Do you know 82% of Gen Z consumers use social media to find new brands?
Welcome to the world of Gen Z and social media!
Gen Z, born between the mid-1990s and the early 2010s, is the first generation to grow up entirely in the digital age.
They are true digital natives, and social media is an integral part of their lives.
From TikTok to Instagram, Gen Z is constantly connected and engaged with the world around them.
This article covers the latest Gen Z social media statistics.
We also explore how this generation uses social media, their preferred platforms, and what trends shape their online behavior.
General Gen Z Social Media Statistics
1. A Morning Consult survey found that 54% of Gen Zers spend at least four hours daily on social media, and 38% spend even more time than that.
(Morning Consult)
Gen Z is also known as the social media age. Gen Zers grew up with social media and are more drawn to it than other generations.
Social media allows Gen Z to connect and build friendships with people worldwide. They can create a sense of community, share information, and stay connected with friends and family.
Gen Zers are digital natives who have never experienced a world without the internet. This deep integration with technology drives their extensive use of social media platforms.
2. In July 2022, seventy-five percent of Gen Z adults had used YouTube at least once a day in the previous month, with 19% using the platform at least weekly.
(Statista)
59 percent of respondents said they had used TikTok daily in the previous month.
However, 72% of Gen Z adults said they had not used LinkedIn, while 86% said the same about Clubhouse.
3. 70% of Gen Zers and millennials have bought something they saw on social media.
(Statista)
With just a few taps on their phone, they can easily buy the products they see on their favorite social media accounts.
From trendy clothes to the latest gadgets, social media has become a one-stop shop for young people to discover and purchase new products.
4. Most Gen Z shoppers (97%) claim that social media is now their primary inspiration for purchases.
(Forbes)
Platforms like TikTok and Instagram significantly influence Gen Zer’s buying choices. Many users make purchases based on what they see on these platforms.
Unlike previous generations, Gen Z trusts their peers and influencers more on social media than traditional celebrity endorsements.
They are easily influenced by individuals they perceive as relatable and trustworthy, leading them to purchase based on these influencers’ recommendations.
5. Over 70% of Generation Z probably watch YouTube videos daily.
(Idomoo)
Gen Zers love variety, and Youtube is all about Variety.
YouTube offers diverse content, including educational videos, entertainment, music, vlogs, tutorials, and more. This variety caters to Gen Zers’ diverse interests, allowing them to find content that aligns with their preferences and hobbies.
Additionally, Gen-Zers are drawn to visual content, and YouTube provides a platform rich in engaging videos that capture their attention.
6. 82% of Gen Z consumers use social media to find new brands.
(Spice Works)
It’s like a treasure hunt, where they scroll, tap, and find cool, fresh brands to try. Social media platforms are their go-to spot for staying in the loop and seeing the latest trends.
7. A January 2023 study of iOS users in the United States found that 92% of Gen Z users aged 16 to 25 used YouTube.
(Statista)
Instagram and TikTok came in second and third, with 85 percent and 78 percent of Gen Z users in the United States.
8. Regarding social media brand ads, 40% of Gen Z consumers favor Reels, Stories, or TikTok videos.
(Spice Works)
Gen Zers are drawn to short video formats, such as reels, stories, and TikTok videos, because they are visually engaging.
These formats offer quick, versatile, and visually appealing content that captures the attention of Gen-Z users.
Reels and stories feel more authentic because the videos are relatable.
9. Gen Z uses TikTok for 24-48 hours a month.
(Pew Research)
TikTok offers entertaining content, including music, DIY ideas, fashion, and more, presented in short, informative videos that tell stories.
Gen-Zers favor short-form video content, making TikTok’s format ideal for their viewing habits.
Even better, TikTok hooks users by tailoring content to each user’s interests, showing videos aligned with their personal preferences.
10. 75% of Generation Z said they purchase online based on creator recommendations.
(Brand Time)
Influencers, bloggers, and YouTubers create content on these platforms.
They often share their favorite products or services with their followers, and if their followers like what they see, they might buy those products, too.
11. Approximately 88% of Generation Z use at least one social media network daily.
(Square up)
Gen Zers have grown up with the internet and social media as integral parts of their everyday lives.
They are comfortable with online interactions.
In fact, some Gen Zers earn their living by becoming social media influencers. Almost everything this generation does is on social media.
However, it’s not a bad thing. Gen Zers have learned to speak up or form support communities through social media.
The average Gen Zer wants to be part of a community with similar values or beliefs. Social media is an avenue to be in such communities.
12. Most Gen Z customers (63%) use social media to follow businesses and trends.
(Square up)
Gen-Zers use social media to discover new products, brands, and trends. They rely on content from businesses and influencers to stay informed about the latest trends and products.
With social media, Gen Zers can directly engage with businesses, brands, and influencers.
In fact, Gen Z buys from businesses they feel connected to.
Then, there’s the issue of social proof.
Gen-Zers value social proof and validation when making purchasing decisions. By following businesses and trends on social media, they can see how others receive products and read reviews.
13. Both Millennials and Gen Z social media users reported being 61% addicted to their smartphones overall, while 39% did not.
(Civic Science)
14. Comparing ten social media networks in detail reveals that Gen Z uses almost all of them more than Millennials.
(Civic Science)
15. A Japanese survey in January 2022 showed that 77.6% of Generation Z members used the messaging app LINE.
(Statista)
LINE was the top social media platform, followed by YouTube and Twitter.
16. 83% of Gen Z says social media is where most of their shopping ideas come from.
(Insider Intelligence)