Gen Z represents 20.7% of the world’s population, a not inconsiderable percentage to dissuade them. happen to millennia, those young people between the ages of 20 and 34 who were born during the economic boom, had a high level of education, were well prepared, had an affinity for technology, were optimistic about work and demanding before they made their purchases, but above all they were closely connected and identified with them. Generation Z corresponds to young people who were born in a digital and connected universe, but in completely different economic, social and labor conditions.

Expert, the investigative unit of the international agency dentsu aegis network, Based on the survey of 50,000 young people of Generation Z, he conducted a study that analyzed the main characteristics that are repeated in this age group among young people around the world, where consumption habits are already starting to change.

general characteristics

Despite their youth, this social group appears as realistic because they grew up with the crisis, terrorism or climate change and are aware of the current problems. She does that in turn more dedicated with the environment. In addition, they grew up with new technologies, which makes them natural experts in the field.

As for his career aspirationsThey seem to value job security more than money and prefer to work in a team rather than alone. While there is a preference for spending free time with friends, there is a notable tendency among Gen Z youth to prioritize and value family.

consumption habits

Another point that stands out in the study is the high importance attached to this image care but increasingly in search of a more differentiated, personal style. As for that leisure timeprefer living in the moment to making plans, and engaging in physical activity costs a greater interest in their daily activities than previous generations, according to 52.2%.

Another surprise that emerges from this chapter is that many of them, although they grew up with ICT and are experts in using them, tend to do so when asked about the purchase channel the purchase of your life, that is, the offline to the online purchase that today’s people love so much. They also endorse a contrarian consumption Take the time to research and compare products before you decide, and consider discounts and the chance to try them for free before you buy.

your channels

Internet remains at the top as an information medium (88.4%), followed by television (85.8%) with a distant interest (56.5%) in radio. Regarding the use of the Internet, the number of Internet users decreases slightly, but this is compensated by the increase in the connection time, primarily through The cell phone as an access device. 80.8% have a computer (PC or laptop) and 70.6% a smartphone when they are young, without which 67.1% could not live.

In addition to knowing the news, it is also common to use the cell phone to access video websites and RRSS, where they are very active. Here Facebook predominates (40.7%) followed by Twitter (34.1). Chatting (70.8%), posting and messaging (54.9%) and commenting on a friend’s status (50.4%) are the main activities performed on RRSS, fewer fans than Millennials, to engage with brands to interact.

According to a recent study by SamyRoadthe influencers this generation follows the most on networks:

1. Aida Domenech (Dulceida)

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+ 1.4 million Gen Z followers

Total number of followers on Instagram: 2.2 million

Example of a brand it has worked with: Colorista (L’oréal)

2. Paula Gonu (paulagonu)

+ 1.2 million Gen Z followers

Total number of followers on Instagram: 1.6 million

Example of a brand it has worked with: Fructis

3. Oscar Casas (oscar_casas_)

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+1M Gen Z followers

Total number of followers on Instagram: 1.3 million

Example of a brand it has worked with: Doritos

The media

We’ve already said they prefer the internet to that TV a medium, this second, whose consumption has been declining since 2012. However, this does not mean that they do not consume audiovisual content, but that they do so through other devices. As for television, the DTT channels represent the largest part of viewership: almost half of their consumption is concentrated on digital terrestrial television and the most watched topics are children’s programmes. refer to radio, music channels stand out, to which they devote more than 70 minutes a day, mostly concentrated on the afternoon slot. The printed media are also losing strength ahead of the digital ones, devoting less than 6 minutes a day to reading a paper newspaper.

the big winner In the fight for the younger audience, however, external environment whose penetration in Generation Z reaches 76.4%, with buses (35.9%) and bus stops (31.8%) standing out.

company management