GWI-关于Z世代你需要知道些什么（英文版）-2017.7-11页-1mb

Gen Z: Digital Behaviors and Attitudes Summary Report (Q2 2017)

Introduction

This report explores the digital behaviors and attitudes of Gen Z, defined as internet users aged 16–20. It highlights key trends in device usage, media consumption, social media engagement, e-commerce, and brand relationships. The data is based on GlobalWebIndex's Q4 2016 research across 35 countries, with a global sample size of 56,767 and 5,871 Gen Z respondents.

Core Content

Device Trends

• Smartphones are the most important device for Gen Z, with 96% owning one.
• 70% of Gen Zers say their mobile is their most important device for getting online.
• On average, they spend 3 hours 38 minutes per day online on their mobiles, which is 50 minutes more than the global average.
• PCs/laptops are used for 3.5 hours of online time per day, while tablets are used for 30% and smart TVs for 24%.
• Smartwatches and smart wristbands are less common, with 7% and 5% ownership, respectively.
• Games consoles are also popular, with 24% ownership.

Entertainment & Media

• Gen Zers spend 1 hour 11 minutes daily on online TV, which is 20% more than the average internet user.
• Traditional TV still holds a 20-minute advantage over online TV.
• Netflix is used by 25% of Gen Zers monthly, with 70% in North America.
• Spotify is the most popular music-streaming platform, with 17% usage monthly, especially in Americas and Europe.
• Second-screening is a common behavior: 90% use another device while watching TV, often for social networking or chatting with friends.

Social Media

• Gen Zers are active social media users, spending 2 hours 43 minutes per day on social networks and messaging.
• YouTube is the most popular social platform outside of China, with 95% usage.
• Snapchat is particularly popular, with 62% more likely to have an account than the average internet user.
• 40% follow brands they like, and 25% follow brands they are thinking of buying from.
• Celebrities are also widely followed, with strong over-indexes for actors, singers, and sports stars.

E-Commerce, Brand Discovery & Research

• Search engines and TV ads remain the most effective traditional methods for brand promotion.
• Influencer marketing is gaining traction, with 50% more likely to discover brands through vlogs and 33% more through celebrity endorsements.
• Search engines are the top source for brand/product information, followed closely by social networks.
• Three-quarters of Gen Zers shop online monthly, with 60% using mobiles for purchases and 15% using tablets.
• Free delivery is the most influential factor in purchase decisions, with a 16-point lead over other options.
• Gen Zers are twice as likely to value free delivery over next-day delivery.

Brand Relationships & Advocacy

• High-quality products are the most likely to turn Gen Zers into brand advocates (51%).
• Rewards (e.g., discounts, free gifts) are also a strong motivator (42%).
• Love for the brand (37%) and personal relevance (32%) are also key drivers of advocacy.
• 57% regularly inform friends and family about new products.
• 47% have posted an online review of a product or company in the past month.
• Brands should focus on social presence and two-way conversations to engage Gen Zers effectively.

Key Insights

• Gen Zers are digital natives who are highly connected and prefer mobile-first interactions.
• YouTube and Spotify are dominant platforms for video and music streaming.
• Social media plays a central role in brand discovery, product research, and peer influence.
• E-commerce is highly integrated with mobile usage, and free delivery is a key purchasing incentive.
• Brand advocacy is influenced by product quality, brand loyalty, and personal relevance.
• Influencer marketing and peer recommendations are becoming increasingly important in brand engagement strategies.

Methodology

• GWI conducts research on over 350,000 internet users annually, ensuring representative samples across age, gender, and education.
• Data is sourced from international and national statistics, including the ITU, World Bank, and CIA Factbook.
• Internet penetration rates vary significantly across regions, affecting the composition of online samples.
• The report focuses on internet users, not the total population.

Additional Resources

• The full report can be accessed via the PRO Platform, where users can explore custom audiences, demographic data, and behavioral insights.
• GWIQ allows for bespoke audience creation by linking GWI panel data to client websites and campaigns.
• Custom solutions are available for brand health, product testing, campaign measurement, and audience targeting.

Conclusion

Gen Zers are a key demographic for digital marketers, characterized by their high engagement, mobile-first behavior, and strong influence from peers and influencers. Brands should focus on social media interaction, quality products, and convenient services like free delivery to appeal to this audience. The report provides insights, statistics, and tools for deeper analysis and targeted marketing strategies.