Generation Z, those born roughly between 1997 and 2012, are the first true digital natives. Their media habits and ad consumption behaviours are markedly different from older generations, shaped by smartphones, short-form video, and social discovery. To connect with them effectively, brands must understand where Gen Z spends time and how they respond to ads.
1. Screen Time & Social Habits
Gen Z’s media habits stand out for their intensity and platform diversity:
- 5.1 hours per day on social media on average, significantly more than other age groups.
- Social media replaces search for many Gen Z users, especially for discovery and product research, with a large share using platforms like TikTok and Instagram instead of Google.
2. Top Platforms Where Gen Z Sees Ads
Here are the key platforms where Gen Z is most active, along with usage or engagement figures gleaned from recent research:
YouTube
- Used by 84–89 % of Gen Z globally.
- Favoured for long-form content, entertainment, and product research.
- Video content, especially short vertical clips like YouTube Shorts, is highly engaging and often treated like TV by Gen Z.
- Around 89 % of Gen Z use Instagram.
- Stories, Reels, and in-feed posts are key ad vehicles, with interactive formats (polls, AR filters) boosting engagement.
TikTok
- Roughly 82 % usage among Gen Z and a critical discovery platform.
- Short video dominates their entertainment time, nearly two-thirds of entertainment consumption.
- TikTok ads also influence purchasing and discovery more than traditional search.
Snapchat
- Used by about 63 % of Gen Z for private communication, AR lenses, and immersive ads.
Gaming & Immersive Platforms
- Around 89 % identify as gamers, with games like Roblox, Fortnite, and Minecraft providing new branded ad experiences.
Audio & Streaming
- Gen Z consumers consume more audio streaming daily (music and podcasts) than some forms of premium video, offering another advertising channel.
3. Engagement & Ad Behaviour Metrics
Here’s how Gen Z responds to advertising:
- 67 % scroll past ads unless they’re entertaining, relatable, or educational.
- User-generated ads drive around 4.2× more engagement than polished brand content.
- In-feed video ads (e.g., TikTok) show up to 72 % higher click-through rates (CTR) versus static ads.
- About 50 % of Gen Z have made a purchase driven by a social media ad.
- Influencer recommendations are trusted by over 58 % of Gen Z more than traditional brand ads.
- Personalised ads increase engagement: 62 % are more likely to interact when content is tailored to their interests.
What This Means for Brands
Prioritise Social Video
Gen Z is consuming video as a replacement for television. Short, captioned clips on TikTok, Reels, or Shorts catch attention best.
Make Ads Feel Native
Gen Z doesn’t like intrusive advertising. Campaigns that blend into the user’s feed via voice-overs, humor, or education outperform interruptive formats.
Authenticity is Key
This generation values realness and purpose. Ads that look and feel like community content, often resembling UGC, resonate far better.
Leverage Influencers
With strong trust placed in creators rather than brands, influencer partnerships remain a powerful way to fuel both brand awareness and conversions.
Frequently Asked Questions
1. Which platform do Gen Z spend the most time on?
Gen Z spends significant time on TikTok and YouTube for entertainment and discovery, with Instagram closely behind for social connection and shopping.
2. Do Gen Z like ads?
They’re selective, many will skip ads unless they’re entertaining, personalised, or authentic. Around two-thirds scroll past unengaging ads.
3. Are social ads effective on Gen Z?
Yes, roughly half of Gen Z consumers have made purchases because of a social ad, showing strong potential for conversion.
4. How does Gen Z discover new products?
Many use social platforms instead of search engines, particularly TikTok and Instagram, for product research and discovery.
5. What type of content do Gen Z engage with most?
Short-form video, interactive formats, influencer-led content, and mobile-friendly experiences rank highest in engagement.