Gen Z is the first truly digitally native cohort, so it’s unsurprising to see it at the top of most proportional rankings of digital user categories. Digital video is incredibly important to this generation, but social media’s role in Gen Zers’ daily digital routines spans multiple areas.

Key Question: Where are Gen Zers most likely to be found, and how are they likely to behave in digital environments?

Key Stat: Gen Z leads most age groups in terms of digital habits. Social network user penetration among this cohort will exceed that of millennials this year for the first time, at 92.7%.