DECODING GEN Z:
Shaping American Culture and Commerce

The post is a preview of the Understanding Gen Z report. The full report is available for download below. 

Google plays a dominant role for Gen Z adults: Out of the over 1,900 brands Morning Consult Brand Intelligence tracks in the U.S., Google and its suite of products take the top four spots in terms of daily use among 18-21 year-olds. Sixty percent of this age group say they use Google at least once a day.

In general, tech and social media brands are integral for Gen Z, with a majority saying they use YouTube, Instagram, and Snapchat each day.

The 25 brands Gen Z adults are most likely to use on a daily basis
The share of 18-21 year-olds who say they use each brand or product either about once a day or several times per day.

This heavy use of tech and social media brands differentiates Gen Z adults from the general population. For example, 51 percent of Gen Z adults use Snapchat daily, compared to just 12 percent of all older adults.

The 25 brands Gen Z adults are most likely to use daily, relative to older Americans
The share of adults who say they use each brand or product either about once a day or several times per day.

Brand Intelligence is the most comprehensive brand tracking platform available, using thousands of daily surveys on over 3,000+ brands globally to help marketing and communications executives measure brand reputation in real-time. Brand Intelligence delivers nearly a quarter million survey interviews with Gen Z each year, giving brands unprecedented insights into the next generation of consumers.

DECODING GEN Z:
Download the full report
How America’s largest, most diverse, best-educated, and most financially-powerful generation will shape the future.
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