connect with distant relatives and probably grew up with it as a family account that everyone shared in order to post pictures of family occasions and so on.
Other main uses cited include:
* Direct messaging (51%)
* To check what is trending (43%)
* Read others' opinions (influencer marketing) (41%)
* Share articles I like (40%)
* Find ideas/inspiration (35%)
* To express my own voice (34%)
* Live or breaking news (33%)
All of these percentages were higher than that of Millennials, particularly direct messaging and reading others’ opinions.
Facebook’s direct messaging, Messenger, has been updated recently and is also now an ad opportunity. It might be possible to use it as an effective marketing tool to capture the attention of Gen Z.
In terms of reading others’ opinions, so-called influencer marketing can also be a great opportunity for business owners who can position themselves as an expert in their niche, or work with influencers. One of the easiest ways is to follow them, and then contribute likes, shares and helpful comments.
In the next article, we will look at how Gen Z uses Twitter.