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REVOLT'S study, Gen Z & The Engagement Economy, explores the broadest measurement of youth media usage to date - from music streaming services, emerging social and OTT video platforms, to eSports participation; how Gen Z is using social differently, and what marketers can do to better engage them.
The project tapped into their 50,000 person panel, surveying consumers in urban, suburban and rural areas across the country to fully understand where to find and how to engage this influential next generation. The study also explored the future of Multicultural Marketing through the lens of consumer segmentation within Hip Hop fandom.
REVOLT's Gen Z & The Engagement Economy research discovered:
Half of Gen Z - in urban, suburban, and rural settings - says "my social circle is diverse"
While Gen Z is everywhere in digital, here is the dominant communication behavior across their social landscape:
Creating: uploading the most amount of original content to Instagram
Liking the most amount of content on Twitter
Commenting on Facebook
Chatting on Snapchat
Viewing video on YouTube
YouTube's ultimate creators are actually guys, not girls. While guys carry the long form creator behaviors on platforms like YouTube, girls drive the growth of Stories on Instagram and Snapchat.
Contact us for access to REVOLT's study Gen Z & The Engagement Economy: firstname.lastname@example.org