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Gen Z Summary Report: Q2 2017

Core Content

This report provides an in-depth analysis of the digital behaviors and attitudes of Gen Z (internet users aged 16–20), highlighting their preferences in device usage, media consumption, social media engagement, e-commerce activity, and brand relationships. The insights are based on GlobalWebIndex's Q4 2016 research across 35 countries, with a global sample size of 56,767 and 5,871 Gen Zers specifically included.

Main Points

1. Defining Gen Z

• Gen Z is defined as individuals aged 16–20 in this report.
• The data reflects the behavior of internet users in these age groups, not the general population.

2. Internet Penetration Rates

• Internet penetration varies significantly by country, ranging from over 90% in parts of Europe and North America to around 20% in some APAC regions.
• In countries with lower internet penetration, users tend to be younger, urban, affluent, and more educated.

3. Device Trends

• Smartphones are central to Gen Z's online lives, with near-universal ownership (96%).
• On average, they spend 3 hours 38 minutes online daily on mobile devices, which is 50 minutes longer than the global average.
• They also use PCs/laptops (75%) and tablets (30%), though not as frequently as smartphones.
• Smart TVs (24%) and games consoles (24%) are less common, but still used.
• Smartwatches (7%) and smart wristbands (5%) are emerging as popular accessories.

4. Entertainment & Media Consumption

• Gen Zers are enthusiastic about online TV, spending 1 hour 11 minutes daily on it, which is 20% longer than the average internet user.
• They still spend 20 minutes more on traditional TV, but are less enthusiastic about it compared to older generations.
• Netflix usage is common, with 1 in 4 using it monthly, rising to 70% in North America.
• Second-screening is widespread, with 90% using another device while watching TV.
• Spotify is the most popular music-streaming platform, with 17% of Gen Zers using it monthly. Usage is higher in the Americas and Europe (30–40%).

5. Social Media Engagement

• Gen Zers spend an average of 2 hours 43 minutes daily on social networks and messaging services.
• YouTube is the most popular social platform outside of China, with 95% of users visiting or using it.
• Snapchat is particularly popular, with 62% more likely than average to have an account, especially in mature Western markets.
• They are likely to follow brands (40%) and celebrities (actors, singers, sports stars), with strong engagement on social platforms.
• Social media is a key channel for brand interaction, with almost 20% liking or following a brand in the last month, and a similar number visiting a brand’s social media page.

6. E-Commerce, Brand Discovery & Research

• Three-quarters of Gen Zers (75%) shop online monthly, with 60% purchasing via mobile (m-commerce).
• Search engines are the most common source for brand/product research, followed closely by social networks.
• Free delivery is the top influencer on 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 advocacy is driven by high-quality products (51%), rewards (42%), and love for the brand (37%).

Key Insights

• Smartphones dominate Gen Z's digital experience, with a preference for Samsung and Apple.
• Online TV and music streaming are highly popular, with Spotify and Netflix leading the way.
• Social media is not only a communication tool but also a key platform for brand discovery and interaction.
• Influencer marketing and peer recommendations play a significant role in brand awareness and advocacy.
• E-commerce is growing rapidly, with a strong shift towards mobile shopping and free delivery as a critical factor in purchase decisions.

Conclusion

Gen Z represents a highly connected, tech-savvy, and socially engaged demographic that is increasingly shaping the digital landscape. Brands must focus on mobile-first strategies, social media presence, high-quality products, and peer-driven marketing to effectively engage with this audience. Understanding their media preferences, shopping habits, and the importance of free delivery and brand reputation is crucial for developing successful digital campaigns.

Additional Resources

GlobalWebIndex offers a range of reports and platforms for deeper insights:

• Flagship Reports: Cover social networking, device usage, online purchasing, and entertainment.
• Market & Region Reports: Provide detailed data on digital behaviors at a national or regional level.
• PRO Platform: Allows users to analyze data by audience, date range, and country/region.
• GWIQ: Enables clients to create bespoke audiences using their own website data and GWI’s panel.
• Custom Solutions: Include brand health, product testing, campaign measurement, and audience profiling.

For more information, visit GlobalWebIndex.