Watch out for Generation Z
THE NEXT GENERATION HAS LANDEDYouth Forum Releases Unique Research Defining "Generation Z"
Move over Baby Boomers, enough of Generation Y, a new influential generation 'Generation Z' has been identified at a forum today held by Multi Channel Network (MCN), Habbo Australia, and Channel V at the Sydney Opera House.
The Next Generation forum, hosted by Jason Davis aka "Jabba", gave fresh insight to advertisers and marketers about the characteristics, values and media and brand consumption habits of Australian youth in the 13 and 24 year-old demographic. However, the focus of the forum was on the previously undefined teen demographic of 12 - 18 year olds who are part of Generation Z.
Speakers at the event included; Paul MacGregor, top Australian blogger
and MCN youth strategist; Jeff Brookes, Asia Pacific Director,
Habbo.com.au and Sulake; Shaun James, General Manager, Music Channels
for XYZ Networks.
Comprehensive online research on thousands of teens in Australia and around the world demonstrates there is a sub generation of youths with markedly different characteristics and value systems to that of their Gen Y predecessors. The findings are part of nine separate surveys, each of which included an average of 3,000 participants aged 12 to 18 years-old released today by Habbo, Australia's most popular online playground for teenagers with 359,817 unique visitors a month. The research was conducted by Habbo Australia and developed and analysed by Launch Group.
Some of the major findings around advertising included:
· More than three-quarters (82%) of Australian teens surveyed like advertising - not only tolerating it, but welcoming it,
· Advertising adds value - almost half (42%) of the teen respondents thought advertising improved their experience with a product, game, social networking site etc., by making it more entertaining,
· Advertising is successful - 61% of teens acknowledge that advertising makes them purchase products,
· More than three-quarters (79%) of teens will go to a website for further information about a product after watching an advertisement on TV, and around half of the teens (53%) surveyed will purchase products online.
Damian Keogh, National Sales & Marketing Director, MCN said Generation Z is emerging as a youth demographic to pay close attention to. "Whilst it's still early days for Generation Z, we are seeing some distinct attitudinal differences emerging that impact advertising decisions to youth audiences. This generation of teenagers in Australia is already influencing the purchasing choices of their parents and will soon be powering our nation financially, environmentally and of course socially.
"There's been much debate around media use for youth, but perhaps what's more interesting is that it's the quality of the entertainment content, rather than the platform which attracts both Generations Y and Z. Both generations respond to having a live community to connect with - knowing their friends are on the platform at the same time," Keogh said.
Habbo.com.au and Sulake Asia Pacific Head, Jeff Brookes said: "We've heard a lot about the fame and fortune quest of Generation Y. However, Generation Z seems to have a lot less to prove than the previous Generation - and they also seem to be more consistent about their likes and dislikes, and potentially less faddish. It's possibly too early to tell whether this develops into deeper brand loyalty but it's an interesting trait to watch. They also seem to be more likely to purchase with their hearts rather than their egos.
"That's not to say they can't be persuaded. Like Gen Y, Generation Z are brand savvy and they like advertising. This Generation has not only grown up within a digital playground, they are completely used to advertising as part of life - and they like it," Brookes said.
The research also identified further Generation Z characteristics:
· Altruistic (if you thought Gen Y wants to save the world, wait until you see Gen Z);
· Appears to care less about fame and fortune than Generation Y, and to care more about what their parents think;
· May return to more traditional values, and are focused on social justice issues;
· Prefer brands that align themselves with their value systems around the environment, as well as their strong spirit of humanitarianism.
· Generation Z has a deep connection with Australia - they seek to understand and comment on national issues and they are proud of Australia's multicultural nation status.
· Favour platforms and medium that they can mould - they do not have set patterns for viewing/ listening. Therefore advertisers should look past traditional prime time.
· Prefer humour in advertising above other characteristics
· Having a sense of community is paramount to Generation Z. They gravitate towards media which provides a sense of LIVE community.
Shaun James, General Manager, Music Channels for XYZ Networks said the desire to be entertained is powerful amongst this generation - the majority of whom say they couldn't live without music. "Channel V and the XYZ Music Channels are delighted to be part of the Next Generation forum. Our V brand is one of the most significant in the youth space and the insights contained in Habbo's most recent research are particularly relevant to advertisers and audiences alike. We have known for some time the relevance and importance music has in the life of the majority of young audiences. As Australia's leading music broadcaster, continuing a relevant, engaging conversation with this market remains a priority. The confirmation that Generation Z delight in consuming media across a number of platforms, in particular television, is a positive confirmation of this strategy we have in place."
Paul MacGregor, MCN Youth Strategist and top Australian blogger said: "Generation Z has definite preferences when it comes to their favourite media platforms, viewing times and what they want advertising to give them. As discerning consumers, they will follow good content, whether this falls on TV, online or even mobile is of no consequence. Media savvy Australian teens don't see platforms, they see gateways to entertainment. One of the key findings of this new research showed the relationship between TV and online and how they worked in tandem with each other, sometimes consumed at the same time, almost always cross-referenced when they wanted to learn more."
Habbo's Brookes concluded: "We have been conducting research on our users for quite some time now, because we have noticed both nationally and globally that today's teenagers have opinions and values that do not align with what people are referring to them as, which is Generation Y. There are some interesting factors that separate this generation from others. For example unlike the career gypsies in Generation Y, Gen Z don't necessarily want to have up to ten career changes in their lifetime and they don't need to live overseas. When they think about their future careers, the majority of Gen Z favoured factors such as fairness - and the absence of discrimination on the basis of race, religion, gender or sexuality. Believe it or not, money and fame are way down on their priority lists - happiness is one their main priorities in life."
DOWNLOAD: Generation Z research encompassing nine surveys of Australian teens; this is split up into six different segments including overall trends, lifestyle habits, advertising and purchasing habits, social networking, internet and mobile habits, music, and sport.
Generation Z presentation May 2009 7pm.pptx
DOWNLOAD: Habbo's Global brands survey which took place in over 30 countries and had more than 112 000 respondents. Almost 3000 of these respondents were from Australia. The aim of the survey is to gain deeper insight on teens' opinions about brands.
GHYS Brands 2009 Australia (2).ppt
Comprehensive online research on thousands of teens in Australia and around the world demonstrates there is a sub generation of youths with markedly different characteristics and value systems to that of their Gen Y predecessors. The findings are part of nine separate surveys, each of which included an average of 3,000 participants aged 12 to 18 years-old released today by Habbo, Australia's most popular online playground for teenagers with 359,817 unique visitors a month. The research was conducted by Habbo Australia and developed and analysed by Launch Group.
Some of the major findings around advertising included:
· More than three-quarters (82%) of Australian teens surveyed like advertising - not only tolerating it, but welcoming it,
· Advertising adds value - almost half (42%) of the teen respondents thought advertising improved their experience with a product, game, social networking site etc., by making it more entertaining,
· Advertising is successful - 61% of teens acknowledge that advertising makes them purchase products,
· More than three-quarters (79%) of teens will go to a website for further information about a product after watching an advertisement on TV, and around half of the teens (53%) surveyed will purchase products online.
Damian Keogh, National Sales & Marketing Director, MCN said Generation Z is emerging as a youth demographic to pay close attention to. "Whilst it's still early days for Generation Z, we are seeing some distinct attitudinal differences emerging that impact advertising decisions to youth audiences. This generation of teenagers in Australia is already influencing the purchasing choices of their parents and will soon be powering our nation financially, environmentally and of course socially.
"There's been much debate around media use for youth, but perhaps what's more interesting is that it's the quality of the entertainment content, rather than the platform which attracts both Generations Y and Z. Both generations respond to having a live community to connect with - knowing their friends are on the platform at the same time," Keogh said.
Habbo.com.au and Sulake Asia Pacific Head, Jeff Brookes said: "We've heard a lot about the fame and fortune quest of Generation Y. However, Generation Z seems to have a lot less to prove than the previous Generation - and they also seem to be more consistent about their likes and dislikes, and potentially less faddish. It's possibly too early to tell whether this develops into deeper brand loyalty but it's an interesting trait to watch. They also seem to be more likely to purchase with their hearts rather than their egos.
"That's not to say they can't be persuaded. Like Gen Y, Generation Z are brand savvy and they like advertising. This Generation has not only grown up within a digital playground, they are completely used to advertising as part of life - and they like it," Brookes said.
The research also identified further Generation Z characteristics:
· Altruistic (if you thought Gen Y wants to save the world, wait until you see Gen Z);
· Appears to care less about fame and fortune than Generation Y, and to care more about what their parents think;
· May return to more traditional values, and are focused on social justice issues;
· Prefer brands that align themselves with their value systems around the environment, as well as their strong spirit of humanitarianism.
· Generation Z has a deep connection with Australia - they seek to understand and comment on national issues and they are proud of Australia's multicultural nation status.
· Favour platforms and medium that they can mould - they do not have set patterns for viewing/ listening. Therefore advertisers should look past traditional prime time.
· Prefer humour in advertising above other characteristics
· Having a sense of community is paramount to Generation Z. They gravitate towards media which provides a sense of LIVE community.
Shaun James, General Manager, Music Channels for XYZ Networks said the desire to be entertained is powerful amongst this generation - the majority of whom say they couldn't live without music. "Channel V and the XYZ Music Channels are delighted to be part of the Next Generation forum. Our V brand is one of the most significant in the youth space and the insights contained in Habbo's most recent research are particularly relevant to advertisers and audiences alike. We have known for some time the relevance and importance music has in the life of the majority of young audiences. As Australia's leading music broadcaster, continuing a relevant, engaging conversation with this market remains a priority. The confirmation that Generation Z delight in consuming media across a number of platforms, in particular television, is a positive confirmation of this strategy we have in place."
Paul MacGregor, MCN Youth Strategist and top Australian blogger said: "Generation Z has definite preferences when it comes to their favourite media platforms, viewing times and what they want advertising to give them. As discerning consumers, they will follow good content, whether this falls on TV, online or even mobile is of no consequence. Media savvy Australian teens don't see platforms, they see gateways to entertainment. One of the key findings of this new research showed the relationship between TV and online and how they worked in tandem with each other, sometimes consumed at the same time, almost always cross-referenced when they wanted to learn more."
Habbo's Brookes concluded: "We have been conducting research on our users for quite some time now, because we have noticed both nationally and globally that today's teenagers have opinions and values that do not align with what people are referring to them as, which is Generation Y. There are some interesting factors that separate this generation from others. For example unlike the career gypsies in Generation Y, Gen Z don't necessarily want to have up to ten career changes in their lifetime and they don't need to live overseas. When they think about their future careers, the majority of Gen Z favoured factors such as fairness - and the absence of discrimination on the basis of race, religion, gender or sexuality. Believe it or not, money and fame are way down on their priority lists - happiness is one their main priorities in life."
DOWNLOAD: Generation Z research encompassing nine surveys of Australian teens; this is split up into six different segments including overall trends, lifestyle habits, advertising and purchasing habits, social networking, internet and mobile habits, music, and sport.
Generation Z presentation May 2009 7pm.pptx
DOWNLOAD: Habbo's Global brands survey which took place in over 30 countries and had more than 112 000 respondents. Almost 3000 of these respondents were from Australia. The aim of the survey is to gain deeper insight on teens' opinions about brands.
GHYS Brands 2009 Australia (2).ppt
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So, will we be back to the beginning of the alphabet for the next gen?
Fuck off. Another piece of self-serving consultant shit that adds nothing to the universe.
The only people that will benefit from it are those directly flogging it and journos desperate for a headline.
no, z is the final generation. the end is nigh.
Wait until Gen Z start working. If they value fairness, they'll job hop quicker than Skippy.
It's all about generation Alpha now.
Zer's are so passe.
Thanks to background radioactivity the entire population of Gen Z will be born sterile; so yes 1:15 you are correct. The end is nigh…
… in fact here come the 4 horseman now…
Gen X was coined by Douglas Coupland, a writer. And the term was much more than just another letter. But since then all researchers, planners & marketers have done is just named the next generation the next letter. Insight - researchers, planners and marketers are just followers they have no new ideas and therefore we should not listen to a word they have to say. And that's using there logic.
Zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz.
1:15 ..... 2012 is only the end of life as we know it.
1:00pm - know something about teens that we don't?
Interesting differences between Gen Y and Z. Creative agencies should be taking notice.
Lamer McLamerson. This shit won't help pull us out of a recession.
Based on the level of literacy and inability to articulate, it would seem we finally have an official designation for the average Campaign Brief blogger.
Wow this sounds really new..... gee i remember when I was a young teenager I thought advertising was cool and made everything better. Please what a load of crap
X, Y & Z makes a lot more sense than the other tags I've heard for this group to-date which reflect a narrow characteristic or - like "next generation" tags can be generically applied. I don't agree this reflects a lack of imagination, it's just more ordered.
Jay Jay's?
Are you sure this isn't a survey of where Gen Z's Mothers shop for them.
It's interesting that 2 out of 5 of the preferred brands never do traditional advertising and don't have agencys rather get their messages across through branded entertainment.
I love kids that love advertising. They're only going to boost our industry.
you're right Tom, there's nothing new to be learned about consumers - habits are just endlessly recycled and the world hasn't changed at all in the last decade or so since you were a kid.
Whatever you do, don't read the research, don't change your views or open your mind to new ideas. Hey - hope you're not in marketing or communication, that could make your job difficult.
Cigarettes are still killing it.
Maybe we need to learn from them.
6.22, nice.
or there must be a fuckload of pocket money being passed around these days.
I'm fairly certain I've read the exact same profile information on papers titled "Gen X" and "Gen Y".
I've got 3 sons, aged 6, 10 and 12.
They abhor smoking, they care about their mates and their family, the environment, all of them touch type at a ridiculously fast speed, think facebook and myspace are boring, and assume the internet has been around since the world was created.
We talk about generations, and funnily enough they think Gen Z is rubbish. They proudly refer to themselves as iGen.
Great work Apple, iPhone, iPod, iTunes, you own iGen!
Hey Rod,
Just wait til they hit puberty. Boom.
Your friendly local tobacconist.
I am QUITE embarrassed about my Generation for being so faddish, shallow, self-absorbed and the list goes on!
Anyways while Gen Z may be different in your place, Gen Z in mine (at least according to my peers) seem to be worse behaved....
And to the guy with the statement "I love kids that love advertising" - fuck advertising (especially during sports events)! Its just a way to rip people off their hard earned cash!
And speaking of the four horsemen, they've been here since 1981 and they operate under the name MetallicA and their mission is NOT to slay everyone but to ROCK THE WORLD! \m/
LOL I'm in between generation Y and Z....
i personally hate advertising... well i like it but it's kinda annoying...yeyy about time we stick to the traditional values....well money and fame....that's like sooo... year 2008.... i mean what are you going to do after you got that money and fame....
the thing about advertising is people...they are not bad...they are just too much of them and too many creative advertising...annoying...it helps business in which other terms means helping people to live.... look it's all back to basics...what goes around comes around....that's why i'm not complaining about it...even though some are a ripp off but just be careful with it and in the future business will be more honest and more cooperative...
you know what...2012 is not the end of time...the end of old era and time...and the new era of time so nothing much will happen... i am personally a bit scared of HOW FREAKIN FAST TECHNOLOGY MOVES JUST THIS DECADE ALONE...i mean halooo... I thought casette was modern back in the 90s....i mean now what...CDs are getting old.... replaced by freakin USB....i think this is enough...seriously...
generation Z are generation dreamer.... they still think the world is fun....it;s not....hello they'll grow up in the GLOBAL WARMING ERA....screw olden days human.... digging those fossil...
but yeah generation Y is the luckiest generation... they are the generation that is still be able to see the old world before it's trashed... generation that see the change...and experienced both worlds... soon the soldiers of both world wars will die....i mean come on...michael jackson dies?.... gen Z are purely sterile.... both physically and their environment... they only grow up in the new world without knowing much about the past...well they soon know it but they never actually experience the past....
Gen Y still experience the past...but Gen Z too little to remember the past... i was born in 94 so i am basically between gen Y and Z.... but i still remember the past...though i was asleep in the night of 31st december 1999 and 1st january 2000...i remember the 90s...the late 90s... i regret of not being awaken to see the celebration of the change of the millenium lol....i see the Twin tower brought down by the terrorists...i see the first mobile phone...in the 90s...and the 90s computer... yes i am digitally native but i was born in developing country so technology was kinda hold back a little due to the economics...i seriously use to think casette was cool.... i first touch a computer in 2002 and i know it is a bit late...but we only just get a computer... i miss the late 90s music....they are so cool...and the artists weren't so crazy as today...and cool music too...but it doesn;t mean i hate the world today...i like but it;s just not as good as it use to be...
now what....the global warming worsened.... aging population.... terorists and extremists...michael jackson's not alive.... big thick PC's are getting old replaced by I Phones.... and what on earth am i already in the future....
soon i'll received MY VERY OWN LAPTOP FROM THE GOVERNMENT FOR US TO BRING TO SCHOOL AND WITH A WIRELESS INTERNET..... soon we can't even use pencil......we use notebook to school...am i dreaming?.... lol...:P....:D we will grow up seeing man landing on mars....and we were alive when international space station wasn't even built....TV's use to be thick...now what...flatscreen tv with HD and digital.....lol....well i like it....i wasn;t complaining about the tv...lol
i personally feel sorry for the people that is poor... i mean people should slow down with the technology and start helping those poor people in africa and anywhere else in the world....don't you all agree...? and technologically they are still very much not even...some people never even know what is a TV...for instance...or if they do...they only heard about it but never see it....
generation Y are still able to experience the past. and preparing for the future...but generation Z...too young to remember the past or never lived the past....
this is just a confession of a very random half gen y gen z guy....about the world today....the guy who missed the old world....
lol tl;dr
I seriously fucking hate advertising though. Gen Z will likely be made up of lazy selfish faggets who will expect their lives to be delivered to them on Google. So I think.
Just my 2