Morning Consult analyzed Gen Z’s consumption habits, preferred brands, platforms, and forms of entertainment.

A study of 2,205 U.S. adults was conducted from February 17-19, 2023.

Key findings include:
— 56% of Gen Z respondents said they prefer to buy from companies that reflect their social values, compared to:
—- 59% of Millennials
—- 61% of Gen X
—- 59% of Baby Boomers
— YouTube (88%) was the most used platform by Gen Z, followed by Instagram (76%) and TikTok (68%).
— To research a major news event, Gen Z respondents were most likely to use a Google search (39%) followed by TikTok (14%).
— Gen Z consumers were most brand-loyal in the “personal electronics” category: only 26% said they “make an effort to try new brands” with electronics.

Find the original study here.

Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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