A new study from Horowitz Research highlights the behaviors and cultural influences of Gen Z, showcasing key insights into their language diversity, media consumption, and social identity. As the generation that scrolls, streams, and shapes trends in real time, Gen Z is redefining the way brands, media, and influencers engage with audiences at the intersection of media, culture, and identity.
According to the report, State of Media, Entertainment & Tech: Focus Generation Next, 50% of Gen Z speaks another language, and 47% identify as multicultural. Additionally, 25% identify as LGBTQIA+ or as an ally. These findings underscore why diversity, representation, and inclusion have such an influence on this next generation of American adults’ cultural and media preferences and behaviors.
Not surprisingly, social media plays an out-sized role in Gen Z’s daily lives. As shown in the accompanying infographic, Gen Zers use social media (72%), stream music (66%), and watch TV content (52%) every day / almost every day.
The report also sheds light on influencer culture among Gen Z. Gen Z’s polycultural identities allow them to connect with influencers across racial, ethnic, and cultural lines. The top commonalities they share with the influencers they follow are their age and generation, their hobbies and passions, or the fact that they possess a skill or talent they admire.
The Focus Generation Next 2024 study integrates data from Horowitz’s core syndicated studies to highlight similarities and distinctions in Gen Z consumer behaviors and attitudes compared to the general market. This report covers everything from subscriptions to viewing behaviors to opportunities for advertising and takes the pulse of Gen Z on key social and political issues. The sample sizes for each survey range from 512-1,080 Gen Z respondents (aged 13-27) in the U.S., depending on the study. Data have been weighted to Census.