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News Archives

Gen Z’s Favorite Social Media Platform?

Wednesday March 11th, 2020

By : Sarah Mahoney
Source : Media Post

Gen Z, already the most digitally connected generation, keeps getting more skillful at social-media shapeshifting. (If you’ve got doubts, consider how fast the Dolly Parton Challenge — to create four different photos for LinkedIn, Facebook, Instagram and Tinder — took over Instagram.) But new research from Kantar reveals that while this generation is more active than any other age group on social media, their favorite social haunts aren’t YouTube, Facebook, Snap or TikTok. They are most at home in the private and creative world of video games.

Games like “Fortnite” “are active, collaborative spaces where young people can play, hang out and be themselves,” says Casey Ferrell, vice president and head of US Monitor at Kantar. Almost 90% of Gen Z-ers are gamers, compared to 59% of the total population.

“For them, gaming platforms function in a very similar way that social networks do for millennials and older people,” Ferrell says. “They like the connectivity, but also that they can create a world, cooperatively and collaboratively with others.” Ferrell says this trend speaks to the Gen Z desire for greater control, as well as their wariness about social media.

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