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Last Updated: 02 December 2020

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Back in 2015, Wall Street Journal columnist, author and arts critic Terry Teachout had few choice comments to make about Twitter, then, as now, one of the more controversial social media platforms. With the passage of time as well as significant elections, referenda and other socio-political developments intervening, it is interesting to go back and read Mr. Teachouts comments again. From his perspective, in 2015 Teachout had postulated that the essence of Twitter could be boiled down to four statements, as follow: what dare you talk about, when B is infinitely more important? If I disagree with you, youre almost certainly arguing in bad faith and are probably evil as well. You are personally responsible, in total and in perpetuity, for everything that your friends, colleagues, and / or ancestors have ever say, done or thought. Looking at these statements, it is pretty remarkable how little has change. One thing you can say about social media platforms-their world is invariably interesting. Or as a colleague of mine likes to say, with social media, you drop your pencil, you miss a week. Pew Research Center makes it a point to study topic twice each year in order to stay on top of the latest shifts in social media usage trends. Pew has just completed its latest report, and what it shows are some findings that confirm longer-term trends along with several evolving new narratives. One thing hasnt changed much: Facebook and YouTube continue to dominate the social landscape in the United States. Facebook remains the primary social media platform for most Americans-With two-thirds of US adults reporting that they use Facebook, and three-fourths of those saying that they access the platform on a daily basis. What this means is that half of all US adults are going on Facebook platform every day. If anything, YouTube is even more ubiquitous-at least in terms of the percentage of people who access the platform. But the frequency of visits is lower, so one could say that the platform isnt as sticky as Facebook. No other social media platform is used by more than 35% of American adults, according to Pew survey: YouTube: ~73% of US adults report that they use this platform Facebook: ~68% Instagram: ~35% Pinterest: ~29% SnapChat: ~27% LinkedIn: ~25% Twitter: ~24% WhatsApp: ~22% chart below shows social media usage trends base on Pew Research studies going back to 2012: taking closer look at social media behaviors reveals some stark differences by Age group, and they portend even greater changes in social media landscape as time go on. In terms of being involved in any social media usage, Pew found significant differences by age cohort: Age 18-29: ~88% use at least one form of social media Age 30-49: ~78% Age 50-64: ~64% Age 65 +: ~37% so, as the current population age out, social media participation should go even higher. But what about composition of platform usage?

* Please keep in mind that all text is machine-generated, we do not bear any responsibility, and you should always get advice from professionals before taking any actions.

* Please keep in mind that all text is machine-generated, we do not bear any responsibility, and you should always get advice from professionals before taking any actions

8. Marketing to Generation Z

Businesses do operate in a vacuum but in an ecosystem of which customers are the most critical component. Understanding customers is key to running any successful business and, after many years of studying how tastes of the Millennials influence overall consumer preferences, businesses are realizing that there is a new set of consumers to contend with. As the following Generation Z statistics will show, both earning and dependent Gen Z-ers have significant influence on consumption patterns. Read on to become more familiar with Generation Zs ' internet and social media usage, as well as workplace expectations, consumer behavior, and just about anything that shapes this powerful consumer group. Generation Z comprises 32% of the world population, making it the largest cohort. By 2020, Generation Z will make up 40% of all US consumers. Generation Z influenced $600 B in family spending. Nearly 50% of Gen Z-ers are connected to the internet for 10 or more hours a day. 95% of teenagers use or have access to a smartphone. Gen Z consumers are 2X more likely to shop on mobile than millennials. Instagram and YouTube are the most popular social media platforms for Gen Z. 67% of Gen Z-ers do most of their shopping in physical stores. The above is an important question that needs addressing before we dive into analyzing stats. Generation Z is defined as cohort born after the Millennials. However, there is no widespread agreement on the exact line between the two generations. Merriam-Webster Online Dictionary, for instance, defines Generation Z as the generation of people born in the late 1990s and early 2000s. Pew Research Center considers people born from 1997 to 2012 as those belonging to Generation Z. MTV, purveyor of many of our cultural milestones, as well as the US Census Bureau describe Generation Z as those born after December 2000. Therefore, depending on the exact definition chosen, Generation Z age range in 2019 can vary quite a bit. For the same reason, following statistics might not always refer to the exact same age group even though, broadly speaking, we are talking about post-Millennials. Considering 2000 / 2001 as the dividing line between Millennials and Generation Z, in terms of population, latter cohort will go past the former for first time in 2019. Gen Z will comprise 32% of the global population of 7. 7 billion while millennials will account for 31. 5% share. For this comparison, Millennials were defined as those born between 1980 and 2000. Understanding this generation will be critical for businesses interested in succeeding in the next decade and beyond. However, this understanding will have to be nuanced and go beyond easy stereotypes like internet addiction and low attention span normally associated with generation. What is more, consumer behavior trends for Generation Z vs. Millennials show that first are very different kinds of shoppers from the Millennials, with some of their characteristics obviously arising from the fact that they are digital natives.

* Please keep in mind that all text is machine-generated, we do not bear any responsibility, and you should always get advice from professionals before taking any actions.

* Please keep in mind that all text is machine-generated, we do not bear any responsibility, and you should always get advice from professionals before taking any actions

Sources

* Please keep in mind that all text is machine-generated, we do not bear any responsibility, and you should always get advice from professionals before taking any actions.

* Please keep in mind that all text is machine-generated, we do not bear any responsibility, and you should always get advice from professionals before taking any actions

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