Gen Z's media habits reveal skepticism of legacy media

When it comes to news sources and issues of trust, Gen Z – the first generation to grow up with the internet – continues to be skeptical of the information they see online.

Yet most follow brands on social media (76%), while almost two-thirds of Gen Z have purchased a product after seeing it advertised on social media, according to a survey from consumer insights platform Zappi. 

Why it matters

It’s important to stay in touch with Gen Z’s ever-changing thinking and worldview as brands look to build lasting relationships and loyalty.

Gen Z trusts independent research and trusted voices more than organizations or online information. As a result, there is a golden opportunity for brands to become one of those trusted voices. Even though Gen Z is turning its back on legacy media, it wants something in its place and that’s where brands can step up and fill this trust vacuum.

Gen Z’s media habits

• This age group is most likely to use social media (51%) as a news source – an eyebrow-raising higher percentage than those who go directly to a news organization (28%).
  
• Gen Z are spending the most time on TikTok, with nearly half (49%) using TikTok for more than three hours a day – more than Youtube (46%), Instagram (32%) or Facebook (29%).

Takeaways

• Gen Z questions not only the source of the information, but also the way it’s presented.
• Gen Z prefers a DIY-style approach to how they absorb information, built around putting their faith in independent research and trusted voices.
• One of the consequences of the anti-TikTok sentiment is that it could politicize ardent Gen Z TikTok fans who, effectively, say they cannot live without the video platform.

For more, read the full report: The media habits of Gen Z: Internet skeptics search for trusted voices