„Digital self vs. real self: Die Gen Z in den sozialen Medien“ (2019)
Generation Z is a digital generation: 16 to 23-year-olds are "always on". For them, social media are both a means of expression and a staging platform. Young adults only present their best side online: stylish, experienced, successful and beautiful. At the same time, digital self-presentation often contrasts with the real self and the personal demeanour of Gen Z.
The GIM study takes a closer look at this discrepancy between Gen Z's "digital self" and "real self". The results of the representative study show which motives predominate for media self-presentation.
"Digital Self vs. Real Self" provides you with insights into the online behaviour of Gen Z, their self-perception and self-presentation. The roles of social media and different usage scenarios are also highlighted. The study also gives you insights into the (beauty) ideals that 16 to 23-year-olds pursue and how their attitudes and needs change over the years.
For whom is the study interesting?
This study is aimed in particular at managers in the beauty & personal care, fashion, sport and fitness, gaming and technology sectors.
Key data on the study
Publication: 2019
Method: Combination of qualitative and quantitative approaches
Focus: Young adults (Gen Z)
This study is only available in German!
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It is only available in German.
Central research questions
- How does Gen Z behave on social media?
- What motives does Gen Z pursue with self-presentation in social media?
- What differences are there according to age, gender and medium?
- What role do social media play in Gen Z's purchasing decisions?
Your key benefits from the study
- You will gain insights into the digital identity of young people.
- We will explain to you the extent to which social media influence consumer behaviour.
- We will show you concrete applications of our findings.
Do you have questions about the study?
I will gladly advise you.
Tina Choi-Odenwald
Research Director