Gender Groups and Sub-Groups in the U.S, France, and Germany
Instagram (81%) is the most popular social media network among Gen Zers in France, followed by Snapchat (74%), Facebook (61%) and Twitter (33%). In Germany, however, 92% of Gen Zers use WhatsApp several times a day, followed by YouTube (69%), Instagram (65%), Snapchat (57%), and Facebook (14%). Additional details on Gen Z and millennials have been added below.
Offline Habits of Generation Z
- The top five hobbies for Gen Z aged 13 to 17 years are sports, music, gaming, art, and cooking/baking/reading tied for fifth.
- The top five hobbies for Gen Z aged 18 to 24 years are music, sports, gaming, reading, and writing.
- Gen Zers watch on average 13.2 hours of TV per week.
- 60% of Gen Zers would prefer a cool experience over a cool product (40%).
- 55% of Gen Zers would rather buy a finished product than do-it-yourself. 57% would also rather buy a unique product than a popular one.
- The favorite sports to participate in for Gen Zers in the United States running (31%), basketball (20%), action sports (13%), and football (12%).
- Gen Z's favorite food includes pizza, tacos, pasta, and sushi. Gen Z's favorite books to read include Harry Potter, manga, comics, and Twilight.
- "30 percent of Gen Z are very concerned about the impact of poverty and hunger and prioritize it over the issue of economic development. Other top causes include the environment, human rights, and equality."
- 35% of Gen Zers report that they would start saving for retirement in their early 20s, while 10% say they will start saving as teenagers. Over 35% of Gen Zers are constantly saving for big purchases, with 12% saving for retirement already.
- "Gen Z parents (ages 18-22) were more likely to continue spending on themselves than young millennial (23-30) and older millennial (31-39) counterparts; 57% of Gen Z survey respondents indicated that they did not cut spending on items for themselves, compared with 49 percent of millennials."
- The average annual spend of Gen Zers on different categories include travel ($3,827), entertainment ($939), food/convenience/drug store ($3,431), restaurant ($2,765), retail ($6,768), and automotive ($1,176).
- The bulk of Gen Z's retail spend goes to warehouse clubs ($2,133), followed by home improvement ($1,996), and mass merchandisers ($1,883).
Offline Habits of Millennials
- The top five hobbies for millennials are music, reading, fitness, gaming, and cooking/baking.
- Millennials watch on average 14.8 hours of TV per week.
- 77% of millennials will pick cool experiences over cool products (23%). They "aspire to travel and help their communities more than starting families or their own businesses." Millennial women (62%) are more interested in traveling around the world that their male counterparts (51%).
- 63% of millennials would rather buy a finished product than do-it-yourself. 63% would also rather buy a unique product than a popular one.
- The top five concerns for millennials include climate change & protecting the environment (29%), income inequality/wealth distribution (22%), unemployment (21%), crime/personal safety (20%), and corruption within business or politics (20%).
- According to Mintel, "58% of the millennials surveyed consider themselves a 'foodie' and 57% think planning meals takes more time than they would prefer — they tend to eat out more."
- Two-thirds of millennials attend church service a few times per year or even less; ten years ago, 30% were attending these few services per year.
- "Shopping regularly at big box stores like Buy Buy Baby and Babies “R” Us rose among younger and older millennials since becoming a parent or soon-to-be parent (57 percent and 76 percent, respectively)."
- 63% of millennials take part in one form of exercise or the other and the most popular sports they are willing to try include outdoor sports, golf, water sports, cycling, and soccer.
- The average annual spend of millennials on different categories include travel ($3,112), entertainment ($840), food/convenience/drug store ($3,017), restaurant ($2,529), retail ($5,928), and automotive ($978).
- The bulk of millennials' retail spend goes to warehouse clubs ($1,895), followed by home improvement ($1,853), and mass merchandisers ($1,762).
Millennial Parent Social Media Consumption and Habits
- Millennial dads are taking a more active role in parenting their kid(s). They are also likelier than millennial moms to turn to YouTube for guidance; 86% turning to YouTube to learn how to prepare a meal, assemble a gear, and using a product.
- 82% of millennial dads also say that they particularly watch pop-culture related videos so they can connect with their kids.
- According to ThinkwithGoogle, "Millennial parents take on a more intimate, less hierarchical role with their children than parents of previous generations and want an open, honest dialogue with their children. In fact, nearly 8 out of 10 millennial parents agree that their child is one of their best friends and 74% of millennial parents involve their children in household decisions." Furthermore, 65% watch YouTube videos to share part of their childhood with their kids.
- Seventy-one percent of millennials say that they value the parenting information and insights that they get from social media. In fact, about 33% of women and 50% of men in this cohort say that they turn to social media daily for help in parenting.
- Millennials value the advice from their peers and doing so on parenting is not excluded; they use social media platforms to ask questions or to search for answers on issues such as potty training and temper tantrums.
- Social media also serves as a medium to connect with other millennial parents with the connections happening in parenting and neighborhood groups.
- Millennial parents spend four hours on average per day on social media, more than their non-parent peers (three hours), with 75% saying that "getting parenting advice online helps them to solve their problems."
- One in five (20%) of millennial parents follow a hashtag or person on social media just to get parenting advice or tips.
- 32% of millennial parents have bought something for their kids after seeing it on social media, with 33% saying that social media ads influenced their buying decision and another 30% say they are influenced by social media posts.
- Female millennial parents (27%) are more likely to join a social media group devoted to parenting tips and advice than their male counterparts (17%). However, millennial dads "are more likely to say they have started a social media account dedicated to their kids."
- 55% of millennial moms report Facebook as their favorite social media platform, followed by Instagram (19%) and Pinterest (8%).
- The most trusted sources of information for millennial moms when researching products online include in-store (47%), family (45%), online user reviews (54%), online professional product reviews (25%), social media (15%), and brand website (14%).
Gen Z Parents Social Media Consumption and Habits
- Gen Z moms spend an average of 5.9 hours screen time per day, which is one hour less than the average screen time of gen Zers who are not parents.
- Every month, Gen Z moms spend on average 30.5 hours on social media alone and favor "Facebook the most and use it to distribute news and updates on family life."
- Gen Z moms follow brands on social media for two primary reasons: enjoyable content (61%) and coupons/deals (11%).
- 44% of Gen Z moms say that they enjoy posting their opinions online, while 40% note that they are more comfortable expressing themselves online than in real life.
- Although only 86% of Gen Z moms report using Facebook, it is by far the favorite social media platform for this group, with 34% earmarking Facebook as their favorite, followed jointly by Snapchat and YouTube — 21% each. — and then Instagram (15%).
- The top two most used social media sites for answering specific parenting questions for Gen Z moms are Baby Center (69%) and Facebook (8%). The two social media sites also happen to be the channels this cohort uses to find support from other — Baby Center (45%) and Facebook (29%).
- 30% of Gen Z moms believe that social media puts a pressure on them to lead an outwardly exciting life, while 19% indicated that they feel inspired when they compare themselves to the posts others share online.
- 35% of Gen Z moms delete posts if they do not get enough likes and engagement on social media and at least 60% say they spend two minutes or more to edit a post or picture before putting it online.
- The most trusted sources of information for Gen Z moms when researching products online include in-store (48%), family (45%), online user reviews (31%), online professional product reviews (27%), social media (27%), and brand website (25%).
Gen Z Social Media Consumption and Habits
- Gen Zers spend an average of two hours and six minutes per day on social media, the highest in Germany.
- 28% of Gen Zers in Germany say they have argued with a family member about their social media use, while 37% note that their use of social media affects the time they spend with their friends.
- 98% of Gen Zers in Germany have a smartphone and 42% of this group say that they are "constantly active" while another 51% say that they are only frequently active on their smartphones.
- 88% of Gen Zers in Germany use their smartphones for instant messaging, 84% for talking, and 84% for social networking.
- After waking up, the first social media platform Gen Z open is WhatsApp (51%), followed by Snapchat (22%), and Instagram (10%).
- 92% of Gen Zers in Germany use WhatsApp several times a day, followed by YouTube (69%), Instagram (65%), Snapchat (57%), and Facebook (14%).
- Female Gen Zers (77%) are more likely to use Instagram several times per day than their male counterparts (53%). On the other hand, male Gen Zers (78%) are more likely to use YouTube several times per day than their female counterparts (61%).
- Gen Zers in Germany regard WhatsApp (84%), YouTube (52%), Snapchat (51%), and Instagram (48%) as important social media apps they cannot do without while listing Music.ly, Facebook, and Twitter as unimportant apps.
- 21% of Gen Zers in Germany say that they spend over four hours per day watching videos online. 3% note that they do not watch online videos.
- 44% say that they have purchased a product or service from a brand because they liked the brand's post on social media, while 23% did not purchase but were prompted to do more research.
- 55% of this group have purchased something online because of an influencer. The top channels of influence are YouTube (43%), Instagram (31%), and bloggers (14%).
- Gen Z boys spend 36% more money online than their female counterparts.
Millennial Social Media Consumption and Habits
- Millennials in Germany spend an average of one hour and 36 minutes per day on social media.
- 85% of this group use social media several times per week.
- 19% of millennials in Germany say they have argued with a family member about their social media use, while 27% note that their use of social media affects the time they spend with their friends.
- The most popular social media channels among this group are Facebook (76% have it), Instagram (50% have it), and Snapchat (28%).
- 30% of this group notes that they purchase products and services advertised on social media often; this is higher than the 21% for the general population.
- One in four German millennials also says that advertising by humans (celebrities, public figures, and influencers) influence their buying decisions.
- The primary purposes of using Facebook for this group are to keep in touch with their friends (62%), post their activities (47%), and watch funny content (42%).
- On Instagram, however, the primary reasons for use by millennials differ. They primarily use Instagram for keeping up with important and interesting personalities (58%), keep up to date with their favorite stars (45%), and follow up on their favorite brands (42%).
- "Millennials who use Instagram are also more likely to read product reviews (88 percent) than millennials who use Facebook (77 percent) before buying."
- German millennials note that they can do without social media channels like Snapchat (30%) and Twitter (26%).
Gen Z Social Media Consumption and Habits
- Instagram (81%) is the most popular social media network among Gen Zers in France, followed by Snapchat (74%), Facebook (61%) and Twitter (33%). However, Facebook (77% compared to 70% for Instagram) remains the most popular app among those aged 22-25 years.
- 30% of Gen Z say that they can leave social media, but only for some time, while 44% of this cohort say that they cannot live without social media.
- 57% of those who intend to delete Facebook in 2020 say they are doing so because the content no longer interests them, while 55% say they no longer need it.
- 56% of Gen Z spend less than two hours per day on social media, while 29% say they spend between two hours and five hours per day. 12% say they spend five hours or more on social media every day.
- 80% of Gen Zers in France have at least one private social media account.
- The top five reasons Gen Z use social media include to follow the news (78%), to talk with their friends (72%), to relax (61%), to hear from their contacts (52%), and to debate on different subjects and issues (20%).
Millennial Social Media Consumption and Habits
- Millennials in France trust recommendations from their loved ones (36%) over recommendations from consumer reviews (26%), and influencer recommendations (10%).
- Facebook is the most popular social media network for this 25-34 years old with a coverage rate of 64% compared to 42% for Snapchat, 36% for Messenger, and 29% for Instagram. 82% of Millennials in this age group connect to social media daily.
- 74% of millennials have used social media to interact with brands. This figure is considerably higher when compared to the national average of 55%.
- In 2019, 42% of millennials have made purchases from social media, eleven percentage points increase over 2018 figures of 31%.
- 52% of millennial parents in France consider themselves addicted to their smartphones.
- 92% of millennial parents in France say they use social media every day, with 22% saying the internet can make them better parents.
- Millennial women (26%) are more likely to announce their pregnancy online than their male counterparts (20%).
- 29% of millennial parents used Facebook to announce the birth of their child while another 9% used WhatsApp and Snapchat to do the same.
- 32% of millennial parents under 30 spent more than five hours daily on the internet, while 7.5% of millennial parents do not go online every day, especially those that are 45 and above.
- 31% of millennial parents in France "follow the pages dedicated to parents on social networks or are registered in a group or network of parents."
Gen Z Social Media Consumption and Habits
- 47% of the Gen Z population in the United States is made up of ethnic minorities.
- 65% of Gen Zers in the United States check their Instagram profile daily compared to 62% for YouTube, 51% for Snapchat, 34% for Facebook, and 23% for Twitter.
- 42% of Gen Zers in the United States say they get most of their news from social media, with only 12% saying they get their news from TV.
- 44% of teens go online several times per day with more than 50% spending 10 or more hours per online per day. On their smartphones, however, they spend an average of 11 hours per week.
- 73% of Gen Z note that they use their internet-connected devices to chat and text, which is inclusive of the time spent on social media. 59% primarily use their devices to access entertainment, 58% to play games, and 36% to do their school assignments.
- Gen Zers are two times more likely to shop on their mobile devices than millennials.
- On Snapchat, 69% of Gen Z follow the people they know, followed by celebrities or influencers (19%), and their favorite brands (8%). On Instagram, these figures are the people they know (48%), celebrities or influencers (29%), and their favorite brands (13%). On Facebook, these figures are the people they know (64%), celebrities or influencers (16%), and their favorite brands (11%).
- "73% of Gen Zers (those ages 7 to 22 per the report) said they preferred brands to contact them about new products through Instagram, with Snapchat following as the preferred method at roughly 50%."
- 80% of Gen Zers in the United States use social media to connect with their friends, with 22% using the platforms "to share their opinions or influence broader audiences," while about 67% use it to satisfy boredom.
- 47% of Gen Zers in the United States use their smartphones and internet-enabled devices to do further research even while shopping in brick-and-mortar locations.
- 56% of Gen Zers say they use social apps to express themselves creatively and a similar percentage (55%) say that "they find social apps and the internet a more creative space than what they experience offline.
Millennial Social Media Consumption and Habits
- 90.4% of millennials are on social media with 79% checking their social media profiles multiple times per day.
- On Snapchat, 76% of millennials follow the people they know, followed by celebrities or influencers (15%), and their favorite brands (5%). On Instagram, these figures are the people they know (51%), celebrities or influencers (27%), and their favorite brands (14%). On Facebook, these figures are the people they know (69%), celebrities or influencers (12%), and their favorite brands (11%).
- 87% of millennials use Facebook at least once per week, while 52% report using Snapchat at least once per week.
- Millennials are more likely to divide their attention across multiple social media platforms with 40% report "using six platforms at least once a week: Facebook (87%), YouTube (86%), Instagram (71%), Snapchat (52%), Twitter (42%), and Pinterest (42%)."
- 86% of millennials use YouTube at least once per week to watch video content, but images remain the most popular type of content for this group — 72% prefer to post images on social media.
- 44% of millennials say they would promote products and services on their social media profiles in exchange for rewards.
- 84% of millennials report that user-generated content on company websites influence their buying decision.
- According to eMarketer, seven in ten Snapchat users are millennials.
- "Millennials are 44% more likely to trust experts, who happen to be strangers, than advertisements and 247% more likely to be influenced by blogs or social networking sites."
- 30% of millennials purchase goods directly on Facebook. Generally, 31% of millennials report that social media influences their purchases even if they have to complete the purchase from another channel.
- 49% of millennials report that they have "social media influenced them to spend money on experiences and 48% say they’ve overspent when sharing experiences with friends, whether it’s dining out or going on a group vacation."
- 41% of millennials are more likely to spend more than they can afford while 49% of millennials are likely to spend on experiences that they found on social media.
The research has provided several data points and insights on millennials and Gen Z as is available in the public domain, but has been unable to provide data that covers all the requested sub-groups. For example, Gen Zers are just becoming parents and as such, there isn't a lot of surveys and reports on Gen Z parents. As such, the research team has provided insights from recent generational studies and surveys that align with digital and social media use, as well as offline habits of the two cohorts.