The prepared by IAB Spain and has incorporated, in its latest edition, a section that allows comparing the differences between the () and millennials regarding the use of the most popular social platforms. As expected, several interesting conclusions have been found that we will review below.
Generation Z and millennials: the generations that use social networks the most
First of all, the research consolidates the idea that both generation Z (16-24 years old) and millennials (25-40 years old) are the age groups that spend more time in . This is something that should not surprise anyone, since we are talking about the two generations that have grown up in the digital age.
Although it should be noted that centennials are more intense in the use of digital platforms than millennials. It is the only (and first) generation that has not experienced the analog environment and, therefore, does not know a world without social networks or the Internet.
4 essential differences between generation Z and millennials when they use social networks
Centennials are not only those who use social networks the most, but also those who cover the most networks: the study by IAB Spain and Elogia also shows that generation Z is the age group that uses a greater number of social platforms. Be it Snapchat, Twitch, Tumblr, 21Buttons or HouseParty, to name a few.
Centennials in particular use, above all, WhatsApp (77%), YouTube (77%) and Instagram (67%). For their part, millennials use more WhatsApp (86%) -for communicating-, Facebook (81%) Y YouTube (77%), although they also opt for LinkedIn, Twitter and Telegram. Likewise, the most notable differences between generation Z and millennials that the study has revealed are:
- Facebook: Despite being one of the most important social networks, it is by no means the first choice among boys between 16 and 24 years old. Just 62% of those surveyed said they use Facebookcompared to 81% of the millennials who participated in the study.
- LinkedIn: 29% of millennials say they use LinkedIn, and in the group of generation Z this percentage drops to 15%. It could be understood that this is a expected conclusionas millennials have been in the business longer working market. The vast majority of centennials are still in a stage of academic training (high school and university).
- TikTok: this social network triumphs among the youngest (34%) because it incorporates an original way of posting videos that connects well with younger age groups. On TikTok, fast content prevails and short videos with a maximum duration of 1 minute are shared, where music is very important. Millennials, on the other hand, claim to use it as only 19%.
- Tumblr: the case of this microblogging platform is a curious case. It was founded in 2007 -so it is a relatively old social network- and has never been particularly popular in Spain. However, nowadays has better penetration among the younger. Specifically, 13% of centennials say they use it, as opposed to 4% of millennials surveyed.
Generation Z vs. millennials: transversal social networks
In any case, generation Z and millennials also sometimes agree on something. Social networks most transversal are: Whatsapp, Youtube, Instagram Y pinterest. Of course, the preference between these social platforms varies depending on the generation.
For example, the group of centennials prefer, in this order -although there is not much difference between them-: Instagram (27%), Whatsapp (25%) and YouTube (22%). If we talk about millennials, they clearly opt for WhatsApp -quite above-, Instagram (18%) and Facebook (15%). It should be noted that among Young between 16 and 24 years old, only 4% have used Facebook in the last month.
How much time do centennials and millennials spend on social networks?
Regarding the time that both generations spend on social networks, the truth is that there are not many differences. According to the study, generation Z spends an average of 1 hour and 27 minutes in social networks and millennials around 1 hour and 13 minutes. In addition, generation Z has acknowledged having used on average 5.4 networks everwhile millennials have a similar mean 5.1 social platforms.
Although there are still many who continue to consider them the same, today they are plus the differences that separate Gen Z from millennials than the similarities. Although both generations have grown up in the digital era, there will always be a significant gap between them because they conceive digital media differently.
While for millennials, social networks are one (more) means of consumption along with the alternative to the analog world, for centennials they are essential tools that facilitate access to communication, education or entertainment.
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