1、GWIs report on the latest trends among internet users aged 16-25Gen ZIntroductionDiscover our dataKey insightsGetting to know Gen ZWhere are Gen Z in their life today?How are Gen Z navigating times of uncertainty?The Gen Z lifestyleHows Gen Zs mental health?How do they feel about finances?How are th

2、e youngest working generation adapting to the workplace?Entertainment and mediaWhy are Gen Z bringing Y2K back?How do they watch TV?What are their motivations behind gaming?Social mediaHow are Gen Z changing the social media game?Why has TikTok become so popular with this generation?Engaging with Ge

3、n ZHow do Gen Z discover and research new products?What can brands do to engage with them?AppendixNotes on methodology04050709132737475961In this reportGen Z are well and truly here.This report will dive into who Gen Z are today and take a closer look at their attitudes,lifestyle,and how brands can

4、engage with this key generation.Methodology All figures in this report are drawn from GWIs online research among internet users aged 16-64.Our figures are rep-resentative of the online populations of each market,not its total population.Note that in many markets in Latin America,the Middle-East and

5、Africa,and the Asia-Pacific region,low inter-net penetration rates can mean that online populations are more young,urban,affluent,and educated than the total population.Each year,GWI interviews over 900,000 internet users aged 16-64 in 50 coun-tries via an online questionnaire for our Core dataset.A

6、 proportion of respond-ents complete a shorter version of this survey via mobile;hence the sample sizes presented in the charts may differ as some will include all respondents,and others will include only respond-ents who completed GWIs Core survey via PC/laptop/tablet.When reading this report,pleas

7、e note that we use a mixture of data from our ongoing global quarterly research and GWI Zeitgeist,a monthly recontact study of Core that we carry out in the following 12 markets:Australia,Brazil,Canada,China,France,Germany,India,Italy,Japan,Singapore,the UK,and USA.Throughout this piece,we refer to

8、indexes.Indexes are used to compare any given group against the aver-age(1.00),which unless otherwise stated refers to the global average.For example,an index of“1.20”means that a given group is 20%above the global average.Click the dots to navigate 4Each chart from our ongo-ing global research in t

9、his report contains a hyper-link that will bring you straight to the relevant question on our Platform,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 numb

10、ered More information can be found in the Appendix section at the end of this reportJust click this iconto explore the dataon the platform 6 6KeyinsightsCrisis fatigue is an issueOngoing bad news in the media has started to take its toll on consumers collective headspace,and as a result,we can see s

11、igns of crisis fatigue set-ting in.While the climate emergency is important to Gen Z,there are other immediate issues that are impacting them more right now,so were likely to see more prioritization in 2023.Theyre nostalgic for Y2KGen Z are bringing back 90s and early 00s fashion trends and listenin

12、g to the eras tunes.This isnt just about liking glitter details and baggy jeans;its about the whole vibe.Many feel that the era represents a carefree time which was about having fun,and the stresses of today have led the more anxious-prone Gen Z to look back rather than forward,finding comfort in th

13、e nostalgia of Y2K.The TikTok takeover continuesTikTok is a big part of social medias growth and is the fastest-rising plat-form for Gen Z outside China.One of the big pulls is the ability to get real views or opinions from real people,making the content more relata-ble.But BeReal is the new kid on

14、the block,and its piquing Gen Zs inter-est.Brands are just starting to explore how they could engage with the app,and itll be something to look out for more in 2023.Social:the one-stop-shopSocial has become the top source of brand discovery and product research for Gen Z,beating out search engines.P

15、art of this shift is the need to get more recommendations and ideas from real people before taking the plunge on a purchase,with 3 in 10 Gen Z saying they use social media as a place of inspiration.User-generated content is a key way brands can get involved here-showcasing their products with real p

16、eople.Speaking Gen Zs languageMemes are a big part of how Gen Z communicate and how they spend their time online.Theyre not just something they look to for entertain-ment.Among Gen Z who use them,a large proportion say they use memes to process emotions and express ideas theyd struggle to communicat

17、e.For brands looking to engage with Gen Z online,a relatable meme could be the way to go when used correctly.8 8201420152016201720182019202020212022SingleStudentFull/part-time or self-employedHave 1 or more childrenMarried87 86 86 78 81 80 79 78 7377 68 69 60 57 53 54 51 4210 19 19 27 31 35 37 39 48

18、1 2 3 6 5 6 8 9 141 1 1 2 3 4 6 6 1001Getting to know Gen Z1GWI Core 2014-2022(Averages of waves conducted between Q1 2014-Q3 2022)739,853 Gen Z born between 1997-2006Where Gen Z are todayWhile younger Gen Z are still studying for exams or at the first stage in their career,others have reached their

19、 mid 20s and are getting to grips with other stages of life like marriage and even parenthood.As many Gen Z are in educa-tion or at an earlier stage in their career,its important to remember that their spending power has not yet peaked-in fact,a significant portion of Gen Z currently fall into the l

20、ower income bracket.But,that proportion is likely to decrease over time,as they grow older and advance in their careers.Despite the“lazy”stereotypes that Gen Z are often labeled with,theyre a money-driven and ambitious group,and are 29%more likely to describe themselves as these things than older ge

21、nerations.Theyre taking a new approach to work than others have before them,and employers will need to keep up.But its been a difficult few years for everyone,and things have likely hit Gen Z harder than other generations.Many faced disrup-tions to their education,while others entered the working wo

22、rld during a global pandemic,and as a result many Gen Z are already feeling pretty burned out.To make matters worse,2022 was hit with a cost of living crisis,and talk of a recession in some global markets contin-ues to swirl.Again,these issues impact everyone,but for a gen-eration so young and still

23、 at the beginning of their career,theyre likely to impact Gen Z more.Gen Z are making their mark on the world%of Gen Z who are the following 10Getting to know Gen Z 1020142015201620172018MEALatAmAPACNorthAmEurope74 79 82 80 7569 70 70 71 6961 62 64 62 6260 61 60 60 5756 53 53 49 50Q3 2021Q4 2021Q1 2

24、022Q2 2022Q3 20222GWI Core Q3 2021-Q3 2022277,606 Gen Z born between 1997-2006How Gen Z are navigating uncertaintyMany Gen Z are feeling a little jaded as they walk into 2023,and the cost of living crisis is not making things any easier.A number of Gen Z saw 2022 as an opportunity to make up for los

25、t time,and do the things that they missed out on,however inflation may have scuppered these plans for some.For Gen Z,their attitudes toward the world around them have taken a hit since 2021,with a 9%drop in the number who are interested in other coun-tries or cultures,and an 8%drop in the number who

26、 would like to explore the world.This might partly be down to people becoming more inward-facing due to financial or economic uncertainty,focusing more on themselves,their own situations,and their immediate circle.Gen Zs fastest-falling character trait YOY is adventurous(-5%),which could signal a ne

27、ed for more stability at the moment.That said,for Gen Z overall finan-cial confidence is still pretty high.Some world regions are feeling the hit of the cost of living crisis more acutely than others,so not everyone will be cutting back or re-prioritizing in the same way.For example,financial confi-

28、dence is falling fastest YOY in Europe likely due to the impact of the Ukraine war and North America,while regions like APAC and LatAm look steady.So its not all doom and gloom.For Gen Z,prioritization will be key in 2023,and this could take shape in many ways,from what Gen Z chooses to buy to where

29、 they want to focus their time and energy.Financial confidence isnt felt equally across the globe%of Gen Z who think their personal finances will get better in the next 6 months 12 12Getting to know Gen ZQ1 2021Q2 2021Q3 2021Q4 2021Q1 2022Q2 2022Q3 2022I like to know what isgoing on in the worldI al

30、ways try to recycleIm interested inenvironmental issuesIm interested innews/current affairs4733333647343435463434364534333444333235443332334332303302The Gen Z lifestyleGWI Core Q1 2021-Q3 2022367,096 Gen Z born between 1997-2006A case of crisis fatigueThe climate emergency is important to Gen Z and

31、underpins how many live their lives,but the last couple of years have started to take their toll on con-sumers collective headspace.The past few years have hit everyone with bad news-Covid,the war in Ukraine,and the cost of living crisis,to name just a few.Off the back of this,we can see signs of“cr

32、isis fatigue”setting in,where after prolonged exposure to stressors people start to switch off.Gen Z appears to be feeling jaded in their efforts to battle climate change with their interest in environmental issues ticking downward.Meanwhile,interest in news and current affairs and the number who li

33、ke to know whats going on in the world has also decreased by 7%in the past year.Gen Z are starting to switch off%of Gen Z who feel the following3 14 14The Gen Z lifestyleBuy now,save the planet later.Our Connecting the dots report looks at the prioritization problem with sustainabilityDownload repor

34、tThis doesnt mean Gen Z doesnt care though 45%say helping the environ-ment is important.Its more a case of mental bandwidth and prioritization,and its something were likely to see more of in 2023.Right now,there are more things that impact them and their immediate circle,for example the harsh realit

35、ies of paying bills and job security in the middle of a cost of living crisis.In our research,we generally see that Gen Z expect more action from brands as they put more onus on bigger cor-porations rather than individual action.So,nows really the time for brands to listen,and dial back on making no

36、ise around climate change unless they can demonstrate a clear impact in what theyre doing.Media outlets have a place too,as Gen Z are limiting their amount of news intake,journalists need to focus on more solutions-driven news and report on whats working well to address various issues.Gen Zs interes

37、t in environmental issues has decreased 11%year-on-year 16The Gen Z lifestyleIm comfortable talkingabout my mental healthIm prone to anxietyI have a mentalhealth condition312910332483223735216Gen ZMillennialsGen XBaby boomers429%of Gen Z say theyre prone to anxietyGWI Core Q3 2022246,761 internet us

38、ers aged 16-64Gen Z need help opening up%who feel the following describes themBeating the bluesMental health strain is felt most heav-ily by this young generation.As weve mentioned before,Gen Z have had a lot to deal with at key life stages and unfortunately for some its taken a toll.Globally,theyre

39、 more likely than other generations to report having a mental health condition and almost 3 in 10 say theyre prone to anxiety,a higher proportion than any other age group.Rates of anxiety and stress are also rising.In the US alone,the number of Gen Z saying they expe-rience stress/anxiety regularly

40、has increased by 25%since the start of the pandemic.Despite struggling the most,Gen Z are also the least com-fortable opening up about how they feel compared to older generations.Their increased anxiety levels are partly influenced by social media.Around a third of Gen Z worry theyre spend-ing too m

41、uch time on social media and around a fifth say it causes them anxiety 25%more likely than other generations to say this.A combination of heavy representation of unrealistic body images,as well as more online abuse has led to female Gen Z feel-ing this more acutely than male Gen Z theyre 16%more lik

42、ely than their male counterparts to say social media causes them anxiety.This is likely why theyve been calling for more authen-ticity online,and why platforms like BeReal and TikTok have been such a hit with them.There are other issues at play here too.With the cost of living further increas-ing,ma

43、ny Gen Z arent able to afford the help they need either.This makes them a key audience for health and wellbeing brands to connect with,but itll be important for brands to communicate in their marketing the importance of opening up to get the help they need.Brands also need to be mindful in how they

44、do this though,authenticity is essential,as well as maintaining a human approach.Fitness apparel brand Gymsharks Deload campaign is a great exam-ple here.The company partnered with two mental health charities to deliver advice,support,and entertainment to help boost peoples mental health.18The Gen Z

45、 lifestyleMaking waves in the workplaceAs Gen Z establish themselves in the workplace,theyre making a pretty big impact.While many of this group joined the workforce during a crisis,the pandemic changed how many work today as well as their attitudes toward work.So,while rigid working routines may ha

46、ve felt normal to older generations,Gen Z are break-ing the mold.The internet is littered with stereotypes around Gen Z being lazy or not want-ing to work.But the truth is this group are simply pushing back on the often damaging“hustle culture”thats long existed.Aspects of work that have been seen a

47、s“nice-to-haves”in the past are now expected,such as work from home flexibility and the ability to have a better work-life balance.This group are willing to put the work in for the right company-theyre ahead of other generations for saying they describe themselves as ambitious,mon-ey-driven,and care

48、er-oriented.But Gen Z expect more from their employer in return,and theyre more likely to leave a job which doesnt meet their needs,and they feel more comfortable saying“no”in the workplace.Fair pay and flexibility,in some shape or form,have come to be expected at this point.If employers are to attr

49、act and connect with Gen Z in the workplace,they need to give them opportunities to learn.This generation are looking to grab all opportunities with both hands,and are 37%more likely to want the ability to mentor/train others and 33%more likely to want opportunities to work with clients or customers

50、 than older generations.Its important that the right support is put in place this group doesnt want to sacrifice their mental wellness at the expense of learning opportunities.Doing meaningful work is also impor-tant to over 8 in 10 Gen Z,so this is something companies should build into their roles.

51、Automation company Siemens is creating a real focus on ensuring employees are doing work that matters to the outside world,helping Gen Z feel like theyre doing something that will make a difference.Gen Z will soon overtake millennials as the largest generation,and as more enter the workforce,employe

52、rs will need to step up and listen.72%of Gen Z are protective of their work-life boundaries 20The Gen Z lifestyleIDXIDX 1.00Ability to mentor/train/help othersLearning opportunitiesOpportunity to work with clients/customersWorkplace where I can challenge myselfWork from home flexibilityPhysical work

53、 spaceCareer progressionStrong managementWork that feels like Im contributing to society1.371.351.331.311.281.271.261.231.14IDXIDX 1.00Money-drivenAmbitiousAdventurousCareer-focusedFashion-conscious1.391.291.251.21.13Gen ZEveryone else32233830403243363228Gen ZEveryone else342554403325372944343326534

54、2342836311.20GWI Core Q3 202257,568 Gen Z internet users aged 16-25 and 189,193 internet users aged 26-64Ambition underpins this group%who feel the following describes them(sorted by over-index against everyone else)GWI Zeitgeist July 20221,602 internet users who arent retired aged 16-25 and 12,813

55、internet users who arent retired aged 26-64Gen Z value learning opportunities%who say the following are most important to them in a workplace(sorted by over-index against everyone else)5 22The Gen Z lifestyleA financial health checkAs the youngest generation in the work-force,Gen Z are earning less

56、and are most likely to have a salary that fluctu-ates from month to month,making it more difficult to budget and build up a strong savings cushion.That said,63%of this group say they want to save up more money over the next 3 months ahead of other generations.This presents a key opportunity for bank

57、s and fintech companies to double down on building financial knowledge and comfort among this group.In fact,73%think that banks should provide support for customers financial wellbe-ing,but only 55%say their bank does.They stand out for wanting their bank to support them-on how to budget,advice on b

58、etter spending habits,and ways to save for retirement.Even though theyre a long way off retirement,many are keen to start planning for their finan-cial security in the future.With consumers feeling the pinch,is this fintechs time to shine?Download reportRight now,theyre most likely to trust friends

59、and family for advice but theyd like to lean more on an expert source.This provides an opportunity for banks to distribute advice to their customers more,potentially through blog posts or pages on their website.As Gen Z are an entertainment-driven generation,things like how-to videos,bite-size educa

60、tional videos,and other expert-driven content are likely to resonate.Banks and fintech companies could lean on finfluencers too-whove been making waves on platforms like TikTok and are likely to capture the attention of Gen Z.Some of the ways banks can support their younger customers are through app

61、lying automatic saving schemes,offering online courses,or even offering 1-2-1 sessions with a financial advisor.For Gen Z,its not just about getting a good service,its about seeing the human side of their bank too.24The Gen Z lifestyleAutomatic saving/investing toolsOnline finance courses1:1 session

62、(s)with a financial advisorA telephone hotline for financial adviceWebinars with financial experts4643423533Ways to save for retirement51|53How to budget money50|43Guidance on how to pay off debt36|28Advice on better spending habits50|40Help on taking out loans30|23Gen ZEveryone else6Gen Z are looki

63、ng for more financial guidanceGWI Zeitgeist October 2022GWI Zeitgeist October 20221,984 Gen Z internet users aged 16-25 and 13,594 internet users aged 26-64 in 12 markets1,984 Gen Z aged 16-25 in 12 marketsSo what can banks do to provide support?%of Gen Z who would like their bank to support with th

64、e following%of Gen Z who would like their bank to provide help in the following ways 2603Entertainment and mediaThe streaming generationFor the first time in 2021,Gen Z globally spent longer streaming TV than watching broadcast TV,but it was only by a minute.In 2022,this gap widened even further,wit

65、h Gen Z spending 5 minutes more per day streaming on average,and it seems that its officially becoming the main way they consume TV.In terms of what theyre watching,Gen Zs favorite genre is entertainment/variety,which has knocked movies off the top spot.Part of this is likely due to this generation

66、becoming used to digesting shorter forms of content-think Instagram Reels,TikTok,and YouTube Shorts.This is another reason why the visual media space has become so competitive-linear and streaming TV providers not only have to compete with each other,but also video viewing on other online platforms.

67、This means providers will need to work even harder to capture Gen Zs attention.Price and the cost of living crisis are also adding to the pressure.Many are looking to make cuts where they can so any TV subscription service that doesnt deliver in terms of content or is deemed too expensive is likely

68、to be on the chopping block.Gen Z are a key audience for these services,but 37%are looking to cut back on the number they subscribe to.28 28Entertainment and mediaContent relevant to my interestsOriginal contentNew content regularly added/refreshedLarge amount of contentPriceNo commercialsSimple/eas

69、y to use interfaceLimited commercialsContent outside my country/foreign contentNumber of user profiles(i.e.to separate different viewers)605048454339383433322016201720182019202020212022Linear TVOnline TV1:28 1:29 1:26 1:29 1:31 1:27 1:291:01 1:13 1:17 1:25 1:26 1:28 1:347GWI Core 2016-2022(Averages

70、of waves conducted between Q1 2016-Q3 2022)GWI Zeitgeist July 2022502,718 Gen Z born between 1997-20061,602 Gen Z aged 16-25 in 12 marketsStreaming beats out broadcastContent matters more than priceGen Zs average time spent per day on the following(h:mm)%of Gen Z who feel the following are important

71、 when paying for a film/TV streaming serviceLuckily for streaming services,theres a few solutions that are likely to keep Gen Z interested.55%support the addition of an ad-supported tier on a TV streaming service if it would be cheaper,and only 20%of this group say they try to avoid all types of adv

72、ertising.In 2022,Netflix and Disney+joined HBO Max and Hulu by offer-ing hybrid ad-supported tiers,and we could see other platforms join the club soon.This is likely to appeal to anyone whos more cost-conscious but doesnt want to give up on their favorite service.But price isnt the be-all and end-al

73、l.Content relevant to their interests,original content,new content regularly added,and a large amount of content are most impor-tant for this audience when it comes to paying for a streaming service.For brands looking to keep this group engaged,content really is king.30Entertainment and mediaGaming

74、for connectionFind out how the US entertainment scene is differentDownload reportGaming is big for this generation-almost 9 in 10 Gen Z are gamers on any device with the most popular device to play games being smartphones.Theres also a key difference in why Gen Z choose to game compared to other gen

75、er-ations and it lies in interaction with others.For Gen Z,their most distinctive reason for gaming is to socialize with friends,whereas for older generations its to relax or unwind.Gen Zs preference for the interactive side of gaming has a knock-on impact on the plat-forms they use.For example,the

76、number of Gen Z gamers who use Discord,an instant messaging social platform often used by gamers,has grown 24%year-on-year.Its Gen Zs desire for online socialization that makes them a key audience for the metaverse.Almost half of Gen Z say theyre interested in participating in a metaverse-more than

77、any other generation.Among Gen Z who are interested in participating in a metaverse,just over half say theyd be keen on playing games and watching TV/movies,while just under half say theyd like to meet up with friends/family or meet new people.As the metaverse develops and brands con-tinue to get in

78、volved,they need to ensure that an environment is built where all users feel welcome.At present,metaverse early adopters dont represent wider populations,so businesses will need to ensure they build inclusive settings and products,ensuring that the metaverse is a safe and fun space for all.32Enterta

79、inment and mediaIDXIDX 1.00To socialize with friendsTo compete onlineTo learn new skillsTo escape from realityTo improve my reflexes/coordination1.471.321.31.291.25Gen ZEveryone else332223172519241824201.30Watch gaming streaming on Twitch or YouTubeParticipate in online chats and communitiesPost on

80、social media about gaming experiencesUpload my own gaming footage to YouTube or other video sharing platformsLivestream my own games to Twitch or other live streaming platforms34232117152419171311Gen ZEveryone elseGWI Gaming Q2 2022GWI Gaming Q2 20225,106 Gen Z gamers aged 16-25 and 26,520 non-Gen Z

81、 gamers aged 26-64 in 18 markets5,106 Gen Z gamers aged 16-25 and 26,520 non-Gen Z gamers aged 26-64 in 18 markets8Social gaming is key for Gen Z%of gamers who say they do the followingGen Z favor the interactive side of gaming%of gamers who say the following are their main reasons for gaming(sorted

82、 by over-index against everyone else)34 34Entertainment and mediaGen ZMillennialsGen XBaby boomersHip-Hop/Rap90s musicRockPop/Top4000s music302927232390s musicRock80s musicHip-Hop/RapPop/Top40393027252580s music50s&60s&70s music90s musicRockPop/Top40514238362390s music80s musicRock50s&60s&70s musicP

83、op/Top404443322524GWI Core Q3 2022243,124 internet users aged 16-64Gen Z prefer 90s nostalgia to 00s tunes%who like listening to the following music genresTuning into nostalgia9While older generations generally tune into the music of the decade they grew up in,Gen Z are breaking the mold.Their top g

84、enre is hip-hop or rap music,closely followed by 90s music,which for many would have been released before they were born.But,what makes this generation have a preference for listening to music that they didnt grow up with?The answer is likely due to nostalgia.As Gen Z face various struggles in their

85、 late teens and early adulthood,theyre likely searching for comfort.As a coping mechanism,the generation has latched onto a simpler time,before social media existed.We can see this in their motivations to listen to music too.The most distinctive reason Gen Z listen to music is to escape from reality

86、,with 42%saying this-20%more likely than other generations.Emotion is another factor Gen Z thinks about when listening to music,with 54%saying they listen to music to lift their mood.This is something that Spotify has really leaned into,creating playlists to match differ-ent moods,and its gaining mo

87、mentum as music genres become harder to define.That said,Gen Z arent likely to tune into a genre just because its popular.For many,part of the fun is the process of finding new music,artists,or bands,and discovering them before theyre pop-ular,making Gen Z a key audience for music discovery tools.36

88、 36Entertainment and mediaBringing Y2K backGen Zs affinity with the 90s isnt limited to their musical tastes,theyre actually a pretty nostalgic generation in general.17%say theyd prefer to think about the past rather than the future 19%more likely than other generations.With 54%of Gen Z liking the s

89、tyle of vintage clothes,theyve also brought back 90s and early 00s fashion trends like glitter details,claw clips,and halter tops.The generation have also declared the beloved millennial skinny jeans“dead”and are sporting more 90s low-rise styles instead.Brands have also worked hard to keep up with

90、the demand for throwbacks.Everlane,for example,began selling a“puddle pant”,a style of pants which are described as“the perfect antidote to skinny jeans”.The style is clearly popular with Everlane having a waitlist as long as 6,000 people trying to get their hands on a pair.The Y2K fashion trends ar

91、ent going anywhere either.Google searches for“Y2K”are up and have been on the rise ever since 2021,while fash-ion magazine Vogues 2023 trends forecast says 90s and 00s nostalgia will remain.Many may remember Y2K trends as a time when super-skinny bodies were also“in”,but Gen Z are bringing the fashi

92、ons back with more body positivity.So while Gen Z are nostalgic for the trends of the era,theyre keen to leave 90s beauty standards behind.For Gen Z,Y2K isnt just about the style though,its a whole vibe.Many feel that the era represents a carefree time that was about having fun,and with the stressfu

93、l reality weve experienced in the last few years,its no wonder Gen Z are nostalgic for a simpler time.Trend in action 38 38Entertainment and media136181229TikTokTwitterWhatsAppFacebookInstagram+33+8+3-2-12%change since Q3 202104Social mediaA TikTok takeover Time spent online for Gen Z peaked in earl

94、y 2020.This is likely due to numerous lockdowns through-out the world,but its been dropping ever since then,with time spent online in Q3 2022 being the lowest its been since Q4 2016.That said,the percentage of Gen Zs online time being spent on social media is at an all-time high of 41%,having only r

95、eached this height once before in Q4 2019.This is likely because social media is being used for different reasons now-its no longer just about following friends,family,or even influencers.Almost 3 in 10 Gen Z use social media to find inspiration for things,and theyre 11%more likely to do this than a

96、ny other generation.One of their top reasons for using social media is to fill their spare time and find content-whether thats arti-cles,advice,or memes.Social is also becoming a big way to shop,with Gen Zs top brand discovery tool being ads seen on social media.While Instagram is their most-used pl

97、atform out-side China overall,TikTok is a big part of social medias growth.Gen Zs use of TikTok outside of China has grown the most of all the social media platforms we track,rising an impressive 37%since Q4 2020.With 83%of Gen Z TikTok users saying they use the platform for entertaining/funny conte

98、nt,the app is clearly the go-to place for some light-hearted relief.One of the big pulls of apps like TikTok is also the ability to get real views or opinions from real people,making it more relatable.As a result,Gen Z are often going to TikTok before Google for advice about anything from finances,t

99、ravel,or beauty trends.According to research by Google,nearly half of young people look to TikTok or Instagram instead of Google Maps or Search for answers.Its a big shift in behav-ior,and something brands should be mindful of in 2023.GWI Core Q3 2021&Q3 202241,441(Q3 2021)&50,206(Q3 2022)Gen Z soci

100、al media users outside of China born between 1997-2006TikTok continues to grow in popularity%of Gen Z social media users outside of China who say the following are their favorite(sorted by%change)10 40 40Social mediaLets BeReal about social mediaThe concept of social media started out as a way to ke

101、ep up with friends-think MySpace,Facebook,and Bebo.But now,its more about the content,and as weve touched on before,Gen Z are going to social media platforms to get advice,research brands,and to find entertaining content.BeReal,however,is changing the game and its piquing Gen Zs interest.The app pro

102、mpts users to take two pictures each day,one using the front camera and the other using the back one.The idea is to snap a picture of whatever theyre doing at the time along with a selfie showing what they look like,and no filters are allowed.In our September Zeitgeist 2022 research,52%of Gen Z in 3

103、 markets said theyve never heard of the app,but 34%said theyre inter-ested in using it,which points to further growth in the future.42Trend in actionWhile the news tends to focus more on the authentic side of BeReal,the top 3 reasons users give for engaging with it are because its easy to use(34%),i

104、ts fun(31%),and their friends are on it(29%).So,a big string to BeReals bow is the social aspect.The daily nature of the app allows them to keep up with their friends activities,while some feel Instagram is more for posting about major life events,and TikTok is more for watching and browsing,rather

105、than posting.The future for brands is unclear at this point,but it could help them build com-munities with consumers-the most distinctive thing Gen Z want brands to do.Chipotle has already started making moves onto the app,having already maxed out its follower count.It all started with a post featur

106、ing a promo code where the first 100 people got a free entre and all codes were gone in 30 minutes.The brand is clearly still testing the waters with BeReal,but it could give an idea about how future brand engagement might work.Want to know about social media trends?Check out our social media trends

107、 report.Download report 42 42Social mediaMemes:speaking Gen Zs languageFor Gen Z,memes are a big part of how they com-municate and how they spend their time online.When looking at why Gen Z uses social media,finding content like memes,sits within their top three motivations.If we take a closer look

108、at what kinds of accounts Gen Z follow,entertainment,meme or parody accounts come second,only to be topped by family and friends.Memes are funny and relatable something that we know resonates well with this young generation.Their interest in memes does go a little deeper than this,though.Among Gen Z

109、 who use memes,around three quarters say it helps them process certain emotions and express ideas that theyd 73%of Gen Z say memes help them express ideas they would normally struggle to communicatenormally struggle to communicate-so its not all about having a laugh.73%say theyve even started referr

110、ing to memes in real life situations that occur offline,as a way to communicate their feelings or ideas.Theyre a kind of language in their own right.For brands looking to engage with Gen Z online,using a relatable meme could be the way to go.Among Gen Z who use memes,64%say they like it when a compa

111、ny uses them for marketing purposes.It makes sense too,as the most distinc-tive things Gen Z want brands to be are young,trendy,and funny.Its all about a relatable human side,rather than anything traditional or corpo-rate.Netflix is a good example of a brand that uses memes in their marketing-they o

112、ften use their own content to create new memes to post on their social pages.But its not just brands who can get involved.US state agencies have started using memes.The Washington State Department of National Resources used a meme to educate people about what to do if they encounter a bear.Its a cle

113、ver way of showing people the human side behind an organization.Brands and companies should be aware though that meme trends change,as does whats funny or trending,so its all about being on the pulse;a meme used at the wrong time could be seen as cringey and uncomfortable.44 44Social media5652413434

114、272615403727192323219Saw a meme onlineShared a memeto family/friendsShared a meme toco-workers/classmatesFollow specific memeaccounts on social mediaCommented on a memePosted a meme onlineRe-posted anothermeme onlineCreated a memeGen ZEveryone elseI find memes funnyMemes help me process certain emot

115、ionsI sometimes refer to memes in real life situations/offlineMemes help me express ideas I would normally struggle to communicateI dont immediately understand the meaning behind certain memes8575737341GWI Zeitgeist September 20222,145 internet users aged 16-25 whove done something meme related in t

116、he past week in 11 marketsMemes are a big part of how Gen Z communicate online%of Gen Z who agree with the followingGWI Zeitgeist September 20222,379 internet users aged 16-25 and 12,194 internet users aged 26-64 in 11 marketsGen Z are heavier users of memes compared to older generations%who say the

117、yve done the following in the past week11 46Social media05Engaging with Gen Z 48 48Engaging with Gen ZVlogsEndorsements by celebrities or well-known individualsAds on music-streaming servicesAds/sponsored content on podcastsPosts or reviews from expert bloggersVlogs(blogs recorded in video form)Micr

118、o-blogs(e.g.Twitter)Online pinboards(e.g.Pinterest)Video sitesMobile appsClick&Collect deliveryLots of likes or good comments on social mediaExclusive content or servicesOption to use buy button on a social networkEntry into competitionsAccess to exclusive content or services(e.g.music,videos,etc)Lo

119、ve for the brandWhen something enhances my online reputation/statusThe feeling of taking part/being involvedWhen something is relevant to my friends interestsOnline product research%of Gen Z who look for more information about brands,products,or services via the following(sorted by over-index)Brand

120、discovery%of Gen Z who discover new brands/products via the following(sorted by over-index)Online purchase drivers%of Gen Z who say the following would most increase their likelihood of buying a product(sorted by over-index)Brand advocacy%of Gen Z who say the following would most motivate them to ad

121、vocate for a brand online(sorted by over-index)1.161.311.301.191.151.161.291.191.201.121.091.141.111.101.071.061.131.061.091.06IDXIDXIDXIDX131619161826181812301417241614242235172212GWI Core Q3 202257,568 Gen Z aged 16-25How do Gen Z stand out in their purchase journey?50 50Engaging with Gen Z47 46 4

122、6 47 49 50 45 4436 41 49 49 49 51 49 4850 53 52 53 54 53 51 5130 35 39 41 40 41 41 41Gen ZEveryone else20152016201720182019202020212022Search enginesSocial networks20152016201720182019202020212022GWI Core 2015-2022(Averages of waves conducted between Q1 2015-Q3 2022)737,081 internet users born betwe

123、en 1997-2006 and 3,362,220 internet users born between 1963-1996Social is becoming a one-stop-shop in Gen Zs purchase journey Gen Z differs from other generations in how they discover new brands and products,with their top way being social media,as opposed to search engines.This generation are also

124、heading to social media for product research,whether its through blogs,vlogs,online pinboards,or video sites.Globally,social media beats out search when it comes to product research and the number of Gen Z turning to social for this reason has jumped up by 35%since 2015.With 3 in 10 Gen Z also sayin

125、g they use social media as a place for inspiration,its becoming a one-stop-shop for their purchase journey.They want to be inspired,rather than simply informed,and social media platforms like TikTok fill this role nicely.Think of it as a mindset shift from“I know what I want to find/search for”to“I

126、want to explore and find things I didnt even know I needed”.We touched on this before,but a big part of this shift is the need to get more recommendations and ideas from real people.This could be why a product get-ting lots of“likes”or good comments on social media is a key online pur-chase driver f

127、or Gen Z.It shows that real people are interested or have had good experiences;theyre not just rely-ing on an article which could have been sponsored by a particular brand.For brands who havent dipped their toe into user-generated content(UGC),this could be a good way to start.Theres different ways

128、to use UGC;for exam-ple creating challenges,using a unique hashtag,or using influencers.These are good ways to draw attention to a product,as well as create conversation around it.Fabletics are a good example of brands using UGC to stir up interest in their products.They regularly share UGC from cus

129、tomers on their TikTok to show real people wearing the clothes they made-it helps build trust in potential customers as theyre able to see how the clothes look on people like themselves.Social has overtaken search engines for product research%who say they mainly use the following when looking for mo

130、re brand or product informationSocial media is the top source of brand discovery and product research for Gen ZWant to know more about how consumers are finding products in 2023?Download report13 52 52Engaging with Gen ZConcert ticketsTravel tickets(e.g.a flight)Vacation(abroad)Experience(e.g.spa tr

131、ip,day out)Vacation(domestic)1920121824Q3 2022%increase since Q3 2021+44+23+21+15+12GWI Core Q3 2021&Q3 202233,051(Q3 2021)&39,499(Q3 2022)Gen Z born between 1997-2006Revenge purchases are on the agendaWith the cost of living crisis,many are choosing where to save and where to spend.Some are still m

132、aking sure they treat themselves,whether thats something small or saving up to go on a trip.The most distinctive treats Gen Z would allow themselves while on a strict budget are household prod-ucts,beauty/cosmetics purchases,and experiences.Its somewhat unsurprising in a way that beauty or cosmetics

133、 are being purchased as a treat-case in point the“lipstick effect”.But Gen Zs preference for more experience-based treats like days out reflects how many are feel-ing after the last couple of years.Bar millennials,Gen Z are more likely than older generations to say theyve purchased a domestic vaca-t

134、ion or vacation abroad in the last 6 months.Purchases of vacations are ticking upward YOY,suggesting Gen Z are prioritizing traveling even when finances are tight.The key behind this is finding joy again.When asked what could bring more joy to their lives in the future,vacations came out top for Gen

135、 Z,with over half feeling this way.Theres also no denying the well-ness benefits of vacations,and with Gen Z being more prone to anxiety,getting away offers some relief from lifes everyday stresses.British Airways new campaign emphasizes the joyful side of travel and is likely to be popular with Gen

136、 Z.The campaign included ads which were responses to the ques-tion“whats the purpose of your visit?”.There are 500 different lines written for the campaign,many like“To forget what day of the week it is”celebrate how joyful travel can be and are likely to be relatable for many people.Gen Zs travel p

137、urchases are ticking upward%of Gen Z who say theyve purchased the following in the last 3-6 months(sorted by%increase)14 54 54Engaging with Gen Z1824272835Run customercommunities/forumsHelp you improve yourimage/reputationSupport charitiesOffer customized/personalizedproductsMake you feel valuedOffe

138、r customized/personalized products1.131.121.071.041.07IDX29|1.18Funny26|1.15Bold32|1.33Young35|1.22Trendy/cool46|1.06Smart|IDX15Creating a Gen Z-friendly brandIn terms of motivations to promote their favorite brands online,Gen Zs reasons are primarily twofold-either they love the brand and want to h

139、ave the feeling of being involved,or theyre looking for something from the brand in return.This could come in the form of either access to exclusive content or services,or posting something about the brand which would enhance their online reputation or status.In the end,Gen Z are only likely to prom

140、ote their favorite brands online if they can identify with the brand.As we touched on earlier,Gen Z want brands to be relatable,as well as cool,young,and even funny.Thats why such a large proportion of them are in favor of brands using memes in their mar-keting-its a communication style they can ide

141、ntify with.These things also underpin the actions they want brands to take as well-Gen Zs top thing that they want brands to do is to run customer communities or forums,giving them the opportunity to get involved.Communities can either be built on social media or elsewhere online-LEGO Ideas is a web

142、site where LEGO lovers connect over their mutual passion for the product as well as share their creations with LEGO products.Its a simple idea,but one thats attracted over 1.8 million users.GWI Core Q3 202239,499 Gen Z aged 16-25Brand qualitiesBrand actions%of Gen Z who want brands to be the followi

143、ng(sorted by over-index)%of Gen Z who want brands to do the following(sorted by over-index)56 56Engaging with Gen ZWant insights tailored to your audience?Weve got you covered.Reach out and well explain the options.Find out moreAppendix1 What best describes your relationship status?How many children

144、 do you have?What is your current working status?2 In the next 6 months,how do you think your personal finances will change?(Get better)3 Which of the following do you feel describes you?Which of these things are you interested in?4 Which of the following do you feel describes you?Do you personally,

145、or does anyone in your household,currently have any of the following conditions?5 Which of the following do you feel describes you?Which of these are most important to you in a workplace?6 What,if anything,would you like your bank to provide to help with?How would you like your bank to provide help

146、with your finances?7 On an average day,how long do you spend watching television?On an average day,how long do you spend watching online television/streaming?What fac-tor(s)are most important to you when paying for a film/TV streaming service?8 Thinking about gaming,which of these things do you do?W

147、hat are your main reasons for gaming?9 Which of these music genres do you like listening to?Please select all that apply 10 Which of these would you say is your favorite?11 Which of these have you done in the last week?To what extent do you agree or disagree with the following statements?12 How do y

148、ou typically find out about new brands and products?Which of the following online sources do you mainly use when you are actively look-ing for more information about brands,products,or services?When shopping online,which of these fea-tures would most increase your likelihood of buying a product?What

149、 would most motivate you to pro-mote your favorite brand online?13 Which of the following online sources do you mainly use when you are actively looking for more information about brands,products,or services?14 Which of these products have you or your house-hold purchased in the last 3-6 months?15 W

150、hich of these do you want brands to be?Which of these things do you want brands to do?60Notes on methodologyIntroductionAll figures in this report are drawn from GWIs online research among internet users aged 16-64.Please note that we only interview respondents aged 16-64 and our figures are represe

151、nta-tive of the online populations of each market,not its total population.Our researchEach year,GWI interviews over 900,000 internet users aged 16-64 across 50 markets.Respondents complete an online questionnaire that asks them a wide range of questions about their lives,lifestyles,and digital beha

152、viors.We source these respondents in partnership with a number of industry-leading panel providers.Each respondent who takes a GWI survey is assigned a unique and persistent identifier regardless of the site/panel to which they belong and no respondent can participate in our survey more than once a

153、year(with the exception of internet users in Egypt,Saudi Arabia,and the UAE,where respondents are allowed to complete the survey at 6-month intervals).Our quotasTo ensure that our research is reflective of the online population in each market,we set appropriate quotas on age,gender,and edu-cation me

154、aning 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 Or

155、ganization,the CIA Factbook,Eurostat,the US Bureau of Labor Statistics,as well as a range of national statistics sources,govern-ment departments,and other credible and robust third-party sources.This research is also used to calculate the“weight”of each respondent;that is,approximately how many peop

156、le(of the same gender,age and educational attain-ment)are represented by their responses.Mobile survey respondentsFrom Q1 2017 on,GWI has offered our Core survey on mobile.This allows us to survey internet users who prefer using a mobile or are mobile-only(who use a mobile to get online but do not u

157、se or own any other device).Mobile respondents complete a shorter version of our Core survey,answer-ing 50 questions,all carefully adapted to be compatible with mobile screens.Please note that the sample sizes presented in the charts throughout this report may differ as some will include both mobile

158、 and PC/laptop/tablet respondents and others will include only respondents who completed GWIs Core survey via PC/laptop/tablet.For more details on our methodology for mobile surveys and the questions asked to mobile respondents,click here.Internet penetration rates across GWIs marketsBecause interne

159、t penetration rates can vary significantly between countries(from a high of 90%+in parts of Europe and North America to lows of around 20%in parts of APAC),the nature of our sam-ples is impacted accordingly.Where a market has a high internet penetration rate,its online population will be relatively

160、similar to its total population and hence we will see good representa-tion across all age,gender and education breaks.This is typically the case in North America,much of Europe and places in APAC such as Japan and Australia.Where a market has a medium to low internet pen-etration,its online populati

161、on can be very different to its total population;broadly speaking,the lower the countrys overall internet penetration rate,the more likely it is that its internet users will be young,urban,affluent and educated.In some Middle Eastern,African and Asian coun-tries(e.g.India,Indonesia),we would also ex

162、pect a gender-based skew towards males.Generally,younger internet users are more active and engaged with a lot of the behaviors and ser-vices tracked by GWI,which means%scores will typically be higher in low-to-medi-um-penetration markets.62Internet penetration rates:GWI versus ITU figuresSample siz

163、e by marketInternet penetration rates(GWIs forecasts for 2022 based on ITU 2017 and 2018 data)Argentina92Mexico82Australia99Morocco74Austria95Netherlands98Belgium97New Zealand97Brazil90Nigeria68Canada99Norway99Chile90Philippines75China76Poland92Colombia82Portugal89Czech Republic96Romania92Denmark99R

164、ussia95Egypt68Saudi Arabia91France96Singapore99Germany98South Africa78Ghana60South Korea100Greece91Spain97Hong Kong99Sweden98India44Switzerland98Indonesia63Taiwan97Ireland97Thailand71Israel96Turkey88Italy90UAE97Japan96UK99Kenya67USA98Malaysia94Vietnam72As GWIs Core Research is conducted among 16-64

165、year-olds,we supplement the internet penetration forecasts for a countrys total population(reproduced above)with internet penetration fore-casts for 16-64s specifically.Forecasts for 16-64s will be higher than our forecasts for total population,since 16-64s are the most likely age groups to be using

166、 the internet.This report draws insights from GWIs Q3 2022 wave of research across 50 countries,with a global sample of 246,761 respondents.This table refers to the total population in each market.The following internet penetration estimates are calculated using the most recent data from the Interna

167、tional Telecommunication Union-a United Nations agency responsible for issues concerning com-munication technologies.The most recent published data from this source is from 2018(and in some countries 2017),so GWI forecast the data for-ward to 2020 by making calculations based on the trend of interne

168、t growth in each country from 2000 onwards.This calculation is then adjusted based on other(usually national government)sources which can be used to provide an accurate overview of internet usage in each country.Note that the figures used to calculate GWIs own universe figures will be among 16-64s o

169、nly,and will therefore be higher.Argentina1,839Mexico5,257Australia8,003Morocco920Austria2,098Netherlands2,628Belgium2,106New Zealand1,974Brazil9,198Nigeria875Canada6,569Norway1,400Chile1,402Philippines4,008China25,323Poland3,176Colombia3,942Portugal2,373Czech Republic1,314Romania1,317Denmark1,575Ru

170、ssia4,331Egypt1,834Saudi Arabia1,815France10,888Singapore3,545Germany10,888South Africa1,844Ghana919South Korea2,366Greece1,316Spain10,761Hong Kong2,065Sweden2,628India15,296Switzerland1,507Indonesia6,613Taiwan2,721Ireland1,443Thailand4,573Israel1,590Turkey2,104Italy10,508UAE1,890Japan10,578UK10,504Kenya923USA26,234Malaysia4,489Vietnam3,291 64Get in touchCHASE BUCKLEVP,TRENDSSTEPHANIE HARLOWTRENDS ANALYST GWI 2023