WHAT THE DATA SAY: 60% of Gen Z trusts TikTok less today

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell and Allison Worldwide. Among the highlights of our weekly consumer sentiment tracking:

RIP TIKTOK?

A broken algorithm and inauthentic content are causing Gen Z users to question TikTok, according to our Harris Poll research.

• 79% of Gen Z users say they miss the early days of TikTok.
• Gen Z users trust the platform less (59%) and say it feels more censored (53%) and “more draining” than it did a year ago (43%).
• 63% say they have stopped buying things on TikTok.
• 33% say the algorithm isn’t as personalized or relevant.
• 37% still go there first for entertainment, pop culture and local experiences.
• Meanwhile, YouTube’s popularity is rising: 66% of Gen Z uses YouTube daily (1 point higher than TikTok), and 44% plan to use it more next year.

JOB SEEKERS DON’T KNOW HOW TO NETWORK

People looking for a new job understand the importance of networking, yet they don’t know how to do it, according to our Harris Poll research with Express Employment Professionals.

• 84% of job-seekers and 92% of hiring managers say networking is the key to landing a new role.
• Yet 59% do not know the best places or websites to network within their field.
• Most turn to online platforms (73%) for networking, followed by in-person events (66%), informal social gatherings (65%), cold outreach (62%) and virtual events (59%).
• Men (79%) are heavier users of online platforms than women (67%) for networking.
• 71% report at least one positive outcome of networking, including receiving a referral (39%), securing an interview (36%) and receiving a job offer (32%).
• 44% say they lack the people or soft skills to make networking worth their time – rising to 51% for Gen Z.

AI MAKES ENGLISH ESSENTIAL

81% of employers say more AI tools in the workplace increase the need for English proficiency around the world, according to our Harris Poll and ETS research.

• 92% of employers say English skills are more important today than five years ago.
• 90% say English skills are critical to their organizations’ success.
• 60% say AI can’t compensate for weak English skills.
• 82% agree global collaboration creates more need for English proficiency.
• 78% currently use proficiency assessments during the hiring and screening processes.

ICYMI: In case you missed it, check out the thought-leadership and happenings around Stagwell making news:

• AI isn’t going to take your job, but the person who is better at using AI might (Ray Day and PRSA)
• Don’t inherit the playbook. Rewrite it. (Ray Day and American Marketing Association)
• Feeling Financially Behind, Americans Turn To Riskier Bets (Harris Poll)
• 81% of Working Parents Report Fewer Child Care Supports Than Previous Generations (Harris Poll)
• Hardware is the new software (Left Field Labs)