1、GEN Z TRUST&ATTENTION REPORT:HOW YOUNGER AMERICANS ENGAGE WITH BRANDSPhoto by yang miao on Unsplash0304050709121516KEY TAKEAWAYSHOW GEN Z DISCOVERS PRODUCTSMOST TRUSTED SOURCES WHEN LEARNING ABOUT A BRANDWHAT MAKES GEN Z MORE LIKELY TO ENGAGE WITH A BRANDRESEARCH METHODOLOGYCONCLUSIONWHERE GEN Z SPE
2、NDS THE MOST TIME ONLINEINTROWHATS INSIDEWhere does Gen Z actually spend their time online?Talker Research explores where young Americans point their attention and what actually earns their trust when discovering and evaluating brands.Based on a survey of 2,000 Gen Z Americans,the findings reveal a
3、generation that overwhelmingly turns to social platforms for discovery while still placing the highest trust in peer validation,data,and independent reviews.The results highlight a growing shift away from traditional search toward social and AI-powered discovery while also revealing what types of in
4、formation make Gen Z more likely to engage with or trust a brand.03INTROGEN Z TRUST&ATTENTION REPORT|3are the MOST TRUSTED platforms when learning about a brand or product.67%70%say seeing DATA or STATISTICS makes them feel more confident in a brand.PERSONAL RECOMMENDATIONS and INDEPENDENT REVIEWS h
5、ave the strongest influence on purchasing decisions.say brands sharing useful CONTENT or INSIGHTS makes them more CREDIBLE.GEN Z TRUST&ATTENTION REPORT|4KEY TAKEAWAYSSOCIAL PLATFORMS DOMINATEGEN ZS ONLINE ATTENTION,WITH:59%58%54%YouTubeTikTok andInstagramLEADING THE WAY.38%YouTube41%TikTokSOCIAL MED
6、IAis the most common way Gen Z searchesfor products(44%)ahead oftraditional search(38%).WHERE GEN Z SPENDS THE MOST TIME ONLINEWhile social media dominates their feeds,especially TikTok and YouTube,29%gravitate towards mobile games,and a significant 14%report spending a lot of time interacting with
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