What behavioral patterns are common to Generation Z
Ipsos in partnership with YouTube analyzed the behavior patterns of users who are considered Generation Z. This category includes people who were born in the late 1990s and early 2010s and, like all different generations, they have several characteristics that influence their preferences.
According to the study, fan communities have grown in popularity among this group of users. Surveys have shown that 61% of respondents consider themselves fans of a particular music group, artist, game, or book. And such patterns of behavior can be traced back to videos on YouTube. For example, videos of K-pop singers performing or being interviewed gain billions of views. And many accounts on the platform take advantage of this trend and post videos mentioning certain people from fan communities to increase the popularity of their channels.
Generation Z is also characterized by a desire for uniqueness, and this is noticeable not only by the characteristics of self-expression in society but also by preferences in the Internet space. For example, 65% of YouTube users noted that they are interested in content that is primarily relevant to their queries and not just popular with a large number of people. And this pattern is evident across a variety of destinations, not just YouTube. 55% of zoomers prefer content that no one they know is passionate about.
A striking pattern in young people’s behavior is their love of memes. Their creation and consumption are clear signs of the integration of zoomers and millennials into today’s community. A survey showed that over the past year, 63% of respondents subscribed to one or more meme accounts. And the majority of users note that the publication of various memes by well-known brands increases users’ trust in the business.
59% of respondents actively use short video applications that allow them to learn the latest news in a convenient and concise format.
As in the past few years, researchers note the growing popularity of Influencers, and hybrid criers – people who have no clear attachment to a particular platform – are now becoming relevant. By using different platforms to broadcast their content, they are increasing their reach and the number of subscribers.
Young people’s behavioral patterns regarding the focus of content have changed. Relevant for them is the “vibe” – a video that helps to create a certain atmosphere, such as calm or positive. Thus, generation Z tries to cope with stress and adjust themselves to certain actions.
Interestingly, 82% of users search for content on YouTube to feel nostalgic. One of the variants of this trend is a pattern of behavior in other social networks when a person periodically returns to a blogger who used to be interesting in the past.
