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Generation Z: Meet the screenager
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Marketing
A look at how society and technology are influencing the new generation and how digital marketers can engage with them. November 2015.
Debbie ScottFollow
Managing Director at Spark&BangleAdvertisement
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Generation Z: Meet the screenager
- Convert more students through the power o Generation Z: Meet the screenager. A look at how technology and changing society are influencing young people. Debbie Scott, Founder and MD, Spark and Bangle
- Convert more students through the power o Agenda: Gen Y & Gen Z What shapes young people? New digital realities Generation Z online Summary
- Convert more students through the power o Gen Y Gen Z Buzzword: Born: Came of age: Just starting: Internet: Media: 1980 – 1994 1995 – 2009 Millennial Screenager / i-Generation 1998 - 2013 2014 – 2023 Workforce University … things (IoT) …of everything (IoE) Tumblr Snapchat
- Convert more students through the power o • Less activity in cerebral cortex • Greater activity in limbic system • Most neural pathways • Risk taking and peer acceptance • Change in parenting styles • Greater tolerance • No rebellious counter culture • Post capitalism & digital disruption • 3D printers • Autonomous vehicles • AI • Digitally empowered What shapes young people? Various sources
- Convert more students through the power o Digital Amnesia TED under 20: www.ted.com
- Convert more students through the power o Reasons to be cheerful… 47% ranked “Being happy” as the most important factor for the future 74% seek parental advice on the future 55% of 16 – 24 year olds want to start their own business Source: Future Choices report, Spark&Bangle, Universum study
- Convert more students through the power oSource: Future Choices report, Spark&Bangle, n=181 , 0% 20% 40% 60% 80% 100% 120% Full time HE Apprenticeship Employment Entrepreneur On-line Course Work based Learning Part Time HE Average Levels of how informed students felt on what to do straight after school or college Fully informed Informed Uninformed Totally uninformed
- Convert more students through the power o The new digital reality… The old news… The new news…
- Convert more students through the power o Reasons to be cheerful… When adults write for teenagers…
- Convert more students through the power o Reasons to be cheerful… When teenagers write for teenagers…
- Convert more students through the power o “We are in a street fight for human attention” Amy O’Leary, Editorial Director, Upworthy
- Convert more students through the power o CO2 MuSIc DA PrIVM VO ImG GaMe Code LifeSTyle Tv2 ON-Demand BIG-5 Dev
- Convert more students through the power o PPC Influence Marketing Pod cast Display Ad Mob Affiliate Twitter card Experiential PPC In Game Sponsored story Info- mercial Google AdWords Re- targeting News feeds Branded Content Programmatic Augmented Reality Personalised web experience Ad Blocking Bots Trust PR Dig Radio ad Facebook Ad Incognito browsing
- Convert more students through the power o EY 0 10 20 30 40 50 60 0 20 40 60 80 100 120 140 160 Social Strength: Off-line population against on-line population (staff&student/likes. Source: HESA,Facebook)
- Convert more students through the power o Trust Authenticity Speed / ease of use Digital golden triangle for Gen Z
- Convert more students through the power o Summary: Understand the difference between Gen Y and Z Bitesize (“hack”) your information Gen Z have zero patience for clunky software- digital must work. Tap into their passion and entrepreneurial side You don’t have to be cool but you do need to be authentic Feel inspired by Logan LaPlante or Adora Svikat Whatever you do, be transparent; it will all be shared anyway!
- Convert more students through the power o Contact: @sparkandbangle d.scott@sparkandbangle.co.uk www.sparkandbangle.co.uk
Editor's Notes
- Welcome, I am delighted to open this Simply Courses event and talk to you today about generation z. My name is Debbie Scott, I am a independent marketer and researcher in specialising in education marketing. I am going to highlight the key differences between gen z and millennials, focus on what has shaped Gen z , look at the new digital reality and the digital landscape and hopefully summarise it succinctly whilst trying my best not to sound like I’m narrating a Safari programme.
- But first lets clarify the difference between Gen Y and Gen Z The buzz word for Generation Y is the millennial and the buzzwords for Generation Zed are Screenager or i-Generation. Generation Y were born roughly between 1980 to 1994 (dates vary according to research sources) it’s possible some will remember a world before mobile or the internet. They grew up with dial up modems, Netscape, Jeeves, 2G phones and watched the digital revolution. Generation Z on the other hand were born between 1995 and 2009, the so called Google generation they were born the same time as Facebook, Google, they cannot remember a world without i-phones. They have never had to wait for information, it has always been at their fingertips. Generation Y came of age at the turn of the century hence the name millennial, they started to join the workforce at time of boom before the world hit a major recession, they grew up with the idea of homeownership before that dream was shattered and they became generation rent. Generation Z can only really remember recession and have grown up knowing they could be the first generation more financially unstable in the future then millennials, gen x and baby boomers before them. Gen Y are in the workforce already but Gen Z are just coming of age and just starting university Generation Y have come to understand the internet of things. A web based on algorithms where people and computers can be connected. Generation Zed are seeing the dawn of the internet of everything were individuals will be connected via smart wear, household appliances can be controlled from anywhere in the world and everything is connected. The media that defines the generation? For Gen Y that would be Tumblr – the place to blog and share experience publically. The media that defines Generation Z would be Snapchat –quick, image based private messaging
- So what shapes a generation of young people ? There are many factors but lets look at the big 3: brain development, Society and culture, Technology The brain undergoes changes throughout life however perhaps none so dramatic as between 16 – 24 years of age. Advances in technology mean MRI scans can show which areas of the brain are most active at different times. Many studies show that between 16 – 20, the brain is more overactive in the limbic system which regulates emotion, is slightly less active in the cerebral cortex were greater reasoning happens however the brain structure has the most neural pathways at this time being calibrated for learning and quick thinking. The reaction to dopamine spikes is also different to older adults where young people getting greater pleasure from risk taking activity and watching or reading extreme things. There is also a greater need for peer acceptance and friendship. Of course this is not unique to Gen Z, we all went through this – we just didn’t have Go Pro and You Tube at the time. Culture and society – Generation Z are being raised by late Gen X and Early Millennials – these generates were influenced by Supernanny and Hand in Hand parenting, They were likely raise by authoritarian and authoritative parenting styles and have instead become permissive indulgent or permissive indifferent parents both being much more “lets work this out together” then “do as your told”. The result is a generation without a rebellious counter culture towards the family environment. In fact a generation raised by lenient parents who may delight in telling their kids they were part of the Madchester, second summer of love scene has made a generation of Saffies – there is less teenage pregnancy, a decline in teen smoking and teen drinking. We are in a post capitalist society where the old principles are being disrupted by digital start ups. The growing sharing/collaboration economy shows young people you don’t have to own capital to make money. And of the subject of digital – the huge influence shaping Gen Z is technology. 3D printers will become more price accessible as more the hit markets, the competition will mean brands continually improve technology meaning not that far away they will be in the household and people will have the power to recreate objects. The google car is on its way and the future will be autonomous transport, artificial intelligence is already here and will continue to be refined. I specifically chose the power symbol to represent technology since technology has enable empowerment. This is the brave new world Gen Z are growing up with.
- Here is a look at some over achieving Gen Z on TED. Taylor Wilson who built a nuclear fusion reactor in his parents garage, Jack Andracka who came up with a simple test for Pancreatic Cancer, Memory Banda who fights to end child marriage, Miranda Wang and Jenny Yao who used bacteria to breakdown plastic, Logan LePlant who champions hack schooling and being happy, Richard Tuere who found a solution to protect people from lions without harming lions, Thomas Suarez an app developer at 12 years old, Tavi Genison Feminist and creator of Rookie magazine, Adora Svitak who champions that adults should listen too children more. I highly recommend being inspired by some of these talks.
- Our recent study showed that the majority of 16 – 18 years old put being happy as the most important factor for the future, well above other options such as Having a family or Being Wealthy. 74% seek parental advice on the future (the second choice after view a website at 80%) this is about respecting opinion rather then being told what to do. The advice goes both ways with according to the Cassandra Report by Deep Focus, 93% of parents say they have been influenced on household purchase through their child. Universum study showed 55% want to run their own business. A US study by Deep Focus puts that figure at Sixty-two percent of Gen Z want to own their own company instead of working for established brands,
- From our recent Future Choices study we see that despite being very interested in starting a business current 16 and 17 year olds feel the least informed at school about this option. Technology is moving faster then our curriculum can keep up with. And while we talk about this new digital reality lets look at some others..
- Lets talk about trust and transparency. There has been a growing difference between how news is reported in the press and how it is reported first hand in social media. OfCom report suggests 16 – 24 year olds are more likely to get their news from Twitter, Facebook or Google. Here is an example of controversial migrant /refugee crisis as an example. On the left is how the old news represented the Calais story and on the right we have how the Calais story was told through social networks and new media sites. Admittedly the Daily Mail and The Sun do not represent a fair cross section of British press. However we could look at the press reaction to Jeremy Corbyn compared to his growing support on-line. Telephone hacking, libel, cash for questions, tax evasion, even corruption in really trusted brands like FIFA scandal or more recently VW. It’s no wonder young people increasingly trust each views compared to the adult world. But does this effect HE? You bet – forums in Student Room openly discuss the difference between entry requirements and the grades they actually achieved. New websites like Student Crowd allow students to review every aspect of the university experience. You have to be transparent in what you do as the truth will always out.
- Ok so here are some examples of popular magazines produced by adults for young people Glitter, M, and Twist…
- And this is what happens when a teenager writes for a teenager. Rookie is a digital monthly magazine for teenage girls created by Tavi Genison and now with an army of contributors. The magazine is smart, stylish and not one patronising image of a girl in pig tails in sight. The key word here is authenticity. And of course like any Screenager with their entrepreneurial spirit the site is commercialised however advertising is more likely to be integrated into sponsored stories then stand out as display or pop up ads, This magazine is a real insight into the minds of generation Z females and generally essays on the human condition, so I do encourage you to take a read.
- There is a new term being used called Digital Amnesia – we are so reliant on our technology saving and storing information that we no longer remember personal details like phone numbers, addresses, birthdays. Our attention is spread across many platforms we skim information and gravitate to bitesize information. Amy O’leary summed this up by saying how most brands and media owners are now in a street fight for human attention.
- Let’s have a look at the digital landscape that generation zed inhabit and how much their attention is stretched. We have the big 5 in the middle that we will be spending a lot of time on. YouTube taking the pride of places as being the most important site for Gen Z for music, for tutorials, for reviews, for advice from vloggers, for showing off. Facebook is still in their but young people increasingly report it is used for professional profiles – they do their peer communicating through private messaging apps. If we go left to the big digital compound we have the blog sites, we probably spend less time here then millennials. There is the on-line new sources – snapchat features again for the Snapchat Discover news, we’ll be looking at twitter for news as it happens reported by those involved in the story, we’ll look at vice who have really exploded with their anti-news success. If we are a student we might read the Tab, news for students by students. Then we have the content kings – the aggregators and creators of content like Buzzfeed, Upworthy, Mashable, reddit, Pixable, unilad which is somewhere in-between news and content. We have our image based media, pinterest, flickr, Instagram. The video kings You Tube of course and vimeo, vevo for artists and vine for short video loops. We go round to live streaming Periscope, Meerkat, U stream, then we have private messaging like WhatsApp, yik yak and whisper – we like to keep somethings private and have info disappear – this is a data savvy audience. Then we have the public messaging and networking giants of Facebook, Twitter Myspace and Google Plus although the latter are on the decline. Then above the Big 5 we have lifestyle – we’ll be buying food and other items online. Dominos feature heavily as brand for young people. At the release of the Voxburner Top 100 last year a panel of young people on stage explained why Dominos is their favourite take away brand not because of taste of price but mainly because of the speed and ease of use of their website. Of course they’ll be doing a lot of this activity through our smart phones as well as laptops or tablets when we are home. We’ll be spending a lot of time gaming and this could be a whole section itself- we will be learning to code as well as learn other digital skills like photo and video editing. The Cassandra Report showed that 89% of Generation Zed claim their free time already goes to cultivating productive skills and interests conducive to entrepreneurship or self-improvement; 51% are dabbling in graphic design, and 50% exploring video editing and production, as well as building apps They’ll be watching a bit of TV. The recent 2015 OfCom report watching TV has declined to 39 minutes per week for 16 – 24 years olds. We may watch big social events like xfactor where we can follow twitter hash-tag and get viewers reactions live splitting our attention across dual media. And this is just a small section of our online activity http://www.theguardian.com/media/2015/jul/02/young-people-live-tv-bbc-iplayer-youtube-netflix
- And with so many different media channels there grows so many new ways to advertise from traditional display to keeping up with our social newsfeeds. You can buy adverts programmatically, you can re-target to visitors of your site, you can try influence marketing – paying vloggers or owners of feeds to promote your services. As well as keeping on top of all the pros and cons for these different channels, you also need to be aware of new technologies like ad blocking technology or bots that over inflate clicks/page impressions. This is a huge field and all to often senior management can take a view that since social = free and digital = easier, that all of this can be just neatly tagged onto an existing marketers job profile without hiring specific staff or should lead to budget cuts. The irony being technology designed to save us all time, has become so fractured and fragmented – its takes a huge amount of time to keep up with it all.
- Perhaps that explains this trend. Each point on this graph represents 149 universities with a Facebook profile. Exploration of social followers shows that a large proportion are current students and staff. This graph shows the off-line population divided by the on-line population, in this case Facebook likes at a snapshot in time in July 2015. The average is 3 on-line likes per 1 offline population (student& staff). However 11 universities are above the average, Two have on-line populations some 40 to 60 times there actual population. two you can probably guess – the remaining 9 maybe not so much. These are institutions punching a much bigger social presence then others and have managed to hone a really passionate following. The majority are below average with many having a greater off-line then on-line presence. There has likely been a clear social strategy, PR plan and crucially, been given the time to make the profiles engaging. I have also repeated this with Twitter and the graph follows a similar pattern.
- To conclude I just wanted to recap the new digital golden triangle of digital content – Trust is a powerful currency, if you have it keep it, if you don’t then it needs to be earnt. Authenticity, so important, be yourself as everyone else is taken and of course the speed / ease of use of apps and digital resources.
- And remember – there is a teenager in all us who is open, curious, playful and complicated, unleash them– growing old is compulsory but growing up isn’t.
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