Gender Groups and Sub-Groups in the U.S, France, and Germany

Part
01
of one
Part
01

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%).

Germany

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%).

France

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."

United States

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.

Research Strategy

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.


Sources
Sources