Gen Z, the generation born between the mid-1990s and early 2010s, has grown up in a world saturated with digital content. From memes to social media, influencers to news articles, they are constantly bombarded with information from various sources across the internet. The question then arises: how do America’s teens and youngest adults sift through this vast sea of digital content to determine what is important, useful, or true?
Social networks, media outlets, politicians, and even professors are all eager to understand the habits and preferences of Gen Z. Researchers at Jigsaw, a Google subsidiary focusing on online politics and polarization, embarked on a study to explore how Gen Z processes and interprets digital information. What they discovered was surprising – Gen Zers are not necessarily on a linear journey to evaluate the veracity of information. Instead, they engage in what researchers term “information sensibility,” relying on social cues and credibility heuristics to navigate the digital landscape.
Unlike older generations who prioritize fact-checking and source verification, Gen Zers are more inclined to rely on social signals from their peers and trusted influencers to determine the importance and truthfulness of content. They are more likely to skim headlines, scroll through comments, and outsource the task of discerning truth to their online communities. The goal for many Gen Zers is to stay informed enough to remain relevant and conversant within their social circles.
Jigsaw’s research, based on in-depth interviews with a diverse group of 13- to 24-year-olds, revealed that Gen Zers spend most of their time online in “timepass” mode, seeking light and entertaining content. They tend to avoid lengthy articles, distrust content with ads or paywalls, and prioritize information that aligns with their interests and beliefs. Influencers play a significant role in shaping their views and opinions, as Gen Zers often outsource their trust to these online personalities.
While Gen Zers are capable of conducting deeper research when necessary, they typically reserve this effort for specific situations, such as preparing for arguments or making important decisions. In their day-to-day online interactions, they prioritize convenience and social validation over veracity. They are more likely to trust personal experiences or anecdotal evidence over data-backed claims, especially when it comes to topics like diet, wellness, or political news.
One notable aspect of Gen Z’s online behavior is their reliance on comments sections to gauge the credibility and relevance of content. They are attuned to cancel culture and social norms, often seeking validation from their online communities before forming opinions or beliefs. While this approach may seem superficial to some, it reflects the importance of social acceptance and belonging in the digital age.
Despite concerns about misinformation, research suggests that intentional falsehoods are primarily consumed by a minority of users actively seeking such content. Gen Zers, like other generations, are increasingly turning to their social networks for news and information. Platforms like TikTok, in particular, play a significant role in shaping their views, with influencers serving as trusted sources of curated content.
In response to these findings, Jigsaw has adapted its software to prioritize comments containing positive sentiments like curiosity and reasonableness, aiming to engage Gen Z readers and encourage subscription to news outlets. By understanding and catering to Gen Z’s online behavior, organizations can better connect with this generation and foster a more informed digital community.
In conclusion, while Gen Z’s approach to digital information may differ from previous generations, it reflects the evolving nature of online consumption and social interaction. By recognizing and adapting to the unique preferences and habits of Gen Z, we can create a more engaging and informative online environment for all users.
