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Research presented by: THE STATE OF GEN Z 2018 Unexpected insights into how Gen Z is impacting everything from technology and brands to social media and the workplace. FALL 2018 GenHQTABLE OF CONTENTS 04 Welcome from the Studys Authors 05 National Research Study Results 05 Section 1: Gen Z and Their Smartphones The First Fully Digital Generation 09 Section 2: Gen Z and Social Media Not One-Size-Fits-All 14 Section 3: Gen Z and Money Earners, Consumers, and Spenders 19 Section 4: Gen Z and Brands Friends and Influencers Matter Most 22 Section 5: Gen Z as Employees From Job Seeking to Employment 29 National Research Study Conclusions 32 Methodology 33 About Denise Villa Ph.D., Elli Denison Ph.D., and Jason Dorsey 34 About The Center for Generational Kinetics 35 Four Ways We Help Leaders and Organizations 36 Copyright and Usage 2018 The Center for Generational Kinetics. All rights reserved. Media usage permitted with proper attribution. GenHQ 2 2018 The Center for Generational Kinetics. All rights reserved. Media usage permitted with proper attribution. GenHQ 3 Welcome from the Study Authors September 2018 Welcome to the State of Gen Z 2018! Each year at The Center for Generational Kinetics we lead an extensive national research study that explores Gen Z, also known as iGen, from a variety of vantage points. Exploring Gen Z is a passion for us as we consult with clients on how grow their sales with Gen Z, keynote events to teach leaders how to manage across generations, and lead custom research to uncover the hidden drivers for Gen Z and Millennial brand engagement. This national study builds on the more than 40(!) national and international studies weve led that explore Gen Z, Millennials, Gen X, and Baby Boomers. In addition, we add the experience of our consulting work with more than 100 clients per year helping to solve their generational challenges with employees and customers. We infuse that experienceand extensive behind-the- scenes datain each years State of Gen Z study. Note that in this years study we included 1,000 members of Gen Z (ages 13 to 22) as well as 1,000 Millennials because we are increasingly seeing the differences between these two generations driving the changes, challenges, and opportunities across businesses, industries, categories, and emerging trends. 2018 The Center for Generational Kinetics. All rights reserved. Media usage permitted with proper attribution. GenHQ 4 Welcome from the Study Authors Gen Z will continue to bring a new normal to everything they do as they further enter adulthood and create the trends that will ripple up and shape the behaviors and preferences of older generations, too. In our work to separate myth from truth about Gen Z, we lead national and international quantitative studies. These studies explore everything from hidden Gen Z consumer drivers, technology interactions, and workplace behaviors to mental health, their perception of other generations, their similarities and differences with Millennials, and Gen Zs expectations of the Internet of the future. To learn more about our custom research, keynote speaking, and generational consulting, please read Four Ways We Can Help Leaders and Organizations at the end of this white paper. Understanding Gen Z is a passion and a calling for our research, consulting, and keynote speaking team. We approach Gen Z from a number of angles: as researchers, behavioral designers, employers, colleagues, parents, family members, consultant, and curious bystanders watching Gen Z search for an answer by asking Alexa a question. The Center for Generational Kinetics is pleased to present this groundbreaking national research. To schedule a media interview about the study and its findings, or to talk with our team about custom research, keynote speaking, or consulting for you, please contact our friendly office at: InfoGenHQ | (512)-259-6877 Thank you for your interest in Gen Z. This is an incredibly exciting generation that is poised to change the world! We look forward to hearing from you. Sincerely, Denise Villa, Chief Executive Officer Jason Dorsey, President Elli Denison, Director of Research The Center for Generational Kinetics GenHQ 4 with proper attribution. GenHQGEN Z AND THEIR SMARTPHONES THE FIRST FULLY DIGITAL GENERATION 5 2018 The Center for Generational Kinetics. All rights reserved. Media usage permitted with proper attribution. GenHQ 2018 The Center for Generational Kinetics. All rights reserved. Media usage permitted with proper attribution. GenHQ 6 Gen Z is Mobile First and Completely Immersed The traditional family landline has been marching toward extinction for quite some time, existing only as a childhood memory for many older Millennials. But, younger members of Gen Z may not ever need to even borrow a friend or parents phone. Why? For this young generation, its perfectly normal and expected for every person to have their own phone. In fact, the age for acquiring ones first cell phone continues to get younger. (See our 2016 State of Gen Z Study to see when Gen Z considers the ideal time to get a first smartphone). In our 2018 State of Gen Z Study, we uncovered that 95% of Gen Z ages 13 to 22 currently has a smartphone! 95%! Diving a little deeper there is a clear affinity among the dominant phone brands in the U.S. The national study found that 59% of Gen Z has an Apple iPhone and 39% has an Android. Anyone who has spent more than 5 minutes with Gen Z knows that this generation doesnt just have smartphones for emergencies. They use their phones. Constantly. In fact, over half of Gen Z uses their smartphone 5 or more hours per day. But of these, 26% use it 10 or more hours each day! Gen Z females are using their phones more than males with 65% of Gen Z females and 50% of Gen Z males using their phones 5 or more hours per day. That is a lot of texting, posting, swiping, and chatting! FREQUENCY OF SMARTPHONE USAGE 2018 The Center for Generational Kinetics. All rights reserved. Media usage permitted with proper attribution. GenHQ 6 10+ hours a day 5-9 hours a day 1-4 hours a day 1 hour a day 2% 2% 2% 35% 28% 41% 35% 32% 28% 26% 33% 22% Gen Z Female Male 2018 The Center for Generational Kinetics. All rights reserved. Media usage permitted with proper attribution. GenHQ 7 Gen Z is Mobile First and Completely Immersed (continued) But it isnt just the normal waking hours that Gen Z spends on their smartphones. Usage of these devices seeps into sleeping hours as well, and in a big way. A stunning 65% of Gen Z says they are on their smartphones after midnight a few times a week or more often and of these members of Gen Z, 29% are on their smartphones after midnight every night! This late-night usage is likely affecting other areas of their life, both in terms of the constant connectivity and the lack of sleep. How does Gen Zs late-night phone usage compare to Millennials? Gen Z uses their phone late at night significantly more than Millennials do. Only 39% of Millennials say they are on their phones after midnight a few times a week or more. That means that there are a whopping 26% more members of Gen Z on their phones after midnight a few times a week or more than there are Millennials exhibiting the same behavior. In summary, Gen Z is constantly connected and connecting day and night. This generation is truly immersed in a digital-everything world, with many spending double- digit hours each day on their phones. That is a lot of time to commit to interacting with a small screen, but an especially large amount when factoring in the typical time commitments of school, sleep, leisure activities, and work. However, Gen Z is creating a trend that appears to show no sign of slowing down. Understanding Gen Zs intensely mobile-first behavior is key to understanding this generations perceptions and behaviors as Gen Z becomes increasingly important for brands, employers, and communities. proper attribution. GenHQ 7 2018 The Center for Generational Kinetics. All rights reserved. Media usage permitted with proper attribution. GenHQ 8 Constant Connection Has Its Drawbacks While there is no doubt that Gen Z is tied to their smartphones, there are clear trade-offs that the generation acknowledges. Yes, access to seemingly unlimited information, answers, online community, news, and status updates can keep this generation in the know. However, this can also cause overwhelming anxiety to stay connected to their phone. In fact, the national study found that 58% of Gen Z feels uncomfortable if they dont have their phones for a few hours or less. Of these, 31% are uncomfortable being away from their phones for 30 minutes or less! As the data shows, the majority of Gen Z experiences a negative reaction in the form of discomfort when separated from their phones for even a short amount of time. But what happens if a device is lost or broken? Stress levels escalate notably, particularly for Gen Z females. 67% of Gen Z says that they experience a high level of stress when their phone is lost, broken, or stops working and this is true for a staggering 73% of Gen Z females. Gen Z essentially seems to view their smartphones as an extension of themselves. Its as if messing with their phone is the same as messing with them. 56% of Gen Z (and 61% of Gen Z females) become stressed when someone hides their phone, and 42% express high levels of stress when someone touches their phone without permission. They truly dont want anyone messing with their phone. HOW LONG ARE YOU COMFORTABLE NOT HAVING YOUR PHONE? 14% No amount of time 17% 30 minutes 27% A few hours 16% About half a day usage permitted with proper attribution. GenHQ 8GEN Z AND SOCIAL MEDIA NOT ONE-SIZE-FITS-ALL 2018 The Center for Generational Kinetics. All rights reserved. Media usage permitted with proper attribution. GenHQ 9 2018 The Center for Generational Kinetics. All rights reserved. Media usage permitted with proper attribution. GenHQ 10 So, what is Gen Z doing during all those hours each day spent on their phones? The answer can largely be summed up in two words: social media. It certainly isnt the only thing they do on their phones because there is plenty of texting and shopping going on, but social media is a huge component of Gen Zs mobile lives. Importantly, the national study revealed that social media is not one-size-fits-all for Gen Z. While certain platforms are more popular with Gen Z than with other generations, they dont exclusively use a single social media platform. In fact, Gen Z appears to be very particular and selective about which social media platform they use for specific interactions and outcomes. For Gen Z, different types of communication and information goals require different social media platforms. For instance, Gen Z uses Instagram to follow brands, Snapchat to post or send a video or a selfie, and Facebook to create or check a group event. Social Media is a Carefully Curated Lifeline to and for Gen Z GEN ZS PREFERRED APP USE BY SITUATION 41% Follow Brands 40% Post a Video 36% Post a Selfie 39% Check a Group Event 36% Create a Group Event usage permitted with proper attribution. GenHQ 10 2018 The Center for Generational Kinetics. All rights reserved. Media usage permitted with proper attribution. GenHQ 11 “Gen Z is savvy about social media and how they use it. They understand the various platforms and use them strategically for different reasons from sharing a selfie or connecting with friends to learning how to do makeup.” -Dr. Elli Denison Director of Research Social Media is a Carefully Curated Lifeline to and for Gen Z (continued) In the wide world of social media, YouTube cannot be overlooked because its a big deal with Gen Z. They spend a lot of time on this platform and even trust the ads it plays. In fact, Gen Z trusts YouTube ads more than any other type of ad including radio, print, and TV! Regardless of which platforms they choose, social media is the best way to reach, communicate with, and understand Gen Z. Its also the most important medium if you want to influence them and will likely remain so for years if not decades to come. “ 2018 The Center for Generational Kinetics. All rights reserved. Media usage permitted with proper attribution. GenHQ 12 Social Media Holds Particular Appeal for Gen Z Females Gen Zs extensive social media usagesome might even call it a dependenceis an important trend to know, but those who truly want to understand this generation cant stop there. The notable importance of social media to Gen Z is only part of the story. When Gen Z males and females are compared to each other in terms of social media usage, the impact and importance of social media appear even more stunning. In every situation we described in the survey for potential social media usage, Gen Z females outpace males on social media usage, sometimes by a considerable margin. In fact, Gen Z females average 12% more usage in all situations described compared to Gen Z males! Gen Z males and females are generally choosing the same social media platforms for the same tasks, but they are doing so on different scales. When we separate the data by gender it still holds true that Snapchat, Facebook, and Instagram have their specific uses, its simply that Gen Z females are utilizing them far more frequently than males. For instance, while 32% of Gen Z males say Snapchat is the place to post or send a video of themselves, 49% of Gen Z females agree. And, while 36% of Gen Z males say Instagram is where they follow brands they like, 48% of Gen Z females say the same! Gen Z females have a much stronger affinity for using social media for each of the outcomes we explored. 33% 47% 28% 42% Check a group event Create a group event 32% 49% 30% 43% Post or send a video of yourself 36% 48% 18% 21% Follow brands you like Set up a fake social media account GEN ZS PREFERRED APP TO USE BY SITUATION 12 Male Female 2018 The Center for Generational Kinetics. All rights reserved. Media usage permitted with proper attribution. GenHQ 13 Facebook shows a similar trend. While 1/3 of Gen Z males prefer to check a group event using Facebook, 47% of Gen Z females prefer to check a group event on the social media platform. Along the same lines, 42% of Gen Z females use Facebook to create a group event, but only 28% of Gen Z males do the same. Gen Zs extensive social media usagesome might even call it a dependenceis an important trend to recognize, but those who truly want to understand this generation cant stop there. The fact that the two gen
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