Gen Z has experienced Covid, culture wars, and other major historic events at an age where they are developing and learning about the world. This study from Edison Research in partnership and PRPD demonstrates how Gen Z’s place in the world and their media habits are intertwined.
Approximately 58 million people in the U.S. make up the digitally native “Gen Z,” which represents 20% of the 12+ population
This fascinating study talks with Gen Z listeners about their generation and their audio and media habits. Among many findings, interviews show that Gen Z see themselves as open minded and accepting. Respondents use words like “flexible” and “progressive” to describe themselves. The Gen Z cohort is more ethnically diverse than any generation before it, so they are exposed to a variety of cultures and norms. The smartphone is the center of Gen Z living. Ninety-three percent of Gen Z own a smart phone, and Gen Z spend 57% of their daily audio time listening through a mobile phone.
