Generations are often associated with the technology they adopted as they grew up, whether it be the introduction of the transistor, the personal computer, the early Internet, the iPhone, or now wearable devices and artificial intelligence. . But unlike the Baby Boomers, Generation X and Generation Y, Generation Z (born between 1996 and 2015) is the first to enter a world where everyone is already fully connected. As Generation Z grows through a generation-defining pandemic, perhaps dropping out of college or relaunching their careers, this generation is already transforming the relationship between society and the internet. For businesses and brands creating engaging and entertaining new digital experiences, here are some tips from Generation Z.
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In a new study from the Center for Generational Kinetics and WP Engine, Generation Z's addiction to the internet is clearly defined. Incredibly, 60% of Generation Z cannot be without Internet for four hours or more. This is in contrast to most Baby Boomers who can easily go more than twelve hours without Internet. There is a change in the way this connectivity is used, and Generation Z shows a preference for entertainment and access to friends. It's very different from Millennials, Gen Xers and Baby Boomers, who rely on the internet for information: 59% of Gen Z primarily use the internet for entertainment, while 67% of Baby Boomers use the internet for information . In fact, 51% of Gen Z are friends with someone they've only met online and have never met in person, and nearly a quarter of Gen Z (22%) trust someone they meet online more than someone else. that they know in person. With schools and universities now comfortably virtual and large public gatherings potentially a thing of the past, the social life of Generation Z, which has always been largely online, is online only. For Generation Z, and indeed for all generations, this state of digital addiction is expected to increase.The creative spirit lives online
Gen Z are extremely skilled and skilled content creators. They were raised on a variety of social media platforms that offer multiple ways to channel creativity and personal expression. Whether it's coding for your blog posts, editing videos for YouTube, or drawing for Snapchat, your creativity is in constant motion. They always have their finger on the pulse due to the rapid changes in social media platforms. Complacency in this space means they could be left behind when the next TikTok dance rolls around. Digital experiences must respond to the desire of Generation Z to share their creativity, whether through public or private channels. From sharing GIFs and memes to videos, playlists, and news articles, Gen Z is more open and transparent with their online presence than any other generation. Some of the digital assets Gen Z are much more likely to create and share online compared to their generational counterparts include: gaming (35%), photo edits (31%), vlogging (28%), and podcasts (18%). %). Above all, Gen Z is open to sharing both their own content and content from other sources. Marketers need to envision ways to give Gen Z the opportunity to co-create with them. Support the tech savvy of Gen Z to create and share content and you can amplify a brand in dramatic and authentic ways.internet can be good
Much of Gen Z's openness to the web is based on their vision of the internet as a force for good. 78% of Gen Z believe the internet has made people more connected, far outpacing Gen Y (64%), Gen X (64%) and Baby Boomers (64%). Additionally, 74% of Gen Z believe they can be part of a social movement even if they only participate through social media. Gen Z and baby boomers differ on the role of politicians versus techies. With a 58% majority, Gen Z says that the people who run/build the internet are more important than the political leaders around the world. Baby boomers take the opposite stance with a 56% majority saying political leaders are more important. And when it comes to brands that take a stand on global issues, 76% of Gen Z say they would buy from a company that contributes to social causes and nonprofits, and 37% say they would stop buying. 'buy from a company that contributes to causes you disagree with. Finally, despite traditional privacy and security concerns shared by all generations, 51% of Generation Z believe that the use of artificial intelligence (AI) will have a positive impact on the world. This trust in emerging technologies holds true with Gen Z almost twice as likely (40%) as baby boomers to prefer an Internet or web applications that can predict what they need at any moment and deliver it to them. . Generation Z is leading new behavior changes at a time of global upheaval and will continue to define a new paradigm for what digital experiences should be. At the heart of this is a set of values around connectivity, creativity, and the desire to positively engage with the world through technology. Whether it's remote work, online shopping, distance learning, or the next big change, Gen Z will lead the way.- Fabio Torlini, CEO of WP Engine.