2023-03-15-WP_Engine-在新数字范式下接触Z世代_22页_5mb

报告摘要

Deeply Digital-First: Gen Z (born 1996-2015) is the first generation born into the internet, with digital experiences integral to their daily lives and identity.
High Dependency & Fluency: 60% cannot go >4 hours without internet; they view digital and physical worlds as one, leading to a desire for predictive and personalized digital experiences.
Digital Creators & Connectors: Gen Z curates personal brands, shares content (images, videos, music), and values authenticity. They trust online interactions and prefer unfiltered digital participation.
Digital Education Over Degrees: 61% prefer unlimited internet access over a university degree, indicating the web as a primary source of self-education and entrepreneurial tools.

Embrace AI and biometric adoption (81% believe biometrics will increase); 40% leave sites lacking predictive features.
Value personalization (68% believe data-sharing leads to personalized experience).

Global Economic Power: Account for $150B direct spending power and $600B indirect spending via control of over 40% of global online consumers.
Digital-First Business Acumen: Display strong adoption of WordPress (67% used it) for entrepreneurship; prefer browser-based tools.

Customization Preference: 62% prefer customizable products online; request personalization over other assessments.
Social Currencies: Highly influenced by online reviews and social issues; favor authentic brand stances.

Digital-Driven Activism: Gen Z uses online tools to engage socially and economically. Their expectations of digital experiences set a new standard, requiring marketers to be authentic, personal, and tech-embracing. They are the true drivers of a digital-first paradigm.

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