Millennials have gotten rapt attention from media and marketers. But a new generation, Gen Z, born after millennials, is capturing a new zeitgeist.
Morning Consult released the results of a new study today focused on Gen Zs, those Americans born roughly between 1997 and 2012.
Topics covered include personal values and life outlook, political identity and perceptions of the world, media consumption and consumer habits.
The report found that among media consumption habits, 49% of Gen Zs are most likely to get their news from social media and many use YouTube every day.
Gen Z is, in part, categorized as being the first digitally native generation, reflected in their media consumption with digital-first publications, such as BuzzFeed, Vice
Media, Business Insider, Refinery29 and Quartz c
Top publications include BuzzFeed News, The Daily Mail, Vice Media, New York Magazine and GQ, while top news brands among the group include Fox News, BuzzFeed News, ABC News, CNN and The Daily Mail.
To take in their digital diet, the study found that of the top 25 brands Gen Z adults are most likely to tap for daily use, 11 are Google and Apple products.
The report is based on an online survey of 3,022 U.S. adults conducted between May 23-26 this year. Morning Consult used its Brand Intelligence tracking platform to provide additional brand-tracking data.
The full report can be found online.