As we enter the we find interesting conclusions: the average age of users is 40 years old and most of them are university students, for example. However, if we take a closer look, we find that not all use the same or give the same use. For this reason, it is extremely interesting to know the differences between Millennials vs Generation Z, the most intensive user groups in social networks, and their particularities.
The study reserves a chapter to analyze how are the usage habits of Millennials, those Spanish users whose ages fluctuate between 25 to 40 years, and Generation Z, between 16 and 24 years old. This is what he tells us.
Millennials vs Generation Z: use of social networks
The study indicates that the generation Z, that is, the youngest (16/24 years old), are the ones who use social networks the most, and among them WhatsApp (used by 86%), YouTube (79%) and Instagram (86%) stand out. Among the networks that differ most from the usage habits of Millennials, special form Twitter (63%), (61%) and (55%). This generation has used an average of 6.8 social networks at some point.
As for Millennials, they have used an average of 5.4 networks at some time, and while they also enjoy WhatsApp (85%), they prefer Facebook (77%), YouTube (73%) and Instagram (69%) much more.
When asked which of these networks are their favourites, WhatsApp, YouTube, Instagram, Pinterest, Telegram and TikTok are the most transversal social networks, that is, they are enjoyed equally by several generations.
Millennials vs Generation Z: intensity of use
Among all users of social networks in Spain, Both Millennials and Generation Z are the ones who spend the most time connected on these platformsDespite this, Generation Z has a more intensive use with an average of 1:42 hours a day, against an average of 1:16 hours for Millennials. The general average of use is 1 hour and 21 minutes per day.
What do they use social networks for?
In the comparison between Millennials vs Generation Z, the use of social networks does not vary much in its main objectives: entertain, interact and learn.
Nevertheless Generation Z also uses them to follow trends (50%)much more than Millennials (28%), as well as looking to meet people (52% Generation Z vs 22% Millennials).
Social shopping
Users who belong to Generation Z are the ones who most use social networks to inform themselves before making a purchase (76%), since they consider these platforms as an influence for their purchases, an average that is maintained compared to the results of last year. Meanwhile, Millennials have decreased this use, since 47% say they look for information on social networks before making a purchase while 60% assure that they have been influential in their decision.
As for them, the youngest are also the ones who are most supportive of them: 7 out of 10 Generation Z users in Spain follow the , especially on Instagram and YouTube, as well as TikTok, Twitch, Facebook and Spotify. Among Millennials, only 53% follow influencers, especially from Instagram and YouTube.
What would social networks be without games? Among all the generations, the Z is the one that declares itself the most gamer (75%), compared to the Millennials (50%), and in fact 8 out of 10 users between 16 and 24 years old have declared watching some eSports broadcastwhile only 5 out of 10 users between 25 and 40 years old have seen them.
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