I [ETUDE] The habits of Generation Z on social networks

With more than three billion people worldwide using social media every month, users and engagement across the major platforms continues to grow. And there is no denying that social media marketing has many benefits for businesses and brands. But how does it affect Generation Z, this important segment of the consumer market?

Generation Z’s social media addiction

As the only generation born in the digital world, Generation Z’s adoption of social media has always been consistent. However, a growing link between social networks and the mental health of these young adults remains a matter of concern.

To further explore this question, ExpressVPN surveyed 1,500 French people aged 16 to 24, as part of a new study revealing the impact of social networks on Generation Z. The latter spends on average 3 hours or more per day on social media platforms, with the following mental effects:

  • happiness (46%);
  • self-esteem 45.5%);
  • self-image (46.5%);
  • Depression (43%).

The study also revealed the percentage of Gen Z people who use social media (by platform):

  • Snapchat 89%;
  • Instagram 89%
  • youtube 82%
  • tiktok 74%
  • Facebook 64%
  • Twitter 56%

Recent efforts by social network publishing companies to maintain the mental health of users are having a positive impact. For most of those surveyed, Facebook and Instagram’s “Hide Likes” feature made social media posts more entertaining and authentic.

Social media also has a significant impact on how Gen Z views themselves:

  • For 93%, it affects their happiness;
  • For 92%, this has an impact on their self-image;
  • For 90%, this has a direct impact on their self-esteem;
  • For 83%, it causes loneliness;
  • For 76%, it can lead to depression.

Key data from the study also showed that:

  • 58% say the “Hide Likes” feature on Instagram and Facebook eases their anxiety when posting messages;
  • 35% admit they deleted a post because they weren’t getting enough likes;
  • 45% admit to lying about their age in order to circumvent the rules for access to social networks;
  • 30% admit to having genuine Instagram accounts and at least one “finsta” (fake Instagram account);
  • 24% do not rely on any social media publisher platform to protect their privacy;
  • 90% of the surveyed Generation Z Internet users say that social networks have an impact on their self-esteem;
  • 27% would not date someone who is not on social media;
  • 52% of respondents say they feel very excited when they receive a notification from a social network on their phone.

Social networks are an essential part of your marketing strategy!

This study revealed Generation Z. huge impact of social media on, Despite the negative effects on his mental health and the dramatic consequences on his personal life. Most Internet users do not want to leave their presence on social networks.

It doesn’t matter whether you run a small local store or a large national business, social media is more than just a trend. This is an essential element of your marketing strategy! The power of social networks in Generation Z is commendable. Because you can reach a large number of people within seconds of posting an ad. A great opportunity to take advantage of, as it helps you reduce your costs and specifically helps your ads reach your potential audience through these social media ads.

As social media becomes a part of our daily lives, more and more consumers will look to new and futuristic social platforms to make their buying decisions. People with a strong social media presence and a strong brand image will very easily increase conversion rates.

Source: ExpressVPN

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