Clicking on Community Trend Report
For Gen Z and Millennials, finding community isn’t limited to the connections they can make in person. Unlike generations before them, young people today are able to explore their interests and find others that share them allowing platform users to find groups they feel connected to and supported by in a deeper way. Yes, offline communities are still prominent and important, but online groups are just as likely to provide young people with connection, mental health benefits, and support. YPulse’s Clicking on Community trend report explores the importance of community for young consumers, how and where they’re finding those connections, and how brands can tap into online communities—and build their own.
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- Where young people are turning for support & guidance and the mental / emotional benefits they experience in a community
- The common interests and passions young people join groups (both online and offline) around and where they are joining these groups
- How a brand can successfully interact with online communities and foster their own
North America report based on a survey of 1450 13-39-year-olds in North America, fielded June 2021. Western Europe report based on a survey of 1300 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded June 2021.
Additional survey content for Pro users: What platforms they are using to connect with their online groups, statements on themselves and their community, where they are primarily interacting with their community, friends & family, and characteristics most central to who they are as a person.