Cybersmile Publishes National Millennial and Gen Z Study Of Attitudes And Perspectives Toward Social Media Platforms
You can download the full Social America report by following the link at the end of this article. For access to the complete findings or to discuss research partnership opportunities, please contact us. If you are affected by anything touched on within this article, follow the links to our various support services or click on the blue logo icon at the bottom right of the screen to start using Cybersmile Assistant, our smart AI support assistant.
To coincide with Bullying Prevention Month, we are excited to announce the launch of Social America, our 2019 nationwide study of Gen Z and Millennial attitudes toward social media in the U.S.
We asked more than 20,000 respondents between the ages of 13 and 34 a series of 20 questions in regards to their perspectives of various social media platforms with a focus on popularity, safety, relevance, growth and perceived decline. Respondents were asked to provide their answers through multiple choice and open text questions, with the option to select different social media platforms including Twitter, LinkedIn, Facebook, Instagram, Snapchat, TikTok and YouTube among others.
Each participant was also asked to share their view on what they think should be done to solve the problem of cyberbullying and what their thoughts were on further government regulation of social media. The study was conducted across the U.S. between 9-27th September, 2019.
“Everybody at Cybersmile is very proud of our Social America report. For us as an organization, understanding the most current perspectives and concerns of multi-generational internet users will mean that we are able to focus our resources in areas that ensure we continue to help people in the most effective ways, and in the places that they need it most.”
Laura Lewandowski, Chief Policy Officer, The Cybersmile Foundation
To undertake the study, Cybersmile partnered with Perksy which powers real-time research with Millennial and Gen Z audiences through mobile, incorporating behavioral science to deliver an engaging experience to respondents. The intelligence research platform enabled Cybersmile to develop questions that could be answered in a variety of ways including multiple choice and open response options. Respondents were also able to share their thoughts by writing answers to questions in full and were given the option to choose not to reply to questions.
“October is National Bullying Prevention Month and we couldn’t think of a better organization to work with than Cybersmile. We feel it is the responsibility of all influencers, brands, and social media platforms to ensure safe communities and content for all users around the world. Perksy stands by their mission to put an end to digital abuse, harassment, and promoting safer communities.”
Nadia Masri, Founder & CEO, Perksy
The platform’s analytics tools allowed the keywords and emotional sentiment of each response to be measured, helping us to understand how the study impacted each participant. The comprehensive datasets recorded by the platform also provided Cybersmile with a detailed overview of the different age groups, allowing us to isolate key findings by state, salary, gender, religion, ethnicity and sexual orientation such as heterosexual, bisexual, homosexual, asexual, non-binary or other.
Below are some of the key findings from our Social America report:
- TikTok was identified as the fastest growing social media platform in terms of popularity, along with Instagram in second place and Snapchat third by both Gen Z and Millennials.
- Facebook was identified as the social media platform that is becoming less popular, along with Tumblr in second place by both Gen Z and Millennials.
- Gen Z identified Facebook as the least relevant platform for young people in contrast to Millennials who identified LinkedIn as the least relevant.
- Instagram was identified as the favorite social media platform by both Gen Z and Millennials.
- Gen Z identified Snapchat as the platform they feel safest using when it comes to cyberbullying, with Millennials identifying Pinterest.
- Instagram was recognized as the platform that both Gen Z and Millennials feel least safe using when it comes to cyberbullying.
- Snapchat was identified as the second favorite social media platform for Gen Z after Instagram.
- Over three quarters of respondents indicated that they did not want governments to regulate social media companies more.
- Facebook was identified as the platform with the biggest cyberbullying and abuse problem by Millennials, with Gen Z identifying Instagram as the platform with the biggest problem.
- Instagram was identified first, and Snapchat second by both Gen Z and Millennials as the social media platform most relevant to young people.
If you are affected by any kind of online negativity, we can help you. Visit our Cyberbullying Help Center or click on the blue logo icon at the bottom right of the screen to open Cybersmile Assistant, our smart AI support assistant. For further information about Cybersmile and the work we do, please explore the following suggestions:
- Who Are Cybersmile?
- People We’ve Helped
- Cyberbullying And Online Abuse Help Center
- The Cybersmile Conversation (Allow a few seconds to load, but worth the wait!)
- World Leaders And Technology Companies Pledge To Fight Online Hate Speech
- Cybersmile And Claire’s Partner For Bullying Prevention Month Campaign
- Studies Reveal Stark Contrast Between Teenage Male And Female Cyberbullying Incidents
- Cybersmile Campaigns
- What We Do
- Cybersmile Gaming
- Catching Up With Zoe Sugg To Discuss Life Online
- Florida Mandates Mental Health Learning In Schools
- Stop Cyberbullying Day 2019 Highlights
- Cybersmile And Rimmel Launch Groundbreaking AI Support Assistant
- Gaming Help Center
- Cybersmile Launch Interactive Digital Civility Learning Platform
- Understanding Social Media And Mental Health
- Cybersmile Wins Gold At Cannes Lions For Body Positivity Campaign
- Cybersmile To Make All Educational Workshops Completely Free For Everybody
- Corporate Partnership Program
- Cybersmile Newsroom
- Become A Cybersmile Sustainer