New research from social engagement firm REVOLT explores the broadest measurement of Gen Z’s media usage to date—from music streaming services, emerging social and over-the-top video platforms to eSports participation— to how Gen Z is using social differently, and what marketers and communicators can do to better engage them.
REVOLT tapped into its 50,000-person panel, surveying consumers in urban, suburban and rural areas across the country to fully understand where to find and how to engage this influential next generation for the study, Gen Z & The Engagement Economy.
“This research strengthens REVOLT and our partners’ ability to do more in our marketing than simply make an impression,” said Mike Roche, REVOLT EVP Sales & Partnerships, in a news release. “We’ve unlocked critical insights to drive attention and engagement surrounding the content we produce with brands.”
The study goes on to explore the future of multicultural marketing through the lens of consumer segmentation within Hip Hop fandom. The insights further REVOLT’s audience development strategy, and support marketing partners in their efforts to connect with Gen Z.
“Gen Z is coming of age as true digital natives, consuming content less communally than any culture prior. Marketers are increasingly pressed to ask more from their media than just an impression,” said Jake Katz, REVOLT VP of Insights and Strategy. “A third of Gen Z tells us, ‘Hip Hop’ is the genre they relate to the most—a sensibility that holds true across race and ethnicity.”
The study dives into key areas including:
Diversity is the new normal
The study found that half of Gen Z—in urban, suburban, and rural settings—describes having a social circle that is diverse. Multiculturalism is the world they’ve come of age in, and forms their pop culture sensibility.
Engagement behavior, the new call to action
While Gen Z is everywhere in digital, the survey ranked dominant communication behavior across the social landscape, enabling marketers to design more engaging campaigns by knowing exactly what behavior underpins the engagement of every platform—from commenting to chatting, uploading to viewing, liking to sharing.
Creator culture in gender
The study asked Gen Z about their preferences from a creator standpoint, and the results showed that between guys and girls there are significant differences in how content is being created and shared across YouTube, Instagram, and Snapchat.