GEN Z SOCIAL STUDY

GEN Z SOCIAL STUDY

GEN Z SOCIAL STUDY

GEN Z SOCIAL STUDY

Client

Master's Assesment

Sector

UX Research

Year

2024

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Gen Z Social Study: Understanding Digital Habits and Well-Being

01. Overview

The Gen Z Social Study explores the social media habits of young adults aged 18-26, examining the triggers, behaviours, and challenges associated with sustain usage. The study aims to uncover actionable insights into the factors driving social media absorption and screen time while identifying strategies to promote healthier digital habits.

2. Introduction

Research Context

Social media significantly impacts Generation Z’s mental health and productivity. While it enhances communication and access to information, excessive use can often harms emotional well-being.

Objective

This research examines the behavioral patterns behind prolonged social media use, the impact of addictive features on well-being, and the strategies users adopt to manage screen time and reduce dependency.

03. Research Methodology

Approach

The study employed three primary methods:

1. User Interviews: Semi-structured interviews with six participants aged 18-26 to gather qualitative insights.

2. Surveys: A quantitative survey completed by 100 participants, capturing trends in social media usage.

3. Competitor Analysis: An evaluation of three existing apps—Flipd, Freedom, and Stay Focused—to identify gaps and opportunities.

Participants

Participants were university students with diverse social media habits. Recruitment focused on ensuring equal gender representation and included informed consent processes to ensure ethical compliance.

04. Key Insights

4.1. Triggers for Excessive Social Media Use

• Endless Scrolling: Identified as the leading feature causing prolonged usage (68% of survey respondents).

• Algorithmic Suggestions: Personalised content keeps users engaged longer, contributing to addictive patterns.

• Dopamine Hits: The immediate gratification of likes, notifications, and engaging content triggers extended usage.

• Procrastination: Many users turn to social media as a distraction, especially during challenging or monotonous tasks.

4.2. Features Driving Engagement

• Instagram Reels and TikTok Videos: The diversity and brevity of content keep users returning.

• Content Recommendation Algorithms: Personalised feeds increase time spent on platforms.

• Fear of Missing Out (FOMO): A significant motivator for constant checking and usage.

4.3. User Strategies to Manage Screen Time

• Setting Reminders and Limits: Many users set daily limits or reminders to regulate usage.

• Uninstalling Apps: Temporarily removing apps was a popular method for reducing distractions.

• Neglecting Notifications: Some users intentionally ignore notifications to avoid being drawn into the apps.

4.4. Demographic Trends

• Platform Preferences: Instagram (40%) and TikTok (40%) emerged as the most used platforms.

• Time Spent: 57% of users reported spending 3-6 hours daily on social media, with 14% exceeding 6 hours.

04. Key Insights

4.1. Triggers for Excessive Social Media Use

• Endless Scrolling: Identified as the leading feature causing prolonged usage (68% of survey respondents).

• Algorithmic Suggestions: Personalised content keeps users engaged longer, contributing to addictive patterns.

• Dopamine Hits: The immediate gratification of likes, notifications, and engaging content triggers extended usage.

• Procrastination: Many users turn to social media as a distraction, especially during challenging or monotonous tasks.

4.2. Features Driving Engagement

• Instagram Reels and TikTok Videos: The diversity and brevity of content keep users returning.

• Content Recommendation Algorithms: Personalised feeds increase time spent on platforms.

• Fear of Missing Out (FOMO): A significant motivator for constant checking and usage.

4.3. User Strategies to Manage Screen Time

• Setting Reminders and Limits: Many users set daily limits or reminders to regulate usage.

• Uninstalling Apps: Temporarily removing apps was a popular method for reducing distractions.

• Neglecting Notifications: Some users intentionally ignore notifications to avoid being drawn into the apps.

4.4. Demographic Trends

• Platform Preferences: Instagram (40%) and TikTok (40%) emerged as the most used platforms.

• Time Spent: 57% of users reported spending 3-6 hours daily on social media, with 14% exceeding 6 hours.

03. Research Methodology

Approach

The study employed three primary methods:

1. User Interviews: Semi-structured interviews with six participants aged 18-26 to gather qualitative insights.

2. Surveys: A quantitative survey completed by 100 participants, capturing trends in social media usage.

3. Competitor Analysis: An evaluation of three existing apps—Flipd, Freedom, and Stay Focused—to identify gaps and opportunities.

Participants

Participants were university students with diverse social media habits. Recruitment focused on ensuring equal gender representation and included informed consent processes to ensure ethical compliance.

05. Competitor Analysis

Key Findings

• Strengths: Apps like Flipd and Freedom excel in usability and tracking screen time.

• Weaknesses: Most apps lack features to address algorithm-driven overuse and provide tailored solutions.

• Opportunities: There’s a gap in creating a community-driven app that focuses on education and mindfulness over restrictions alone.

06. Challenges and Lessons Learned

Challenges

• Recruiting participants within the 18-26 demographic while ensuring diversity.

• Addressing the inherent bias in self-reported survey data.

• Synthesising qualitative and quantitative data into actionable insights.

Lessons Learned

• Behavioural Patterns: Understanding the role of dopamine-driven features was pivotal in identifying solutions for screen time reduction.

• User-Centric Solutions: Participants emphasised the importance of empowering users to take control rather than imposing restrictions.

• Complexity of Usage: Social media serves both functional and recreational purposes, requiring nuanced interventions.

07. Conclusion

The Gen Z Social Study sheds light on the complex relationship between social media and young adults, uncovering both the benefits and challenges of digital engagement. By focusing on triggers, features, and strategies, the study highlights critical areas for designing solutions that promote digital well-being without sacrificing connectivity.

08. Recommendations for Designers

• Encourage Breaks: Add gentle reminders or prompts for users to take breaks after long periods of scrolling.

• Reduce Addictive Features: Limit endless scrolling and autoplay. Use natural stopping points to give users a moment to pause.

• Personalised Limits: Let users set their own screen time limits and goals, and celebrate when they meet them.

• Support Mindful Use: Design features that help users engage meaningfully, like prioritizing important or educational content over distractions.


08. Recommendations for Designers

• Encourage Breaks: Add gentle reminders or prompts for users to take breaks after long periods of scrolling.

• Reduce Addictive Features: Limit endless scrolling and autoplay. Use natural stopping points to give users a moment to pause.

• Personalised Limits: Let users set their own screen time limits and goals, and celebrate when they meet them.

• Support Mindful Use: Design features that help users engage meaningfully, like prioritizing important or educational content over distractions.

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