Jim & Jim: Young people read news on social media
Young people are familiar with digitalization from an early age. But what does this mean for brands - and how do they still reach Gen Z today? A new study by Jim & Jim and 20 Minuten shows.
The so-called hyperdigitalization confronts us with various challenges and opportunities. The younger generations, the so-called hyperconnected customers, were born into this era and are facing up to the ongoing changes. But what makes today's consumers tick and what basic behavioral patterns or needs must a brand pay attention to?
A new study by Jim & Jim and 20 Minuten provides answers. According to the study, the young generation seems to be going through life with a confident attitude, although this youthful optimism appears to be very superficial. Issues such as the current inflationary economic situation, expensive housing or the difficulty of securing financial security cause young people everyday stomach aches and fears about the future. More than half of the study participants stated that, in addition to personal development, work should primarily serve to secure their livelihood. Despite some factors that worry young Swiss people, the mood barometer appears to be more positive than that of their German and Austrian neighbors. The young people were also asked about sustainability:
Instagram remains the most popular social media platform
The younger generation is increasingly consuming news via social media. Instagram is the absolute favorite with a share of 37% of all respondents, followed by the classic news apps with 22% and Snapchat with 15%. The uncomplicated consumption of content is a prerequisite. It can therefore be concluded that an omnipresence on social media platforms or other digital channels is expected nowadays. Although traditional formats such as newspapers or radio are consumed less frequently than social media, the young target group considers them to be more informative or more serious channels.
