The Generation Z – people in the age group of 12 to 24 years – is termed as the catalysts of the Cultural Revolution. An infographic from Wildness, a market research firm has studied the attitude of this generation as the culture creators, culture changes, culture consumers and culture collaborators. The study finds that about 80% people of generation Z use social media daily. As being the first post-internet generation, they set a trend in utilizing social media platform. In the US alone teenagers are the largest consumers of the social media states another report by Mary Meeker’s with 74% using Facebook.
The infographic also highlights that currently, 35% of the global population falls in this age group. Considering these are the active consumer of the internet as well as social media, it’s important for brand marketers to lure such people.
This generation also defines the cultural currency to be the uniqueness and authenticity. Some of the highlights of the infographic are listed below:
- The Generation Z is evolving to become four in every ten consumers in the world’s largest markets.
- Over 65% of this group enjoys creating and sharing content using social media while 20% of post original essay or poem weekly once.
- The generation plays an important role when it comes to video content. People from the group post an original video at least once in a week, on the contrary, 26% adults have ever posted a video.
- The generation clearly indicates the demise of TV. As none in ten opt for a TV if they are left with only one device handy. 77% users are multitasking while watching and hence, TV fails to grab their uninterrupted attention.
- As culture collaborators, 60% of them use social media to communicate with friends and family about brands. 30% of them, however, follow their favorite brands on social media. Watching brand content is preferred and 2:1 find watching YouT videos of their brands more appealing, instead of brand’s ads.
- Interestingly, despite such aggressive usage, the generation don’t take social media posts and updates much seriously. 78% perceive social media as a platform for advertising or sponsored by brands while 77% find YouTube videos to be created or sponsored to enhance the reach of brands.
Apart from the all above, the generation takes up a stand fiercely on top social issues like Animal cruelty, cyber-bullying, and discrimination. This young group lay emphasis on staying truth as 94% of them consider being truth to themselves is important. With this, the group stands to be unique in terms of what they create, consume, and make it. Definitely, they account for a lion’s share of online consumption, yet it is a selective consumption.
For marketers, it provides a clear pathway to reaching out this emerging new generation. Moreover, Generation Z accounts for $44 billion annual purchasing power in the US alone which clearly indicates the potential contribution to future markets. However, to tap the potential it is imperative to cater to their needs.
The infographic is based on the study conducted on 3000 respondents across the United States.