Hyper-connected:
The next generation of consumers expect a seamless
world of friends, data and communication. Online platforms must reflect offline
and the idea of ‘sharing’ is vital. They have incredibly wide networks as a result
of this and use social media to express opinions and ideas that can reach
across the world.
Information
seeking:
They expect to be able to interact with brands
online and are keen to know how products are sourced, what the inspiration
behind them is and how they are made. This has led to a number of retailers inviting
their consumers into their brand story, giving them an insight into the
industry and helping them further understand what they are buying in to.
Gone Green:
The next generation understand
global warming as a serious issue in their lives. Due to their unlimited access
to information, they are more than aware of the consequences of their actions
regarding wastage and recycling. They buy into organic cotton clothes and
recycled paper because they feel like they are making a difference. They seek
to actively encourage others to do so via social media and info-mercials on
sites like Youtube.
"The availability of faster 'always on' internet speeds will continue to fuel consumer change. There will be new entrants into marketplaces and re-organization of existing players to cope with changing consumer behaviour."
(Digital Consumers by David Nicholas and Ian Rowlands, page 64)
Generation Tech: Gen Z, pluralists
By Libby Banks, WGSN, 13 September 2013
In the last report of our series about how consumers define themselves through technology, we look at Generation Z.
They have a unique online mindset:
Gen Z have never had to distinguish between offline and online worlds, since the mobile devices that they’ve grown up with keep them connected most of the time.
Gen Z have never had to distinguish between offline and online worlds, since the mobile devices that they’ve grown up with keep them connected most of the time.
90% OF 13-17-YEAR-OLDS WOULD BE UPSET AT GIVING UP THEIR INTERNET CONNECTION, VS 60% IF THEY HAD TO GIVE UP THEIR ALLOWANCE."Generation Z: Digital in their DNA, JWT
In control:
They take for granted the ability to interact and shape the world while they are observing it and they have grown up in an era where ground-up change can be made by expressing an opinion online.
They take for granted the ability to interact and shape the world while they are observing it and they have grown up in an era where ground-up change can be made by expressing an opinion online.
Online access is more highly prized than material goods or real-world activities:
They value internet connections, mobile phones and the ability to text friends more highly than allowance money and some material goods, and significantly more highly than real-world activities like going to the movies, eating out or attending sporting events. (90% of 13-17-year-olds would be upset at giving up their internet connection, vs 60% if they had to give up their allowance - JWT).
They value internet connections, mobile phones and the ability to text friends more highly than allowance money and some material goods, and significantly more highly than real-world activities like going to the movies, eating out or attending sporting events. (90% of 13-17-year-olds would be upset at giving up their internet connection, vs 60% if they had to give up their allowance - JWT).
THEY HAVE THE LARGEST SOCIAL NETWORKS — WITH AN AVERAGE OF 306 FACEBOOK FRIENDS."Forrester
Being connected is really about sharing:
Generation Z is the most socially savvy generation, and they have the widest networks. Their social lives are intertwined with social media. "Not only do 84% of US online Gen Z-ers have a Facebook account, but they also have the largest social networks — with an average of 306 Facebook friends." (Forrester)
Generation Z is the most socially savvy generation, and they have the widest networks. Their social lives are intertwined with social media. "Not only do 84% of US online Gen Z-ers have a Facebook account, but they also have the largest social networks — with an average of 306 Facebook friends." (Forrester)
Apps & content
While they are being crowded out by older Facebook users, teens dominate Instagram:More than a quarter of visits to the photo-sharing app come from users under the age of 24, according to a recent study from Experian Hitwise. "Many users of Instagram share their photos across a number of social networks, since within the Instagram application you can link to your share photos with Twitter, Facebook, Flickr, Tumblr, Posterous (recently acquired by Twitter) and Foursquare accounts," says Heather Dougherty, research director at Experian Hitwise. "As a result of this integration and heavy use of social networks in general, social networks refer the majority of traffic to the Instagram website." Instagram offers Generation Z many of the things that they really value: sharing, community and self expression.
Emerging as smartphone video consumers:
According to Nielsen, young people aged between 12 and 17 are least likely to watch conventional TV and most likely to watch video on a smartphone device.
According to Nielsen, young people aged between 12 and 17 are least likely to watch conventional TV and most likely to watch video on a smartphone device.
Hyper-connected:
Gen Zs are always connected in a seamless cloud-based world of friends, data, and entertainment. This hyper-connected generation communicates with friends in old and new ways. "The phone is used both to talk and to text, with online chatting an additional popular way to communicate," reports JWT Intelligence in its Generation Z: Digital in Their DNA report. "This is done via instant messenger and tools like Facebook Messenger, especially as teens move their social life to social networks." (JWT Intelligence)
Gen Zs are always connected in a seamless cloud-based world of friends, data, and entertainment. This hyper-connected generation communicates with friends in old and new ways. "The phone is used both to talk and to text, with online chatting an additional popular way to communicate," reports JWT Intelligence in its Generation Z: Digital in Their DNA report. "This is done via instant messenger and tools like Facebook Messenger, especially as teens move their social life to social networks." (JWT Intelligence)
(H)appy to pay up:
Teenage smartphone owners are more likely to have paid for an app download (38%) than adult owners, among whom just a quarter (25%) had paid for an app. Teenagers are most likely to part with their pocket money for games, with a third (32%) having paid for at least one game. Music is the next most popular genre among teens with 22% having paid for a music-based app. (Ofcom)
Teenage smartphone owners are more likely to have paid for an app download (38%) than adult owners, among whom just a quarter (25%) had paid for an app. Teenagers are most likely to part with their pocket money for games, with a third (32%) having paid for at least one game. Music is the next most popular genre among teens with 22% having paid for a music-based app. (Ofcom)
from WGSN
http://www.wgsn.com.ezproxy.ntu.ac.uk/content/report/Think_Tank/2013/June/generation_tech_genzpluralists.html#need_to_know
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