![]() ![]() "They've spent their lives surrounded by digital content and they know how to filter anything that lacks the right tone, language, and relevancy.You can also upload all of these photos to Instagram with just one click without having to do it through other means. "This generation makes sophisticated choices about identity, purpose, and values," researchers at the firm said. A recent white paper from MNI Targeted Media Inc., a division of the Meredith Corporation, found that more than half of Generation Z say that knowing a brand has strong values and is "doing their part to make the world a better place" is important to them and directly influences their buying decisions. try new things," without the pressure and anxiety around building a following and collecting likes.īorn between the mid-1990s and early 2000s, Generation Z is building a reputation as the most socially conscious age group. With the launch of a subscription service, VSCO learned that young people were even willing to pay for tools in an app space that let them "be who they are. VSCO's app interface does away with "vanity metrics," such as likes, comments, and follower counts.Īccording to Flory, this focus on the creator really resonated with Generation Z. ![]() The fastest growing group of VSCO users are between the ages of 13 and 17. People under the age of 25 make up nearly 75% of all VSCO users, with Generation Z accounting for the largest segment of paid customers on VSCO X, according to the company. ![]() That might not sound like much, but consider that there are dozens of free apps like it, and Instagram has its own suite of filters and tools that let users play with their photos and share with family and friends without ever having to leave the app.Īs it turns out, it's Generation Z that's helping VSCO X rocket up the charts. It's on track to increase revenue 100% this year, according to the company.Ī subscription to VSCO X, which unlocks exclusive photo-editing tools and tutorials, costs $19.99 a year. The app's rapid trajectory makes it one of the fastest growing subscription-based businesses in the world, and has helped grow VSCO's revenue 91% year over year in 2017. So it's noteworthy that an Instagram alternative called VSCO has surpassed one million paid users for VSCO X, its subscription service launched in early 2017. It's a juggernaut in the field of social networks, with more than 800 million monthly active users.
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