Gen Z’s entry into adulthood will be the main source of growth in US social media users over the next five years. While there are some parallels with millennials, this is a generation that has long been immersed in social media and has come up with its own rules to navigate it. They are self-aware, quick to adapt, and ready to push back on the standards set by their predecessors.
What does all this mean?
Gen Zers’ use of social media is the most sophisticated out of all the generations, as they are true digital natives, comfortable with most social platforms and tools, including social search. Look to them to set the pace of all new social media experiences—because they have the time, the interest, and (increasingly) the income.
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