Who is Gen. Z?
“Approximately 83 million Americans under 20 years of age, representing 25.9 percent of the U.S. population, make up Gen Z.”- Sensis Agency
“Culture is a core indicator of identity for Gen Z. When asked to elaborate on what culture means to them, words like beautiful, complex, loud, creative, mixed and unique show up frequently.” - Jose Villa, President, Sensis Agency
Voice of the Market
Gen Z receives average
weekly allowance of $16.90
which translates into
$44 billion
a year.
- Mintel
46%
of Gen Z are worried about accruing student loan debt
– TD Ameritrade
58%
of Gen Z is worried about the future
- JWT
“According to the Center of Generational Kinetics, an Austin-based research firm, this young group favors more personal, immediate social platforms like Snapchat rather than broadcasting their lives widely and publicly for all to see through the likes of Facebook and Twitter.” - CBS News
“We do see differences between Gen Z and the Millennial generation. I think one of the most stark contrasts actually has to do with privacy. These young people grew up in a digital world of social media. A lot of people are saying, “Oh, teenagers don’t care about privacy.” But it’s just not true. It’s something they actually guard very closely.” - Aria Finger, President & CEO, DoSomething.org
“Gen Z are drawn to social media which disintegrates and self-destructs. They suffer from FOMO (fear of missing out) more than millennials, so being culturally connected is critical. – sparks & honey
Gen Z uses 5 screens on average: smartphone, TV, laptop, desktop, and iPod/IPad – sparks & honey
Gen Z would trust social stars advice 70% of the time while only trusting mainstream celebrities 21% of the time, when buying tech gadgets. -Emma Bazilian, Generation Now
Gen. Z's Financial Concerns
“These are also young people- who have experienced a pretty horrific recession over the last five years. So, yes, they are career-oriented. They want to make sure that they are getting into the right college, but also not saddled with that debt. I think that’s going to be really important to see how they view the economy, their own finances, and their family’s finances.” - Aria Finger, President & CEO, DoSomething.org
Social Media Habits
25%
of 13-17 years olds left Facebook in 2015
- CMO.com
Gen. Z prefers networks like
Snapchat, Secret & Whisper
- CMO.com
52.9%
of Gen. Z is non-Hispanic whites, making it the most cross-cultural generation yet.
- CMO.com
79%
of Gen. Z displays symptoms of emotional distress when kept from their personal electronic devices.
- CMO.com
Hopes for the Future
“Surrounded by DIY education and crowdsourcing, these teens dream of self-employment. They feel pressured to gain professional experience at a very early age.” - sparks & honey
“Generation Z wants to be part of something. They want to do something real, and they have the digital tools to make it happen now. They’re starting businesses with Kickstarter, raising money to draw attention to a cause or fight an injustice, and at the end of the day, they want to share it with everyone they know.” - Steph Wissink, Managing Director & Senior Research Analyst, Piper Jaffray.
60% said they are willing to stay at a company for 10 years
8% said they want an open-office concept
More than half of Gen Zers want to write their own job description
- David Stillman & 17 year old son Jonah, Co-Authors of the book "Gen Z @ Work"
They are three times more likely to want to work at a small or medium company than a large one
- Accenture
72%
of high school students want to start a business someday (compared to 64% of college students)
– sparks & honey
61%
of high school students want to be an entrepreneur rather than an employee
– sparks & honey
26%
of 16- to 19-year-olds currently volunteer
– CMO.com
60%
want their jobs to impact the world
- CMO.com
Studying & Purchasing Online
33% watch lessons online – JWT
20% read textbooks on tablets – JWT
32% work with classmates online – JWT
55% prefer to buy clothes online – JWT
53% prefer to buy books and electronic online – JWT
Two-thirds make purchases online, and more than half of those purchases are from their phones
About 88% of Gen Z make in-store purchases (this percentage is much lower than millennials)
64% say that online images influence their purchases
- David Staley, Columbus Futurists
48% of Gen Z has a money or payment app on their phones right now
52% of Gen Z even uses ratings and reviews while shopping at a retail store
-The Center For General Kinetics
8 seconds
is the average Gen. Z attention span
- CMO.com
Gen Z & Youtube
What is Gen Z Watching on Youtube?
-
77% Product Review Videos
-
76% Haul Videos
-
71% Unboxing Videos
-Adweek
Gen Z watches the most vlogs and style collection videos
-Adweek
-Adweek
-Adweek
Download Google Case Study- It's Lit- a guide to what teens think is cool
70% spend more than 3 hours a day watching video on their mobile devices
Millennials vs. Gen Z on Work
Millennials vs. Generation Z, research credit: https://www.shrm.org/ResourcesAndTools/hr-topics/behavioral-competencies/global-and-cultural-effectiveness/Pages/Move-over-Millennials-Generation-Z-Is-Here.aspx
"29% of Gen Z believes personal debt should be reserved for a few select items and 23% believe personal debt should be avoided at all costs."
-The Center For General Kinetics