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You can’t talk to Gen Z or Gen Alpha without talking social. That’s not hype, it’s reality. These generations were raised on smartphones and social feeds, where culture is built, shared, and felt in real time. From seven-year-olds making playlists to twenty-somethings rewriting the rules of influence, this world is where relevance doesn’t come from ad spend. It comes from presence, participation, and play.
Here at Warm Street, we’ve been tracking how these audiences connect, and it’s clear: if brands want to matter, they need to show up where real connection happens. Here are five stats to back that up.
Gen Z makes up 25% of the US social audience
In the UK, Gen Z and Millennials are leading the digital charge. Social platforms have a 97 to 98% reach among these generations, making them the most plugged-in audiences in the country. While older groups start to drop off, Gen Z are setting the tone…on trains, in group chats, and across their feeds. This is the space where culture is made and shared in real time. If your brand wants to matter, it must meet them here: scrolling, creating, and curating.
Source: Statista
48% of Gen Z bounce between YouTube, TikTok, Snapchat and Instagram
This isn’t about choosing one platform and calling it a day. Gen Z jumps between formats depending on their mood, moment, or mission. One minute, it’s deep-dive documentary edits on YouTube; the next, it’s micro-memes on TikTok. Brand strategies need to flex across formats without losing voice or value.
We saw this play out with Spotify’s DnB in for Life campaign, where we built a full-funnel moment that celebrated the genre’s underground roots across short-form video, live experience, and editorial content. From YouTube Shorts, creating shorter cuts from the hero video, to cultural storytelling on Spotify’s own channels, we helped bridge fandom and platform agility without losing authenticity.
Source: Comscore
65% of Gen Alpha (ages 8–10) spend up to four hours a day online
That’s not a typo. Even the youngest generation is already profoundly engaged online. Whether watching creators, joining gaming communities, or remixing content with their friends, Gen Alpha is shaping its digital taste early. Brands targeting ‘next gen’ need to build now, with safe, engaging, playful formats that understand their media fluency.
Source: Annie E. Casey Foundation
78% of Gen Alpha still prefer shopping in-store
Digital might be where they play, but it’s not the only place they show up. Seventy-eight percent of young consumers, including Gen Alpha, prefer shopping in-store. This signals an opportunity for brands to think beyond the scroll. Gen Alpha’s blend of online fluency and real-world curiosity calls for omnichannel creativity consistent across every touchpoint, whether digital out-of-home, retail media, or experiential brand pop-ups.
Source: Adage
49% of Gen Alphas trust influencers like family
That’s right… nearly half of Gen Alpha trust influencers as much as their own family when it comes to purchasing decisions. For brands, this isn’t just a media shift — it’s a trust transfer. Aligning with the right creators isn’t a tactic. It’s how you earn loyalty from a generation raised on authenticity, collaboration, and social fluency.
Source: Annie E. Casey Foundation
Our Take: Don’t Just Post… Participate
Social media isn’t just a tool, it’s the territory. For Gen Z and Alpha, identity, joy, and belonging play out daily. Don't just show up if you’re serious about reaching these communities. Bring something to the feed.
We know where the culture is at. Work with us to meet Gen Z and Alpha where they are. where they are.
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