This makes it difficult for marketers to create a long-term relationship with this group of digital natives
Among the 400 Gen-Z people surveyed in a Wattpad study, 43% said they actively chose to stay away from social media for a couple of hours in a day. The other group uses the internet to de-stress through various recreational activities, including reading and watching funny videos.
While a majority of the age group feel that they spend too much on social media, 45% feel they are being judged for using their phone a lot. However, 59% of those surveyed said that screen time makes them happy, which is more than time with pets or time with family.
Captivating on trends, impressions and popularity can create a short-term engagement with the Gen-Z. But, the article says that building a long-term relationship would require more authentic content from brands.
[2 minute read]