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EMARKETER

Gen Z Technology and Media Preferences 2024

Smartphones and Digital Video Content Remain Indispensable

Report by Paola Flores-Marquez  |  Jun 7, 2024
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Executive Summary
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Table of Contents
Executive Summary
Gen Z has diverse interests but limited digital platforms to explore them
Gen Zers juggle screens and prioritize social media
Sources
Media Gallery
About This Report
The smartphone remains Gen Z’s favorite device, as it’s the quickest way to access digital video and social media. But adoption of CTV and VR continues to rise.
Topics
Generation Z
Smartphone Users
Social Media Usage
US
Table of Contents
Executive Summary
Gen Z has diverse interests but limited digital platforms to explore them
Gen Zers juggle screens and prioritize social media
Sources
Media Gallery

Gen Zers are currently ages 12 to 27, and thus have widely varying interests. But there is a lot of overlap in the technology and platforms they use to access information.

Key Question: What are Gen Z’s technology and media preferences in 2024?

Nearly All Gen Zers Watch Digital Video, but Social Media Remains Close Behind
E-Mail ChartDownload

Key Stat: In 2024, 87.9% and 96.0% of Gen Zers will watch digital video or use social media, respectively.

Here’s what’s in the full report

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7charts

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Table of Contents

  1. Executive Summary
  2. Gen Z has diverse interests but limited digital platforms to explore them
  1. Gen Zers juggle screens and prioritize social media
  2. Sources
  1. Media Gallery

Charts in This Report

Nearly All Gen Zers Watch Digital Video, but Social Media Remains Close BehindGen Zers Outnumber Millennials on 3 of the Top 5 Digital Platforms
Penetration of Select Devices Among US Gen Zers, 2024-2027 (% of population)Penetration of Connected TV (CTV) vs. Traditional TV Among US Gen Zers, 2021-2025 (% of population)
Penetration of Select Digital Platforms Among US Gen Zers, 2024 (% of population)Ways in Which US Internet Users Are Informed About a Product or Service, by Age, Nov 2023 (% of respondents)
Platforms on Which US Social Buyers Have Made a Purchase in the Past 12 Months, by Generation, March 2024 (% of respondents in each group)

authors

Paola Flores-Marquez

Contributors

Zach Goldner
Forecasting Analyst
David Morris
Principal Analyst
Jennifer Pearson
Minda Smiley
Senior Analyst, Social Media
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