Gen Z's Views on Social, Video, AI, and Sports.
As of January 5, 2024, Morning Consult's latest report sheds light on Gen Z's evolving preferences in social media, video streaming, AI, and sports.
Key takeaways include:
Social Media Dominance:
Gen Z dedicates substantial time to social media, with 35% spending over four hours daily, a slight decrease from 2022. YouTube, Instagram, TikTok, and Snapchat remain primary platforms, with notable stability in usage from 2022 to 2023. Notably, platform X experienced an 8% drop in usage in 2023.
Shifting Social Media Dynamics:
Posting activities on social media are declining, emphasizing the heightened importance of a brand's social media presence. Review videos play a pivotal role, influencing 53% of Gen Zers to make purchases.
Video Streaming Preferences:
Netflix leads as the preferred streaming service for Gen Z, followed by Disney+, Prime Video, and Hulu. The report suggests that licensing content across multiple platforms, rather than exclusive deals, can enhance reach among Gen Z.
AI Adoption and Preferences:
Over half (57%) of Gen Zers have engaged with generative AI, favoring tools like ChatGPT. Impressively, 77% find AI easy to use, with 76% acknowledging its fun aspect and 74% deeming it helpful.
Sports Engagement Challenges:
Gen Z exhibits a nuanced relationship with sports, watching live events less frequently than older demographics. Despite this, substantial attendance at live games and engagement in fantasy sports highlight an underlying interest.
Gender Disparities in Sports Preferences:
Men's leagues, including the NFL, NBA, and college football, dominate Gen Z's sports preferences. Despite the recent surge in women's sports interest, men's leagues continue to reign supreme.
Top Athlete Preferences:
Gen Z's top 10 favorite athletes are exclusively male, featuring prominent figures like LeBron James, Lionel Messi, and Tom Brady.
In summary, Gen Z's influence on cultural trends, social media dynamics, and entertainment choices underscores the importance for marketers to adapt their strategies accordingly.
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