Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Constant digital exposure
- The relationship between technology, experiences, and brands
- Influencers offer key marketing for brands
- Digital advertising goes mobile
- Digital addiction increasingly a concern
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- Figure 1: Generation Z online behaviours, June 2018
- Companies and brands
- Twitter combatting fake news
- Spotify updates mobile app to give users greater control
- Facebook adds measures to educate and protect users
- Exclusive features push users to the Apple ecosystem, for fear of missing out
- The consumer
- Nearly all have access to a smartphone
- Laptops a popular option for older Gen-Zers
- Multiple avenues for media consumption through personal and household devices
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- Figure 2: Personal and household ownership of technology devices, June 2018
- Gaming leads digital activities
- Social media access
- Messenger apps an opportunity for extending reach
- YouTube most likely to be accessed
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- Figure 3: Social networks accessed at least once a week, June 2018
- Stories encourage a constant digital presence
- Social media for social change
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- Figure 4: Activities performed on social media, June 2018
- eSports a rapidly growing market
- Influencers have wide-reaching appeal
- What we think
Issues and Insights
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- Media viewing habits changing the way brands reach consumers
- The facts
- The implications
- Digital addiction and a toxic online environment
- The facts
- The implications
The Market – What You Need to Know
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- Constant digital exposure
- The relationship between technology, experiences, and brands
- Digital advertising goes mobile
- Brands must demonstrate social responsibility
- Digital addiction increasingly a concern
Market Background
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- Constant digital exposure
- The smartphone generation
- Seeking unique experiences
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- Figure 5: How Generation Z would spend £1,000, by age, June 2018
- The relationship between technology, experiences, and brands
- Influencers offer key marketing for brands
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- Figure 6: Top 5 Instagram influencers in the beauty sector, by cost per post, 2018
- Digital advertising goes mobile
- Brands must demonstrate social responsibility
- Social networks facilitate the spread of misinformation
- Digital addiction increasingly a concern
- Controlling negative experiences and cyberbullying
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- Figure 7: Generation Z online behaviours, June 2018
Companies and Brands – What You Need to Know
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- Social networks combatting fake news
- Spotify updates mobile app
- Apple expands FaceTime to support groups
- Facebook tackles social media addiction
Launch Activity and Innovation
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- Combatting fake news
- Spotify updates mobile app to give users greater control
- Snapchat uses visual search to aid product discovery
- Apple’s iOS 12 promotes social connectivity, digital assistant interaction, and wellbeing
- Exclusive features push users to the Apple ecosystem, for fear of missing out
- Taking another shot at voice control
- Combatting digital addiction
- Facebook adds measures to educate and protect users
The Consumer – What You Need to Know
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- Nearly all have access to a smartphone
- Multiple avenues for media consumption
- Portable gaming devices have more diverse appeal than static consoles
- Gaming leads digital activities
- Messenger apps an opportunity for extending reach
- YouTube most popular social networking site
- Stories encourage a constant digital presence
- eSports a rapidly growing market
Device Ownership
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- Nearly all have access to a smartphone
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- Figure 8: Personal and household ownership of technology devices, June 2018
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- Figure 9: Ownership of smartphones, by age, June 2018
- Laptops a popular option for older Gen-Zers
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- Figure 10: Ownership of laptops, by age, June 2018
- Multiple avenues for media consumption through personal and household devices
- Males key owners of static consoles, but portable consoles have more diverse appeal
Digital Activities
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- Gaming leads digital activities
- In-app purchasing a familiar activity for this generation
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- Figure 11: Digital activities performed by Generation Z, June 2018
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- Figure 12: Digital activities performed by Generation Z, by device, June 2018
- Social media access
- Messenger apps an opportunity for extending reach
- Instant chat to support brand communication
- Automated chat services
- Gen-Zers continue the push towards video streaming
Social Media Platforms
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- YouTube most likely to be accessed
- Instagram just in the lead of the big three networks
- Fringe networks
- Rejection of social media
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- Figure 13: Social networks accessed at least once a week, June 2018
Social Activities
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- Stories encourage a constant digital presence
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- Figure 14: Activities performed on social media, June 2018
- AR and the rise of filters
- Social media profiles follow users across the web
- Brand marketing doesn’t mean marketing the product
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- Figure 15: Brand marketing on social media
- Social media for social change…
- …but fake news is a significant concern
Technology Habits
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- Influencers have wide-reaching appeal
- eSports a rapidly growing market
- TV is still the preferred choice for media consumption
- Gen-Zers embrace streaming
- Streaming preferred method of paying for video content
- Access to music helped by streaming
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- Figure 16: Generation Z technology behaviours, June 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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