How Brands Can Reach Gen Z: Where They Spend Time and What Drives Discovery

Gen Z’s media habits are heavily centered on social platforms, with 41% spending more than two hours daily on social media and nearly half following influencers, making these platforms a primary driver of brand discovery and purchase influence.

This behavior signals a shift toward discovery-led, creator-driven engagement, creating momentum for brands in categories like apparel, beauty, food and tech that can integrate into social ecosystems where influence, entertainment and commerce are closely connected.