They begin and end their days on Instagram, shuttling between DMs and KakaoTalk. Gen Z’s communication may appear swift and casual, but it operates on a subtle grammar that calibrates the emotional temperature of relationships across platforms.
On May 7, domestic PR consultancy PrainGlobal (CEO Kim Pyung‑gi) published the Gen Z Signal Report, a study of Gen Z communication habits. The report was designed to deepen understanding of how this new generation of consumers forms and manages relationships and surveyed 240 South Koreans ages 20–26 who are college students or early‑career workers.
The report found Instagram dominates Gen Z’s daily routines. Instagram ranked first as the app they open first in the morning (41.0%) and the app they use most just before sleep (38.2%). In the morning they largely consume feeds and stories for quick updates; before bed they shift to interest‑driven exploration on platforms such as YouTube and X (formerly Twitter). In short, they move between platforms fluidly according to context and purpose.
Use of communication tools is sharply divided by function. For conversations with friends, Instagram (48.9%) and KakaoTalk (47.7%) are used at similar rates, but they serve different roles: DMs handle light, spontaneous exchanges, while KakaoTalk is reserved for weightier conversations that demand records and accountability.
Contrary to the stereotype of “call phobia,” voice calls outpaced KakaoTalk when communicating with parents—54.2% versus 40.8%—indicating that close family ties still favor traditional, voice‑based contact.
The report’s most revealing finding concerns so‑called “read‑and‑ignore” and “don’t‑read” behaviors. Beneath Gen Z’s outward coolness lies a nuanced practice of emotional regulation.
About 60% of respondents said they had felt guilt or anxiety over read‑and‑ignore or don’t‑read behavior. But the feelings behind those actions are not uniform. Respondents cited reasons such as “I’m sorry but I had no choice” (32.3%), “I just didn’t feel like it” (27.0%), and “I was tired and needed a break” (23.8%). The similar weight of these responses suggests read‑and‑ignore is not a single intent but a complex, context‑dependent reaction. For Gen Z, silence on messaging apps functions less as dismissal than as an emotional comma—a pause to manage relational fatigue.
Han Yoon‑jin, director at PrainGlobal, said Gen Z’s communication may look fast and light, but beneath it lies a complex grammar of emotion management aimed at considering others and sustaining relationships. She added that the report is significant because behaviors previously interpreted as “cutting off,” such as read‑and‑ignore and silence, are in fact deliberate strategies for maintaining ties. PrainGlobal plans to continue expanding solutions that translate Gen Z insights into brand communication strategies.
PrainGlobal’s Gen Z Signal Report is available on the company’s official website or by request via the company’s official email.
Most Commented