Gen Z, also known as Generation Z, refers to individuals born roughly between 1997 and 2012. As of 2024, they range in age from 12 to 27 years old. This generation is characterized by growing up in a digitally connected world, with access to the internet, social media, and mobile technology from a young age. Gen Z is often recognized for its diversity, social consciousness, and tech-savviness. They are seen as more pragmatic compared to Millennials and have distinct preferences for authenticity, inclusivity, and sustainability in brands and media.
For the past three years, Measure has captured the voracious search habits of this generation and how they leverage platforms differently to discover, learn and shop. This latest App Life report explores some of the digital behaviors of this generation including how they use search, what apps they spend their time with, and their affinity to various brands. By understanding the cross service/platform behaviors, brands and advertisers can better establish their engagement with the Gen Z audience. Did their Google search lead to a video watched on YouTube, a site visitation in a browser, or another search in TikTok? Inversely, if an individual visited a URL, what were they doing before? Did it influence the visit? For publishers, by understanding the Gen Z population, their affinity to your content and your advertisers, will help you know where you win against your competitor.
Highlights include:
Search is evolving - Gen Z uses multiple services for finding and retrieving information and are purpose specific. Google search is being used differently than YouTube and ChatGPT to find answers and discover new products.
Entertainment leads on engagement - Gen Z mobile devices are heavily used as entertainment devices with
much of their use for apps categorized as entertainment. For streaming, Peacock is the clear lead right now for time spent on mobile.
Screen matters - When app publishers find fluctuating usage levels from their users, there can be numerous reasons for this. One reason often overlooked is what screen an app exists. Screen placement matters for Gen Z where for some critical apps, being on the primary screen means more usage. This decreases as you move away from the primary screen.
Engagement defines brand affinity - Brand engagement can occur across various channels. The diversity of channels and intensity of engagement helps define the affinity an individual has to certain brands. In 1st half of 2024, Gen Z had the strongest affinity for Amazon, Indeed, Apple and DraftKings.
TikTok shop satisfies the impulse buy - New shopping channels have emerged with the latest being TikTok where we can see Gen Z making many impulse buys for items like candy, cosmetics and electronics accessories.
Get the latest report at https://measureprotocol.com/insights/app-life-report-2024
