Gen Z turning away from online openness: Snapchat
The days of online exhibitionism are over according to new research from Snap Inc that has found most Gen Zers only want to connect to close friends.
Speaking exclusively to Mumbrella in his first interview since taking on the job, Snap’s new MD of ANZ, Ryan Ferguson, described how the platform is responding to the change.
The new research, produced in partnership with Crowd DNA, challenged assumptions about Gen Z’s online behaviour, finding they have a thirst for authenticity in a world that is increasingly “fake”.
Cultural Insights and strategy consultancy Crowd DNA, commissioned by Snapchat, conducted an online survey of 3000 young Australians. 2,100 Gen Zers and 900 Millennials were surveyed between February-March 2025.
Among the findings was an interesting stat about privacy – nearly 70% of Gen Z like expressing themselves online, but don’t want to whole world to see – only their close friends.
And while other social platforms such as Instagram have introduced ‘Close Friend’ lists and offerings, Snapchat has been at the forefront of authentic, intimate connection, according to Ferguson.
He said Snap users get to be more strategic or careful about who they choose to share photos or stories with, a the key differentiator of the platform.
“With Snap, everything you do on the platform is only broadcast to your network effects, and who you want to share it with. And that’s really, really important,” he told Mumbrella.
“That notion of connecting is fundamental, so people are coming to the platform to connect and share what is happening in their world and in their life, directly with their closest friends.”
Ferguson claimed that Snap was more intimate than other platforms, and therefore better able to respond to the need for intimacy with friends.
“You might ignore those notifications, or you’ll go in there and have a bit of a doom scroll [on other platforms]. But when you’re getting a notification from your bestie, you’re gonna open it automatically. It’s a very different emotion that you feel, and that ability to help create that moment and put a smile on someone’s face is pretty rewarding,” Ferguson said.
Other changing habits and behaviours found in the research include that for 64% of Gen Z, seeing products on friends and creators makes them want to buy it. 52% are more likely to shop from brands using interactive ads and store features. 49% of Gen Z said they prefer virtual shopping over physical.
Despite that, Gen Z are living more frugally than before, with their biggest life priorities including career growth, saving money, and buying a house. 74% of Gen Z spend more on small, everyday experiences over large events and holidays, and 55% are actively seeking high-quality products at accessible price points. 61% said they prefer a “good dupe” over the “real thing”.
The point of the research was to show that real-life experiences, authenticity, and driving genuine connection should be priorities for advertisers trying to reach Gen Z, according to Ferguson.
“If you’re not thinking about Gen Z today, your future is in trouble,” he said. “So we’re really excited about the energy behind Gen Z at the moment, and our role in helping connect brands and users, the community, together.”
Keep an eye on Mumbrella for the full feature with Ferguson next week.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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