Generation Z Less Enamored With Social Media Than Older Generations

Generation Z is turning away from social media, reports creative marketing agency Hill Holiday. The company’s study found that 34 percent of Generation Z, here defined as those born in 1994 or later, have quit one or more social media platforms entirely, while 64 percent have taken at least a temporary break.

Generation Z is expected to account for 40 percent of consumers by 2020. Hill Holiday describes the group as the first true generation of “digital natives,” noting their “always on” media consumption. Hill Holliday’s independent consumer and business insights research group, ORIGIN, conducted a research study to examine the social habits and attitudes of Generation Z, and the impact that social media use has on the group’s emotional outlook and shopper behavior. It surveyed more than 1,000 Generation Z consumers between the ages of 18 and 24 across the U.S.

The study found that in Generation Z, 50 percent of social media users say that it blurs the lines between the real and virtual worlds, and that 41 percent say it makes them feel sad, anxious or depressed.

Hill Holiday’s study also looked at how, in light of their shifting attitudes, Generation Z interacted with brands on social media and whether social media advertising motivated their purchasing behavior. It found that 65 percent of the group followed brands on social media, and that 74 percent look to social media for special deals, reviews or instructional videos. Generation Z is four times as likes to convert on social media than Millennials, and its social media shoppers list Facebook (61 percent) and Instagram (47 percent) as the most popular platforms on which to find new products.

Hill Holiday’s complete study can be found here.

filed under March 2018
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