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It's expected that almost half of Generation Z, the generation following Millennials, will connect online up to 10 hours per day, and one-third will spend at least one of those 10 hours watching video. It's no surprise then that the most-used app by Gen Z is YouTube, followed by the three other biggest social video apps: Instagram, Facebook and Snapchat.

Expand chart
Data: Defy Media, Adweek; Chart: Andrew Witherspoon / Axios

Why it matters: Many of the top apps and features used by Gen Z, like Snapchat and Instagram's "stories," as well as YouTube, are meant to drive authentic user interactions, and thus are prime for influencer marketing. Over 60% of Gen Z prefers to see social media influencers in ads, as opposed to celebrities, like the millennial generation that predates them. To give you a sense of just how different that marketing influencer set looks, below is a sample from the list of AdWeek's top Gen Z influencers. (Spoiler alert: You probably haven't heard of many of them.)

Influencers:

  • Gigi and Bella Hadid/Kendall and Kylie Jenner
  • Zendaya
  • Amandla Stenberg
  • Fifth Harmony
  • Shawn Mendes

Content:

  • AwesomenessTV
  • Astronauts Wanted
  • Naritiv/WeBuyGold
  • Whistle Sports
  • Defy Media

Brands:

  • Nike
  • Victoria's Secret
  • Forever 21
  • Brandy Melville
  • Anastasia Beverly Hills

Go deeper

Updated 34 mins ago - Health

U.K. first nation to clear Pfizer coronavirus vaccine for mass rollout

A health care worker during the phase 3 COVID-19 vaccine trial by the Pfizer and BioNTech in Ankara, Turkey, in October. Photo: Dogukan Keskinkilic/Anadolu Agency via Getty Images

The United Kingdom's government announced Wednesday it's approved Pfizer-BioNTech's COVID-19 vaccine, which "will be made available across the U.K. from next week."

Why it matters: The U.K. has beaten the U.S. to become the first Western country to give emergency approval for a vaccine against a virus that's killed nearly 1.5 million people globally.

3 hours ago - World

NYT: Biden won't immediately remove U.S. tariffs on China

President-elect Joe Biden during an event in Wilmington, Delaware, on Tuesday. Photo: Alex Wong/Getty Images

President Trump's 25% tariffs imposed on China under the phase one trade deal will remain in place at the start of the new administration, President-elect Biden said in an interview with the New York Times published early Wednesday.

Details: "I'm not going to make any immediate moves, and the same applies to the tariffs," Biden said. He plans to conduct a full review of the current U.S. policy on China and speak with key allies in Asia and Europe to "develop a coherent strategy," he said.

Trump threatens to veto Defense spending bill over social media shield

Photo: Erin Schaff - Pool/Getty Images

President Trump tweeted Tuesday a threat to veto a must-pass end-of-year $740 billion bill defense-spending authorization bill unless Congress repeals a federal law that protects social media sites from legal liability.

Why it matters: Trump's attempt to get Congress to end the tech industry protections under Section 230 of the Communications Decency Act is the latest escalation in his war on tech giants over what he and some other Republicans perceive as bias against conservatives.