eMarketer released a new report on Gen Z’s preferred social media platforms. The monthly usage breakdown is:
- Snapchat (42.0 million)
- TikTok (37.3 million)
- Instagram (33.3 million)
eMarketer predicts these will remain the most popular among Gen Z over the next four years. However, they say TikTok will pass Instagram to claim the number one spot by the end of this year.
They also state that Facebook, Pinterest, Twitter and Reddit have relatively large followings among Gen Z and predict that the reach on those platforms will grow as the generation ages out of more teen-focused sites and apps.
Meanwhile, according to Pew Research, Gen Z’s use of devices continues to increase. According to their report,
Recent data revealed that 98% of them own a smartphone and that in the third quarter of last year, they averaged more than 4 hours a day on apps — and that figure doesn’t include gaming time.
So, how are these Gen Z’ers using these platforms?
Social commerce, especially, continues to dominate Gen Z behaviors as algorithms learn their preferences and suggest relevant products, while delivering a personalized shopping experience. In fact, the majority (97%) of Gen Z consumers say they now use social media as their top source of shopping inspiration; 65% say they use social media to find entertaining content; and 61% of them are specifically interested in watching more video content.
Proof of the popularity of social commerce can be found in the fact that the hashtag #tiktokmademebuyit has of 2.3 billion views on TikTok, and #amazonfinds has more than 6.7 billion views.
Pew also reported increases in the popularity of G-Commerce, something Acronym’s experts discussed earlier this year, as a way to keep Gen Z interacting with your brand through gamification and rewards that drive purchase.
To capitalize on these growing trends, we recommend brands deliver a seamless experience from discovery to checkout to move buyers through the funnel quickly, easily and securely.
If you need assistance leveraging social commerce or G-Commerce to better connect with Gen Z audiences, please contact us. We’d be happy to help.
