美国的Z世代（英）

GWI’s report on what’s trendingwith US internet users aged 16-25Gen Z in the USClick the dots to navigateMethodologyWhen reading this report, please note that we draw on GWI USA, which sur-veys over 20,000 internet users in the US aged 16+ each quarter. We focus on GWI Zeitgeist, a recontact study that we carry out monthly in 12 markets. GWI Zeitgeist is carried out among GWI Core respondents who are then recontacted to take the additional Zeitgeist survey. Like Core, it is carried out among internet users aged 16-64, but in 12 of our 50 markets. Throughout this report, we refer to indexes. Indexes are used to compare any given group against the average (1.00), which unless otherwise stated refers to the average American aged 16+. For example, an index of “1.20” means that a given group is 20% above the average American, and an index of “0.80” means that an audi-ence is 20% below the average.Discover our dataKey insightsGetting to know Gen ZWhat matters to Gen Z and how are they coping in times of crisis? Social mediaWhich platforms are most popular among Gen Z and what kind of content will engage them? EntertainmentWhat do Gen Z’s media behaviors look like and what kind of content do they want to see?ntsEngaging with Gen ZHow do Gen Z discover new products and what motivates them to advocate brands?AppendixNotes on methodology0507091723293738In this report 4Each chart from our ongo-ing global research in this report contains a hyper-link that will bring you straight to the relevant question on our Platform, where you can investigate all data by demographics, over time, and among your own audiences.Discover the data on our platformInformation about the source and base SourceBaseEach of the graphs is numbered More information can be found in the Appendix section at the end of this reportJust click this iconto explore the dataon the platform 6KeyinsightsGen Z are staying positive despite economic uncertaintyEven though Gen Z are experiencing the highest inflation in their lifetime, there’s been a 36% decrease in Gen Zs expecting their personal finances to get worse between Q2 2020 and Q3 2022. Short-form video content makes up most of what Gen Z consume on social mediaTikTok has overtaken Instagram as Gen Z’s favorite social media plat-form. Gen Z now mostly consume video content on social media. Focusing on high quality and virality of content will enable brands to be more relatable which is something that is especially valued by Gen Z. Environmental concerns continue to be a top priority for Gen ZStreaming services may be getting too expensive for many Gen ZsWhen shopping online Gen Z want personalized optionsEnvironmental worries top the list for Gen Z and many are already taking concrete actions such as recycling or using sustainable products. Gen Z also likes to see brands get involved and are more likely to purchase from a brand that they view as sustainable.Even though Gen Z are much less concerned about their finances than other generatio