Instagram and TikTok are both popular among Gen Z, but this generation shows a preference for one over the other for certain social activities, like viewing Stories and direct messaging.
Report
| Jan 8, 2024
Which platforms are Gen Z’s top choice for key social media activities? Our proprietary survey sheds light on how they spend their social media time.
Report
| Sep 25, 2023
The number of Gen Z social media users continues to rise, but it’s baby boomers who are fueling growth on TikTok and Snapchat.
Report
| Jul 26, 2024
Gen Z is redefining search. Platforms like TikTok and YouTube are encroaching on Google’s territory as Gen Zers use social networks to look up tutorials, trends, and more.
Report
| Feb 20, 2024
Article
| Aug 15, 2024
Article
| Aug 26, 2024
Gen Zers are more than twice (42%) as likely than the average (20%) to buy holiday gifts directly through social media in 2024, according to May 2024 research from Basis Technologies and GWI.
Article
| Aug 22, 2024
53.1% of US Gen Zers watch long-form videos on social media. That said, short-form content is more popular for the generation, watched by 61.6%, according to our October 2023 survey.
Article
| May 30, 2024
Gen Zers and millennials are increasingly turning to social media platforms for health-related information. Here’s the data you need to ensure your marketing campaigns are reaching these cohorts.
Article
| Jun 14, 2024
Influencer marketing is often associated with Gen Z and millennials, and for good reason. Nearly half of both generations are more likely to trust an ad featuring an influencer they trust, according to June 2024 data from Captiv8. But 79.8% of US Gen Xers and 53.9% of US baby boomers will use social media this year, per our May 2024 forecast. To ensure marketers seize the untapped potential for reaching these generations, we’ve compiled a generation-by-generation breakdown on how and where to reach them.
Article
| Jul 9, 2024
Gen Z and millennials shift to social media: Both cohorts prefer TikTok and Instagram over traditional search engines.
Article
| Jun 6, 2024
We look at the social media trends that hold Gen Zers’ limited attention spans.
Article
| Jun 24, 2024
he streaming service is expected to bypass the video-centric social media giant by 2026. Nonetheless, Netflix use is influenced by social media: 45% of Gen Zers choose what to watch based on trending content, according to Tubi.
Article
| Jun 11, 2024
As Gen Zers enter adulthood and increase their spending power, brands new and old are fighting for a larger share of their dollars. Here are three battles being waged for Gen Z consumers and how wellness, social media, and low prices are giving newcomer brands an edge.
Article
| May 14, 2024
On today's podcast episode, we discuss how young Gen Zers differ from older Gen Zers, the numbers that tell the story of teens' social media use, and how teens and parents approach screen time. "In Other News," we talk about whether 20-somethings saying "no" to TikTok is a big deal and whether a new push to ban TikTok is for real this time. Tune in to the discussion with our analysts Jasmine Enberg and Paola Flores-Marquez.
Audio
| Mar 18, 2024
Gen Z spends significantly on beauty products online while favoring in-store shopping for apparel. For groceries, this tech-savvy generation relies heavily on search engines and social media to discover new products. Additionally, the trend toward low- and no-alcohol beverages is gaining momentum, as many Gen Zers embrace initiatives like Dry January.
Article
| May 20, 2024
On today's podcast episode, we discuss the main ways that LinkedIn has changed, whether TikTok can steal significant Gen Z market share from them, and whether daily games is the right fit for the employment-focused social media platform. "In Other News," we talk about how marketers are preparing themselves for a potential TikTok ban and which of TikTok's new initiatives has the most potential. Tune in to the discussion with our analysts Jasmine Enberg and Minda Smiley.
Audio
| May 20, 2024
Chart
| Jun 1, 2024
Source: EMARKETER
Some of Gen Z’s favorite social media platforms claim a similar share of young users; but how they spend their time on the platforms vary, prompting marketers to align their strategies and investments accordingly. Instagram dominates direct messaging, while YouTube takes the lead on livestreaming and TikTok maintains its stronghold on short-form video. We delve into the three insights, with an actionable takeaway for marketers.
Article
| Mar 1, 2024
Streaming video and music top Gen Z adults’ media activities, but their digital lives aren't just about entertainment. The multitasking, multidevice cohort treats the intersection of media and technology as a lifeline for socializing and staying informed.
Report
| Sep 21, 2023
Mcommerce continues to defy the slump in online sales as people turn to their smartphones for savings and social media transforms Gen Z buying habits.
Report
| Sep 22, 2023
They feel they’re lagging behind others they see on social media, but they don’t understand exactly what financial goals to aim for.
Article
| Mar 22, 2024
Social media is an integral part of the digital lives of US consumers under age 18. What they see and how they behave on social also has real-world impact, which has resulted in increasing scrutiny from consumers and lawmakers.
Report
| Mar 8, 2024
B2B digital ad spending will continue to grow at a slower pace across key industries in 2023. More B2B buyers are millennials and Gen Zers, shifting ad buys from search to display, from Google to social media, and from desktop to mobile.
Report
| Aug 30, 2023
Some 28.9% of US social users ages 15 to 26 said they engaged in online communities, including groups, per our June 2023 “Gen Z Social Media” survey. Yes, but: Marketplace and Groups are two undermonetized spaces on Facebook, meaning Meta makes less money there than on the main feed, for example.
Article
| Aug 6, 2024