PLATFORM PREFERENCES AND ONLINE BEHAVIOR EXPLORING
GENERATIONAL DIFFERENCE BETWEEN GENALPHA AND GENZ IN SOCIAL
MEDIA USE
LAGUNA COLLEGE OF BUSINESS AND ARTS
CALAMBA, LAGUNA
PELAYO, REYNALYN M.
SCIENCE, TECHNOLOGY & SOCIETY
BSA 1-A1
APRIL 7 2025
INTRODUCTION
Social media, introduced more than twenty years ago, has emerged as a key player in
global communication. Its main purpose is to connect people with their loved ones, enabling
them to effortlessly share information and visuals across various platforms. In the past few years,
the swift progression of social media has led to quicker and more accessible methods for
disseminating content to broader audiences. Different generations actively use social media
applications and websites, making them their primary communication tool. The two main
generations that prominently utilize social media for communication are Generation Z or Gen Z
(born 1990-2010) and Generation Alpha, frequently called Gen Alpha (born 2011-present).
In the last ten years, social media has evolved into a significant means of communication
and a space for self-expression across all ages. Approximately 76% of Gen Z are reported to
spend the bulk of their time on smartphones engaging with social media platforms or shopping
online (Anderson, Perrin, 2017). However, it is Generation Alpha, or Gen Alpha, that stands out
as the most significant demographic on social media, demonstrating greater digital navigational
skills than their older relatives. Generation Z (Gen Z) and Generation Alpha (Gen Alpha),
recognized as the current digital natives, lead the way in technological progress due to their
extraordinary exposure to a wide variety of media. Grasping the effects of their social media
consumption on their personalities is essential, considering their unique access to digital content
and their distinct generational traits (Anderson, 2022).
While some research highlights the correlation between personality and internet usage, a
significant gap remains in comprehending how social media specifically affects these
generations. This study thoroughly investigates their platform selections, online behaviors, and
how these factors shape their developing personalities. It explores the intriguing world of social
media, specifically focusing on the platform preferences and online habits of these two different
generations and aims to reveal how they navigate and utilize social media platforms shaped by
diverse technological and cultural environments. Understanding these generational disparities in
social media usage is vital, as it provides insights into the changing role of technology in
influencing individual and societal behaviors.
RESULTS
1. Demographic Profile
Figure 1.1 shows an equal distribution between two age groups: Generation Z and
Generation Alpha. Each generation accounts for precisely 50% of the overall population depicted
in the data
Figure 1.1. Age Range
Figure 1.2 Occupation
Figure 1.2 This pie chart illustrates the distribution of occupations, highlighting the
relative shares of students, working students, and individuals who are exclusively employed. It
distinctly shows that the most significant segment is made up of students, with a considerably
smaller segment for working students, and an even lesser segment for those who are only
working. Although specific numerical values are not provided, the visual representation
effectively conveys the prevalence of the student demographic within the group shown.
2. Most Commonly Used Social Media Platform .
Figure 2.1 Most Social Media Used
Figure 2.1 illustrates a generational split in social media preferences. Gen Alpha
demonstrates a predominant affinity for TikTok (8), far surpassing any other platform. In
contrast, Gen Z exhibits the most significant engagement with Instagram (7). Both generations
display negligible usage of Twitter (0 for both). Facebook and YouTube experience moderate
engagement from both demographics (Facebook: 5 for Gen Z, 0 for Gen Alpha; YouTube: 0 for
Gen Z, 5 for Gen Alpha). This indicates a notable inverse correlation between the popularity of
TikTok and Instagram among the two generations.
3. Number of Hours spend surfing on social media sites
Figure 3.1 Hour Spend on Social Media Per Day
Figure 3.1 displays the number of individuals in different daily social media usage
brackets for Gen Alpha and Gen Z. A significant portion of Gen Alpha respondents (7) indicate
they spend over 5 hours each day on social media, which is much higher than the number of Gen
Z respondents (2) in the same category. Both generations report a comparable number (3) using
social media for 3-4 hours daily. Gen Z has a higher count (3) of users engaging on social media
for 1-2 hours compared to Gen Alpha (0). A limited number of Gen Z participants (1) state they
use social media for less than an hour per day, whereas none of the Gen Alpha participants fall
into this range. The findings show that a considerably larger group of Gen Alpha participants
engages in lengthy social media usage compared to Gen Z, even though both generations have
similar figures for moderate use.
Figure 3.2 Used Social Media Per Day
Figure 3.2 illustrates the average daily usage of social media platforms by respondents
from Gen Alpha and Gen Z. There are 10 respondents for GenZ and Gen Alpha. Gen Z users
exhibited greater engagement across all categories. Among Gen Z respondents, 70% reported
using 1 to 2 platforms each day, while none from Gen Alpha indicated usage in that range. For
those using 3 to 5 platforms, 30% of Gen Z and 50% of Gen Alpha indicated this level of usage.
Lastly, 50% of Gen Alpha utilize 6 or more platforms daily, whereas no Gen Z respondents
reported using this many platforms. In summary, the findings indicate that Gen Z users generally
prefer to limit their social media activities to fewer platforms compared to Gen Alpha.
Figure 3.3 Weekly Usage
Figure 3.3 depicts the frequency of weekly social media usage among respondents from
Gen Alpha and Gen Z (n=10 for each group). For Gen Alpha, all participants (100%) indicated
that they use social media consistently, whereas Gen Z displays a more varied pattern: 50% of
them use social media frequently, 20% occasionally, and 30% stated they use it all the time.
Neither generation had any respondents who indicated rarely using social media. This
demonstrates a significant contrast in social media usage frequency, with Gen Alpha showing
much more regular daily engagement compared to Gen Z.
4. Purpose on using social media sites
Figure 4.1. Reasons for using social media
Figure 4.1 illustrates the types of content most frequently consumed on social media by
respondents from Gen Alpha and Gen Z (10 from each group). Gen Alpha respondents
predominantly favor entertainment videos (70%), whereas Gen Z respondents prefer personal
updates from their friends (60%). Gen Z’s engagement with news and current events (30%) and
educational content (10%) is similar of that of Gen Alpha (30%). This highlights the distinct
preferences in content between the two generations, with Gen Alpha leaning more towards
entertainment and Gen Z focusing on social interactions.
Figure 4.2 displays the main social media interaction preferences of Generation Alpha and
Generation Z participants (n=10 for each group). Among Generation Alpha participants, 60%
indicate that they utilize a combination of interaction styles, 30% focus on sharing/reposting, and
10% mainly engage through direct messaging. None of the Generation Alpha respondents
reported that passive scrolling is their primary method of interaction. In contrast, Generation Z
presents a different trend, with 60% primarily engaging in passive scrolling, 40% employing a
mix of styles, and no participants focusing on sharing/reposting or direct messaging. This
highlights the differing social media engagement preferences between the two generations.
Figure 4.2. Reasons for using social media.
Figure 4.3 Reasons for using social media
Figure 4.3 illustrates the responses from 10 individuals from Generation Alpha and
10 individuals from Generation Z concerning their usage of various social media platforms for
distinct purposes. Remarkably, all Gen Alpha participants (100%) reported that they occasionally
use different platforms for various reasons. In comparison, half of the Gen Z participants
indicated that they sometimes use different platforms in this way, while the other half responded
affirmatively. No participants from either group answered with “no” or “rarely.”
5. Social Media Behavior
Figure 5.1 Social Media Behavior in Debates
Figure 5.1 illustrates the frequency of participation in online discussions or debates
among Gen Alpha and Gen Z, based on feedback from 10 individuals from each demographic.
Among the Gen Alpha participants, 40% are frequently engaged, 60% participate occasionally,
and none report doing so rarely or never. In contrast, the distribution for Gen Z shows that 50%
rarely engage, 40% do so occasionally, and 10% never participate in online discussions or
debates. No responses from Gen Z indicated frequent participation. This underscores a significant
difference in engagement levels, with Gen Alpha exhibiting a stronger inclination toward
frequent [Link] the two generations, as Gen Alpha demonstrates a greater
inclination for frequent engagement compared to Gen Z.
Figure 5.2 Social Media Behavior in Information Accuracy
Figure 5.2 illustrates the frequency with which Gen Alpha and Gen Z fact-check
information encountered on social media, based on surveys conducted with 10 participants from
each generation. Among Gen Alpha, 40% consistently fact-check, another 40% do so
occasionally, 20% most of the time, and none infrequently check facts. Similarly, Gen Z displays
a comparable trend: 40% always verify information, 30% sometimes, 30% most of the time, and
none do so rarely. This indicates that both generations have similar habits when it comes to fact-
checking, with a significant portion of each group regularly validating information online.
Figure 5.3 Social Media Behavior in Privacy
Figure 5.4 depicts the degree of concern regarding social media privacy among
participants from Generation Alpha and Generation Z (10 individuals from each group). An
astonishing 100% of both Generations Alpha and Z indicated that they are very worried about
their privacy on social media platforms. None of the participants from either generation reported
experiencing any lesser concern (such as being somewhat concerned or not concerned at all).
This highlights a strikingly high and uniform level of privacy anxiety in both generational
cohorts.
Figure 5.5 Social Media Behavior
Figure 5.5 displays information regarding whether Generation Alpha and Generation
Z actively seek out diverse viewpoints on social media, with each group consisting of 10
respondents. Generation Alpha displays a greater inclination to actively pursue varied
perspectives: 60% answered "yes," 40% replied "sometimes," and no one indicated "rarely" or
"never." The responses from Generation Z were more varied: 50% responded "yes," 30% said
"sometimes," and 20% chose "rarely." Neither group had respondents who selected "never." This
indicates that Generation Alpha shows a more assertive approach to engaging with diverse
viewpoints online in comparison to Generation Z
Figure 5.6 Social Media Identity
Figure 5.6 illustrates the significance of preserving a positive online persona for Gen
Alpha and Gen Z, based on feedback from 10 individuals in each demographic. Remarkably, all
respondents from Gen Alpha (100%) considered it extremely important to uphold a favorable
online image. In contrast, among Gen Z, 60% deemed it somewhat important, while 40%
regarded it as highly important. Neither group had any respondents who classified it as not very
important or not important at all. This suggests that Gen Alpha places a considerably higher value
on maintaining a positive online image compared to Gen Z.
DISCUSSION
Today’s younger generation may have varying preferences regarding the social media
platforms they choose to engage with. According to the results presented, there are notable
differences in their experiences with social media. Gen Alpha has shown a strong preference for
TikTok, which has outperformed other platforms, whereas Gen Z is more engaged with
Instagram. This contrast reveals a generational shift in platform popularity, likely driven by
changing trends in content formats, user interfaces, and social media algorithms. The study also
indicated that Gen Alpha participants tend to spend more time on social media compared to their
Gen Z peers, with a greater percentage reporting daily usage exceeding 5 hours. This observation
is consistent with existing research that highlights the rising screen time among younger
generations (Anderson & Jiang, 2018). It corroborates earlier studies that point to the increasing
digital immersion of youth, potentially raising concerns about screen time and digital well-being
(Rideout, Foehr, & Roberts, 2010).
Moreover, the research uncovered a divergence in content preferences across the two
generations. Gen Alpha participants favored entertainment videos predominantly, while Gen Z
inclined more towards updates from friends. This distinction implies that Gen Alpha might
prioritize entertainment and escapism, whereas Gen Z focuses on nurturing social connections
and staying informed about their social circles. Interestingly, both generations exhibited similar
concerns regarding social media privacy, reflecting a shared anxiety about data security and
online identity (Livingstone, 2018). This finding emphasizes the necessity for privacy awareness
and digital literacy education for all age groups, especially as social media platforms continue to
evolve and collect user data.
The Insights gained from the study offer significant contributions to understanding the
shifting dynamics of social media usage, highlighting the importance of acknowledging
generational differences in preferences and behaviors. This understanding is vital for developers,
educators, and policymakers as they address the effects of social media on both individual and
societal well-being. As technology progresses, ongoing research is essential to examine the long-
term effects of social media exposure across generations, particularly concerning its impact on
mental health, social interactions, and personal identity development.
CONCLUSION
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