Disconnect to Reconnect

Gen Z is Unplugging from Social Media - See Where You Can Find Them Now

New research reveals a pivotal shift and a fresh Gen Z insight: 

Often thought to be “social at their core,” Gen Z is increasingly fed up with the toxicity and negativity in social media and is unplugging from major social media platforms to protect their mental health. In its place, they are filling their time, hearts and minds with more enriching, real-life shared experiences with friends, like watching premium video.

🤯 Here’s what might surprise you:

• Time spent on major social networking apps among A18-24 is down 25% YoY.
• 83% of Gen Z have taken intentional steps to distance themselves from social media.
• 54% of Gen Z have closed or stopped using at least one social media account in the past year.

✅ What are they seeking out instead?

• Emotional connection found through premium, quality content – 49% have said premium video made them laugh.
• Replacing the isolation of social media with socializing with others - 25% of Gen Z have socialized with others specifically to relieve stress.
• Shared activities, like going to the Cinema – 88% of moviegoers say ‘shared experiences’ provide a sense of social connection and bonding.

💡 What does this mean? Brands looking to find and engage Gen Z should prioritize connections made through premium video, cinema and the other real-life communal experiences they crave.

Here's a sneak peek at the report: