Gen Z is the fledgling generation, born after 1995, that follows the Millennials (definitions of Gen Z vary, with some considering the year 2000 as its starting point). This generation can be considered the first true mobile mavens. They will take for granted a world of smartphones, tablets and high-speed wireless Internet, untethered from the constraints of a landline or a traditional Internet connection. They won’t distinguish between online and offline, since their mobile devices will keep them connected most of the time. This will create a unique mindset, especially when it comes to accessing information.
The report, based around a survey of Gen Z consumers and their parents in the U.S. and the U.K., provides a snapshot of the generation by focusing on their digital habits: how they use connected devices to socialise, spend, shop and more. With some kids today claiming a digital presence even before birth—23% of parents with children younger than 2 have published sonograms online—we propose that this group has digital in its DNA.
“Gen Z: Digital in their DNA” is the result of quantitative, qualitative and desk research conducted by JWT Intelligence throughout the year. Specifically for this report, a quantitative study was conducted in the U.S. and the U.K. using SONAR, JWT’s proprietary online tool, from March 1-3. JWT surveyed 400 adults, 200 children aged 8-12 and 200 teenagers aged 13-17 (data are weighted by age and gender).