Gen Z prefer visuals on Snapchat

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 19, 2021, 4:26 AM UTC

Snapchat surveyed 27,000 daily users for a global study aimed at understanding changing behaviours of Gen Z.

Calling them the “Snapchat Generation”, the report found that Gen Z are 150% more likely to communicate using images rather than text as compared to non-Snapchat users. Photos lead at 81%, emojis or emoticons come in with 76% and memes at 56% as items used while communicating digitally.

Further, 53% of Gen Z users believe they “can change the world through digital media.” 41% non-Snapchat users feel similarly. 48% of Gen Z think “powerful social movements can happen online.” 40% of non-Snapchat users believe this.   

Additionally, across categories, this generation is comfortable outspending non-Snapchat users. 52% would outspend for new cellphones, 50% each would do so for shampoos and speciality drinks. The respondents also reported using AR on products more than they were doing a year ago.   

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