Digital Marketing Researches & Reports

Examining Gen Z Attitudes & Digital Behaviors, Q2 2017 | GlobalWebIndex

Consumer Behavior | Global

Gen Z, born from 1995 to 2012, are the first generation to have never spent a single day without the internet, cell phone or computer. For marketers, Gen Z holds a great deal of potential.

Check out everything you need to know about Gen Z in below and how brands can reach them. Recognize their online shopping habits, preferences & attitudes:

  • Smartphones are central to Gen Zers’ online lives. 7 in 10 of them said that their mobile is their most important device for getting online. 96% of them own smartphones device.
  • Samsung is the mobile brand for Gen Z, but regionally North American Gen Zers are over 2x as likely to have an iPhone than a Samsung.
  • Gen Z spends an average of 3:38 hours online on their mobiles – around 50 minutes longer than the global average.
  • Gen Zers spend each day 1h:11m on watching online TV – about 20% longer than the average internet user.
  • 9 in 10 have used second-screen during they are watching the TV. They are most likely to be social networking or chatting with friends in their second-screen.
  • 17% are using music-streaming each month and the service is particularly popular among those in the Americas and Europe where 30% & 40% are using it.
  • 50% are more likely to discover brands via vlogs and 33% are more likely to via celebrity endorsements.
  • YouTube is the most popular social media platform for Gen Zers, having almost a 10-point lead over Facebook when it comes to visitors/users. This reflects the importance of video and entertainment to this young audience.

A Chart shows Gen Z’s Average Time Spent Per Day on TV, Radio & Press Compared to The Global Average


Data were driven from a global sample size of 56,767 included 5,871 Gen Zers through GlobalWebIndex’s Q4 2016 wave of research across 35 countries.


Market Research & Data Technology

GlobalWebIndex is a leading market research company headquartered in London that provides digital consumer insights across 44 countries to the world's largest brands, marketing agencies and media organizations. Maintaining a global panel of more than 22 million connected consumers which leverage to create 25,000 data points to profile internet users around the world. Providing a combination of survey and analytics data. Since launching in 2009, GlobalWebIndex has become one of the UK’s fastest-growing data technology companies.

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