Snapchat's recent study across six countries found that Gen Z have higher advertiser recall rates.
As Gen Z becomes the profitable spending cohort, many of them rely on brand identity to express themselves, as per the report. 65% Gen Z in Australia use brands to express themselves, compared 40% of Gen X and Baby Boomers.
Of those polled, 74% of Gen Z prefer brands from the video streaming category and 64% Gen Z prefer brands from the athletic apparel category. 60% American Gen Z rely on friends and family to pick a brand compared to 52% millennials.
Attributes like caring about customers, environment and the broader community were rated high across categories in brand affinity considerations. Gen Z who watched 0-2 seconds of ad had a 55% ad recall rate across the US, UK, Canada and Australia.
[3 minute read]