Almost always connected
While it seems that most people are constantly online in one way or another, other generations cannot match U.S. Gen Z’s time spent on social media. A November 2022 survey found almost 40 percent of Gen Z in the U.S. spent more than four hours on social media platforms daily. As of 2022, the average Gen Z user in the U.S. spent over 1,500 minutes watching content on YouTube every month. Additionally, around one in five Gen Z users in the U.S. reported they spent ten hours or more interacting with people online weekly.The Generation Z gender gap
Facebook, Snapchat, Instagram, TikTok, and YouTube are all popular with U.S. Gen Z audiences, but boys and girls differ somewhat in their usage of these platforms. A whopping 93 percent of Gen Z boys used YouTube as of November 2022, making it the most popular online service with boys of this age. Instagram is very popular with girls, with 80 percent of Gen Z girls in the U.S. using the platform. TikTok, the app able to grab Gen Z’s attention for long periods, was used by 75 percent of girls and 62 percent of boys in the country.Relationship status: it’s complicated
Social media is a big part of being a teenager in the United States, but the relationship that teens have with the internet is problematic. Although most users reported having positive experiences on social networks, one fifth of adolescent girls in the U.S. stated that YouTube had a mostly negative effect on people their age. A further 26 percent of respondents said the same about Instagram.Furthermore, nine percent of teen girls of color in the U.S. say they have experienced racism on Instagram daily - more than they do in real life, and 58 percent of teen girls say they experienced unwanted contact on both Instagram and Snapchat. While social networks provide connection and entertainment, young users are often exposed to harmful content and unsuitable interactions.
Gen Z’s preferred online ad style
Even established brands need to understand internet-savvy Gen Z to catch and keep their attention, as certain methods of advertisements can be a turn-off for young audiences. According to a 2023 survey, online advertising in general, as well as ads based on search history, are annoying to around one third of U.S. Gen Z consumers. A 2022 study of Gen Z consumers in the U.S. found that over 86 percent of respondents said they had a favorable opinion of YouTube as a brand. Additionally, 66 percent of Gen Z consumers said that offers and promotions posted on social media channels created a positive brand perception.
