Gen Z: Instagram is Most Important; WhatsApp Is on the Horizon

In addition to sharing content, Gen Z relies on social media platforms for texting, video chatting and active communication experiences.  This requires connectivity and speed.  AnchorFree, the world's largest Internet security application, offers a proprietary virtual private network (VPN) -- technology popular among Gen Z'ers, a generation that's been using VPNs for the past three years to access Wi-Fi while at school to avoid firewalls and data charges.  The tech-advanced Gen Z cohort has learned to rely on a VPN wherever they are (school, mall, Starbucks, even at home). Users were asked to complete the five-question survey prior to accessing the VPN for their secure and private browsing.

The results of the MediaVillage survey suggest that Facebook Messenger (named among the top-three social channels by 24% of respondents), Twitter (20%), BuzzFeed (13%), iMessage (9%), Snapchat (8%), LinkedIn (6%), GroupMe (5%), Facetime (4%) and Pinterest (4%) will be battling to gain a competitive foothold as Millennials grow older and Gen Z'ers are increasingly targeted as primary consumers by marketers.  Twitter, surprisingly, appears to be experiencing resurgent use by a younger cohort while the dominance of Facebook declines among those 22 and younger.

"AnchorFree's target-rich audience of five million Gen Z users in the U.S. allows advertisers to market to this elusive demographic on their smart phone during the school day [while] providing insight into their preferences, buying habits and opinions using our opt-in polls," commented Ken Ripley, the company's Vice President of Ad Sales.  With safe and unfettered access to content globally, AnchorFree's product Hotspot Shield has been downloaded over 550,000,000 times.

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Charlotte Lipman

Charlotte Lipman covers industry trends, events and insights for MediaVillage where she also serves as Client Services Director. Charlotte leads our proprietary research initiatives and media marketplace intelligence gathering. Reports are publis... read more