Mindshare and Snapchat are out with a new multinational study about the different emotional needs of social media users and how it's reflected in their choices online.
The study identifies six 'need states' governing users' behaviors: Exploring, Learning, Progression, Joy, Hanging Out/Time Waste, and Connection.
By generation, the research showed that 24% of Gen Z value Progression-the highest percentage of all the need states for that generation-whereas only 4% of the oldest generation (defined as ages 78-98) found Progression relevant to them.
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