3 Gen Z Apps To Watch

These apps giving Gen Z the tools to create and consume mobile video hits could be ones to watch as their entertainment viewing continues to shift to smartphones…

Ypulse’s most recent media consumption tracker report and data is out today, and we continue to see that Gen Z’s video viewing is happening on their phones. When we asked 13-17-year-olds what screen they watch video content on the MOST, almost over 35% said smartphone, versus 25% who said TV. Mobile video is clearly where brands are heading to reach this young audience. Just take Snapchat: the app wants to be the future of TV, and mainstream cable is lining up to participate. Variety reports that they’ve partnered with the likes of Discover Channel, E!News, Comedy Central, and NBCU to roll out Snapchat Shows—short, “bespoke” original series that aim to revolutionize mobile viewing and make “content a more central part of the Snapchat experience.” A-listers like Jimmy Fallon and Conan O’Brien are lending their talent, and traditional cable shows are producing Snap-sized snippets, with networks working closely with Snapchat to tailor content to the platform—and its audience.

But the mobile video that Gen Z is viewing isn’t just brand-created entertainment—arguably, the majority is video content created by friends and celebrities. Our Post-TV Gen trend research found that 87% of 13-17-year-old Snapchat users are watching videos made by friends on the platform, versus 38% who are watching videos made by brands. We saw the same pattern on Instagram and Facebook. Of course, Musical.ly is the perfect example of DIY, consumer-created video content being an entertainment force among tween and teen consumers. The uber-popular lip-syncing app has amassed over 200 million users since their 2014 launch, and 75% are female. Now, fashion…


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The Newsfeed

“I’ve been using Apple products for years. Although Samsung technology is probably better, I am so used to Apple that I would probably not switch.”—Female, 18, PA

Major financial institutions are still trying to figure Millennials out, so Prudential conducted a survey to gather some much-needed intel. The Great Recession-era adults are pessimistic about their financial futures: 79% don’t believe that “comfortable retirement” will be a possibility when they’re in their 80s and 70% think “it’s impossible” to save the recommended annual amount to make it possible. Ypulse found that saving for retirement falls behind other, more imminent financial priorities. (MediaPost)

Teens are rallying around the issue of gun control in increasing numbers. A recent survey from Everytown for Gun Safety and Giffords (conducted by Ypulse) found that gun violence prevention is the top issue young people expect the candidate they vote for in 2018 to take a stance on. Six in ten 15-18-year-olds said they’re “’passionate’ about reducing gun violence” and 72% of 15-30-year-olds agreed that politicians who don’t do more to combat gun violence shouldn’t be re-elected. (Mic)

Need proof that the future of STEM is female? Just take a look at children’s drawings. From 1966-1977, researchers asked 5,000 students to draw a scientist, and about 99% of them drew men. Fast forward the same study to 1985-2016, and one-third of children drew a female scientist. But we still have a long way to go to break gender stereotypes: 14-15-year-olds “drew more male than female scientists by an average ratio of 4-to1." (CNN)

Digital consignment store ThredUp wants to open 100 IRL stores. They’re expanding their physical footprint from two to ten stores this year, with more planned for the future. Why are online-only brands increasingly building bricks-and-mortar? (Think: Glossier, Everlane, even ThredUp competitors like The RealReal). Creating experiences with guests from a common check-out up to an in-store event builds “trust” and “awareness.” (Glossy)

Are Instagram and dating apps “crippling” relationships? Psychotherapist Esther Perel thinks so. Ypulse data shows 27% of 18-35-year-olds have used a dating app, 12% use them weekly, and nearly eight in ten use other social media apps weekly or more often. All that time scrolling past potential partners creates a new kind of loneliness: Instead of feeling “socially isolated,” they’re “experiencing a loss of trust and a loss of capital while you are next to the person with whom you’re not supposed to be lonely.” (Recode)

“We should be nice and good to others because we would want the same in return, being rude to someone doesn't make the situation any better.”—Female, 21, MI

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