According to a study by getWizer and Joy Ventures, 20% of Generation Z spend more than 5 hours a day using TikTok
NEW YORK, July 7, 2021 / PRNewswire / – YouTube and Instagram rank highest when Gen Z is asked what social media platforms they are currently using, followed by Snapchat and then TikTok, according to a study by Joy Ventures and getWizer, to social media – Follow Generation Z habits. The research was being carried out in the US during the time March 2021, among a representative sample of men and women aged 15 to 24 years.
But while YouTube has the edge as the most active platform, Instagram is the platform they use the most, followed by TikTok. However, if you take gender into account, TikTok ranks first among girls, while YouTube and Instagram take first place among boys.
Unsurprisingly, given their growing influence and economic power, brands are desperate to better understand how to appeal to Gen Z. Since social media plays a central role in the daily life of Generation Z, Joy Ventures have teamed up with getWizer to use their automated research platform to deal with Gen Z and their use of social media.
“We were surprised how different the use of social media among Generation Z is based on age and gender,” says Shani Broner, SVP Global Research, getWizer. “This is incredibly valuable information for brands looking to use social media to connect with GenZ.”
“If we understand the habits and behaviors of Generation Z on social media, we can support our entrepreneurs in the area of wellbeing, with the aim of developing innovative products that pick up consumers where they are,” says Miri Polachek, CEO of Joy Ventures. “The automated platform from getWizer helped us to conduct our research quickly and efficiently.”
When targeting Gen Z, it’s important to know that age also plays an important role in their social media habits, with TikTok being recognized as the premier platform for the 15-17 age group. Instagram is most preferred by 18-20 year olds, while Facebook leads the way in the 21-24 age group.
Interestingly, Snapchat is the one that most Gen Zers wake up with in the morning, while TikTok is the app they go to sleep with. However, when it comes to morning use, there is little difference between age groups, but 17-20 year olds are most likely to use social media just before they fall asleep.
20% of respondents say they spend five hours or more on TikTok, while 18% spend a similar amount of time on YouTube to highlight the addicting nature of social media. Gen Z finds these platforms to be the most addictive in terms of the amount of time they use on a daily basis.
Only 21% set clearly defined time limits for their social media use, while 34% use the platforms regardless of the duration of use. Interestingly, 26% of boys set a deadline, while only 17% of girls do.
The interaction of Gen Z with social media platforms also satisfies various needs. Instagram, for example, is the number one target for Gen Zers when it comes to connecting and interacting with each other. YouTube, on the other hand, is the place to go if you are looking for information or just want to pass time – if you are bored, sad or alone.
getWizer is an end-to-end adaptive consumer insights platform that optimizes and automates the research process using the best research technologies and tools. GetWizer’s software and team of experts give the Insights team the freedom to focus on delivering better consumer insights that enable smarter decision-making. getWizer is supported by Nielsen and its clients include brands such as Reebok, Wilson Sporting Goods, Playtika and Next Insurance. More information is available at www.getwizer.com.
About Joy Ventures
Joy Ventures builds, finances and supports companies that develop consumer goods for wellbeing. The Joy Ventures philosophy, founded in 2017, is that life-changing companies emerge at the intersection of technology, human-centered design and science. Joy offers a unique investment model: financing and support of startups in different phases and cooperation with innovators and founders in brainstorming, technology development and venture creation. Joy’s unique focus enables it to provide founders with comprehensive expertise, advice and a global network of industrial and academic partners from the brainstorming phase to market launch and beyond. More information is available at: www.joyventures.com.