Snap, Kantar Examine Gen Z’s Attention Span, Affinity for Brands

They spent less time viewing content bur remembered it at a higher rate

In the U.S., 60% of Gen Z respondents said their favorite brand was recommended by friends and family ViewApart/iStock

Snapchat prides itself on its Generation Z-heavy user base, and parent Snap Inc. commissioned two separate studies from Kantar, on that demographic’s ad recall and its brand preferences.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.