The news: Nike, Forever 21, Lululemon, Urban Outfitters, and Sephora are some retailers that Gen Zers prefer visiting in person to shop at, owing to their use of social media in interesting ways, a study by MG2 and Berns Communications Group found.
Our July survey of Gen Z uncovered new insights on the group’s engagement with social media. A key point: Brands looking to reach this age cohort need to be present on multiple platforms.
Divided attention: For shopping and other popular activities such as search and engaging with influencers, no one social platform has a lock on Gen Z’s attention. Those ages 15 to 26 use many platforms.
Age preferences: The survey of Gen Zers found differences in the usage of major platforms among teens and adults.
The big takeaway: The fact that Gen Z’s attention is divided for key social media activities spells potential opportunities for brands and the major social networks.
Go further: For more on Gen Z’s usage of social media, read our report, US Gen Z Social Media Activities 2023.