About Generation Z / Teens – who are they?

What was new & exciting to previous

generations is just normal to Gen Z
Older Younger Older Gen Z Mid Gen Z Younger
Millennials (35) Millennials (25) (18) (13) Gen Z (8)
They are Smartphone ubiquity
30 8 3
smartphone (50%), 2012 20 13

natives Snapchat launch,

2011 29 19 12 7 2

Millennials may have been 2010: Instagram &

28 18 11 6 1
WhatsApp launch
internet-natives, but Gen Z
are mobile-native
iPhone launch, 2007 25 15 8 3

Only 6% receive a Facebook launch, 2004 22 12 5 0

featurephone as their first 2001: 50% internet
phone penetration 19 9 2

Born in… 1982 1992 1999 2004 2009

This makes Generation Z harder to ‘wow’ with new functionality and features. We need to make sure we connect new product
launches to Gen Z’s specific life stages & social needs – and not assume they’re the same as Millennials
 Smartphone and non-smartphone ownership of 12-15 year olds

79%

69%

62%

41%
46%

23%
18%
15%
13% 20%

8%
6%
2011 2013 2015 2016
Child has a smartphone Child has a non-smartphone No phone

Source: Ofcom Media Use & Attitdues 2016

Average age of first smartphone is currently 10-11, but likely to lower in future –
raising tensions between children’s desires for “grown up” brands vs. adults’ desires for limited devices & parental controls
 Children are far bigger influencers of family spend
than you may think SOURCES OF GEN Z PURCHASING POWER:

Extra
requests &
First receive pocket
UK children may personally pester power
money at age 8 Gifts x2-x4 pocket
spend £5-6 billion in pocket money
money per year… UK average (Experian)
- Age 5-9: £8.72 Pocket
- Age 10-14: £13.22 money
…But they influence vastly more
- Age 15-18: £26.80
spending, up to £100 billion per
year EU-5 average (Aviva) Influencing
- Age 5-10: £4 household
- Age 11-15: £8 purchases
- Age 15-18: £24 x5-10 pocket money

Experian - Pocket Money Madness Survey 2016

LSE Media Policy Project
Aviva research (published in the Guardian)

Children tend to influence lower-value spends such as food most – they’re not fully in charge of household tech purchase decisions
But appealing to this generation will have implications for family TV purchases, as well as mobile & tablets
 Age 4-6 Age 7-9
By the time they’re getting
their first phone (age 10),
children already have DEVELOP VISUAL BRAND COGNITIVELY ABLE TO
relationships with brands RECOGNITION’ UNDERSTAND WHAT A BRAND IS
• Comprehend ‘brand’ as a
• Recognise brand logos,
characters & packaging dimension of product, alongside
packaging, functionality, etc
• Learn how to match brand logos
There are ethical issues with marketing to children to products • Understanding the brands
before they understand what advertising is operating within a category
• Learn to read, and start to
(around age 10). recognise brand names • Strongest awareness in food,
drink, FMCG
But if they receive a good experience first time • Developing awareness of
round, we’ll have a better chance of re- “grown-up” brands not directly
targeted at them, especially in
attracting them as loyal customers tech (e.g. Apple)
 Education and career aspirations are the biggest
differences between Gen Z and Millennials
Gen Z Millennials Gen X Boomers
1999-now 1982-1998 1965-1981 1945-1964

Defining technology Smartphone Smartphone Computer TV

Media habits Social media native Social media fluent Social media adopters Social media latecomers

Summary Education TBC - afraid of debt 45% university 30% university 10-15% university

Sensible, pragmatic,
Life outlook Anxious, but optimistic Pessimistic, apathetic Idealistic, rebellious
Gen Z vs. previous ironic, risk averse
generations
Career Stability Entrepreneur & freelance Upwardly mobile Job for life

Family attitude Parents are friends Friends & family Friends first Family first

Collaborative & group

Interpersonal mode Collectives & hustle Individualist Hierarchical
oriented

Aspirational brands, Curators, & share-not-

Consumption mode Upcyclers & doer-uppers Consumers
accessible luxury own

Brand attitudes Self-branding Brand curators Anti-brand Brand loyal

Thank you!