03Introduction
04Notes on Methodology
05Device Trends
06Entertainment & Media
07Social Media
08E-Commerce, Brand Discovery & Research
09Brand Relationships & Advocacy
10More from GlobalWebIndex
Contents
3WWW.GLOBALWEBINDEX
Respondents in our Core survey are asked ‘How old are you’ and given
an open end numeric box to input their age. In this report, Gen Z are
defined as respondents who say they are aged 16, 17, 18, 19 or 20.
To re-create this audience access our Audience Builder on PRO Platform
GWI Audience reports are designed to examine the digital behaviors of a particular
group – showcasing trends over time as well as analyzing how the audiences in question
compare to the overall internet population. In this report, we place the spotlight on
Gen Zers – those internet users who are aged 16-20.
This report focuses on:
PROFILING GEN Z | from their attitudes and outlooks on the world to their interests,
what are the defining characteristics of this group
DEVICE TRENDS | what are the most important devices to this group and what are
their top mobile brands
MEDIA CONSUMPTION | Do Gen Z spend longer watching online or broadcast TV and
how many are using Netflix How widespread is second-screening
SOCIAL NETWORKING | what are Gen Z’s favorite social media platforms and who do
they prefer to “follow” on these services
COMMERCE & BRAND ENGAGEMENT | how many are shopping online each month
and how does this audience discover and interact with brands while online What can
brands do to appeal to a Gen Z
In this summary version, we highlight key insights and figures from our research. To
read the full version of this report, start a free trial with GlobalWebIndex here.
Introduction
DEFINING GEN Z
Name:Gen Z
Age (Individual)OR 17
OR 18
OR 19
OR 20
4WWW.GLOBALWEBINDEX
Each year, GWI interviews over 350,000 internet users, asking a wide
range of questions about their lives, lifestyles and digital behaviors.
To ensure that our research is reflective of internet users, we set
appropriate quotas on age, gender and education – meaning that
we interview representative numbers of men vs women, of 16-24s,
25-34s, 35-44s, 45-54s and 55-64s, and of people with secondary
vs tertiary education.
To do this, we conduct research across a range of international and
national sources, including the World Bank, the ITU, the International
Labour Organization, the CIA Factbook, Eurostat, the US Bureau
of Labor Statistics as well as a range of national statistics sources,
government departments and other credible and robust third-party
sources.
Because internet penetration rates can vary significantly between
countries (from a high of 90%+ in parts of Europe and North America
to lows of c.20% in parts of APAC), the nature of our samples
is impacted accordingly. Where a market has a high internet
penetration rate, its online population will be relatively similar
to its total population and hence we will see good representation
across all age, gender and education breaks. Where a market has
a medium to low internet penetration, its online population can be
very different to its total population; broadly speaking, the lower the
country’s overall internet penetration rate, the more likely it is that
its internet users will be young, urban, affluent and educated.
Please keep in mind that all figures given in this report relate to the
country’s internet users, not to its total population.
This report draws insights from GlobalWebIndex’s Q4 2016 wave of research across 35 countries,
which had a global sample size of 56,767. Among this sample, there were 5,871 Gen Zers.
SAMPLE SIZE
Number of respondents in each market that are Gen Zers
ITU INTERNET PENETRATION METRIC 2015
Notes on MethodologyINTERNET PENETRATION RATESSAMPLE SIZE BY MARKET。。。