![]() To target Gen Z, prioritize social content that sparks two-way interactions and engages them in relevant conversations. Keeping this balance in mind can build trust and loyalty among this coveted audience. 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. 52% of Gen Z consumers expect companies to read and analyze their social media posts.61% of Gen Z consumers want companies to know them better based on their social media activity.64% of Gen Z consumers expect a more personalized experience on social media based on previous interactions.Rather than shying away from sharing their data, Gen Z wants businesses to make smarter decisions using the information they have already made available. Raised amid countless data privacy discussions, these informed consumers have a deep understanding of what businesses can do with their personal information. They’re bringing the awareness stage to social, and they expect brands to keep up. Seventy-six percent say that social media enables them to interact with brands and companies, and 78% report using social media to learn about new brands. Gen Z is eager to interact with brands beyond the storefront. What Gen Z consumers expect from brands on social media ![]() This is and will continue to be a huge trend driver across the social media landscape. Sixty-five percent of Gen Z consumers have increased their use of social media in the last year, and 45% expect it to continue to increase over the next three years. How Gen Z uses social mediaĪs the years pass, Gen Z’s social media usage continues to climb. The most common reason Gen Z uses social media is to kill time, making them the only generation to rank that above connecting with family and friends.Īs the years pass, Gen Z’s social media usage continues to climb. Sixty-six percent of Gen Z consumers state that social media is an essential part of their lives, but their reasoning is unique. This social-savvy generation represents a changing tide in social media usage. In fact, most of these digital natives have had some kind of social media presence for more than half their lives. Generation Z (also known as “Gen Z” or “Zoomers”) are extremely online. This guide outlines everything you need to know about the social media behaviors and expectations of each generation, so you can tailor your efforts for maximum impact. Although trends do change based on age, one thing is for certain: every generation increased their social media use over the past year.Īs social adoption surges across all age groups, understanding how different generations use social media is more important than ever. The results shed light on several distinctions in social media use by generation. Baby Boomers (survey respondents ages 57-74).Generation X (survey respondents ages 41-56).Millennials (survey respondents ages 25-40).Generation Z (survey respondents ages 18-24).To investigate how age plays a role in these decisions, we broke down the data by the following generations: ![]() The Harris Poll, on behalf of Sprout Social, surveyed over 1,000 US consumers to understand how they use social media today, and how they plan on using it in the future. Generational nuances have a huge impact on how people interact with your brand, from the awareness stage all the way on to advocacy. This access to social and other digital platforms has allowed Gen Z to "see the physical and digital worlds as a seamless continuum of experiences that blend offline and online information for entertainment, commerce, and communication," according to Insider Intelligence.Demographic data is a key building block in defining your target audiences on social media. Technology - like the founding of Facebook in 2004, Instagram in 2010, and TikTok in 2016 - has been a constant and regular force even before some members of Gen Z were born. At the same time, Generation Z's only experience with the workforce was through their parents' eyes. ![]() The economic recession of 2008 - which came at a time when many millennials were entering the workforce - played a significant role too. Meanwhile, most of Generation Z doesn't remember the event at all. That means that those attacks and their aftermath loomed large as those people have become adults. Older millennials and younger millennials probably feel differently about a number of topics, but most were between ages 5 and 20 when the 9/11 terrorist attacks happened. Account icon An icon in the shape of a person's head and shoulders.
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