Generat ion Z: Def in ing The Future Of Youth Market ing

P a t r i c k H o u r i h a n H e a d o f R e s e a r c h N o r t h e r n E u r o p e , Y a h o o

C e l i a N o r o w z i a n D i r e c t o r , S e e d M a r k e t i n g

re-tweet

shop

comment

followshare

create

express

connect

discuss likeread

swapexperience

Gen Z align with brands they can interact and relate to

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Reassessing a brand’s assets and vision against the needs

of Gen Z

recalibrate the relationship you have with each other

Brand Y

The brand challenge

Gen Z

     

     

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Who are Gen Z?

Live with their families

64%

28% Financially

independent

UK : Career focus

EU5: Family focus

Concerned about

their future

Our Mission: Make TheWorld’sDaily Habits More Inspiring &Entertaining

One device rules them all

3 core characteristics identify Gen Z

Adept at finding ways to squeeze every last drop

out of each moment

The art of utilizing the resources available to

their maximum potential to aid self

development & expression

The feeling derived from being able to

impart knowledge & an informed point of view

Possessing the ability to extract

the meaning from the noise

Let them optimize

Let themrule

Let themfilter

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Constant expectations around streamlining

Q14 & Q15. What is most important to you when using or consuming content online? Q16. We are really interested in how technology impacts your life, how you use it and what it helps you to do. On the next page are some statements which describe what some people have said about their lives and technology. Base: UK (1043); EU5 (5364)

29%want content that is ‘tailored to my needs / that I can personalise’

24%Agree ‘apps on my mobile devices are essential in helping me to keep my life in order’

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Life Hacks – the new trend

1. Save time studying by listening to recorded lectures at twice the speed on VLC

2. If you’re a heavy sleeper, putting your phone into a glass will amplify the sound.

3. For impromptu parties, fit an iPhone into an empty plastic drinks bottle.

4. Get the Wi-Fi password to most establishments by checking the comments on Foursquare.

5. Attach bulldog clips to your desk to stop wires falling off. You’ll never have to search for a speaker cable again!

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Optimising social in the everyday

3 core characteristics identify Gen Z

The art of utilizing the resources available to

their maximum potential to aid self

development & expression

The feeling derived from being able to

impart knowledge & an informed point of view

Let themrule

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Move them towards financial self-sufficiency

S8.Which of the following best describes your working status?Q2.We’d like you to think about what is most important to you in your life right at this moment..Base: UK (1043); 16-18(295); 19-20 (219); 21-22 (268); 23-24(261) EU5 (5364) - *comScore figures June 2013

58%say having enough money to do and buy what I want is one of the most important things to me at the moment

Only doing well in education / career is seen as more important

of Gen Z have a job;even a third of 16-18 year olds are working

51%

69%

16-18 19-20 21-22 23-24

60%52%32%

56

47

CONFIDENTIAL

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MTV Student of the Year

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Bring expertise to their everyday

Q2.We’d like you to think about what is most important to you in your life right at this moment..Q9. In general, how often, if at all do you do the following activities online?Q14 & Q15. What is most important to you when using or consuming content online? Base: UK (1043); EU5 (5364) - *comScore figures June 2013

29%

48%say ‘learning and discovering new things that interest me’ is one of the most important things to me at the moment

say ‘good content helps me be more knowledgeable’

47%4851

29

Often watch videos online to learn new things or improve skills

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#SpotifyCrew

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Help them build their online identity

Q16. We are really interested in how technology impacts your life, how you use it and what it helps you to do. On the next page are some statements which describe what some people have said about their lives and technology. Please let us know whether this sounds like you or not! Base: UK (1043); EU5 (5364)

Want content that ‘lets me comment and share my opinion’

26%‘I share information with my friends mainly because I want to stimulate conversation or comment’

say ‘online networks / communities enable me to feel part of something even if those around me don’t share the same interest’

28%

27%

23

27

21

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The Ultimate Gen Z currency

3 core characteristics identify Gen Z

Possessing the ability to extract

the meaning from the noise

Let themfilter

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Be authentic in the data you collect

Q16. We are really interested in how technology impacts your life, how you use it and what it helps you to do. On the next page are some statements which describe what some people have said about their lives and technology. Base: UK (1043); 16-18(295); 19-20 (219); 21-22 (268); 23-24(261) EU5 (5364); DE (1087); ES (1004); IT (1107); FR (1023)

28%‘I prefer not to use websites that require me to register or have a username or password’

30

say its ‘important for me to have control over what gets shared about me / published online’

48% 48

56%

DE ES IT FR

33%36%55%

29%

DE ES IT FR

26%28%34%

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Make content bite-sized & more frequent

Q14 & Q15. What is most important to you when using or consuming content online? Remember by content we mean absolutely anything you read, watch, listen to or interact with onlineBase: UK (1043); EU5 (5364)

43% say its important content has ‘easy to digest information’

42

say its important content is ‘easy to access on the device I’m using’

51%51

3 core characteristics identify Gen Z

Let them optimize

Let themrule

Let themfilter

Financially challenging times – act as a trusted

guide

Help leverage knowledge and

creativity

There is no down time

Brands need to help

maximise every moment

Reputation online is

critical – be authentic

Super-personalised

Quest ions?P a t r i c k H o u r i h a n H e a d o f R e s e a r c h N o r t h e r n E u r o p e , Y a h o o

h o u r i h a n @ y a h o o - i n c . c o m

C e l i a N o r o w z i a n D i r e c t o r , S e e d M a r k e t i n g

c e l i a @ s e e d m a r k e t i n g a g e n c y . c o m