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How generation Z percieves information

  1. 1. HOW GENERATION Z PERCIEVES INFORMATION? by Russian PR Association, October - December 2015 Julia Gryaznova, Executive Director RPRA
  2. 2. ABOUT RUSSIAN PR ASSOCIATION The oldest communication association in Russia, since 1991 Collective members: communication agencies, business corporations, universities, non-profit organizations Individual members: about 300 Committees and working groups: • professional standard for communications • PR education • assessment and measurement of communication effectiveness • political technologies • territories promotion • scientific and innovative communication • promotion of fundamental and applied researches • etc. WWW.RASO.RU 2
  3. 3. COMMUNICATIVE GOAL AND ORGANIZATION OF THIS RESEARCH We wanted to perform a professional study only as a result of professionalism of RASO members and our relationships network. The cost = 0€= our network Our team Our Partners: 10 Universities in Russia 2 big industrial corporations 1 software company Оleg Mukovozov, SPN COMMUNICATIONS, Head of analitic department Julia Ulyanova, Russian Venture Company, PR- Director Cristina Abramova, High School of Economics, student Igor Raichman CG Byzantium, Founder Anton Chupilco, Russian Carbon Foundation, Director Julia Gryaznova, Executive Director, RPRA + 3
  4. 4. WHO IS INTERESTED IN THE RESEARCH RESULTS? …who has to communicate with Z • Producers of goods and services to Z • Schools and universities • Parents • Media …who will be forced to communicate with Z • Those who will be in 5-10 years to sell products and services to Z • Employers and HR managers • Media • Political parties and Governments 4
  5. 5. WHO IS THE GENERATION Z? Born between 1995 – 2010 Now they are between 5- 20 years 5
  6. 6. THERE ARE MANY ARTICLES ABOUT Z 6
  7. 7. HOW THIS KNOWLEDGE HAVE BEEN RECEIVED? Observers and Spectators astonished peeping dissatisfied 7
  8. 8. …WHAT ABOUT TO TALKING TO THEM? The results are unexpected8
  9. 9. COMMUNICATIONS DURING THE RESEARCH POOL 8 FOCUS GROUPS 12 questions 296 men 344 women 27 regions of Russia 5 universities (17-18 years) 1 vocational school (17-18 years) 1 school (16 years) 1 adults (35-45 years) <20 yeas – 90% >20yeas – 10% Controlgroups 9
  10. 10. RESULTS OF OUR COMMUNICATION WITH Z 10
  11. 11. as Internet users Z is very similar to adults 1 11
  12. 12. HOW MANY FRIENDS YOU HAVE IN YOUR SOCIAL NETWORK? UNDER 20 YEARS ABOVE 20 YEARS 0 75 150 225 300 Меньше 50 50-100 100-500 500-1000 1000-3000 Более 3000< <> > 12
  13. 13. HOW MANY FRIENDS DO YOU KNOW PERSONALLY (OFF-LINE)? 0 55 110 165 220 275 1 100 % От 75 до 100% От 50% до 75% От 25 до 50% Менее 25% UNDER 20 YEARS ABOVE 20 YEARS - - -- < 13
  14. 14. HOW REGULARLY YOU RECEIVE NEWS ABOUT THE FOLLOWING TOPICS? World Policy and Economy Almost continuously Several times a day Once a day Less than once a day Never Under 20 10 % 14 % 31 % 33 % 12 % Above 20 15 % 18 % 35 % 30 % 2 % Russian’s Policy and Economy Almost continuously Several times a day Once a day Less than once a day Never Under 20 9 % 15 % 33 % 32 % 11 % Above 20 лет 12 % 27 % 27 % 25 % 9 % Professional News Almost continuousl y Several times a day Once a day Less than once a day Never Under 20 22 % 23 % 26 % 23 % 7 % Above 20 18 % 15 % 20 % 31 % 16 % Fashion Almost continuously Several times a day Once a day Less than once a day Never Under 20 9 % 10 % 18 % 35 % 28 % Above 20 1 % 4 % 8 % 46 % 41 % Gadgets and other equipment Almost continuously Several times a day Once a day Less than once a day Never Under 20 15 % 17 % 21 % 35 % 12 % От 20 лет 14 % 19 % 23 % 36 % 8 % Science and technology Almost continuously Several times a day Once a day Less than once a day Never Under 20 15 % 19 % 28 % 30 % 8 % Above 20 15 % 18 % 33 % 28 % 6 % 14
  15. 15. WHY DO YOU NEED NEW INFORMATION? 32% 24% 18% 15% 10% 1% Для практического использования Чтобы лучше понять, как устроен мир Чтобы было о чем поговорить с приятелями Для развлечения Чтобы лучше понять себя Чтобы поделиться ей в соцсети UNDER 20 YEARS ABOVE 20 YEARS for practical reason to talk with friends to understand myself better to understand better how the world is arranged for fun to share news in the social network 15
  16. 16. WHAT IS THE USEFUL FORMAT FOR INFORMATION? Text very comfortable comfortable not very comfortable uncomfortable Under 20 39 % 51 % 9 % 1 % Above 20 35 % 56 % 9 % 0 % Photo very comfortable comfortabl e not very comfortable uncomfortable Under 20 40 % 49 % 10 % 1 % Above 20 37 % 51 % 11 % 1 % Picture with an inscription very comfortable comfortable not very comfortable uncomfortable Under 20 48 % 38 % 12 % 2 % Above 20 45 % 34 % 18 % 3 % Comics very comfortable comfortable not very comfortable uncomfortable Under 20 13 % 22 % 36 % 29 % Above 20 7 % 23 % 40 % 30 % Infographics very comfortable comfortable not very comfortable uncomfortable Under 20 20 % 30 % 35 % 15 % Above 20 26 % 33 % 30 % 11 % Audio podcast very comfortable comfortable not very comfortable uncomfortable Under 20 11 % 24 % 40 % 25 % Above 20 3 % 12 % 55 % 30 % 16
  17. 17. HOW DO YOU LEARN NEWS? Specially looking for them on my favorite sites, blogs Almost always Often Rarely Never Under 20 37 % 38 % 21 % 4 % Above 20 36 % 39 % 22 % 3 % I see them in a tape of social networks Almost always Often Rarely Never Under 20 54 % 33 % 11 % 2 % Above 20 55 % 31 % 12 % 2 % From traditional media (newspapers, TV, magazines) Almost always Often Rarely Never Under 20 20 % 27 % 41 % 12 % Above 20 22 % 26 % 43 % 9 % From offline communication with other people Almost always Often Rarely Never Under 20 26 % 42 % 26 % 6 % Above 20 37 % 43 % 16 % 4 % 17
  18. 18. WHEN YOU ARE ON-LINE, WHAT IS IMPORTANT TO YOU? Сommunications very important important not very important not important Under 20 31 % 43 % 22 % 4 % Above 20 28 % 41 % 28 % 3 % Obtain information very important important not very important not important Under 20 42 % 48 % 8 % 2 % Above 20 44 % 47 % 8 % 1 % Self-expression very important important not very important not important Under 20 11 % 29 % 42 % 18 % Above 20 5 % 27 % 48 % 20 % Comparing yourself with others very important important not very important not important Under 20 5 % 13 % 39 % 43 % Above 20 2 % 7 % 45 % 46 % Self improvement very important important not very important not important Under 20 31 % 45 % 17 % 8 % Above 20 30 % 46 % 16 % 8 % 18
  19. 19. HOW OFTEN DO YOU FEEL A NEED OF COMMUNICATION WITH FRIENDS AND ACQUAINTANCES IN THE SOCIAL NETWORK? UNDER 20 YEARS ABOVE 20 YEARS Almost continually A few times per hour A few times per day Once a day Less that once a day 19
  20. 20. But Z is very different in the attitude to life 2 2 20
  21. 21. SIGNIFICANT DIFFERENCES INSIDE Z ARE DEPEND ON: quality of education (different responses were given by university students and students of vocational schools) profession (the responses of students-developers were very different from the responses of humanitarian students) 21
  22. 22. WHAT KIND OF EVENTS WERE IMPORTANT IN THE PAST YEAR? • The important events of Z are more different than the important events of adults • The important events of Z less depend on media agenda • The most important events of Z are mainly the personal events or the local events. The most important events of adults are mainly the country and world events. • The better Z is educated, the less the important events depend on media agenda 1 01.2015. 04.2015. 07.2015. 10.2015. 12.2015. 2 04.2015. 07.2015. 10.2015. 12.2015. 3 01.2015. 04.2015. 07.2015. 10.2015. 12.2015. 01.2015. Worldwide events Events of the private life Events of the inner-circle Arrow of Time Method 22
  23. 23. IS Z READING? • YES, Z IS READING • READS MORE FICTION THAN PROFESSIONAL BOOKS •Z WOULD LIKE TO READ MORE • Z PREFERS PAPER BOOKS • Z DOSN’T BUY E-BOOKS, DOWNLOADS THEM ONLY FOR FREE 23
  24. 24. Z’S FAVORITE WRITERS Erich Maria Remarque Antoine de Saint-Exupéry Leo Tolstoy 24
  25. 25. HOW MUCH GADGETS THEY HAVE? 2,7 6,9 Z ADULTS 25
  26. 26. WILL Z LIMIT THEIR CHILDREN’S USE OF GADGETS? YES (70%) 26
  27. 27. IS Z NEED OFF-LINE COMMUNICATION? YES (100%) The special case – the vocational school students: off-line communications are hard and difficult for them. For them it is a additional stress in the conditions of information excess. 27
  28. 28. IN WHAT ERA Z WOULD LIKE TO LIVE? 15% 30% 55% THE FUTURE THE PRESENT THE PAST Only among the students-developers: 50% - the future, 25% - the present 25% - the past Those who choose the present, often do not choose the past for reasons of conveniences, comfort and hygiene The versions of the Past: Ancient Rome, 13-15 c., 17-18 c. in England, the period of great reforms of Peter I or Alexander I, 18-19, Silver Age (1900-1914), 50th, 60th, America of the 70th , 2000 (their childhood) 28
  29. 29. LIFE VALUES SELF-REALIZATION (achieving the goals, development, self-improvement) FRIENDS CAREER LOVE FREEDOM TRAVELS PLEASURES OF LIVING FAMILY (80%) Nearly 50% would like to repeat the career and / or family way of their parents 29
  30. 30. Z’s VISION OF THE PERSONAL FUTURE JOYFUL BUT VERY VAGUE 30
  31. 31. WHERE Z WANT TO WORK? 20% 46% 34% STATE ORGANIZATION BIG BUSINESS CORPORATION SELF-EMPLOYED Own business was chosen by developers Girls did not choose self-employed 31
  32. 32. CONCLUSIONS 32 • Z is used to obtain information as a response to their questions. Therefore, they perceive only that information which is an answer to the question (in the media or in educational process). • The higher the level of education, the more individual agenda • To use visual content as well as text is comfortable to Z. The text is still working. The infographic value is exaggerated. • Z is not only interesting in action, but also in the content of communication. • Z is reading. But quite simple texts. Modern literature is too difficult to Z. • Z needs in an existential content. Z has an existential hunger. • The main question: "Who I am?" • In our changing world education does not provide them with the capability and the tools to respond to this question. The media occupies the education place, but performs its function not well. • Z has a serious conflict between two life strategies: career and financial success strategy and self- realization strategy. Z hasn’t methods to resolve this conflict. • The main value is Family were they feel themselves protected and stable. • Z isn’t not able to concentrate for long. • On-line communication does not negate off-line
  33. 33. SOME EFFECTS FOR COMMUNICATIONS 33 If we want to tell with them, we have to know the questions worring them Z will perceive any simple information that could mask their lack of identity. At the same time the media must maintain a minimal conceptual level. Otherwise, this generation will fall out of communication. There are 4 key messages for them: • about life instability, importance of working hard for career and being strong, arrogant, energetic • about freedom, self-development, self-expression • about family and human emotions (love, friendship, compassion) • entertainment
  34. 34. 2016 …to be continued 34
  35. 35. SEGMENTATION OF GROUPS UNDER INVESTIGATION REGIONS • Russia (cities and regions) • Europe • North America • Latin America • Countries of Asia-Pacific Region • Africa (?) PROFESSION • IT • Engineering • Natural sciences • Humanitarian fields of science and practice • Social services • Management AGE • Schoolchildren (14-17 yeas) • Vocational schools students (15- 19 years) • Universities students (17-20 yeas) • Adults (above 25 yeas old) 35
  36. 36. REASEARCH TIMETABLE MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DESEMBER Organizational work Search of partners in Russia Search of international partners Pool (in Russian, English, Spanish, etc.) Analysis, interpreta- tion of results Presenta- tion Focus-groups and interviews in Russia International Focus-groups and interviews 36
  37. 37. WE ARE HAPPY TO SEE YOU AS OUR PARTNERS projectplan2006@yandex.ru www.facebook.com/julia.gryaznova.3 www.infoz.me 37

Editor's Notes

  • However in these case we would like to escape two common stereotyped interpretations: to realize GZ as the better or as the worse of us
  • You may see that the preferences of adults and young generation Z are the same.
  • up to now: TEXT IS VERY COMFORTABLE
    As expected: photo and picture with inscription are comfortable
    But
    We can’t say that infographics are very comfortable
  • Both adults and Z prefer learning the news from the social media
    But at the same time they often learn the news in off-line communications
  • The answers «communications” and “obtain information” are predictable
    But the equal answer “self improvement” was unexpected.
  • We used a metod from narrative therapy. Z and adults were asked about the main events in the current year. They were asked about 3 types of events:
    Worldwide events
    Personal private events
    Events of the inner-circle
  • 3 parameters of segmentation
  • ×