Gen Z: Leaders of The Mobile Social Movement

:
LEADERS OF THE MOBILE

SOCIAL MOVEMENT
OCTOBER 2017
GE N Z: LE ADERS OF TH E M OB IL E S OC IAL M OVE M E N T
CONTE N TS
INTRO 4
GEN Z’S ESSENTIAL
SOCIAL PLATFORMS 34
04 Intro Letter 35 Snapchat
05 About This Report 37 Instagram
06 Key Takeaways 39 Facebook
41 Twitter
TECHNOLOGY AND
THE GENERATIONS 8
09 Technology Timeline GEN Z APP ROUNDUP 43
11 Generational Comparison
44 Gen Z App Round Up
47 Gen Z’s Essential Apps
MACRO TRENDS 12
13 Born With a Silver Screen
15 The Modern Security Blanket
17 Video Reigns King
25 Attention Discriminant, not Attention Deficit
27 Social Savants
2
TAB L E OF C ON TE N TS
3
I N TR O LET T ER:
Throughout history, life as we know it has been revolutionized
by technology, but no advancement has been as profoundly
impactful on human communication and culture as the mobile
phone. It’s said only 8% of homes had a landline in 1917,
while today 95% of Americans have a personal mobile phone
(Source: Pew Research, 2017). One hundred years ago, teens
had a handful of newspapers, magazines, and movies they
could choose from for entertainment, while today the teens of
Gen Z simply consult their smartphones, relying on influencers,
algorithms, and curated feeds for hyper-personalized
entertainment recommendations from a seemingly infinite
supply of options.
As technology races on, we are also witnessing the emergence

of Gen Z, the world’s first generation of true digital natives. This
is a group that has no concept of life without the luxuries of
high speed internet, smartphones, social media, and access to
the entire world at their fingertips. Furthermore, their constant
connectedness to the internet and advanced technologies
means their brains are literally being rewired, becoming less
equipped to concentrate and imagine but significantly better at
rapidly scanning and processing information. To Gen Z, living
life tethered to tech feels as natural as breathing.
While many of us from older generations are still trying to

decide whether this is the best or the worst thing to happen to
humanity, Gen Zs are likely wondering why that is something
that is still being discussed in the first place. After all, they
don’t perceive the physical world and the digital world as two
separate entities, but rather a cohesive, multidimensional
realm in which events transpiring in the digital world are every
bit as important—if not more than—what’s happening right in
front of them. Smartphones are no longer just a tool, they’ve
become digital extensions of one’s self, and some of the most
important moments in life are now being lived out online via
pocket-sized devices and key platforms: YouTube, Snapchat,
Instagram, and Facebook—yes, Facebook.
We can’t deny that Gen Zs live in a mobile-dominated world

that’s becoming harder for older generations to understand,
and yet understanding this world is vital—for content creators,
for marketers, for parents, for everyone. It’s time to get with
the times as we look to Gen Z for a snapshot into how they use
mobile and the ways in which it is shaping their future as well
as ours.
4
AB OU T TH IS R E POR T
A BOUT THI S
R E PORT N = 10 0 0
13-17 year olds
Awesomeness partnered
with Trendera, a trend
forecasting and research firm,
on a nationally-representative G E NDE R
teen survey in July 2017.
The survey was conducted
online and optimized for
mobile. Approximately 75% of
respondents completed
the survey via mobile device.
60% 40%
This survey was designed to Female Male
be nationally representative
according to the U.S. census,
but it’s clear that many in this
diverse generation do not R EG ION
identify with just one ethnicity.
In fact, 9% checked multiple
responses.
All respondents owned

a smartphone and had
an account on at least
one major social media
platform: Facebook,
Instagram,Snapchat,
or Twitter.
38% 24% 21% 18%

South West Midwest Northeast
5
TAKEAWAYS
key
Reaching Gen Z means brands must develop mobile optimized
content that is interactive, platform specific, and direct.
6
AB OU T TH IS R E POR T
CREATE CONTENT THAT’S SHAREWORTHY.
Create content that has a purpose, feels unique, demands

attention and is worthy of being shared by your audience.
DIVERSIFY CONTENT ACROSS PLATFORMS.
Gen Z is turning their attention to a variety of different social platforms based on

their moods and interests. Develop a content strategy that is platform specific and
focus on the topics, themes, and formats that resonate with Gen Z.
STRATEGICALLY CONNECT WITH YOUR AUDIENCE.
Gen Z is open to hearing from brands, but in order to reach them on social
media, brands must prioritize extremely relevant content, give great deals,
keep content fresh, and respond to their feedback.
EMPOWER YOUR INFLUENCERS.
Provide a platform that empowers influencers to authentically use

their voice to build a connection between your brand and Gen Z.
BE QUICK AND GET TO THE POINT.
Gen Z has developed the ability to sort through content faster than
ever before, giving marketers a six second window to grab their
attention. If you’re not quick and direct, you’ll lose them.
7
TECHNOLOGY & THE
generations
8
TE CHNOL OG Y & TH E G E N E R ATION S
TE CH NO LOG Y TI M E LI N E
Gen Zs are coming of age during a technological renaissance. They’ve grown up with
high-speed internet, streaming services, coding tutorials, and social media, thus it should be
no surprise that many are already more digitally proficient than their parents.
Gen X
Millennials
Gen Z YouTube
19 75 19 7 9 Apple launches
Microsoft Sony introduces iPod
Geocities
launches introduces launches
Walkman 2005
19 9 8 2001 NSA begins
19 7 2 Google & Personal GPS monitoring
Email is 19 7 7 19 9 4 19 9 7 search bar technology is Americans
invented VHS is introduced to without
Yahoo! Netflix function
introduced launches launches debut U.S. civilians warrants
1970 1990 2000 2005
19 9 7
MP3 player is
introduced
19 7 3 19 9 8
Internet is Wi-Fi is 2001 2004
invented
19 9 0 introduced Facebook
Wikipedia
World Wide launches
Broadband launches
19 76 Web is for college
appears
invented 19 9 9 students
Apple in homes Patriot
Napster
launches launches Act 2003
iTunes
AOL Instant TiVo launches
19 74 Messenger
19 8 1 launches
US Federal MySpace
IBM
Privacy Act launches
Personal First Blackberry
Computer introduced
First phone with
9 front-facing camera
2 0 11
FB Messenger
launches
Netflix
launches Pokémon Go
online WhatsApp App launches
streaming launches
2 0 13
Snapchat
Edward
introduces
Snowden NSA
Spectacles
leaks
Apple 2 0 10
introduces Apple YouTube
iPhone introduces introduces
iPad 2 0 12 YouTube TV
Facebook 2 0 16
2007 purchases 2 0 14 Instagram
Facebook 2009 Instagram Apple introduces 2 0 17
launches to Uber introduces Stories Snap Inc. files
the public launches Apple Watch for IPO
2010 2017
2008
Spotify 2 0 10 2 0 13 2 0 16
launches Instagram “Selfie” added Russian
launches to dictionary Cyberattacks 2 0 17
on U.S. Snapchat
2006 Election introduces
Snapchat SnapMaps
Twiter Congress
launches expands
introduces 2 0 15
Stories Snapchat
government
surveillance introduces Facebook
Julian Discover & introduces
Assange 2 0 11 Lenses Watch
launches Snapchat
Wikileaks launches
10
TE CHNOL OG Y & TH E G E N E R ATION S
GENERAT IONA L COMPA RISO N

GEN X MILLENNIALS GEN Z
Proficiency Tech-Assimilated Tech-Savvy Tech-Natives
Attitudes Toward
Necessary evil Hope for humanity Essential to daily life
Tech
Online Aesthetic Raw Curated Imperfect
Tech Icon Steve Jobs Mark Zuckerberg Evan Spiegel
Defining Tech Walkman iPhone AR/VR

Online Tastemakers Editors Bloggers YouTubers
TV Network-TV On-Demand TV Streaming TV
Celebrities Movie Stars Reality Stars Internet Stars
Movies Reality TV Streaming
Entertainment
(Reality Bites) (Laguna Beach) (13 Reasons Why)
Mobile Consumption Articles Photos/Listicles Short-form Video
Go-To Platform Facebook Instagram Snapchat

Internet Browser
Internet Explorer Safari/Chrome Chrome
of Choice
Email Provider
AOL/Hotmail/Yahoo Gmail Gmail
of Choice
Top app they use
Email Facebook YouTube
daily
Where they get info Magazines Brand Websites Snapchat
Most likely to
respond to TV Commercials Facebook YouTube
marketing on
How they listen
iTunes (Purchasing) Spotify (Subscription) YouTube (Streaming)
to music
Mobile Social Media Live/Group Video
Voice Call/Texting
Communication Messaging Chatting
Private
Privacy Authentically Public Superficially Public
(They Thought)
Entertainment
Owners Pirates Subscribers
Acquisition
Reading Methods Kindle Podcasts / Audible Hooked app
Reading Style Close Readers Headline Readers Hyper Readers
Interview Etiquette Thank you card Thank you email Follow on Instagram
11
MACRO
trends 12
MACRO TRENDS
B O RN WIT H A SILVE R SCRE E N

As digital natives, Gen Z consumes media differently than all who came
before them. This is due in large part to the smartphone, which has become
ubiquitous in this generation. They’re granted access to the world at 10 or 11
years old when they receive their first smartphone, and it’s no surprise that
this device rather quickly becomes a vital part of their lives. Of course, being
plugged into media from a young age means they are not easily impressed by
tech companies’ claims of creating “the next big thing,” as this generation of
savvy consumers can see through the hype. They want utility, entertainment,
and something that knows and understands their needs.
Only17%
received a brand new phone and
The majority of
Gen Zs 11% received a phone that
54%
was a current model at the time.
said their first

phone was a
smartphone.
Yes, you did the math correctly;

some Gen Zs use more than one phone!)
60% of Gen Zs own iPhones,

while 47% own Androids.
13
CONST ANTLY CONN E CTE D
65%
LIFE OF A of Gen Z say if you don’t
have a smartphone,
it will significantly
hurt your social life
WHAT AGE WERE YOU WHEN YOU FIRST...
Participated in their
Received their own first video chat
mobile phone
Got their first social

media account
Sent their
First used a first text
smartphone
12
11 Met people they
10 didn’t know in person
Downloaded
Played games on something paid or
a smartphone free on their phones
Unlike other generations who struggle with digital overload, this is all Gen Z has ever
known. It’s no wonder then that they don’t feel the need to take a step back from
technology, because doing so is the equivalent from taking a step back from their lives!
74% of Gen Zs do NOT feel like they need to take a digital detox
14
MACRO TRENDS
T H E MODER N SE CURITY B LA NK E T
Who needs a baby blanket and pacifier when you have a constant source of
entertainment, connection, and safety? For Gen Z, smartphones serve as security
blankets, particularly in social situations. Compared to the anxiety of impromptu
face-to-face interactions, mobile interactions likely are less stressful to teens because
they have so much more power over the situation. Comfortably hidden behind
a screen, they have ultimate control over their reaction as well as more time to
formulate the perfect response. Even when out in social situations, their phone in
hand is a constant shield against isolation as well as in-person interaction.
IT SHOULD BE NO SURPRISE THAT GEN Z FINDS IT EASIER TO EXPRESS THEMSELVES

AND CONNECT WITH OTHERS ONLINE R ATHER THAN FACE-TO-FACE:
62% 55%
of Gen Zs are more don’t have to see
comfortable expressing someone in person in
themselves digitally order to feel connected
than in person. with them.
Gen Z’s Preferred Communication Styles
While teens prefer to text, call, and chat via Facebook Messenger when communicating
with immediate and extended family, they are much more likely to use Snapchat and
Instagram to communicate with members of their own generation. Meanwhile, Facetime
is only reserved for the best of friends.
15
PARENTS:
69% SMS/iMessage
50% Voice call

Which, if any, are ways you
regularly communicate with the 29% Facebook Messenger
following people via mobile phone?
2 8% Group text
2 6% Email
B EST FRIENDS: SIBLINGS:
59 % SMS/iMessage 49% SMS/iMessage
4 6% Snapchat DM 3 6% Voice call
42% Voice Call 2 6% Group text
41% Group Message / Instagram DM 2 5% Facebook Messenger
39% Facetime 2 3% Snapchat DM
LARGE R FRIEN D GROUP: EXTENDED FAMIL Y:
42% SMS/iMessage 4 5% SMS/iMessage
40% Group Text 38% Voice call
37% Snapchat Groups 3 3% Facebook Messenger
3 4% Snapchat Stories 27% Email
32% Snapchat DM 2 6% Facebook Wall Post
16
MACRO TRENDS
V IDEO RE IGNS K ING

Always Watching
Ever wonder what Gen Zs do on their phones all day? When they aren’t messaging with
friends, they’re more than likely watching videos. For this generation, videos aren’t just a way
to pass the time; they’re avenues of exploration, education, connection, and cultural currency
to share with friends. In short, not only is video the primary way in which this generation
communicates and relates with one another, it’s also the way they self soothe and meet their
own emotional needs.
Suffice it to say that Gen Z consumes A LOT of video content:
In a typical day, the average Gen Z watches 68 videos on at least 5 different platforms
APPROXIMATELY HOW MANY OF THE FOLLOWING

TYPES OF VIDEOS DO YOU WATCH IN A TYPICAL DAY?
17
Snapchat 6
9 videos Long online
Instagram videos not on
Stories YouTube (over
10 min)
Short vids: Long vids:
Less than 10 mins Longer than 10 mins
9
Short online 9
videos not on Long YouTube
YouTube (under videos (over
10 min) 10 min)
13 5
Short YouTube Facebook
videos (under Stories
10 min)
17
They prefer content that is short, sweet, and funny:
8 6% OF GE N Z ’s SAY :
the videos they usually watch are less
than 10 minutes and 55% say they are
less than 5 minutes.
T H E M AJORIT Y
of Gen Zs say they’re more likely to watch
a video all the way through if it’s funny.
18
M AC R O TR E N DS
What they’re watching on:
SNAPCHAT
GAM ING 30% 26% M U SI C
Females
Males
M USIC 27% 25% B E AUTY
S P O R TS / PRANKS .. 24% 22% CE L EBS
IN S TA G R A M
SPO R T S 32% 31% B E AUTY

Females
28% 24%
Males
GAM ING M U SI C
M USIC
27% 21% A N I MALS / P ETS
19
TW ITTE R
G A MI N G / SPORTS 31% 26% CE LEBS
Females
Males
MU SIC 24% 23% MUSIC
P R AN KS / CELEBS 18% 18% B E A UTY
FACEBOOK
GAM ING 33% 26% AN I M ALS / P ETS

Females
Males
SPOR T S 27% 20% M US I C / BEAUTY
M USIC 25% 18% F OOD & COOK I N G
YO U TU B E
GAM ING 48% 44% MUSIC

Females
Males
M USIC 38% 32% B E A UTY
SPOR T S 33% 23% P R AN K S
20
M AC R O TR E N DS
YouTube is #1
Having grown up with YouTube, many Zs have established a connected relationship

with this platform that predates social media. As such, while other platforms
are a way to watch videos to keep up with friends and what’s going on culturally,
YouTube is more of a platform that feels “just for them.”
42% Say YouTube is the platform with the most interesting content.
35% Say when they’re bored, they consult YouTube first.
NE ARLY HALF
O F GE N Z’ s SAY :
YouTube is the most entertaining
platform (46%), followed by Snapchat
(16%), Instagram (14%), Facebook,
(14%), and Twitter (6%).
21
Compared to the other social platforms,

Gen Zs say YouTube is best for:
LA U G HI N G 4 5%
R E LIE V ING S T R E S S 4 3%
PASSING T HE T I M E 40%
R E LIE V ING B O R E D O M 40%
F E E LING HA P P I E R 3 8%
F A LLING A S L E E P 3 4%
STAYING IN T H E KNO W / LE A R N I N G 29%
Heard of ASMR videos? As one Gen Z mentioned in our previous report, this is a
category of online videos designed to give viewers a relaxing, tingling sensation.
Many Zs watch these to unwind at the end of the day.
22
MACRO TRENDS
Snapchat vs. Instagram

Recent headlines announced that Instagram Stories is now beating Snapchat Stories in daily
active users (200 billion versus 161 billion). While the viewership spike does not seem to be
primarily coming from Gen Zs just yet—they’re still watching more videos on Snapchat than
Instagram—the fact that Instagram beat out Snapchat as one of their favorite places to watch
short content suggests that a platform power shift could be on the horizon.
Favorite place to watch short content

(under 10 min)
46% 17% 15%

YouTube Instagram Snapchat
Favorite place to watch long content

(over 10 min)
71% 9% 7%
YouTube Facebook Instagram
26%
of Gen Zs watch over 15 short YouTube videos (less
than 10 min) in a typical day, and 25% watch over 15
short online videos (less than 10 min) on platforms
other than YouTube.
23
50%
of Gen Zs only
watch between 0-3
Instagram stories in
10% a typical day.
of Gen Zs watch
over 40 videos
on Snapchat in
a typical day.
DE S PITE
INS TAGR A M S TOR IE S B E AT ING
SN A P CH AT IN DA ILY AC T I V E USER S ,
SN A P CH AT S T IL L SEEMS TO BE
W HER E G EN Z IS MOS T ENG AGED
IN V IDEO CON T EN T.
24
MACRO TRENDS
A DI FFE RE NT A D D :
ATTENTION DISCRIMINANT, NOT ATTENTION DEFICIT
Gen Zs have garnered a reputation for having short attention spans and being unwilling
to engage with longer content. While it is true that teens will click out of a video or article
if they aren’t immediately entertained and that they are more likely to watch shorter
videos than longer ones, it isn’t because they all have ADHD and can’t sit still for more
than a few seconds. It’s because they are already extremely savvy consumers and are very
discriminant as to where they want to direct their attention.
Thanks to sophisticated YouTube algorithms and perfectly tailored feeds on social media,
Gen Zs have grown up accustomed to highly curated content from the very beginning. As
a result, teens today feel that they know exactly what interests them. What’s more, they’re
so good at knowing what they want that they can tell almost instantaneously whether
something will be worth watching.
2 I N 3 G EN Z s
K NOW W HE T HER A SN A PCH AT S TORY
W IL L BE IN T ER E S T ING W I T HIN A F E W
SECONDS OR L E S S , A ND 10 % K NOW
B E FO R E T HE Y WATCH I T.
25
What makes them more likely to watch

a video all the way through:
52 % IT ’S FU N N Y
4 6% IT ’S A T O P I C I ’ M I N T E R E S T E D I N
4 4% I H A VE A G O O D S E N S E O F WHA T
IT WI L L B E A B O U T
4 3% IT ’S S HO R T
42% IT ’S CR E A T E D B Y S O M E O N E I K N O W / L I K E
“Young people now count on the internet as their ‘external brain’ and have become
skillful decision makers—even while they also ‘thirst for instant gratification and
often make quick, shallow choices.”
- Susan Blackmore, Psychologist and Memeticist
26
MACRO TRENDS
SOC IA L SA VA NTS
Make no mistake: the primary reason why Gen Z is so tethered to their smartphones
is social connection and thus social media.
Social media has become intimately woven into the fabric of Gen Z’s reality, fulfilling
a myriad of roles and needs in their lives. These platforms are what Gen Zs use to
define and establish themselves, trying on various identities and determining where
they fall in the world’s social order via followers, snap streaks, and ratios. Social
media is where they explore their sense of self, search for answers to any question
they could possibly have, and share their ideas with the world, all the while hoping to
connect with others in the process.
GEN Z’S ACCOUNTS:
78% YouTube
For which, if any,
of the following 78% Facebook
platforms do
you have an
75% Instagram
account?
72% Snapchat
5 8% Twitter
4 4% Pinterest
2 6% Kik
(skews female) 2 5% Tumblr 1 IN 3

Gen Zs have created a
(skews female) 20% Musical.ly
social media account their
(skews female) 14% Twitch parents don’t know about.
08% Periscope
08% House Party
0 6% Live.ly
27
For Gen Z, social media is essential for...
EST A B L I SHI N G S O C IA L H IE R A R C H Y:
The majority of Gen Zs (58%) say it is important for people their age
to be popular on social media.
C ULTIV A T I N G SEL F E S TE E M A N D A S E N S E O F SEL F :
82% say their experiences on social media make them feel good about themselves.
72% feel their social media profiles reflect who they really are.
M A K I N G N E W C O N N E C TIO N S :
65% have had real life interactions with friends they met online.
28
MACRO TRENDS
Favorite Platforms
Gen Z’s favorite platforms are also the places where they spend most of their time. While
YouTube was a definite frontrunner, they have a hard time choosing their favorite platform
and deciding where they spend the most time—most likely because they also love and are
spending lots of time on Snapchat, Facebook, and Instagram as well!
TH EI R FA V O R I T E W H E R E TH E Y S P END
PLA T FO R M : TH E M O S T TIM E :
3 5% Y O UT UB E 3 5% Y O U T U BE
21% SNAP C H A T 22% S N A P CHAT
20% F AC E B OO K 18 % FA CE B OOK
15% INST AG R A M 16% I N S T A G RAM
5% T W IT T E R 5% T WI T T E R
We know what you’re thinking: Facebook over Instagram?!

Despite what you’ve read in the headlines, Facebook isn’t going away just yet
thanks to the ubiquity of its messaging app, the sheer size of its user base, and
its heavy investment in video, live streaming, and news. In short, While Gen Zs
are likely not the most active on Facebook, it’s still convenient for them to have.
Furthermore, many equate Facebook with its messaging app, which they do use
regularly. Meanwhile, Instagram still holds significant influence in their daily lives
and interactions with peers—and it’s still much cooler than Facebook.
29
OR IGI N A LIT Y
M AT TE R S:
57% don’t like it when
people post the same
content across multiple
social media platforms
The Dark Side of Social

Of course, the social media world is not always a positive one. For many Gen
Zs, social media is a serious point of stress in their lives, from worrying about
follower counts and creating interesting content to dealing with trolls, drama,
and negative backlash, all of which is on display for the world to see.
1 IN 4
Gen Zs admit to
doing something just
TH E M A JO R I T Y to post about it on
social media.
OF GEN Z S (5 6%) WOUL D L IK E
TO H AV E A L A RGER F OL LOW ING ON
SOCI A L MEDI A T H A N T HE Y 1 IN 5 GE N Z s
• trolled someone on social media
C UR R EN T LY H AV E
• left a mean comment on
someone’s post
• wanted to hang out with someone

just because they were popular on
social media
30
MACRO TRENDS
Reaching Gen Z on Social

In some ways, Gen Z is making it easier for brands to market to them than Millennials did.
Whereas Millennials cared deeply about brands being authentic, transparent, and ethical (and
knew of a time before ads infiltrated social), Gen Z is not so concerned about all that. They
tend to resonate with brands that simply create great content, so long as its highly relevant,
original and entertaining to them.
Another plus, Gen Zs like seeing branded content on social media, purchase products after
seeing something they like in their feeds, and are totally fine hearing from brands in the very
places they also hear from family and friends.
2 IN 3 Gen Zs like seeing content from brands on social media.
79% say they are more likely to share branded content if they think
it is unique or interesting.
THE M A JOR IT Y
OV E R 6 0 % OF GE N Z H A S
PURCH A SED A PRODUC T
A F T ER SEEING I T A DV ER T ISED
ON SOCI A L MEDI A .
31
Where Gen Z notices

advertising:
44%
Gen Zs are most open to hearing from brands on:
21% Y O U T U B E , FA CE B O O K , & I N S TAGRAM
but 46% wish it

had fewer ads
33% The best ways for a brand to reach Gen Z on

social media is to...
45% Show content that’s highly relevant
36% Send great deals
30%
31% Create interesting content on their
favorite platforms
29% Create content worth reposting
28% Respond to posts/comments directly
32
M AC R O TR E N DS
Most popular Gen Z-facing brands on Instagram

(follower counts as of August 2017)
NIKE VIC TORIA’S SECRET NBA H&M ADIDAS ORIGINALS
73M 56M 23.1M 21M 20.2M
ZAR A MAC ADIDAS STARBUCKS K YLIE COSMETICS
19.5M 16M 16M 15M 14M
33
‘S
ESSENTIAL
SOCIAL
PLATFORMS
34
G E N Z’ S ESSENTIAL SOCIAL PLATFORMS
S N A PCHA T
Snapchat is the go-to network among Gen Z thanks to its fun, creative culture, alternatives
to likes and comments (Snap Streaks), Discover Channels, and of course, disappearing
messages. Snapchat “gets” Gen Z, and evolves to meet their needs quickly. From the pressure
of Streaks to the joy of new filters to who is on your best friends list, Snapchat knows the
emotional needs their updates fulfill.
Snapchat has essentially become the Gen Z water cooler, allowing teens to keep tabs on and
interact with everyone in their social circles. After watching friends’ stories and sending/
posting their own content, many Zs will head over to the Discover section to remain
entertained as they wait for their friends to reply. In fact, many teens are beginning to
message within Snapchat over texting to make sure their messages are private as well as to
wait for another snap to come in without having to quit out. In terms of engagement, it sure
is good to be Snapchat right now, but the platform will have to continue innovating with both
features and content to avoid being dominated by Instagram.
How they typically Favorite things

use Snapchat: about Snapchat:
55% 49%
Watch friends’ All my friends
stories are on it
Compared to other social

35%
52% I can tell when
platforms, Snapchat is best for:
Send friends people have taken
pictures a screenshot • Seeing what’s going on with
my friends
51% 35% • Connecting with friends

Message It lets me be
friends creative • Having something to talk about
with friends
35
Compared to other platforms

2 IN 3 Gen Zs most often say Snapchat
use Snapchat is the platform where they show
every day their truest self (28%)
Formats they regularly view/watch
Males Females
F R IE ND S’ ST O R IE S 64% 77% FR I E N D S ’ S T O R I E S
S N A PS SENT D IR E C T LY T O M E 47% 63% S N A P S S E N T D I RECTLY TO M E
F EA T UR E D ST OR IE S 26% 31% CE L E B ’ S S T O R I E S
Favorite Snapchat Discover Channels (watch at least once per week)
Males Females
E SPN 25% 44% B U ZZFE E D
CO M E D Y C E NT R A L 24% 27% CO S M O P O L I T A N
B UZ Z F E E D 23% 20% VO G U E
36
I NSTA GRA M
Instagram is considered an essential platform for this generation thanks to its prolific meme
culture and image-driven content, but it also comes with a more public-facing pressure than
Snapchat due to expectations of posting beautiful and impressive pictures, accumulating
enough likes and comments, and of course, seeing everyone else’s “highlight reel.”
As such, Gen Zs are highly cognizant of their Instagram “aesthetic” (the Millennial equivalent
of a personal brand) and know that a quality feed is worth more than just the props they get
from friends—it will allow them to monetize themselves more efficiently down the road as
engagement, ratios, and social media metrics only become more valuable to the everyday
consumer. And while Finstagrams (a teen’s second private account that only their closest
friends can follow) sought to provide a place to really be one self, even those accounts come
with a sense of pressure and performance.
Favorite things about Instagram:
50% All my friends are on it

2 IN 3
40% Beautiful pictures use Instagram
every day
27% Likes/comments
How they typically use Instagram:
4 3% Scroll through my feed
41% Post pictures
3 3% Tag my friends in posts
3 3% Comment on my friends’ photos
37
Compared to other platforms

Instagram is best for:
Showing ads that are relevant to
me (25%) (Tied with Facebook)
Males Females
FR IE ND S’ P OST S 49% 63% FR I E N D S ’ P O S T S
C OM E D Y P OST S 38% 41% M A K E U P T U T O R I ALS
SPOR T S V ID E O S 28% 36% FA S HI O N / L I FE STY LE
38
FA CE B OOK
Facebook doesn’t score many cool points with this group, but Gen Zs do consider it a place
they should still be present as it’s where they keep up with what’s going on in the world and
connect with extended family members and friend groups. It’s also worth noting that many
Gen Zs equate Facebook with its Messenger app, which they use quite heavily.
Favorite things Compared to other

about Facebook: platforms, Facebook
is best for:
40%
Messages 29%
Keeping up with
39% what’s going on
My friends in the world
are on it
35%
38% Showing ads
Easy to use on that are relevant
computer and to me
phone
Most used features: How they typically use Facebook
5 6% Likes/reactions 4 5% Stay in touch with extended family
39% Status updates 3 5% React to posts (like, love, funny, etc.)
38% Wall posts 3 5% Post pictures
29% Birthday reminders
39
54% of Gen Zs (61% female, 45%

male) never use Facebook Live.
5 2%
of Gen Zs use Facebook
every day via the
mobile app
40%
use Facebook
Messenger daily
Males Females
P H O T OS 62% 64% P HO T O S
W ALL P OST S 52% 57% WA L L P O S T S
PRE-REC O R D E D V ID E OS 43% 42% P R E - R E CO R D E D VI DEOS
40
TWITTE R
Twitter is where Gen Zs go to find clever people and content. The real-time nature of the
platform means there is always something new to discover, and they can catch up on their
feeds quickly. Unlike the other major social platforms, Twitter seems to be uniquely suited
to helping Zs express their ideas and opinions rather than a place to have peer-to-peer
interactions.
How they typically use Twitter
41% Follow interesting people
29% Get the news

39%
2 5% Express how I feel of Gen Zs use Twitter
every day via the
mobile app
How they typically use Twitter:
3 3% Easy to use on computer and phone
32% Quick and easy to get through feed
32% Always something new
30% Favorite celebrities are on it
41
GE N Z: LE ADERS OF TH INTRO
E M OB IL E S OC IAL M OVE M E N T
73% 60% 52%

Tweets Photos Videos
Content they/their friends post
Males Females
F UNNY SIT UAT IONS 36% 33% CL E VE R T WE E T S
MEMES 25% 32% FU N N Y S I T U A T I ON S
HANG ING O UT W IT H 24% 28% MEMES

FR IENDS / LI NKS T O V ID E O S
F O OD /D R INKS
42
app roundup
43
G EN Z A PP ROUNDUP
Gen Zs like that the apps they use every day provide entertainment and connection with
friends, and are easy to use. Those that make the cut include social networks, streaming
platforms, messaging platforms, and games.
TOP 3 FAV ORIT E QUALIT IES OF APP S
F A V O R ITE QUALITY :
M Y FRIEN DS
ARE O N IT
S OCIAL
F AVORITE QUALITY :
EN T ERT A IN IN G
F AVORITE QUALIT Y:
EA SY T O USE
44
G E N Z APP R OU N D U P
IN A TYPICAL DAY, WHICH APPS DO YOU THE MOST?
ENTERTAINMENT APP: SOCIAL APP:
37% 78%
21% 67%
16% 66%
12% 52%
10% 39%
09% 24%
17%
MESSAGING APP:
14%
40%
10%
17%
10%
15%
10%
11%
45
TH E
FOLLOW I NG LI S T S
W E R E CU R ATE D FROM
quali t at i ve inter v ie w s of G en Z s
around t he count r y w ho were
re cr ui te d f rom Trendera ’s in - hous e
p anel of G en Z consumer s
in Jul y 2017.
46
G E N Z ’ S E S S E NTI A L A PP S
Snapchat Messenger Twitter
Pinterest Tumblr Whatsapp
Musical.ly VSCO Uber
Venmo Spotify Instagram
YouTube Facebook
47
A PP S O N TH E R I S E
GAMING
1. 3. 5.
2. 4.
GAMING: 1. Love You To Bits 2. Limbo 3. Fire Emblem Heros 4. Beat Fever 5. Crossy Road
SOCIAL
1. 3. 5.
2. 4.
SOCIAL: 1. Aux 2. YouNow 3. Fam 4. Sarahah 5. We Heart It
48
CREATION
1. 3. 5.
2. 4.
CREATION: 1. Loopsie 2. UNUM 3. Bitmoji 4. GIPHY 5. Aviary
NEWS
1. 3. 5.
2. 4.
NEWS: 1. YouTube 2. Facebook 3. Instagram 4. Snapchat 5. Twitter
49
1594
06
AW E S O M E N E S S
2701 O LY M P I C B LV D.
BUILDING B
S A N TA M O N I C A , C A 9 0 4 0 4
310 .601.1960
genz@awesomenesstv.com
awesomenesstv.com/genz
TRENDERA
LOS ANGELES | NEW YORK
310.2 79 .1047
info@trendera.com
@trendera
@trendera
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Gen Z: Leaders of The Mobile Social Movement

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LEADERS OF THE MOBILE

05 About This Report 37 Instagram

06 Key Takeaways 39 Facebook

47 Gen Z’s Essential Apps

15 The Modern Security Blanket

17 Video Reigns King

25 Attention Discriminant, not Attention Deficit

As technology races on, we are also witnessing the emergence

While many of us from older generations are still trying to

We can’t deny that Gen Zs live in a mobile-dominated world

All respondents owned

38% 24% 21% 18%

CREATE CONTENT THAT’S SHAREWORTHY.

Create content that has a purpose, feels unique, demands

DIVERSIFY CONTENT ACROSS PLATFORMS.

Gen Z is turning their attention to a variety of different social platforms based on

STRATEGICALLY CONNECT WITH YOUR AUDIENCE.

EMPOWER YOUR INFLUENCERS.

Provide a platform that empowers influencers to authentically use

BE QUICK AND GET TO THE POINT.

TECHNOLOGY & THE

1970 1990 2000 2005

GENERAT IONA L COMPA RISO N

Defining Tech Walkman iPhone AR/VR

Go-To Platform Facebook Instagram Snapchat

B O RN WIT H A SILVE R SCRE E N

said their first

Yes, you did the math correctly;

60% of Gen Zs own iPhones,

CONST ANTLY CONN E CTE D

WHAT AGE WERE YOU WHEN YOU FIRST...

Got their first social

IT SHOULD BE NO SURPRISE THAT GEN Z FINDS IT EASIER TO EXPRESS THEMSELVES

Gen Z’s Preferred Communication Styles

50% Voice call

B EST FRIENDS: SIBLINGS:

59 % SMS/iMessage 49% SMS/iMessage

4 6% Snapchat DM 3 6% Voice call

42% Voice Call 2 6% Group text

41% Group Message / Instagram DM 2 5% Facebook Messenger

39% Facetime 2 3% Snapchat DM

LARGE R FRIEN D GROUP: EXTENDED FAMIL Y:

42% SMS/iMessage 4 5% SMS/iMessage

40% Group Text 38% Voice call

37% Snapchat Groups 3 3% Facebook Messenger

3 4% Snapchat Stories 27% Email

32% Snapchat DM 2 6% Facebook Wall Post

V IDEO RE IGNS K ING

Suffice it to say that Gen Z consumes A LOT of video content:

APPROXIMATELY HOW MANY OF THE FOLLOWING

They prefer content that is short, sweet, and funny:

What they’re watching on:

GAM ING 30% 26% M U SI C

M USIC 27% 25% B E AUTY

S P O R TS / PRANKS .. 24% 22% CE L EBS

SPO R T S 32% 31% B E AUTY

G A MI N G / SPORTS 31% 26% CE LEBS

P R AN KS / CELEBS 18% 18% B E A UTY

GAM ING 33% 26% AN I M ALS / P ETS

SPOR T S 27% 20% M US I C / BEAUTY

M USIC 25% 18% F OOD & COOK I N G

GAM ING 48% 44% MUSIC