Online Marketing & Digital Marketing What is the engagement rate of Generation Z and millennials?

Generating engagement with Online Marketing younger generations can be a challenge for marketers. Generation Z and millennials are no longer interested in conventional advertising, and shy away from brands they don’t perceive as authentic.

On the other hand, these users are very active on social media and are willing to buy through them, which represents a great opportunity for advertisers. How can we win their favor?

To answer key questions about how to engage millennials and Gen Z, I want to share with you some data from The Influencer Report: Engaging Gen Z and Millennials , a study by Morning Consult . Let’s check it out!

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What is the engagement of generation Z and millennials?

How important are influencers for millennials and generation Z?
72% of Gen Z and millennials (currently aged 13-38) follow an influencer . 23% say they follow “many” and 49% “some.” Here are the results of the study by age group:

13-16 years old: 30% follow many influencers, 46% follow some, and 24% follow none.
17-21 years old: 26% follow many influencers, 52% follow some, and 22% follow none.
Ages 22-26: 22% follow many influencers, 56% follow some, and 22% follow none.
Ages 27-31: 24% follow many influencers, 50% follow some, and 27% follow none.

Follow many influencers

43% follow some, and 43% follow none.
When it comes to the topics ai-generated articles: quality content in seconds the influencers follow, we can see a big difference between genders. Men mostly follow influencers who talk about gaming (62%), sports and exercise (41%) and food (35%), while for women by lists the most important topics are beauty and skincare (59%), fashion (49%) and food (47%).