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Gen Zs online: Receptive, passionate, open-minded

Generation Z (those between the ages of 24 and 9) or Gen Z is the voice of the new generation online. 

These digital natives, the first social generation to have grown up with access to the Internet and mobile devices, spend most of their time online to pursue their interests and passions. According to social media site Twitter, 61 percent of “zoomers” on the platform use it on a daily basis, like a diary where they share their thoughts “with raw honesty and revealing conversations”. 

Gen Z

The social media site offers more insights into Gen Z’s activities online. 

They check news on social media

Half of Gen Zs on Twitter read news stories to stay on top of current events. In addition to news, they also spend time on the platform learning about #WhatsHappening and what’s new, from pop culture to Internet trends. It also serves as their inspiration for things or places to buy or visit. 

They keep an open mind

Freedom of expression is essential to them, this results in their openness and optimism towards learning and understanding different topics such as mental health, gender identity, sexuality, equality, self-expression, youth, and climate change. 

“Gen Zs have always been active on Twitter, but there are still plenty of things to learn and discover about them because their interests are so diverse,” said Chandan Deep, Twitter’s head of emerging business in Southeast Asia.

With their openness to just about anything under the sun, they are also a generation that accepts diverse points of view. Majority or 81 percent of Gen Zs describe themselves as “open-minded”.

Data from Twitter reveal Gen Zs access the social media site to read news, discuss and discover new passions and interests, and try brands that advertise on the platform.
Data from Twitter reveal Gen Zs access the social media site to read news, discuss and discover new passions and interests, and try brands that advertise on the platform.
They are driven by passion

Their enthusiasm for new experiences and connections lead them to pursue multiple passions, which, Twitter says, drive conversations on the platform. Based on topics discussed by Gen Zs, their interests include gaming and tech, food and beauty, and music. 

Gen Zs also appreciate brands who fuel and empower their passions. Filipino Gen Zs shared that they mentioned brands that provided authentic experiences and foster connections with communities that share common interests and passions.

“We see a trend wherein Gen Zs rule conversations and are active in engaging with brands especially if they gravitate towards the things that matter to them,” shared Deep.

They are highly receptive to advertisements

Based on Twitter’s data, this generation is highly receptive to buying brands they have seen advertised and is the first to try new things. 

To capture this market, the social media site suggests brands appeal to their interests and advocacies, to provide a space for participation, and to make them laugh. “Don’t be afraid to tap into good humor or use memes!”

Topics: Generation Z , Gen Z , Twitter , social media
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