Generation Z is defined as those who born between 1996 and 2010. They are now entering the workforce and gaining spending power. Crucially, members of Gen Z have never known a world without the internet, and most brands are now taking this fact into account in their marketing strategies.
Taking a deep dive into this generation’s digital behaviour uncovers some unique, interesting and instructive insights, the most significant of which is that they are heavily reliant in YouTube (instead of popular social media platforms) for entertainment and information searches. Half of the respondents even claim that they “can't live without it”! They also trust social media stars as much as – or sometimes more than – mainstream celebrities like actors or singers.
For more on the digital behaviours of the Generation Z, click here to read the full post.
