What you need to know

Generation Z may be a smaller group than Millennials, but they are amongst the most technologically engaged demographics in the country. Having grown up online and with near-universal smartphone usage, Gen Zers are quick to adopt new technology for entertainment, convenience and security, providing unlimited opportunities for brands.

Their focus is firmly on social media, with the majority using multiple platforms regularly. Despite the dominance of older platforms, such as Facebook, in the wider population, there is always opportunity for innovative new platforms to come along and appeal to a new generation. TikTok has shown signs of doing just that in the last year, with Gen Zers prioritising short-form video and advanced editing tools to adapt their own content.

In terms of advertising, the traditional mass market television campaign is unlikely to engage with Generation Z. Broadcast TV viewing is considerably lower for this demographic, due to the popularity of catch-up services, subscription services and most of all, the dominance of YouTube. The popularity of short-form video means advertising must look to social media and digital platforms to interact with Generation Z. Further competition to the television sector comes from the overwhelming popularity of video games, with widespread console ownership among Generation Z and gaming their most popular activity across smartphones, tablets and computers.

Products covered in this Report

For this Report Generation Z has been defined as those aged 7-19 at the time of writing. However, the consumer data is based on a sample of 12-19 year olds as this is currently considered to be the core group for marketers and brands.

Generation Z – born 2000-12

Millennials – born 1980-99

Millennials (younger) – born 1990-99

Millennials (older) – born 1980-89

Generation X – born 1965-79

Baby Boomers – born 1946-64

Swing Generation/World War II – born 1945 or before.

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