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Digital natives and chronically online, Gen Z has been harshly self-assessing their social media usage, as well as putting more importance on preserving their mental wellness. But how was coming of age in the age of the internet? As many Gen Zers entered the workforce while the cost of living increased, what was their attitude to online shopping and environment-friendly practices? What drove them to follow creators and brands online or take part in voting? This report looks at how Gen Z internet users in the UK are interacting with social media and how their online behavior and attitudes differ from other generations. Using principles of generation analysis, the report seeks to resume the observation of digital practices among Gen Z in the UK, as well as analyze the online trends driving their social engagement and consumption preferences.

And what is the outlook for Gen Alpha in the UK? The next generation is growing up with new technologies: between Gen AI and social video, Gen Alpha promises to become the next big internet audience.

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