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Gen Z: Digital in Their DNA (April 2012)

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This report provides a snapshot of Gen Z by focusing on their digital habits: how they use connected devices to socialize, spend, shop and more. We also report on how their parents feel about these habits and what this means for marketers. The report is based on a survey of tweens and teens (ages 8 to 17) and their parents in the U.S. and the U.K.

Publicada em: Negócios, Tecnologia
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Gen Z: Digital in Their DNA (April 2012)

  1. GEN Z:DIGITAL IN THEIR DNA April 2012 Image credit: Spree2010
  2. WHAT WE’LL COVER• Introduction• Methodology• Study findings – Gen Z – Parents of Gen Z 2
  3. INTRODUCTIONGen Z is the fledgling generation, born after 1995, that follows the Millennials (definitions of Gen Z vary, withsome considering the year 2000 as its starting point). This generation can be considered the first true mobilemavens. They will take for granted a world of smartphones, tablets and high-speed wireless Internet, untetheredfrom the constraints of a landline or a traditional Internet connection. They won’t distinguish between onlineand offline, since their mobile devices will keep them connected most of the time. This will create a uniquemindset, especially when it comes to accessing information.Even the youngest are attuned to new devices, with some toddlers attempting to treat magazines like iPadsand TVs like touch screens. So Gen Z will be tech-fluent in many ways, and certainly more connected than anygeneration before it. One consequence will be a multicultural and globally oriented mindset—even more so thanthe Millennials that preceded them. Kids are already Skyping with friends and family on the other side of theglobe. A quarter of Gen Z participants in this study said all or most of their social-network friends live a planejourney away. Expect even more linguistic and cultural borrowings and consistencies across nations and regions.This report, based around a survey of Gen Z consumers and their parents in the U.S. and the U.K., provides asnapshot of the generation by focusing on their digital habits: how they use connected devices to socialize,spend, shop and more. With some kids today claiming a digital presence even before birth—23% of parents withchildren younger than 2 have published sonograms online—we propose that this group has digital in its DNA. 3
  4. METHODOLOGYJWT’s “Gen Z: Digital in their DNA” is the result of quantitative, qualitative and desk research conducted byJWTIntelligence throughout the year. Specifically for this report, we conducted a quantitative study in the U.S.and the U.K. using SONAR™, JWT’s proprietary online tool, from March 1-3. We surveyed 400 adults, 200 childrenaged 8-12 and 200 teenagers aged 13-17 (data are weighted by age and gender). 4
  5. GEN Z Image credit: chaoss
  6. CONSTANTLY CONNECTED FIGURE 1A: Always attached to technology (U.S. and U.K.) Percentage who use the following devices multiple times per day Age (13-17) Age (8-12) 72 25 TV 72% Gaming console 24% 72 23 76 Handheld gaming 17 Cell/mobile phone 57% device 17% 39 16 50 13 Laptop computer 39% Tablet 12% 28 11 38 4 Desktop computer 33% E-reader 4% 28 5 iPod or other portable 36 music player 31% 25 Gen Z is growing up with a range of electronic devices at hand. Not surprisingly, the key device for teens is the mobile phone, and 4 in 10 tweens also use a mobile frequently. Today’s phone serves as an Everything Hub, perhaps the reason that relatively low percentages are using portable music players and handheld gaming devices multiple times per day. Some things never change, though, with most kids turning to TV sets on a regular basis. 6
  7. EMOTIONALLY ATTACHED TO DIGITAL DEVICES FIGURE 1B: Relationships with their devices (U.S. and U.K.) Percentage who would miss the following devices a lot if they were taken away Age (13-17) Age (8-12) 80 53 TV 78% Desktop computer 52% 77 50 81 Handheld gaming 39 Cell/mobile phone 75% device 42% 66 44 71 41 Laptop computer 62% Tablet 40% 52 40 58 29 Gaming console 56% E-reader 24% 55 19 iPod or other portable 58 music player 52% 44 Gen Z tends to regard most electronic devices as important, whether or not they are used frequently. Just 12% use tablets multiple times per day, for instance, but 40% say they would miss the device a lot. The two most commonly used devices— mobile phones and television—are the ones that would be missed the most. 7
  8. INTERNET ACCESS MOSTLY VIA COMPUTER FIGURE 1C: Internet access options (U.S. and U.K.) Percentage who use the following devices to access the Internet Age (13-17) Age (8-12) 78 27 Desktop computer 78% Cell/mobile phone 23% 78 18 80 iPod or other 19 Laptop computer 76% portable music 18% 72 player 17 38 14 Gaming console 36% Handheld gaming device 14% 35 14 28 Tablet 29% 29 Gen Z is most likely to access the Internet using laptop or desktop computers. As this generation grows more dependent on the mobile device, however, expect them to turn to smartphones with increasing frequency to check social networks and email, shop and surf the Web. 8
  9. DIGITAL CONNECTIONS TRUMP MONEY, MUSIC, MOVIES… FIGURE 1D: Reluctance to disconnect (U.S. and U.K. age 13-17) Percentage who would be upset if they had to give up the following U.S. U.K. Give up your 86 Give up buying 52 Internet connection 90% new video games 56% 93 60 73 Give up going out 51 Give up your cell/mobile phone 78% to the movies 55% 83 60 Give up texting 72 64 your friends 76% Give up eating out 51% 79 39 74 Give up outside- 49 Give up cable/ satellite TV 76% of-school activities that cost money 50% 77 52 Give up buying 68 Give up attending 38 new clothes 71% sporting events 35% 74 33 Give up allowance 57 Give up 39 money from 65% renting movies 34% your parents 72 29 Give up 57 downloading music 56% 56 For Gen Z, digital connections with the world, and with friends in particular, are essential. They value Internet connections, mobile phones and the ability to text friends more highly than allowance money and some material goods, and significantly more highly than real-world activities like going to the movies, eating out or attending sporting events. 19 9
  10. …ESPECIALLY FOR GIRLS FIGURE 1E: Reluctance to disconnect (U.S. and U.K. age 13-17) Percentage who would be upset if they had to give up the following Male Female Give up your 85 Give up buying 73 Internet connection 90% new video games 56% 95 40 77 Give up going out 50 Give up your cell/mobile phone 78% to the movies 55% 78 61 Give up texting 70 45 your friends 76% Give up eating out 51% 81 57 72 Give up outside- 47 Give up cable/ satellite TV 76% of-school activities that cost money 50% 80 54 Give up buying 63 Give up attending 43 new clothes 71% sporting events 35% 78 28 Give up allowance 56 Give up 28 money from 65% renting movies 34% your parents 73 41 Give up 49 downloading music 56% 64 Girls generally feel stronger about giving up things than boys: Almost all girls (95%) would be upset if they had to give up their Internet connection, 10 points ahead of boys; a similar gap separates the percentage of girls vs. boys who would be upset about giving up texting friends. Two areas are a clear exception: video games and sporting events. 19 10
  11. LEGALLY OR NOT, FACEBOOK’S THE PLACE TO BE FIGURE 2A: Social networks (U.S. and U.K.) Percentage of respondents who belong to the following social networks Age (13-17) Age (8-12) 84 I <3 MY 65% SOCIAL NETWORKS Facebook 46 37 Users who Twitter 26% would miss the 15 following a lot Facebook Myspace 19 14 16% 62% 17 Google+ 14% Twitter 42% 45% 11 Google+ 7 I don’t belong to any 22% 37 For most teens, Facebook is a fact of life. A few other social networks factor in as well—more than a third of teens are on Twitter—with only a tiny percentage opting out of these digital networks altogether. Facebook and most other social networks require members to be at least 13 years old, but tweens want in as well, and almost half say they are using Facebook. 11
  12. CONSTANTLY CHATTING, OFTEN ONLINE FIGURE 3A: Constant contact (U.S. and U.K.) Percentage who have done the following in the past few weeks with friends Age (13-17) Age (8-12) 81 43 Talk in person 81% Instant message 37% 82 31 78 Talk on video 38 Text message 64% games 33% 51 27 Talk on social 75 28 networks 59% Video chat 26% 42 23 71 Write a letter, 10 Talk on the phone 68% card or postcard 12% 64 14 58 Email 50% 42 This hyper-connected generation communicates with friends in old and new ways. The phone is used both to talk and to text, with online chatting an additional popular way to communicate. This is done via instant messenger and tools like Facebook Messenger, especially as teens move their social life to social networks. 19 12
  13. MORE AT EASE SOCIALIZING ONLINE THAN OFFLINE FIGURE 3B: Online vs. offline socializing (U.S. and U.K.) Percentage who agree with each of the following FRIENDS IN FAR PLACES Age (13-17) Age (8-12) So many of my friends are online, I feel that my real social 59 49% Percentage who life happens on social networks 39 would need to fly to 50 visit most or all of I feel more comfortable talking 43% their social network 26% to people online than in real life 37 friends: My friends online understand me 39 better than my friends offline 33% 26 It’s more fun talking to my 48 friends online than in person 43% 37 70 It’s more convenient to talk with my friends online than in real life 57% 44 It’s easier to chat with my 65 friends using text/instant 56% messages than in person 47 With so much of Gen Z’s social life centered around the digital domain, and so many friends connected to Facebook and reachable by text, significant percentages prefer socializing online than in real life. More than half say it’s easier to chat digitally, or more convenient. And around 4 in 10 are more comfortable talking to people online and find it more fun. On most of these counts, boys are a little more likely than girls to prefer digital communication. 13
  14. SPENDERS FIRST, SAVERS SECOND FIGURE 4A: FIGURE 4B: Spenders and savers (U.S. and U.K.) Spenders and savers (U.S. and U.K.) Percentage who like to do the following with their money Percentage who like to do the following with their money Age (13-17) Age (8-12) Male Female 76 80Spend it on things for myself 76% Spend it on things for myself 76% 76 73 59 58 Save it 62% Save it 62% 65 64 Spend it on things 40 Spend it on things 33 for friends and family 38% for friends and family 38% 35 43 7 8 Give it to charity 10% Give it to charity 10% 15 13 Members of Gen Z tend to spend on themselves, with girls slightly more cautious than boys. Girls are more likely to save their money or spend it on friends and family. 14
  15. SENSITIVE TO FAMILY’S FINANCIAL SITUATION FIGURE 4C: Considerate consumers (U.S. and U.K. age 13-17) Percentage who agree with the following U.S. U.K. I know a lot about my 61 family’s financial situation 62% 62 Before I buy something, I’ll 85 check with my parents to 84% see if we can afford it 84 If my parents are going 93 through a tough time, I’d rather help them save money 91% 89 If I really want to buy 43 something, I have to have it, even if it’s an indulgence 45% 47 Since I have my own allowance, 47 I can spend it on what I want, when I want it, regardless of 57% 67 what my parents say Members of Gen Z appear to be responsible spenders, with respondents saying they consider their family’s financial situation before making purchases. More than 8 in 10 will make sure their parents feel a planned purchase is affordable before going ahead with it, and 9 in 10 say they refrain from spending if their parents are trying to save. 15
  16. BOTH ONLINE AND OFFLINE SHOPPERS FIGURE 4D: Online vs. offline shopping (U.S. and U.K.) Percentage who prefer to buy the following online vs. offline Offline Online 45 50 Clothes Music 55 50 46 Fashion 43 Toys accessories 54 57 53 45 Online games Shoes 47 55 44 53 Offline games Movies 56 47 47 40 Books Sports equipment 53 60 47 49 Electronics Beauty products 53 51 Almost half (46%) of Gen Z respondents are not yet shopping online. But of those who are, many will buy goods online and offline in equal numbers. More than half of this cohort prefers buying online in a range of categories, from fashion to sporting equipment. 16
  17. PARENTS USUALLY PAY ONLINE FIGURE 4E: Payment methods (U.S. and U.K.) FAMILY AND FRIENDS ARE Percentage who pay for online goods with the following Age (13-17) Age (8-12) THE KEY My parents pay for me with their credit/debit card 62 69 64% INFLUENCERS When asked I use a PayPal account 34 28% who influences 19 their purchasing I use my own 16 13% decisions a lot: 35% 43% debit card 10 I use someone’s friends credit card and 12 then pay them 15% back with cash 18 family 23% I use my own 6 credit card 8% 12 friends of 10% I have a copy 5 of my parents’ 6% friends credit/debit card 6 celebrities Parents are generally involved in online purchasing, both because they need to be (they hold the credit card) and want to be. (E-commerce sites also stipulate that a parent make the purchase.) However, 3 in 10 Gen Z respondents who shop online say they use their own payment method, such as PayPal or their own credit/debit card. 17
  18. FORWARD-LOOKING, WORRIED ABOUT THEIR FUTURE…FIGURE 5A:Worried about the future (U.S. and U.K. age 13-17)Percentage who are worried about the following U.S. U.K. 58% If there will be good 78 Real-world 57 jobs when I graduate 79% bullying 57% 80 57 Doing well in 69 sports or other 50 How I’m doing in school 74% outside-of-school 48% 78 activities 46 of teens describe 63 46 How my parents are doing money-wise 66% How popular I am at school 46% themselves as 69 46 very or somewhat Which college/ 67 How many 39 worried university will 62% friends I have 45% accept me 57 51 The condition of planet 64 43 earth that will be left 61% Online bullying 45% to my generation 57 47 How attractive 52 Keeping up with 36 I am to others 57% what other kids 44% 62 my age have 52 With the economic downturn comprising a significant percentage of their lives, Gen Z are most likely to be concerned about finding jobs down the road, and many are also worried about their parents’ financial situation. Acceptance into higher education is another common concern. 19 18
  19. …GIRLS ESPECIALLY FIGURE 5B: Worried about the future (U.S. and U.K. age 13-17) Percentage who are worried about the following Male Female If there will be good jobs 77 Real-world 51 when I graduate 79% bullying 57% 81 63 Doing well in 71 sports or other 59 How I’m doing in school 74% outside-of-school 48% 77 activities 37 How my parents are 65 52 doing money-wise 66% How popular I am at school 46% 66 41 Which college/ 56 How many 43 university will 62% friends I have 45% accept me 68 47 The condition of planet 60 42 earth that will be left 61% Online bullying 45% to my generation 61 48 How attractive 50 Keeping up with what 48 I am to others 57% other kids my age have 44% 64 39 Girls are particularly concerned about their education: When it comes to getting into and affording college, they outrank boys by 12 percentage points. 19 19
  20. ECONOMIC CONCERNS WEIGH HEAVILY, ESPECIALLY IN THE U.S. FIGURE 5C: Worries (U.S. and U.K. age 13-17) Percentage who are worried about the following U.S. U.K. What things cost today 100 80 Cybercrime The economy 60 40 20 0 Wars around Government the world leadership Crime in Terrorism your town Your parents’ job security Gen Z teenagers are most concerned about the cost of things. But more than three-quarters of American teens are also worried about the economy in general. 20
  21. GIRLS MORE CONCERNED ABOUT WAR AND CRIME FIGURE 5D: Worries (U.S. and U.K. age 13-17) Percentage who are worried about the following Male Female What things cost today 100 80 Cybercrime The economy 60 40 20 0 Wars around Government the world leadership Crime in Terrorism your town Your parents’ job security Girls are more concerned about conflicts on a global and local scale. Seven in ten are worried about wars around the world, vs. fewer than 6 in 10 boys, and significantly more are worried about cybercrime than boys. Girls are also more likely to be concerned about local crime than boys. 21
  22. PESSIMISTIC ABOUT THE NEAR TERM FIGURE 5E: Pessimistic outlook (U.S. and U.K. age 13-17) Percentage who think the following will get better, stay the same or get worse in the next six months Get better Stay the same Get worse The economy 14 50 36 Wars around the world 13 53 34 Terrorism 14 58 28 Government leadership 14 56 29 What things cost today 7 32 61 Your parents’ job security 15 73 12 Crime in your town 11 75 14 Cybercrime 9 64 27 Gen Z have a somewhat pessimistic view of the future. On a macro level, most see the world either staying the same or getting worse, with geopolitical issues such as terrorism, wars and government leadership getting worse. Closer to home, they are particularly concerned about the cost of living: 61% feel price pressures will get worse. 19 22
  23. WHAT IT MEANS FOR BRANDS The Mobile Device as Everything HubThis group is addicted to their mobile device. With phone saturation reaching 83% of American kids by thetime they reach middle school—according to 2011 research from Bridgewater University—the mobile is anomnipresent and indispensible tool. As these kids grow up, it will become deeply integrated into their daily lives:an Everything Hub that enables socializing, shopping and surfing the Web, with geolocation services supplyinginformation on nearby friends, relevant deals and amenities.In response, marketers will need to create tailored mobile strategies, with websites optimized for mobilebrowsing. A recent estimate from Google suggests that only about a fifth of advertisers have mobile-friendlysites. Brands also need to master SoLoMo (social, local, mobile)—ensuring they pop up on Gen Z’s mobile-roamingradar by, for example, linking in to services like Foursquare and Yelp.Brands can also tap into Gen Z’s embrace of social apps, engaging young consumers in fun, novel ways. Teenslove Instragram, for instance, with more than a quarter of visits to the photo-sharing app coming from usersunder age 24, according to a recent study from Experian Hitwise. Burberry, one early adopter of the service, nowhas around 268,000 followers. Given the cluttered app landscape, however, approach branded apps with caution.A 2011 Pew Research Center study found that, among those with apps, more than two-thirds use only five orfewer on a regular basis. 23
  24. WHAT IT MEANS FOR BRANDS (cont’d.) It’s a tech world after allIt’s a tech, tech world, especially for Gen Z. Digital connections are key: 90% of Gen Zers would be upset tolose their Internet connection, girls in particular. Given the importance of technology and connectivity forthis generation, brands should be not only up to date but ahead of the curve tech-wise. Store environments,for instance, should be mobile-compatible, with in-store wireless, interactive displays and other innovativetechnology that will surprise, engage, delight and inform.Brands can also add a digital twist to existing products. Hasbro’s Game of Life zAPPed, for instance, incorporates aniPad app into the traditional Life board game, with players spinning a virtual wheel. And Mattel’s upcoming Apptivitytoys, made from conductive plastic, can control what happens in iPad games when placed on the screen.At the same time, brands can tap into the countertrend by providing opportunities for this tech-dependentgeneration to disconnect from their digital devices, if only momentarily. 24
  25. WHAT IT MEANS FOR BRANDS (cont’d.) Big screens are still bigDespite the dominance of mobile, the television still occupies a central place in the lives of Gen Z. It’s thedevice they use the most frequently and would miss the most were it taken away. With Gen Z’s attention oftentoggling between the TV and the phone, brands will need smart multichannel strategies that engage viewersacross devices. Brands can partner with services that sync smartphones to the TV (e.g., Shazam), social TV apps(Miso, GetGlue) or broadcasters’ second-screen tools, or create their own. Now is the time to experiment withbuilding communities based around TV programming, using transmedia to extend TV content onto the secondscreen and otherwise tapping into the mobile device to give young viewers engaging experiences. 25
  26. WHAT IT MEANS FOR BRANDS (cont’d.) Social, social, socialGen Z is constantly connected to their social networks both digitally and emotionally. Almost 8 in 10 teens belongto some kind of social network and use it to chat with friends, share photos and play games. Talking on socialnetworks has surpassed the phone and email as the most common mode of communication and looks set toeclipse SMS, too. Teens’ romantic relationships revolve around making it “Facebook official” (as per a 2011 trackby the Lance Bass-fronted boy band Heart2Heart), and sharing Facebook passwords signals another milestone.Brands need a credible presence on social networks—providing an easy way for brand-hungry youth to connect withthem—and must provide tools that make it easy for Gen Z to share content and products with their networks. 26
  27. WHAT IT MEANS FOR BRANDS (cont’d.) Online existence, the end of distanceNot only is socializing online more comfortable and convenient for many in Gen Z, it’s putting kids in closercontact with peers around the globe—more than a quarter of this generation use their social networks to connectwith people an airplane ride away. As a result, online socializing is collapsing geographical divides and radicallyreshaping the way kids interact with others worldwide.One consequence of this hyper-connectedness will be Gen Z’s multicultural and globally oriented mindset—muchlike Millennials but further amplified. Kids are Skyping with peers on the other side of the globe, and they’retaking part in initiatives like the Face to Faith program (part of the Tony Blair Faith Foundation), which usestechnology to connect students of different religions and cultures. Expect even more linguistic and culturalborrowings and consistencies across distant nations and regions.Brands must understand how open-minded and globally oriented this generation will be and learn how to tap intothis mindset. 27
  28. WHAT IT MEANS FOR BRANDS (cont’d.) Tethered to parents when it comes to shoppingKids may lead relatively independent digital lives, but they’re still closely tethered to parents when it comesto shopping. Kids have plenty money of their own to spend—in the U.S. alone, the 30 million teens aged 13-19 wield around $200 billion in spending power, according to a 2011 report by EPM Communications—but theyseek parental approval and need practical assistance for online shopping. More than 8 in 10 teens will checkwith parents to see if they can afford a purchase and will hold off if it’s not appropriate. Since most onlinetransactions require a credit card, the parent generally makes the purchase.With economic circumstances and the constraints of online shopping keeping parents closely involved in kids’purchases, brands will need to address both cohorts in their messaging. 28
  29. WHAT IT MEANS FOR BRANDS (cont’d.) The worst is yet to comePessimism reigns among Gen Z, especially when it comes to economic matters. Many are already worriedabout the cost of living and feel it’s only going to get worse, while concerns about the economy in general arerunning high.Brands can help Gen Z navigate the new normal, offering more ways to access their products and services (e.g.,more pared-down offerings, low-commitment ways to sample the brand, etc.). To assuage this consumer anxiety,brands can also offer hope-fueled communications that inspire and buoy audiences, such as the TV spots thatChrysler aired during the 2012 Super Bowl. 29
  30. PARENTS OF GEN Z Image credit: AIMSTOCK
  31. MIXED FEELINGS ABOUT SOCIAL NETWORKING FIGURE 6A: Attitudes toward social networks (U.S. and U.K. by child’s age) PARENTS ARE INVOLVED Percentage who agree with the following* Age (13-17) Age (8-12) I trust my child to 95 IN FACEBOOK be responsible when using 93% 87% social networking sites 90 are Facebook friends with Social networking sites like 85 Facebook are a good way for my 89% their child child to connect with friends 96 28% 47 Percentage who Social networking sites pose a danger to my child 55% have made their 71 child take down I need to supervise my child 54 something he/she when he/she uses social networks 64% posted on Facebook 82 72% have their child’s Facebook login info Parents recognize the value of social networks to their child and almost all trust their child to use them responsibly—but they’re also aware of the danger they pose, with 8 in 10 parents paying close attention to their tween’s social networking. *Note: Weighted average 31
  32. SOMEWHAT CONCERNED ABOUT CHILD’S DIGITAL ACTIVITIES FIGURE 6B: Concerns about digital activity (U.S. and U.K. by child’s age) Percentage who are worried about the following Age (13-17) Age (8-12) 41% 34 My child’s use of technology 38% 43 My child’s use of social 43 networking sites 49% of parents plan to 56 monitor their child’s 37 Internet use until 18 My child’s use of video games 38% 39 age or older While they’re in the minority, significant percentages of parents are concerned about their child’s use of digital devices and social networks. As might be expected, parents of younger kids are more apt to worry. 32
  33. MOST WANT KIDS TO TAKE TIME AWAY FROM TECH FIGURE 6C: Too much technology (U.S. and U.K. by child’s age) Percentage who agree with the following* Age (13-17) Age (8-12) My child spends too 52 much time online 50% 46 I wish my child would log off and 69 engage more with the real world 68% 65 With much of Gen Z immersed in their digital devices throughout the day, parents are keen for their child to De-Tech and engage more with the real world. *Note: Weighted average 33
  34. MORE WORRIED ABOUT REAL-WORLD THAN VIRTUAL THREATS FIGURE 6D: Real world vs. virtual threats (U.S. and U.K. by child’s age) Percentage who are worried about the following Age (13-17) Age (8-12) 42% 71 Real-world bullying 77% 83 81 Real-world predators 80% of parents feel 80 their child becomes 53 vulnerable online at age 7 Online bullying 59% 65 67 Cyber predators 70% 73 or younger While parents are worried about online threats such as cyber-predators and bullies, more are concerned about real-world predators and bullies. With some U.S. states enacting tough anti-bullying legislation, however, expect cyber bullying and other online dangers to become a bigger concern. 34
  35. PARENTS MOSTLY DOLE OUT CASH FIGURE 7A: Cash is king (U.S. and U.K. by child’s age) Percentage who give their child money in the following forms SHOW THEM Age (13-17) Age (8-12) THE MONEY: 89 58% Cash 90% 91 It goes directly into 21 their bank account 19% of kids receive a 17 monthly allowance 51% 20 Gift cards/vouchers 18% 17 11 receive money when they do Pre-paid debit card 10% 8 chores around the house 50% They have a copy of my 8 credit/debit card 5% 3 receive money when they go out with friends The majority of parents opt for cash in hand, but they also put money directly into their child’s account and give them pre- paid debit cards (or, in some cases, a copy of their credit or debit card). 35
  36. CAUTIOUS ABOUT KIDS SHOPPING ONLINE FIGURE 8A: Attitudes toward online shopping (U.S. and U.K. by child’s age) Percentage who agree with the following* Age (13-17) Age (8-12) My child is old enough 90 to understand online shopping websites 85% Of Gen Z 74 consumers who I sometimes shop 84 shop online, online with my child 85% more than 6 in 10 88 I prefer to make 72 online purchases on behalf of my child 74% 77 do so a few times I worry about my child making irresponsible 45 47% a month or more purchases online 50 I worry that my child 47 will spend too much 52% money online 63 While most parents consider their child mature enough to understand e-commerce sites, around half worry about a kid making irresponsible purchases or spending too much online. A wide majority take the reins on e-commerce, buying online for a child or shopping online together. *Note: Weighted average 36
  37. BOYS LESS TRUSTED WITH ONLINE SHOPPING FIGURE 8B: Attitudes toward online shopping (U.S. and U.K. by child’s gender) Percentage who agree with the following* Male Female My child is old enough 84 to understand online shopping websites 85% 87 I sometimes shop 90 online with my child 85% 78 I prefer to make online 75 purchases on behalf of my child 74% 72 I worry about my child 53 making irresponsible purchases online 47% 38 57 I worry that my child will spend too much money online 52% 44 Parents perceive boys as less responsible than girls when it comes to shopping purchases by a large margin (15 percentage points). More parents also worry that their son will spend too much online and are more apt to shop online with a son than a daughter. *Note: Weighted average 37
  38. MOST PARENTS ASSIGN HOUSEHOLD RESPONSIBILITIES… FIGURE 9A: Household responsibilities (U.S. and U.K. by child’s age) Percentage who assign the following to their child Age (13-17) Age (8-12) 65 Cleaning 68% Almost 9 in 10 71 69 Washing up 64% 59 56 parents assign Looking after pets 59% their child 62 responsibilities 32 around the house Doing laundry 24% 16 Looking after 26 siblings 21% 17 27 Cooking 20% 13 17 Grocery shopping 13% 9 Most of Gen Z is growing up doing chores around the house like cleaning or washing up. More complex activities like cooking or grocery shopping are less common. 19 38
  39. …AS A WAY TO TEACH RESPONSIBILITY AND GOOD HABITS FIGURE 9B: Teaching good habits (U.S. and U.K. by child’s age) Percentage who assign their child responsibilities for the following reasons Age (13-17) Age (8-12) 92 To teach them responsibility 90% 88 77 To help them learn good habits 83% 88 It makes my 33 life easier 29% 25 31 I need the help 28% 24 Our family 24 needs the help 20% 16 For parents, assigning domestic chores is primarily a way to instill good habits and a sense of responsibility. Around 3 in 10 parents acknowledge it also helps make things easier, either because they or their family needs the help. 19 39
  40. KIDS EXERT STRONG INFLUENCE ON HOUSEHOLD PURCHASES FIGURE 10A: Areas of influence (U.S. and U.K. by child’s age) Percentage who feel their child is influential when purchasing the following Age (13-17) Age (8-12) 74 63 Toys 84% TV 60% 94 58 78 70 Apparel 74% Cell/mobile phone 55% 71 39 73 61 The week’s dinner menu 73% Computer 52% 73 43 70 36 Entertainment 69% Home furnishings 32% 68 28 68 32 Family vacations 65% Family cars 29% 62 25 In many categories, children are significantly likely to impact parents’ purchasing decisions. For tech items especially, notably mobile phones, many parents will look to teens for input when choosing what to buy. 40
  41. PARENTS AFFECTED BY ECONOMIC CLIMATE, AS IS GEN Z FIGURE 11A: Economic adjustments (U.S. and U.K. by child’s age) Percentage who have done the following Age (13-17) Age (8-12) Had to tell my child 46 Cut back/temporarily 24 1 in 4 that we couldn’t 46% suspended allowances 20% afford a big purchase 45 for my child 17 Encouraged my 48 child to start 19 Had to downsize family vacation plans 44% bringing lunch to 19% 39 school 20 parents feels their Had discussions with 48 Made or encouraged my 20 child knows a lot my child about the 43% child to get a job 13% about the current current economy 37 6 economic situation Cut back on costly 30 Asked my child to pay 17 extracurricular activities 29% for things that I once 12% for my child 27 had helped to pay for 7 Cut back on clothing 26 15 allowances 22% None of these 19% for my child 18 22 Around 8 in 10 families have made adjustments because of the current economic climate. A little over 4 in 10 have discussed the economic situation with their child and/or explained that they can’t afford a big purchase. Whether or not Gen Z knows it, a swath has been affected by family cutbacks, with parents pulling back on family vacations, costly extracurricular activities and clothing allowances. 41
  42. WORRIED ABOUT THEIR CHILD’S PROSPECTS FIGURE 11B: Fearful about the future (U.S. and U.K. by child’s age) Percentage who agree with the following Age (13-17) Age (8-12) I worry about the effect this 88 economy will have on my 82% Only about HALF child’s ability to find a job 76 I worry about my ability 78 to afford the type of education I’d like to have 77% for my child 76 of parents feel 64 I worry about my child’s emotional well-being 62% social networking 61 will help their I worry about my 63 child be a better retirement funds and that I may someday have to rely 60% adjusted adult on my child for help 57 I worry about my child’s 56 ability to succeed 59% professionally 62 I worry about my child’s 50 ability to succeed 52% academically 53 With both youth unemployment and education costs at a record high, a wide majority of parents are worried about their child’s job prospects and their own ability to pay their child’s education. Some of this concern relates to their own futures: Looking ahead to retirement, 6 in 10 fear they’ll eventually have to rely on their child for financial help. 42
  43. WHAT IT MEANS FOR BRANDS Significant safety concerns about online activitiesWhile most parents trust their child to behave sensibly in the digital realm, many have some concernsabout cyber safety and security. As these dangers come increasingly into the spotlight, parents will demandaccountability, transparency and responsibility from online services. Many sites will have to persuade parentsthat their safety practices and tools are rigorous, such as their systems that detect cyber predators or fraud.Brands can offer tools that help parents track their child’s online and mobile activities in unobtrusiveways. Gamification, for instance, can encourage kids to accept their parents’ supervision by putting a funand lighthearted spin on it. And as Gen Z starts to push back against parents hovering around their digitalrealm, brands can provide a happy middle ground with communal and collaborative experiences. If properlyorchestrated, these can help parent and child to share information and work together to ensure a safer onlineexperience. Strategies that make everyone feel involved can give Gen Z some autonomy without making parentstoo anxious. 43
  44. WHAT IT MEANS FOR BRANDS (cont’d.) Conflicted about Gen Z’s use of technologyMost parents see Gen Z’s technological aptitude as both impressive and concerning. To many parents,unprecedented access to information is making their children more “educated,” “cyber-savvy” and “intelligent”(as some of our open-ended questions revealed)—they’re perceived as smarter than the generations that camebefore them, mostly due to technology. This outlook can spur parents to invest in tech devices, especially ifthere’s an associated educational or developmental benefit.At the same time, many parents are concerned about what they perceive as kids’ over-reliance on technology.Half of parents feel their child spends too much time online, and nearly 7 in 10 wish their child would log off andengage more with the real world. Brands can bring parents and children together via outdoor activities, tech-free toys and other kinds of unplugged experiences targeted at parents who want their child to focus back in onthe real, rather than the digital world. 44
  45. WHAT IT MEANS FOR BRANDS (cont’d.) Questioning the values of the younger generationOlder generations typically question the values of those that come after them, and in this case, many parentsare concerned that Gen Z’s dependence on technology is negatively affecting their values. They also wonder if itaffects their ability to function in the real world. Some parents expressed concern that, with digital devices andInternet connections everywhere, technology is making their child “lazy” and entitled.As kids gain access to mature content online, many parents are expressing concern about their child “growing uptoo quickly.” For parents, emphasizing solid values around responsibility, reliability and community will becomeincreasingly important in countering their child’s possible exposure to too much, too soon. 45
  46. WHAT IT MEANS FOR BRANDS (cont’d.) Children stay close during household purchasingGen Z is making a significant impact on household purchasing decisions. Since this highly brand-savvy generation mayrepresent the most informed consumer in the household, time-constrained, stressed-out parents are turning to theirkids when it comes to choosing products. For tech purchases, in particular, parents will ask their teen for informationand suggestions (for instance, 70% of parents report that their teen influences their mobile phone purchase).With many families shopping online together, brands should find ways to integrate parent and child into theprocess. On- or offline, keeping children engaged, informed and excited about products will help to drivehousehold purchases. 46
  47. WHAT IT MEANS FOR BRANDS (cont’d.) Austerity-induced anxiety, especially over their child’s futureMany parents have felt the pinch of the current economic climate, which means their children have, too. Asfamilies have made adjustments to their lifestyle, many have kept their children informed about the largercontext: 43% of parents have had discussions with their child about the economy, and around a quarter feel theirchild knows a lot about the current economic situation.The most pressing concern for many parents is the economic and professional future of their child—not surprisingconsidering that youth unemployment is at an all-time high around the globe. More than 8 in 10 parents areworried about how the economy will affect their child’s ability to find a job. And as their own financial stabilitydiminishes, many are worried about affording the education they want for their child.As a generation growing up in economic austerity, Gen Z will likely inherit a set of anxieties about their financialsituation—indeed, they are already anxious about their future. This anxiety will drive frugality (62% of kids saythey like to save their money) but also an ambition to achieve in the face of adversity. 47
  48. THANK YOU Gen Z CONTACT:466 Lexington AvenueNew York, NY 10017 Written by Will Palley Ann M. Mack 212-210-7378www.jwt.com | @JWT_Worldwide Director of trendspotting Ann M. Mack ann.mack@jwt.comwww.jwtintelligence.com | @JWTIntelligence @annmmack Edited by Marian Berelowitzwww.anxietyindex.com | @AnxietyIndex Will Palley Proofreader Nicholas Ayala 212-210-7225 SONAR™ Mark Truss william.palley@jwt.com Amy Song @wpalley Design Peter Mullaney © 2012 J. Walter Thompson Company. All Rights Reserved.JWT: JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200offices in over 90 countries employing nearly 10,000 marketing professionals.JWT consistently ranks among the top agency networks in the world and continues its dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content for brands such as Smirnoff, Macy’s, Ford and HSBC.JWT’s pioneering spirit enables the agency to forge deep relationships with clients including Bayer, Bloomberg, Cadbury, Diageo, DTC, Ford, HSBC, Johnson& Johnson, Kellogg’s, Kimberly-Clark, Kraft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’s parentcompany is WPP (NASDAQ: WPPGY).JWTIntelligence: JWTIntelligence is a center for provocative thinking that is a part of JWT. We make sense of the chaos in a world of hyper-abundantinformation and constant innovation—finding quality amid the quantity.We focus on identifying changes in the global zeitgeist so as to convert shifts into compelling opportunities for brands. We have done this on behalf ofmultinational clients across several categories including pharmaceuticals, cosmetics, food, and home and personal care.