The effect of social media on Generation Z: 1 in 5 young people want to become famous

In a time dominated by instability, lack of motivation (64%), fatigue (50%) and fluctuating emotional states (46%) are the main challenges facing young people, according to the third national Insights PulseZ study edition in 2022.

The study surveyed over 1,200 Romanian youngsters born from 1995 to 2010, with the aim to capture their online or consumer moods and behaviours, as well as their needs, personal motivations and preferences.

“The problems in our society are immediately reflected in the lives of young people. That’s what we find from Insight PulseZ studies. This year we have added more elements to the questionnaire addressed to young people to identify even better the difficulties they face. In the top of these, the lack of financial resources and career counseling remain in the first positions, to which is added bullying and the lack of development opportunities”, said Alin-Claudiu Apostu, Project Manager for Insights and I want to be an Entrepreneur

More than half of respondents feel the need for financial education and personal organization, managing emotions and developing social skills. Compared to boys, girls are significantly more affected by challenges such as lack of motivation (68% vs 58% boys), fatigue (55% vs 45%), fluctuating emotional states (53% vs 37%) and anxiety (50% vs 35%). The voice of Generation Z is getting stronger year by year, and their needs must be addressed by government institutions, corporations and employers, as well as parents and friends of young people because this generation is the future.

The priority of young people is financial independence

68% of young people want to have more self-confidence, and 60% of them want to be able to manage their time better. These are the two main desires of young people, besides them a new emerging trend among 16-18 year olds is to become known like a celebrity. The digital environment is a catalyst for this phenomenon, thanks to the presence of influencers that young people take as examples. Almost 1 in 5 young people want this popularity online, compared to 5% or 3% among 18-24 year olds.

The profile of the high school has an impact on the way of learning, young people spend about 3 hours a day studying

In order to support their desires and goals in life the trends in the way of learning differ according to the age of the respondents. 37% of 16-18-year-olds prefer to learn more in a formal system (at school, private lessons and public libraries), while half of 22-24-year-olds choose equally measure both the formal and the non-formal system (online, on platforms such as Google, Wiki, Youtube, Tik Tok, podcasts and other types of sources).

On average, young people would allocate about 3 hours a day to study, the leaders of the age groups being the 19-21-year-olds with 2.93 hours a day. And this is where differences between urban and rural areas appear: young people from urban areas allocate more time to study on average, compared to those from rural areas. Young people from the human profile allocate more time to study compared to those from the real profile, but they do not exceed 3 hours of study per day.

99% of Gen Z youth use YouTube, averaging over 2 hours per day

Youtube is the most mentioned platform, with a daily average of 2.3 hours, followed by Instagram (2.3 hours), Facebook/Messenger and TikTok (1.6 hours).

 “The very popular use of YouTube is one of the good news that comes out of this study. Why? First of all, because the young people of Generation Z use this space to learn, follow various courses, get information and, above all, to develop their personality. Thus, the use of networks creates new, innovative learning trends that young people incorporate into their information and learning processes. This behavior will have to be taken up and integrated by educational institutions and companies as a new way to teach and capture the attention of Generation Z”, said Monica Muscă, Managing Partner of First PR Agency.

Boys use YouTube and Discord significantly more than girls, while girls spend more hours on TikTok compared to boys. WhatsApp usage is also seen to increase with age, similar to email.

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