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 is editor of Adweek's Social Pro Daily.