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Description

Description

Covered in this report

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

This report examines the following areas:

  • Understanding Gen Z’s ambivalent attitudes towards social media
  • Achieve a seamless online experience when switching between screens
  • A new generation of digital adverts for a digital generation

  

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • Market Landscape
            • A generation with substantial spending power
              • Figure 1: Monthly personal disposable income of Gen Z, December 2019
            • Having a healthy body is prioritised
              • Figure 2: Important goals in life, December 2019
            • Constantly up to date with technology and tech products
              • Figure 3: Categories of interest followed on social media, December 2019
            • Smartphones are getting chic
              • Figure 4: Oppo Realme
              • Figure 5: Honor x Moschino
            • Smart digital devices are on the rise for better lifestyles
              • Smart home appliances like smart TVs are in demand
                • Figure 6: Honor smart watch
                • Figure 7: Xiaomi smart watch
                • Figure 8: Kate Spade Scallop 2
                • Figure 9: Samsung’s newly launched smart TV
                • Figure 10: TCL’s newly launched smart TV
              • Tencent has been the key player for social media engagement with Gen Z
                • Figure 11: Newly launched social media by tech giants in 2019
              • Video is now best method to engage Gen Z
                • Figure 12: Official websites of Bilibili
              • The consumer
                • Smartphones are a daily necessity
                  • Figure 13: Ownership of digital devices, December 2019
                • Young adults are more into smart devices
                  • Figure 14: Ownership of smart digital devices, by age, December 2019
                • Achieve seamless activity transformation across screens
                  • Figure 15: Online activities across digital devices, December 2019
                • Gen Z in lower tier cities use smartphones more
                  • Figure 16: Ownership of digital devices, by city tier, December 2019
                • Watching TV series/movies and playing online games are the most popular digital activities
                  • Figure 17: Time spent on online activities in the past seven days, December 2019
                • Men play online games more while women prefer to shop
                  • Figure 18: Spent 8 hours or more on the selected online activities in the past seven days, by gender, December 2019
                • Short video platforms can be effective digital advertising channels
                  • Figure 19: Impression of digital advertising, December 2019
                • Brands’ official advertisements still attractive
                  • Mainstream social media takes the lead
                    • Figure 20: Ranking of popular niche social media apps among Gen Z, December 2019
                  • Contradictory attitudes towards social media behaviour
                    • Figure 21: Attitudes towards technology detox, December 2019
                    • Figure 22: Attitudes towards social isolation, December 2019
                    • Figure 23: Attitudes towards online personality, December 2019
                  • Consumer Segmentation
                    • Figure 24: Consumer segmentation based on attitudes toward tech and social media, December 2019
                  • Different strategies target different segments
                    • What we think
                    • Issues and Insights

                      • Understanding Gen Z’s ambivalent attitudes towards social media
                        • The facts
                          • The implications
                            • Achieve a seamless online experience when switching between screens
                              • The facts
                                • The implications
                                  • Figure 25: Migu Play platform
                                • A new generation of digital adverts for a digital generation
                                  • The facts
                                    • The implications
                                      • Figure 26: Xiaomi’s online pop up store on Douyin
                                      • Figure 27: Louis Vuitton’s exhibition in Shanghai
                                  • Market Landscape

                                    • Strong spending power of Gen Z
                                      • Figure 28: Monthly personal disposable income of Gen Z, December 2019
                                      • Figure 29: Source of personal disposable income of Gen Z, December 2019
                                    • Income from parents help to sustain the lifestyle of Gen Z
                                      • Figure 30: Monthly household income of Gen Z, by monthly personal disposable income, December 2019
                                    • Staying healthy is the top goal in life
                                      • Figure 31: Important goals in life, December 2019
                                    • High interest in technology and new tech products
                                      • Figure 32: Categories of interest followed on social media, December 2019
                                    • Technology Brands of Gen Z
                                      • Smartphones are not only a daily essential, they also represent fashion taste
                                        • Figure 33: Photograph taken on Vivo Z5 AI triple camera
                                        • Figure 34: Oppo Realme
                                        • Figure 35: Honor x Moschino
                                      • Using diverse digital devices to create a smart life
                                        • Figure 36: Honor smart watch
                                        • Figure 37: Xiaomi smart watch
                                        • Figure 38: Kate Spade Scallop 2
                                      • Smart home appliances like smart TVs are in demand
                                        • Figure 39: Samsung’s newly launched smart TV
                                        • Figure 40: TCL’s newly launched smart TV
                                      • Honor has been the key player in leading Gen Z’s digital life
                                        • Figure 41: Honor’s online store
                                        • Figure 42: Honor offline store
                                      • Social Media of Gen Z
                                        • Tencent has gained absolute advantage in the Gen Z market
                                          • Emerging social demand for more interaction with strangers
                                            • Figure 43: Newly launched social media by tech giants in 2019
                                          • Video consumption has been the most common daily entertainment
                                            • Figure 44: Official websites of Bilibili
                                        • The Consumer – What You Need to Know

                                          • The role of smartphones have changed
                                            • Having digital activities across diverse screens
                                              • Watching TV series/movies and playing games are the most common daily entertainment
                                                • Short video platforms, brands’ official websites and social media accounts are the most noticed
                                                  • Mainstream social media is still prioritised
                                                    • Make marketing strategies based on different consumer segmentation
                                                    • Ownership of Digital Devices

                                                      • Technology-immersed generation
                                                        • Figure 45: Ownership of digital devices, December 2019
                                                        • Figure 46: Repertoire of ownership of digital devices, December 2019
                                                      • Young adults in labour market are prone to have more devices
                                                        • Figure 47: Repertoire of ownership of digital devices, by age, December 2019
                                                      • Smartphones evolving to be the centre of digital devices
                                                        • Figure 48: Ownership of smart digital devices, by age, December 2019
                                                      • Smart watches are getting fancy
                                                        • Figure 49: Ownership of smart watch, by age and gender, December 2019
                                                      • VR products could engage more with young consumers
                                                        • Figure 50: Ownership of VR products, by age, December 2019
                                                    • Online Activities Across Devices

                                                      • Smartphones remain the best companions
                                                        • Figure 51: Online activities across digital devices, December 2019
                                                      • Watching short videos on smart TVs is on the rise
                                                        • Lower tier city dwellers are active on smartphones
                                                          • Figure 52: Average count of online activities, by city tier, December 2019
                                                          • Figure 53: Ownership of digital devices, by city tier, December 2019
                                                        • Older Gen Zers are active across digital devices
                                                          • Figure 54: Average count of online activities, by age, December 2019
                                                      • Online Activity Frequency

                                                        • Least time spent on online shopping
                                                          • Figure 55: Time spent on online activities in the past seven days, December 2019
                                                        • Less interested in sharing personal life or viewing updates of friends
                                                          • Films, TV series and games remain top online activities
                                                            • Games for Male Gen Z, and shopping for female Gen Z
                                                              • Figure 56: Spent 8 hours or more on the selected online activities in the past seven days, by gender, December 2019
                                                            • Tier 1 city Gen Zers are more active online
                                                              • Figure 57: Spent 8 hours or more on the top five online activities in the past seven days, by city tier, December 2019
                                                          • Impression of Digital Advertising

                                                            • Ads on short video apps could be more effective to engage Gen Z
                                                              • Figure 58: Impression of digital advertising across different platforms, December 2019
                                                              • Figure 59: categories of interests followed on social media, December 2019
                                                            • Gen Z also interested in brands’ official advertisements
                                                              • Short video platforms, official websites, and official accounts on WeChat/Weibo are essential to advertise to Gen Z
                                                                • Figure 60: Sources of impressive digital advertising - TURF Analysis, December 2019
                                                              • Do not disturb video-watching Gen Z
                                                                • Non-brand bloggers on social media and advertisements on search engines are more likely to engage Gen Z in lower tier cities
                                                                  • Figure 61: Impression of digital advertising, by city tier, December 2019
                                                                • Older members of Gen Z are more receptive to online ads
                                                                  • Figure 62: Impressions of digital advertising, by age, December 2019
                                                              • Niche Social Media

                                                                • Most members of Gen Z still prefer to use mainstream social media
                                                                  • Figure 63: Ranking of popular niche social media among Gen Z, December 2019
                                                                  • Figure 64: Reasons why Gen Z use niche social media, December 2019
                                                                • Gen Z are interested in expanding their social circle
                                                                  • Online discussion forums are used to communicate opinions
                                                                    • Connecting to the world via social media
                                                                      • Figure 65: Chinese beauty blogger Money
                                                                      • Figure 66: Visit foreign social media every week, by age, December 2019
                                                                  • Attitudes towards Tech and Social Media

                                                                    • Staying connected and receiving instant answers are more important than internet detox
                                                                      • Figure 67: Attitudes towards technology detox, December 2019
                                                                    • Limited source of information and a need to expand social circles
                                                                      • Figure 68: Attitudes towards social isolation, December 2019
                                                                    • Ambivalent feelings towards projected image on social media
                                                                      • Figure 69: Attitudes towards online personality, December 2019
                                                                  • Consumer Segmentation

                                                                        • Figure 70: Consumer segmentation based on attitudes toward tech and social media, December 2019
                                                                      • Self-discipliners are less impressed by online advertising
                                                                        • Figure 71: Impression of digital advertising, by consumer segmentation, December 2019
                                                                      • Different strategies target different segments
                                                                          • Figure 72: Important characteristics, by consumer segmentation, December 2019
                                                                          • Figure 73: Employment, by consumer segmentation, December 2019
                                                                          • Figure 74: Disposable income, by consumer segmentation, December 2019
                                                                          • Figure 75: Age, by consumer segmentation, December 2019
                                                                      • Meet the Mintropolitans

                                                                        • MinTs own more types of digital device
                                                                          • Figure 76: Ownership of digital devices, by MinTs vs non-MinTs, December 2019
                                                                          • Figure 77: Repertoire analysis of ownership of digital devices, by MinTs vs non-MinTs, December 2019
                                                                        • Digital activities on different devices
                                                                          • Figure 78: Online activities on smartphone, laptop and tablet, by MinTs vs non-MinTs, December 2019
                                                                        • MinTs pay more attention to online advertisements
                                                                          • Figure 79: Impression of online advertising, by MinTs vs non-MinTs, December 2019
                                                                        • Non-MinTs are more into the digital world
                                                                          • Figure 80: Customer segmentation, by MinTs vs non-MinTs, December 2019
                                                                      • Appendix – Methodology and Abbreviations

                                                                        • Methodology
                                                                          • Abbreviations
                                                                            • TURF Analysis
                                                                              • Methodology
                                                                                • Figure 81: Sources of impressive digital advertising – TURF Analysis, December 2019

                                                                            This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                            • Market

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                                                                            • Brand/Company

                                                                              Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

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