Make Way for Generation Z

By Natalie Dupuis, June 14, 2016

Think millennials are hard to figure out? Get ready for Generation Z—kids born between 1996 and 2010—which has never known a world without internet. They’re wildly different from millennials in a number of ways: They communicate with images rather than words; they create things rather than share them; they want to work for success rather than be discovered; they are thinking hard about their future; and they are hyperaware of their personal brand. Get to know their habits and hopes here.

Who they are…

40% of all consumers will be from Gen Z by 2020
23 million Gen Zs in the U.S.

What they want…

60% want their jobs to impact the world
26% of 16- to 19-year-olds currently volunteer
76% hope they can turn their hobbies into full-time jobs

How they learn…

20% read textbooks on tablets
33% watch lessons online
52% use YouTube or other social media outlets for classroom assignments
32% work with classmates online

How they spend their time…

5 screens used daily: smartphone, TV, laptop, desktop, portable music player
13.2 hrs/wk on TV
10.6 hrs/wk on laptop
15.4 hrs/wk on smartphone
79% display symptoms of emotional distress when kept away from their personal electronic devices
25% of 13- to 17-year-olds left Facebook in 2014

Sources: Sparks & Honey; Adobe/CMO.com

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