Get To Know Generation Z
A Look Inside Its Mobile-First Mindset
It’s time to get to know Generation Z.
Millennials have captivated marketers attention for years, but here we shift the spotlight to 13- to 17-year-olds.
In partnership with Ipsos, we explored this generation’s behaviors, tastes, and wants—which all act as bellwethers of future consumer trends. We were surprised to uncover notable differences between ethnic groups. And we found a marked evolution in their digital behaviors.
Today’s teens had phones when they were in elementary or middle school, compared to high school or college for their older counterparts. And that shift is already shaping behaviors. Teens are moving from texting to messaging apps and from shopping on desktop computers to shopping on their phones.
While millennials were mobile pioneers, teens are mobile natives. Yet teens are equal parts aware of and wary of their dependence on technology—meaning their online lives are both spontaneous and carefully curated. This report shares new insights to help marketers better understand Gen Z and its members’ behaviors.
“Something that differentiates us from other generations is our ability to use and bend technology. Nowadays you have children already thinking about computer engineering and coding. It will be very exciting to see what this leads to in the future.”