3. 3
MILLENNIALS
(GEN Y)
3
CENTENNIALS
(GEN Z)
GREW UP IN ECONOMIC TURMOIL
BORN AFTER 1997BORN 1980 - 1996
GREW UP IN ECONOMIC PLENTY
SELF ABSORBED SELF ASSURED
BROUGHT UP TOLD THEIR FUTURES
WERE ESSENTIALLY ASSURED
BROUGHT UP KNOWING THEY ARE NOT
ADEQUATELY PREPARED FOR THE FUTURE
FALSE HOPE LEVEL-HEADED
RISK TAKERS RISK AVERSE
5. 5
A GENERATION OF HIGHLY-EDUCATED,
TECHNOLOGICALLY SAVVY, INNOVATIVE THINKERS.
THEY DON’T EXPECT SUCCESS, THEY MAKE THEIR
OWN.
THEY CHALLENGE TRADITIONAL IDEAS OF USE,
FORM AND FUNCTION.
THEY WANT TO FORM THEIR OWN STYLE.
Here Comes Gen Z - Ad Age
6. 6
1 IN 2
WILL BE UNIVERSITY
EDUCATED
EMPOWERED
THEY WANT TO TAKE
THE MARKET INTO
THEIR OWN HANDS
THEY WILL HAVE…
17 JOBS 15 HOMES
TAKE SELFIES TO
CONNECT WITH FRIENDS
“YOU DO YOU”
Centennials - TRU Youth Monitor
7. 7
TRANSITION FROM
PUBLIC TO PRIVATE
MORE
IMPORTANT
THAN
SHARING
OF GEN Z LEFT
FACEBOOK IN 2014
Cassandra Report – DDB Chicago 2013
PRIVACY
WOULD RATHER BE
ANONYMOUS THAN VOCAL
ONLINE
55%40%
OF TEENS SAY
FACEBOOK ISNT AS
COOL AS IT USED TO BE
Snapchat
YikYak
¼
8. THEY ARE LOOKING FOR
REAL LIFE EXPERIENCES
8
44% FEEL LIKE
THEY SPEND MORE TIME
BEHIND THE COMPUTER
THAN EXPERIENCING REAL LIFE
10. ”
LESS SELF-ABSORBED, MORE SELF-ASSURED
10
65%
47%
I CARE
A LOT WHETHER
MY CLOTHES
ARE IN STYLE
“
2014
1999
(AMONG 12- TO 17-YEAR-OLDS)
Centennials - TRU Youth Monitor
12. 12
DIGITALLY OVER-
CONNECTED
MULTITASK ACROSS AT LEAST 5 SCREENS DAILY
FOMO THEY SUFFER FROM FOMO MORE THAN MILLENNIALS,
SO BEING CULTURALLY CONNECTED IS CRITICAL
FEAR OF MISSING OUT
Gen Y Is Old News – Business Insider
THEY AREN’T
FOCUSED ON YOUR
MESSAGE
14. CENTENNIALS: BALANCING ACT
14
BUZZFEED:
Adjusted its content mix to be
part funny, part serious
reporting to appeal to new
consumers.
54%REALLY LIKE TO
KEEP UP WITH WHAT’S
GOING ON IN THE WORLD
18. 18
OF SNAPCHAT
USERS ARE U25
AV G L E N G T H O F
S N AP C H AT
S TO R I E S
D AI LY AC T I V E
U S E R S
OF INSTANT
MESSAGING USAGE
ON VODAFONE IS ON
SNAPCHAT
71%
100 MILLION 2 BILLIO
V I D E O S
WAT C H E D
D AI LY
120
SECONDS
75%
20. 20
HUNGER GAMES PT 2
SNAPCHAT
CREATING GEOFILTERS FOR EACH DISTRICT
IN THE U.S.
WILLOW FIELDS TOOK OVER THE SNAPCHAT
DURING COMICON
DURING OPENING WEEKEND A CUSTOM
FILTER WILL BE CREATED WITHIN 150m OF
CINEMAS
21. 21
29.9
NUTES
40
MILLIONU K U SER S
6 M I N S L O N G E R
T H AN O N
T W I T T E R
@PAPERTOWNS
3 7 5 k F O L L O W E R S
HARNESSED CARA
DELEVIGNES MASSIVE
FOLLOWING
90%U S E R S
U N D E R 3 0
300
MILLIONGLOB A L U SER S
(BIGGER THAN TWITTER)
23. WECHAT
23
I T ’ S N O T J U S T A M E S S A G I N G A P P.
I T ’ S Y O U R N E W O N L I N E S TO R E F R O N T.
I T ’ S A B L O G G I N G P L AT F O R M .
I T ’ S A M O B I L E WA L L E T.
I T ’ S A TA X I S E RV I C E .
I T ’ S A C I N E M A T I C K E T I N G S E RV I C E .
Source: Tech In Asia
More aware of lifes ups and downs than millennials
This lends to the time the two generations were born. How the GFC has impacted their outlook on life.
It doesn’t mean they don’t have fun, that not what it’s getting at. It just means they have other concerns and interests.
The have so many platforms to look at and so many friends to share with that they know what they are missing out on. So FOMO is much more prevalent amoung this age group.
So we’ve had a look at wechat and I hope throughout this presentation you’ve got an idea of what this generation thinks, how brands are targeting them on important platforms.
