LADbible study shows huge shift in Gen Z media usage and attitude to influencers

by | May 11, 2023 | News

New research from digital first publisher LADbible Group has revealed that nearly half of Gen Z aren’t planning beyond the next 6 months. Based on a survey of 2000 18-24 year-olds, LBG found that Gen Z favour short-term planning over long term life events “to celebrate small wins but also due to the unpredictability of the future”.

The study also drilled down into Gen Z’s media habits and found that 44% of the typical Gen Z day is spent online – an average of 10.6 hours online. This is dominated by gaming, streaming and social – and is higher than the figure for millennials (8.5 hours).

LBG said there had been a “huge shift” in the use of online platforms with “36% of Gen Z stating they use YouTube for new online series, with older generations less so. YouTube is no longer only a music video platform for this generation’s creator content.”

LBG also found that Gen Z are the only generation watching social livestreams more than live TV. Specifically, Gen Z viewing breaks down as “35% live TV increasing for YouTube livestream, 51% Instagram Live, and 53% on TikTok”.

The survey also had some insights into the way Gen Z turn to social for ideas. Over a third of Gen Z look to TikTok for inspiration – but there is a clear trend away from trusting influencers. “For Gen Z, influencers with a smaller following feel more trusted to them – and only 8% are influenced to purchase by celebrities.”

The workplace has become critically important to Gen Z, with 6 in 10 wanting to make friends at work, but 33% say this is harder post pandemic.

Emily Driscoll, head of data, intelligence and planning at LBG said the study provides useful insights into how brands can engage with Gen Z audiences via social: “This study shows that for brands, social can be an effective broadcast channel. Social enables the adaptability to build the right activation for what is working with young people, be flexible to changes on the platforms, but most importantly it allows brands to be part of the communities and show up and support them in these spaces”.

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