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Gen Z's Approach to Privacy and Social Media
Zoomers, another way of calling Gen Zers, are very different from Millennials. They are certainly a generation that has completely overturned the ways in which brands and users communicate and interact. They have an attention span of only 8 seconds , 4 seconds less than Millennials, and their life is 100% social, with an average of 4.5 hours a day spent skipping between TikTok, Instagram and YouTube.

: Content loyalty and Gen Z

Gen Z’s privacy focus is different from previous generations’ perceptions: they are more willing to hand over their personal data to brands if sharing allows them to gain value and personalized british student data experiences . In addition, they prefer social login to sign-in forms because it is always the fastest and most direct option.

Gen Z has a very different way of experiencing social media: in addition to the importance of personalized experiences, if we compare the time spent on social media between different generations, Zoomers use all social media much more , except Linkedin and Facebook. Among their favorite social media, we find, without too many surprises, YouTube, Instagram and TikTok.

Another thing to note is that among the most used social apps by young people we also find WhatsApp. According to Statista research , in fact, Gen Z and Millennials make up the majority of users on the platform .

WhatsApp Business is among the most downloaded apps in the world
In 2022, WhatsApp Business was downloaded 292 million times on Android and iOS devices, and 1.2 million companies are using it . Especially for Millennials and Gen Z, WhatsApp is the easiest and fastest way to communicate with their favorite brands , as it is much faster than sending an email. It is no coincidence that the number of companies that are understanding the importance of including this tool in their customer relationship strategy is growing .

The probability that a message on WhatsApp will be read is higher than an email, which can easily end up in the chaos of communications and promotions. Lead generation, therefore, can also be done on WhatsApp , which represents a tool for brands to create deep and lasting relationships with their customers, because it allows them to improve communication and send increasingly personalized targeted communications.