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 media through an in-depth study conducted by YouGov in April 2024. The analysis highlights the platforms preferred by the Gen Z, including Instagram, YouTube and Snapchat, as well as their consumption habits. In France, these young users demonstrate a strong commitment to video content and an increasing use of social networks to get information. This study also reveals interesting comparisons with previous generations, demonstrating a notable evolution in digital preferences and behaviors over the years. You will be interested in the significant differences between generations, and what this implies for digital marketing.
Have you ever thought about how the Generation Z (Gen Z) uses social media compared to other generations? Social media usage trends are constantly evolving, and understanding these dynamics is crucial for digital marketers, businesses, and even educators. This article explores a recent study by YouGov, highlighting the social media platforms most used by Gen Z compared to other generations in France.
Introduction
The YouGov research institute published a report in April 2024 detailing the use of social networks by generation. This survey is based on the YouGov Profiles panel (France) and reveals clear trends and behaviors specific to each age group. The aim is to provide a precise understanding of users' preferences and habits in terms of social networks.
Generation Z: What Makes Them Unique?
Generation Z, born after 1996, stands out for its immersion in digital technology. Social networks are an integral part of their daily lives, and their preferences differ markedly from those of previous generations. Understanding these differences allows us to adapt communication and marketing strategies to better meet their expectations.
Instagram: The #1 Social Network for Gen Z
Preferences and Attendance
According to the YouGov study, nearly 70% of Gen Z members use Instagram regularly. This platform is favored because of its visual format that attracts young people, who are fond of visual and interactive content.
Comparison with other Generations
In comparison, Millennials (1981-1996) and Gen X (1965-1980) also use Instagram, but in a different and less intensive way. Baby Boomers (1946-1964) prefer platforms like Facebook.
| Generation | Social Network No. 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 massively, which puts YouTube in second place with 62,% users among them. Long and short formats coexist, meeting various needs: entertainment, education and tutorials.
Time Spent on the Platform
The study found that 24 % of Gen Z spend between 6 and 20 hours per month on YouTube, with nearly 9 % exceeding 21 hours. This shows a massive investment in terms of time, often more than that spent on studies or other hobbies.
Snapchat: The Instant Messaging App in Fashion
Using Snapchat
Snapchat ranks third among Gen Z's favorite social networks. Used primarily for instant messaging, it remains a staple for everyday communication. About 51 percent of young people use it regularly.
Comparison with Millenials
Millennials, while using Snapchat, favor platforms like Instagram and Facebook more for messaging and posting content.
Facebook: Still Popular but Decline Among Younger People
Adoption by Older Generations
Facebook, while still dominant with 51,100 Gen Z users, is primarily used by Millennials and older generations. Statistics show that 77,100 Baby Boomers actively use it.
Average Time Spent
The average time spent on Facebook also differs across generations. Millennials spend up to 5 hours per week, while Baby Boomers show similar behaviors.
TikTok: Booming growth
Usage and Time Spent
TikTok, used by 41% of Gen Z, is growing rapidly in terms of users and time spent. About 25% of young people spend more than 6 hours per week on the app, signaling its potential to capture attention.
Impact on Brands and Influencers
For brands and influencers, TikTok represents a huge opportunity. Campaigns influencer marketing are experiencing significant success, creating trends and reaching a young and engaged audience.
Social Networks for Information
Generational Information Gathering
The use of social media as a source of information is also a strong trend among Gen Z and Millennials. About 35% of Gen Z and 37% of Millennials say they use these platforms to get information.
| Generation | Percentage using networks to get information |
|---|---|
| Gen Z | 35 % |
| Millenials | 37 % |
| Gen X | 22 % |
| Baby Boomers | 17 % |
Trust in Different Sources of Information
Older generations remain largely loyal to television for news, unlike younger generations who prefer the flexibility and accessibility of social media.
Comparing 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 effectively reach Gen Z, a multichannel strategy is essential. Using multiple platforms simultaneously allows you to reach these young adults on their preferred channels, optimizing the load and type of content published.
Campaign personalization
Marketing campaigns should be customized to meet the specific needs of each social network. Understanding popular formats and content preferences is crucial for engagement and retention.
Recommended Tools for Professionals
- Iconosquare : Analysis and optimization of social networks.
- 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, like 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 Gen Z’s social media usage 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 younger generations. 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 are 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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