Technology Habits of Gen Z - China - February 2020
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Generation Z is characterised by staying highly connected with the digital world, there is no doubt that this generation is much more familiar with digital products and social networks compared with other generations. In terms of their preference of enjoying online activities switching between different devices, brands should provide a seamless user experience across different screens.
As for digital advertising, it is necessary to explore more online promotional touchpoints, with short-form video platforms being the priority. However, instead of simply covering more advertising channels, brands should bear in mind that Gen Zers have shorter attention spans and will easily lose patience. Thus, it is important to focus more on generating fun, innovative and interactive content to engage Gen Z.
“Having grown up with constant digital exposure, Gen Z owns a wide range of digital devices and favours switching between screens to enjoy various online activities. Watching TV series/movies and online gaming remains popular across all screens. As Gen Z’s attention has been distributed across diverse platforms and screens, advertisers should focus more on how to catch their eye instantly rather than simply covering as many digital media channels as possible. With social media dominating digital device usage, Gen Zers rely deeply on those platforms to stay connected to the world but since they feel socially isolated and digitally addicted at the same time, brands could take more responsibility on promoting healthy online behaviour.”
– Jinyu Wang, Associate Research Analyst
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