Members of Gen Z are more likely to recognize the names of some YouTubers than major celebrities, according to a new study by Morning Consult.
The study gauged how millennials and Gen Z follow influencers, finding that 72% of respondents regularly check in with influencers in some capacity.
There are some some sharp rifts between millennial and Gen Z culture, according to the study — for instance, most teens have a favorable outlook of Shane Dawson, but the majority of older millennials don't know who he is.
Millennials and Gen Z are highly likely to make decisions about what products to buy based on the influencers they follow, according to the study. That finding is likely unsurprising to anyone who follows beauty YouTube — earlier this month, YouTubers Shane Dawson and Jeffree Star released a makeup line together that sold out in minutes.
The habits of millennials and Gen Z also vary based on gender, political alignment, and race, the study found.
Here are some of the key takeaways from the Morning Consult's survey of millennials and Gen Z: