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The Life and Times of Generation Z

Trend Summary: Marketers should not make glib assumptions about the Generation Z age group given its contradictory attitudes and habits.


A paper published today by Warc [World Advertising Research Center] warns marketers not to make slick assumptions about the Generation Z age group, given its post-Millenial characteristics and everchanging culture. Members of this age group are defined as people with birth years ranging from ...

... the mid-or-late 1990s to 2010 and onward to circa 2025.

G-Zers contradictory attitudes and habits while their culture is ever changing.

Such traits make long-term planning problematic according to Warc's Toolkit 2016, which quotes one researcher as saying five years is too far ahead ahead.

The age group's sometimes contrary nature is evident in the research which found 86% of GZ-ers use their smartphone several times a day, while  79% agree that people of their age spend too much time on digital devices.

Moreover 69% watch more than two hours of television daily, while 70% say they watch more than two hours of YouTube content daily.

Despite these apparent contradictions, there are some things that can be confidently stated about "Generation Swipe", including its affinity with digital technology.

Research conducted in Asia also suggests that access to technology by GZ-ers  is shaping not just media consumption but friendships and entire lives: in Vietnam, half of this age group said they felt most comfortable communicating via chat apps or text.

Read the original unabridged Warc.com article.

[Estimated timeframe:Q1 2016 - Q4 2025]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... the mid-or-late 1990s to 2010 and onward to circa 2025.

G-Zers contradictory attitudes and habits while their culture is ever changing.

Such traits make long-term planning problematic according to Warc's Toolkit 2016, which quotes one researcher as saying five years is too far ahead ahead.

The age group's sometimes contrary nature is evident in the research which found 86% of GZ-ers use their smartphone several times a day, while  79% agree that people of their age spend too much time on digital devices.

Moreover 69% watch more than two hours of television daily, while 70% say they watch more than two hours of YouTube content daily.

Despite these apparent contradictions, there are some things that can be confidently stated about "Generation Swipe", including its affinity with digital technology.

Research conducted in Asia also suggests that access to technology by GZ-ers  is shaping not just media consumption but friendships and entire lives: in Vietnam, half of this age group said they felt most comfortable communicating via chat apps or text.

Read the original unabridged Warc.com article.

[Estimated timeframe:Q1 2016 - Q4 2025]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Warc.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6801