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1、GWIs report on whats trendingwith US internet users aged 16-25Gen Z in the USClick the dots to navigateMethodologyWhen reading this report,please note that we draw on GWI USA,which sur-veys over 20,000 internet users in the US aged 16+each quarter.We focus on GWI Zeitgeist,a recontact study that we

2、carry out monthly in 12 markets.GWI Zeitgeist is carried out among GWI Core respondents who are then recontacted to take the additional Zeitgeist survey.Like Core,it is carried out among internet users aged 16-64,but in 12 of our 50 markets.Throughout this report,we refer to indexes.Indexes are used

3、 to compare any given group against the average(1.00),which unless otherwise stated refers to the average American aged 16+.For example,an index of“1.20”means that a given group is 20%above the average American,and an index of“0.80”means that an audi-ence is 20%below the average.Discover our dataKey

4、 insightsGetting to know Gen ZWhat matters to Gen Z and how are they coping in times of crisis?Social mediaWhich platforms are most popular among Gen Z and what kind of content will engage them?EntertainmentWhat do Gen Zs media behaviors look like and what kind of content do they want to see?ntsEnga

5、ging with Gen ZHow do Gen Z discover new products and what motivates them to advocate brands?AppendixNotes on methodology0507091723293738In this report 4Each chart from our ongo-ing global research in this report contains a hyper-link that will bring you straight to the relevant question on our Plat

6、form,where you can investigate all data by demographics,over time,and among your own audiences.Discover the data on our platformInformation about the source and base SourceBaseEach of the graphs is numbered More information can be found in the Appendix section at the end of this reportJust click thi

7、s iconto explore the dataon the platform 6KeyinsightsGen Z are staying positive despite economic uncertaintyEven though Gen Z are experiencing the highest inflation in their lifetime,theres been a 36%decrease in Gen Zs expecting their personal finances to get worse between Q2 2020 and Q3 2022.Short-

8、form video content makes up most of what Gen Z consume on social mediaTikTok has overtaken Instagram as Gen Zs favorite social media plat-form.Gen Z now mostly consume video content on social media.Focusing on high quality and virality of content will enable brands to be more relatable which is some

9、thing that is especially valued by Gen Z.Environmental concerns continue to be a top priority for Gen ZStreaming services may be getting too expensive for many Gen ZsWhen shopping online Gen Z want personalized optionsEnvironmental worries top the list for Gen Z and many are already taking concrete

10、actions such as recycling or using sustainable products.Gen Z also likes to see brands get involved and are more likely to purchase from a brand that they view as sustainable.Even though Gen Z are much less concerned about their finances than other generations they still believe that streaming servi

11、ces are getting too expensive.The introduction of lower cost ad-supported programs,which are popular among Gen Z,may help alleviate this problem.The most distinctive online purchase influencer for Gen Z is personal-ized recommendations.Fashion and style are huge interests for Gen Z so its important

12、that they are receiving personalized and more unique rec-ommendations when online shopping.They want products that can reflect their own unique style and individuality.801Getting to know Gen ZThe Gen Z“vibe”US Gen Z have a clear goal in mind:success.Whether that means making money,making a differenc

13、e,chal-lenging themselves,or learning/trying something new,theyre an ambitious generation that want the most from life.In fact,compared to the aver-age US baby boomer,Gen Z are over twice as likely to say making money is important to them their number one priority overall.This generation values stat

14、us too after all,whats the use of becoming successful if you cant shout about it?US Gen Z are 61%more likely than the average American to say their fash-ion choices are important to them and 22%more likely to say the same about their physical appearance.For brands attempting to engage with this gene

15、r-ation,offering them ways to stand out against their peers are sure to put them on Gen Zs radar.A quick look at their interests backs this up.US Gen Z are over twice as likely than the average American to be interested in influencers.Many aspire to be influencers themselves one day,and several of t

16、heir distinctive inter-ests(gaming,esports,and comics to name a few)come with vast online communities through which Gen Z can carve out a reputation of their own.Get them onside,and they could make for powerful brand advocates one day.Of course,that could all change as they get older.Millennials res

17、huffled their life priorities,so its not unreason-able to suggest Gen Z will do the same.For now,however,theyre using their newfound spending power to experi-ence new activities that they couldnt before especially when you account for nearly two years of lost time due to Covid.Want to get the full l

18、owdown on millennials in the US?Download report 10Getting to know Gen Z21GWI USA Q3 20223,393 US Gen Zs aged 16-25 GWI USA Q3 20223,393 US Gen Zs aged 16-25 Most distinctive interestsMost distinctive priorities in life%of US Gen Z who say they are interested in the following,sorted by top over-index

19、%of US Gen Z who say the following are important to them,sorted by top over-indexClothing/fashion choicesMaking moneyDiversity&inclusionExploring the worldPhysical appearanceEqual rightsTrying new thingsLearning new skillsChallenging myselfMaking a difference1.611.371.241.241.221.211.21.171.141.1330

20、613942445438463748IDXAverage(IDX 1.00)InfluencersCoding/programmingEsportsVirtual reality(VR)GamingComics/animationPainting/drawingNights out/clubbingAstrologyArtificial Intelligence(AI)2.081.841.791.771.761.761.661.631.481.4819201325472929162023IDXAverage(IDX 1.00)12Getting to know Gen Z 14These ar

21、e difficult times.Many econo-mists are predicting a recession in the coming year,and thats before taking into account the ongoing climate crisis,and a political landscape thats more divided than ever.So,how are Gen Z handling all this?For many,this is their first experience of rapid inflation,but US

22、 Gen Z are staying relatively positive.Between Q2 2020 and Q3 2022,the number who expected their personal finances to get worse actually decreased(-36%).Their outlook on their coun-trys economy is a different story,however.Compared to Global Gen Z,US Gen Z are more than twice as likely to say their

23、countrys economy will get worse.In response,theyre looking at their options:going to banks and financial institutions for advice.Theyre now entering the job market and acquir-ing newfound purchasing power in the process,so it makes sense that theyre looking to safeguard their earnings.Climate change

24、 is also a key concern to American Gen Z.The number who believe the environment will get worse has grown 50%since Q2 2020.This is something of a US-specific trend,how-ever,with Gen Z worldwide generally growing less interested in environmental issues year-on-year.These are potential signs that“crisi

25、s fatigue”is setting in.That means that while its still impor-tant for brands to think about ways they can be eco-friendly(over 3 in 10 US Gen Z say they should)its also worth addressing their messaging;avoiding a doomerism approach to keep Gen Z from feeling hopeless about the future.All this is a

26、lot to take in,so its worth noting the impact on mental health here too.Gen Z are 38%more likely to experience depression than the average American,and the prospect of an uncertain future is starting to affect their life plans.Brands need to take note of this,and cater their messaging accordingly.Th

27、ose seek-ing to hire Gen Zs should also take this into account,providing individuals with information and benefits packages that consider mental health support.Gen Z in times of crisisTheres been a50%increase in the proportion of Gen Z who believe that the environment will worsen since Q2 2020Weve g

28、ot answers about sustainability to help you stay ahead of the curveDownload reportGetting to know Gen Z 16 16%of US Gen Z who expect the following to get worse in the next 6 months%of US Gen Z who expect the following to get better in the next 6 monthsGWI USA 2020-2022 27,971 US Gen Z aged 16-252009

29、20102011201220132014201520162017Personal/household financesUS economyThe environment/climate change312228372316422919442716422315402015451815411713441913Q2 2020Q4 2020Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Q2 2022Q3 2022200920102011201220132014201520162017Personal/household financesUS economyThe environ

30、ment/climate change35522046381341361244349493711464012474611484813525213Q2 2020Q4 2020Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Q2 2022Q3 2022Personal/household financesUS economyThe environment/climate change3Gen Z future outlookGetting to know Gen ZHow do Gen Z use social media?02Social mediaGen Z favori

31、te social media platforms%of US Gen Z who say the following is their favorite social media platform/serviceInstagramQ4 2020Q3 20221722TikTokSnapchatDiscordFacebook2110872515774GWI Core Q4 2020&Q3 20228,390 US Gen Z social media users aged 16-25TikTok is now US Gen Zs favorite social media platformAm

32、erican Gen Z are heavy social media users,spending 2 hours and 59 minutes on these services every day as of Q3 2022.In fact,with total online time amounting to 7 hours and 38 minutes every day,that means social media time accounts for almost 40%of this.So its needless to say social media continues t

33、o be a vital touchstone for brands hoping to reach this generation.In just two years,TikTok has beaten Instagram to the top spot as Gen Zs favorite social media platform.Not only that,but the number actually using Instagram daily is in decline(-9%since Q4 2020).Rival plat-forms have taken notice,and

34、 are attempting to emulate the ByteDance-owned service through short-form video features of their own.TikTok use still has a way to go before it eclipses Instagram and there are pending legal challenges that could hinder this but for now it remains a vital means of engaging and understanding Gen Z.I

35、ts important to remember that every social media platform comes with its own unique vibe,and that leaves brands with work to do in understanding how to stand out on them.As other platforms catch up with TikToks short-form features,however,it offers brands advice on how to create engaging content els

36、ewhere.For US Gen Z,videos are the most commonly consumed type of content on social media,so its important that brands use this to their advantage when appealing to them;produc-ing high quality and easily accessible content.Given Gen Z are generally more recep-tive to social media advertising than m

37、ost Americans,nailing the right TikTok presence is an absolute must if brands want to take full advantage of the opportunity here.Explore the social media landscape by generationInfographic here 18Social mediaMemes are key for connecting with Gen Z on social media 20Social media trends have continue

38、d to play a large impact on how Gen Z inter-acts with the world,being nearly 100%more likely to be influenced by what is cool/trendy than the average American.US Gen Z are 62%more likely to use social media to find content,with gaming videos,memes,and live sports being some of the most distinctive t

39、ypes of content they say they consume on there.They often make their own content too videos in particular,with US Gen Z 67%more likely to post their own video content every month.What really stands out is their love of memes and viral videos over half say they consume this kind of content every mont

40、h,far ahead of any other kind of content we track.By now,every brand should have dipped its toe in meme cre-ation,but in an ever-growing landscape it can be difficult to keep up to speed;thats why brands need to follow meme accounts if theyre to find formats they can use.From here,they can use tem-p

41、lates to create their own memes and craft effective campaigns that engage with Gen Z on a more personal level.Its important to bear in mind how multi-media Gen Zs experience of the web is,incorporating video,image,music/audio,and text memes are almost a kind of grammar for how they com-municate.Spea

42、king their language requires understanding and imple-menting that grammar.Memes,videos,and other content aside,theres another trend worth look-ing into here general information.For Gen Z,social media isnt just a place to be entertained;these plat-forms have become search engines in their own right.I

43、ts their primary source of information and where they expect to find new products,so brands need to be thinking more about how they remain“searchable”for Gen Z.TikTok,unsurprisingly,is ahead of the game here,highlighting keywords in video comments to link viewers to results.LinkedIn is doing somethi

44、ng similar,and other platforms are sure to follow.Gen Z are more than twice as likely to be following memes or parody accounts than the average American.Social mediaGaming videosMemesLive sports gamesMusic videosMovie trailersPosts about products/brandsViral/funny clipsSports highlightsUpdates/posts

45、 from friends or familyNews clips/articles2.061.451.31.281.21.191.161.020.780.7740561241343157194328IDXAverage(IDX 1.00)Videos youve madePolls/questions you want answeringMemes/gifsPhotos/videos youve found onlinePhotos youve takenUpdates about your daily lifeUpdates about places youre visitingComme

46、nts/reactions to things posted by othersNews articles/stories1.561.551.41.121.030.970.960.810.76221331274022132512IDXAverage(IDX 1.00)225%of US Gen Z who viewed the following on social media in the last month,sorted by top over-indexMost distinctive content consumed on social%of US Gen Z who posted/

47、shared the following on social media in the last month,sorted by top over-indexMost distinctive content posted on social media6GWI USA Q3 2022GWI USA Q3 20223,393 US Gen Z aged 16-253,393 US Gen Z aged 16-25Social media 24US Gen Z spend more time watching streaming and broadcast every day than their

48、 counterparts in any other coun-try we track viewing content for 2 hours 13 minutes and 2 hours 8 minutes,respectively.Netflix holds the top spot as Gen Zs most popular streaming platform for watching content(75%do this every month).Other competitors lag behind Hulu(54%),Disney+(48%),and Amazon Prim

49、e Video(40%)but are making gains as more Gen Z acquire differ-ent streaming services.Worth mentioning here is the rise of HBO max,with a 37%increase in Gen Z viewership since Q3 2021.Its a case of appeal-ing to Gen Z with topics that interest them;shows like White Lotus appeal to Gen Zs high interes

50、t in fashion,and which got people talking about the experimental wardrobes on the show on social media.The Netflix series,Wednesday,does something similar and was able to capitalize off of viral clips from the show on TikTok its about knowing what will land with Gen Z in an authentic and engaging ma

51、nner.What are Gen Z watching?GWI Core Q3 202251,565 Gen Z outside of China aged 16-25Theres been a 35%increase in the proportion of Gen Z who say streaming services are getting too expensive 03Entertainment7Gen Z viewing behaviors%of Gen Z who watch the following87|91Live TVUSGlobal(excluding China)

52、98|97TV streaming73|78YouTube 24Entertainment 26 26While streaming and broadcast remain an important source of product discovery,things are changing quickly US Gen Z are actually less likely to discover new products via TV ads,prod-uct placement,or ads before online TV shows than any of their older

53、counterparts.In a TV-centric market such as the US,this is hugely important.While Gen Z still prefers to watch streaming or live TV over online video sites like YouTube,the decline of ad-effectiveness on broadcast and streaming suggests these kinds of formats need to work together.YouTube,Twitch,and

54、 TikTok are all popu-lar forms of viewing that(largely)come without a monthly price tag.Content shared between these services and other viewing formats isnt unheard of,and can help boost subscribers in the long term.With a 35%increase in the number of Gen Z who say streaming services are getting too

55、 expensive,its important for brands to think about how they can reach US Gen Z across dif-ferent viewing platforms to maximize exposure.26Discover the biggest US entertainment trendsDownload reportEntertainment 28Music is hugely important to this generation 61%say this,while our data reveals that th

56、ey listen for varied reasons.It helps them concentrate,create,escape,and generally express themselves as a status-seeking generation,something like music is the per-fect outlet to do this.US Gen Z are nearly 70%more likely than the average American to use music streaming services every day(46%say th

57、ey do).Just as Netflix holds the top spot when it comes to TV streaming,Spotify reigns supreme in the music streaming landscape 60%of US Gen Z used the service in the last month,with 1 in 3 saying they use a paid account(more than any other service we track).Nevertheless,while Spotify con-tinues to

58、attract new listeners wave-on-wave,so too have its rivals;both Apple Music and Amazon Music grew their Gen Z listener base between Q4 2020 and Q3 2022.While music vari-ety and cost are likely at play when it comes to choosing a service,the important thing to remember is that Gen Z are on the lookout

59、 for ways to listen.Then theres always TikTok of course,with artists actually cre-ating snippets of their own songs solely to give them a new lease of life on the platform.For services looking to drum up subscribers in this genera-tion,a focus on foreign genres could be key.In the US,Gen Z are 80%mo

60、re likely to listen to K-pop and 25%more likely to listen to Latin music.For Asian,Black,or Hispanic consumers in this generation,its a matter of connecting to their heritage;47%listen to music as a way of doing this.The US is a diverse market,so its worth paying close attention to these trends.What

61、 role does music play for Gen Z?GWI Core Q3 20224,803 US Gen Z aged 16-258Most distinctive reasons for listening to music%of US Gen Z who say the following reasons for listening to music describe them,sorted by over-index 531.221.201.191.171.161.154961484548IDXTo help me concentrateTo help me feel c

62、reativeTo escape from realityTo express my individualityThe joy of discovering new music/artistsTo support my favorite artistsEntertainment 30 3004Engaging with Gen ZIts clear from the data that theres a real opportunity for brands to connect with Gen Z on community platforms,but its got to be authe

63、ntic.Without a doubt,thats what we see from companies that have the most success on our platform.Digging into Gen Zs values,and understanding what they want to see from brands is the only way to engage them in meaningful conversation,and ultimately win them over.VINAY PANDEYChief Revenue Officer,Quo

64、raEngaging with Gen ZAppeal to their eco-friendly values,nail those memes,and offer them a way to stand out in a crowd,and brands can expect to see better results with this generation.Brands that curry favor with Gen Z will find themselves more welcome in the communities they engage with too.Our dat

65、a reveals that Gen Z are 66%more likely to want brands to run community forums,so services like Discord should be front of mind here.Likewise,theres a specific tone they need to get right.Gen Zs want brands that are bold,funny,cool,or inclusive.Theres no short-cut to achieving this,but only by resea

66、rching the spaces they spent their time on can they better understand how to do this.That doesnt leave important things like honesty and reliability to the wayside,however.All consum-ers value these qualities,but for a generation concerned about the environment and social jus-tice,keeping these valu

67、es in mind should be a no-brainer.By looking at each step of US Gen Zs purchase journey,brands can optimize their strategies for reaching Gen Z all the way to the advocate stage.A general rule of thumb is that social media is key;its prominent in practically every stage of the purchase journey.US Ge

68、n Z are more likely to discover prod-ucts through vlogs and research via micro-blogs.Theyre fur-ther encouraged to purchase products if they have likes andpositive comments on social media,and theyre more likely to advocate a brand that enhances their online reputation.Its like a one-stop shop.As mo

69、re Gen Z turn to social media as a search engine,it only gets easier for consumers to uncover,research,and purchase a product without ever having to open a dif-ferent website.How to win brand loyalty from Gen Z?32Gen Z are 66%more likely to want brands to run community forums 32Engaging with Gen Z%o

70、f US Gen Z who typically find out about new brands and products via the following,sorted by top over-index%of US Gen Z who say the following wold most increase their likelihood of buying a product online,sorted by top over-index%of US Gen Z who mainly use the following when looking for more informat

71、ion about brands,products,or services,sorted by top over-index%of US Gen Z who say the following would most motivate them to promote their favorite brand online,sorted by top over-indexBrand discoveryOnline purchase driversOnline product researchBrand advocacyGWI Core Q3 20224,803 US Gen Z aged 16-2

72、5VlogsEndorsements by celebritiesAds seen at the cinemaAds/sponsored content on podcastsAds seen on public transport1.651.41.371.331.32121210149IDXEntry into competitionsClick&Collect deliveryExclusive content or servicesenvironmentally friendlyon social media1.371.351.321.31.251011152222Knowing the

73、 product/company is Lots of likes or good commentsMicro-blogs(e.g.Twitter)Vlogs(blogs recorded in video form)Video sitesMessaging/live chat servicesOnline pinboards(e.g.Pinterest)1.761.61.461.321.271314231413my online reputation/statusAccess to exclusive content or servicesThe feeling of taking part

74、/being involvedto my friends intereststhe brand or its products1.451.321.161.111.091420182119When something is relevant When something enhancesHaving insider knowledge about 9 34Engaging with Gen ZWant insights tailored to your audience?Weve got you covered.Reach out and well explain the options.Fin

75、d out moreAppendix1234Which of these things are you interested in?Which of the following are important/not importantto you?In the next 6 months,how do you think the following things will change?Which of these would you say is your favorite?Which of these have you viewed on social media in the last m

76、onth?Which of these have you posted/shared on social media in the last month?Which of these have you watched in the last month?|In the last month,which of these services have you used to watch/download TV shows,films or videos?(YouTube)Which of the following describe the reasons you listen to music?

77、How do you typically find out about new brandsand products?Which of the following online sources do you mainly use when you are actively looking for more information about brands,products,or services?When shopping online,which of these features would most increase your likelihood of buying a prod-uc

78、t?What would most motivate you to promote your favorite brand online?Appendix56789GWI USA Figures in this report are drawn from GWI USA,GWIs online research among inter-net users aged 16+in the US Because we conduct our research online,we rep-resent the internet-using part of the US population only.

79、According to our own projections,90%of the US population aged 16+are internet users.Sample size This report mainly draws insights from GWI USAs Q4 2021 wave of research,with a US sample of 20,844 respondents,of which 3,401 are Gen Z aged 21-24.Representation and quotas Each year,GWI interviews over

80、80,000 internet users aged 16+in the US(or 20,000 per quarter)via an online questionnaire for our GWI USA dataset.This is repre-sentative of an estimated 240 million internet users in the US aged 16+.To ensure our sample accurately reflects the make-up of the US inter-net population aged 16+,we set

81、quotas on age,gender,race/ethnicity,income,and regional location.These quotas are calculated using a number of demographic research sources,including the US Census Bureau and Pew Research Centre.During each wave of research,responses are weighted based on the age,gender,race/ethnicity and income of

82、the respondent.Language and cultural indicators Separate from asking about racial identity,we also ask about Hispanic identity.Any respondent is able to iden-tify as Hispanic,regardless of their answer to the racial identity question.Within the Hispanic group,we monitor language preferences to ensur

83、e we achieve a good balance of those identify-ing as Spanish-dominant vs English-dominant.We interview a minimum of 2,500 Hispanic respondents each quarter.Multicultural questions are shown only to Hispanic,Black/African American and Asian American respondents.All respondents choose whether they wan

84、t to complete the survey in Spanish or English.MobileGWI USA has been designed so that all ques-tions are mobile-friendly.Respondents are therefore able to complete the survey via mobile,tablet,PC/desk-top or laptop/notebook.This means respondents take the same version of GWI USA regardless of the device they are using.Notes on methodology 38CHASE BUCKLEVP,TRENDSJACK SEASHOLTZTRENDS ANALYSTGet in touch GWI 2023