A new generation is coming to the fore, and they’re taking a new approach to the wider world. This is Gen Z, the cohort that follows the Millennials, born after 1995. Weaned on smartphones, tablets and high-speed wireless Internet, this group can be considered the first true mobile mavens: They will take for granted a world of wireless connectivity, untethered from the constraints of a landline or a traditional Internet connection.
Our April trend report, “Gen Z: Digital in Their DNA,” provides a snapshot of this generation 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. It was conducted using SONAR™, JWT’s proprietary online research tool, in early March.
Via Niels Biersteker