This 12 months Gen Z—folks aged 16-22—turns into the most important technology globally, surpassing even millennials. To have a good time this milestone, Snap, Inc. partnered with GlobalWebIndex to discover what makes Gen Z tick.
The research surveyed a pattern of over 79,000 web customers between the ages of 16-22 in 45 markets to assist debunk stereotypes about Gen Z and uncover developments in digital conduct for these digital natives.
Getting to know Gen Z
Let’s get dig proper into what characterizes and differentiates this group of younger folks.
Generation Z is extra ethnically various than previous generations. They’re much less prone to eat alcohol compared with millennials and child boomers and they’re enthusiastic about protecting wholesome. When requested in the event that they drink alcohol as soon as a week, about 15% of Gen Z respondents indicated they did versus 28% of millennials and 36% of child boomers. Fully 24% of respondents aged 18-22 stated they by no means drink alcohol in any respect.
Health is a large precedence for Gen Z, with over half of survey respondents indicating that they run or jog each week and over a third indicating they bought a health-related meals product within the final month.
Like millennials earlier than them, Gen Z are entrepreneurial, with 29% indicating they’re enthusiastic about entrepreneurship versus 13% of Baby Boomers and 23% of Gen X.
Cable’s not useless but, with Gen Z watching a bit lower than 1.5 hours of community TV a day (30 minutes under the worldwide common).
Their outlook on the atmosphere is considerably worse than millennials, with 27% Gen Z disagreeing with the assertion, “I feel positive about the future of the environment” versus 22% of millennials. Of course, that signifies that 73% of Gen Z agrees with that assertion so I assume it’s not all doom and gloom (ah, the optimism of youth).
Growing business significance
While the vast majority of Gen Z (63%) nonetheless reside with their mother and father and simply over 60% are college students (together with these learning for an undergraduate diploma), they do have shopping for energy and this continues to develop.
More than half of Gen Z indicated they’ve some sort of financial savings and 37% are working both full-time, part-time or are self-employed.
Certain Gen Z traits range based mostly on geographic location. While the bulk (60%) of Gen Z lives in city areas, Australian and U.S. Gen Z’ers usually tend to reside in suburban areas—an essential distinction relying on what market you’re concentrating on.
It’s essential for manufacturers who wish to join with this technology to know what motivates them. They are bold, idealistic, and opportunistic. Having grown up in a perpetually related atmosphere, Gen Z is accustomed to having all of the information they might ever need at their fingertips.
As such, 77% of respondents indicated it was essential to be effectively knowledgeable about issues and almost 80% indicated that it’s essential to develop new abilities all through life.
Here are some key statistics from the Snap/GlobalWebIndex report that helps make clear what Gen Z really cares about.
- 77% worth making the most of alternatives after they come up
- 74% consider we must always all attempt for equality
- 74% indicated that household is crucial factor of their lives (I like these children!)
Like most younger folks, Gen Z locations a excessive worth on the opinions of their friends, with 73% of these surveyed indicating they really feel it’s essential to be revered by friends.
About 2 in 5 respondents indicated they’re simply influenced by different folks’s opinions (17% larger than the worldwide common). How can they obtain this? By standing out in a crowd, with almost half of respondents indicating they’re threat takers and over 60% saying they wish to pursue challenges, novelty and change all through their lives.
Even so, Gen Z likes a sure stage of conformity—with 47% of respondents indicating they prefer to sustain with style developments and 41% admitting they’re simply swayed by different folks’s opinions.
The always-on technology
64% of Gen Z respondents say they’re continuously online and greater than half are extra insecure with out their cellphone versus their pockets (my teenage daughter doesn’t even carry a pockets; she tucks her bank card into her cellphone case).
Gen Z loves their media, with music, movies, and gaming all that includes into their high 5 pursuits. At the highest of this checklist is music, with 69% of respondents indicating that is a high curiosity. Depending on the area, the proportion is even higher (82% of respondents in Latin America indicated music was their high curiosity).
As a complete, Gen Z is extra enthusiastic about “experiential” actions than millennials, with 30% of respondents indicating they’re extra prone to be enthusiastic about city/trendy artwork versus 25% of millennials and 28% extra enthusiastic about journey/excessive sports activities versus 25% of millennials.
Interestingly, whereas Gen Z is accustomed to being online on a regular basis, they’re barely much less obsessed with expertise then their millennial friends. When requested if it was essential that they be accessible always, 59% of Gen Z respondents stated sure versus 63% of millennials.
Half of Gen Z respondents indicated that having the most recent expertise was essential to them versus 55% of millennials.
The concern of selection fatigue—an excessive amount of selection online—is rising with this Gen Z, with 67% of respondents indicating there’s an excessive amount of selection in issues like subscription and streaming providers.
The smartphone technology
Almost all (97%) of the almost 80,000 respondents on this survey indicated they own a smartphone.
Take a second to let that sink in.
This is a technology that’s at all times tethered to the world at massive by their units—and that’s really what differentiates them from previous generations. It’s not simply telephones both, almost 70% of respondents indicated they own a laptop computer or PC and 30% own tablets. Other units this technology owns embrace: gaming consoles, characteristic telephones, TV streaming sticks, smartwatches, e-readers, sensible wristbands, and VR units.
Given the widespread possession of smartphones on this demographic, it is sensible that the significance of this gadget has elevated from 47% in 2015 to 78% in 2018. Gen Z spends a median of 4 hours and 15 minutes on their telephones every day, however multi-device utilization is the norm—Gen Z accesses the web utilizing a number of screens.
Key takeaways for entrepreneurs
Marketers who wish to attain this technology should optimize their strategy to digital media in order that they will attain Gen Z throughout units and display varieties. Authenticity and originality actually matter with this group of digital-savvy natives. Finally, expectations are excessive with Gen Z when it comes to having a seamless online expertise from manufacturers—it’s extraordinarily essential that you simply get your digital act collectively.
This research is extremely knowledge heavy with many statistics that present entrepreneurs with perception into what motivates and evokes Gen Z and this submit solely covers a portion of it.
In half two, we’ll overview gadget possession and utilization in additional element, cowl particular online actions essential to this inhabitants, delve into Gen Z’s privateness behaviors and unpack extra particulars about media consumption, content material patterns, and buying behaviors.