Find out how Generation Z uses social networks in France, and compare their behavior with that of other generations.
Find out how generation Z uses social networks through an in-depth study conducted by YouGov in April 2024. The analysis highlights the platforms favored by the Gen Zincluding Instagram, YouTube and Snapchat, as well as their consumption habits. In France, these young users show a strong commitment to video content and a growing use of social networks for information. This study also reveals interesting comparisons with previous generations, demonstrating a notable evolution in digital preferences and behaviors over the years. You'll be interested to know the significant differences between generations, and what this means for digital marketing strategies.
Have you ever thought about how Generation Z (Gen Z) is using social networks compared to other generations? Trends in the use of social platforms are constantly evolving, and understanding these dynamics is crucial for digital marketing professionals, businesses and even educators. This article explores a recent study by YouGov, highlighting the social networks most used by Gen Z compared to other generations in France.
Introduction
In April 2024, research institute YouGov published a report detailing the use of social networks by generation. The survey is based on the YouGov Profiles panel (France) and reveals clear trends and behaviors specific to each age group. The aim is to offer a precise understanding of users' social networking preferences and habits.
Generation Z: What makes them unique?
Generation Z, born after 1996, is characterized by its digital immersion. Social networks are an integral part of their daily lives, and their preferences differ markedly from those of previous generations. Understanding these differences enables us to adapt our communication and marketing strategies to better meet their expectations.
Instagram: The #1 Social Network for Gen Z
Preferences and frequentation
According to the YouGov study, nearly 70 % of Gen Z members use Instagram regularly. This platform is favored because of its visual format, which appeals to young people who are fond of visual and interactive content.
Comparison with other generations
In comparison, Millenials (1981-1996) and Gen X (1965-1980) also use Instagram, but differently and less intensively. Baby Boomers (1946-1964) prefer platforms such as Facebook.
| Generation | Social Network N°1 | Percentage of use |
|---|---|---|
| Gen Z | 70 % | |
| Millenials | 68 % | |
| Gen X | 75 % | |
| Baby Boomers | 77 % |
YouTube: A Love for Video Content
Video Content Consumption
Gen Z consumes videos on a massive scale, putting YouTube in second place with 62 % users among them. Long and short formats coexist, meeting a variety of needs: entertainment, education and tutorials.
Time spent on the Platform
The study reveals that 24 % of Gen Z spend between 6 and 20 hours a month on YouTube, with almost 9 % exceeding 21 hours. This shows a massive investment in terms of time, often greater than that devoted to studies or other hobbies.
Snapchat: the instant messaging craze
Using Snapchat
Snapchat ranks third among Gen Z's favorite social networks. Used primarily for instant messaging, it remains a must-have for everyday communication. Some 51 % of young people use it regularly.
Comparison with Millenials
Millenials, while using Snapchat, favor platforms like Instagram and Facebook more for messaging and publishing content.
Facebook: Still Popular but Declining Among Younger People
Adoption by older generations
Facebook, while still dominant with 51 % of Gen Z users, is mainly used by Millenials and previous generations. Statistics show that 77 % of Baby Boomers actively use it.
Average time spent
The average time spent on Facebook also differs according to generation. Millenials spend up to 5 hours a week, while Baby Boomers show similar behavior.
TikTok: Booming growth
Use and Past Time
TikTokused by 41 % of Gen Z, is growing rapidly in terms of users and time spent. Some 25 % of young people spend more than 6 hours a week on the app, signalling its attention-grabbing potential.
Impact on Brands and Influencers
For brands and influencersTikTok represents an unmissable opportunity. The campaigns of influencer marketing have met with significant success, setting trends and reaching a young, committed audience.
Social networks for information
Generations of Information
The use of social networks as a source of information is also a marked trend among Gen Z and Millenials. Some 35 % of Gen Z and 37 % of Millenials say they use these platforms for information.
| Generation | Percentage using networks for information |
|---|---|
| Gen Z | 35 % |
| Millenials | 37 % |
| Gen X | 22 % |
| Baby Boomers | 17 % |
Trust in Information Sources
Older generations remain mostly loyal to television for information, unlike younger generations who prefer the flexibility and accessibility of social networks.
Comparison of Social Networks by Generation
| Generation | Main Social Network 1 | Main Social Network 2 | Main Social Network 3 |
|---|---|---|---|
| Gen Z | YouTube | Snapchat | |
| Millenials | YouTube | ||
| Gen X | YouTube | ||
| Baby Boomers | YouTube | ||
| Silent Generation | YouTube |
Implications for Marketing and Communication
Multichannel strategies
To reach Gen Z effectively, a multi-channel strategy is essential. Simultaneous use of multiple platforms enables us to reach these young adults on their preferred channels, optimizing the load and type of content published.
Campaign personalization
Marketing campaigns need to be personalized to meet the specific needs of each social network. Understanding popular formats and content preferences is crucial for engagement and loyalty.
Recommended Tools for Professionals
- Iconosquare Social network analysis and optimization.
- Brandwatch Advanced social listening platform.
- Visibrain Real-time monitoring of social networks and online media.
- ValueYournetwork Search for the most relevant micro-influencers in a sector.
Influencer integration
Working with relevant influencers on Gen Z's favorite platforms, such as Instagram and TikTok, is a winning strategy. Influencers possess crucial persuasive power in purchasing decisions and brand awareness.
Conclusion
The YouGov study reveals clear trends in the use of social networks by Gen Z in France. Instagram, YouTube and Snapchat dominate their preferences, while TikTok is rapidly gaining ground. Traditional platforms like Facebook, while still popular among older generations, are seeing a decline among the younger set. For marketing and communications professionals, this information is essential to adapt their strategies and effectively reach each segment of the population.
By understanding these behaviors, you can refine your approaches and maximize your presence and impact on social networks. If you're a community manager or social media manager, leverage the right tools and strategies to stay ahead of trends and meet the needs of your diverse audience.
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