Ask Gen Z: A Deep Dive into Gen Z’s Scrolls

Where does Gen Z get their news? Day One Agency and USC Annenberg School for Communication and Journalism set out to answer that question.

Together, they are releasing a study that takes an in-depth look into Gen Z’s media consumption habits. The “Ask Gen Z: A Deep Dive into Gen Z’s Scrolls” study uncovers that Gen Z’s relationship with information consumption has fundamentally changed when comparing their habits to their parents and previous generations and gives a glimpse how the media landscape will continue to evolve. 

While there are many third party studies that already highlight this topic, Day One Agency and USC Annenberg School for Communication and Journalism were most interested in the nuances of why Gen Z was interacting with certain media and content, and not others.

Top Findings include:

- The “Pleasure and Panic” of the Feed: Gen Zers are seeking a more mindful and intentional relationship with their screens. They look to social media for entertainment and escape, many also expressed concerns about the amount of time they spend in front of their screens, and sought to reevaluate their relationship with their go-to apps.

- There’s a New Prime Time — It’s All the Time: Our students’ always-on information consumption habits have created a new reality: traditional media models that have revolved around “when” are less relevant than ever. Where, is far more important. 

- What’s “News?” That’s Tricky: The definition of “News” is changing. Our Students not only expect to be informed by what they consume, they also want value, utility, and entertainment. 

- The Recommendation Generation: The way that our students consume information today has also fundamentally revolutionized how they discover, learn and buy. Our screens are Gen Z’s storefronts, and the product discovery journey starts on social.