ThinkNow Gen: We Are Gen Z: Education Focus Report 2017

Who is Gen Z?
Wave1
 CulturalHeritage
 SocialMediaUse
 SelfPerception
 AttitudesTowards:
 The Future
 Family
 Celebrities
 Brands
 Education

2
Online Panel
Over 30,000 respondents to recruit from
Nationally-representative per census
Unique recruitment model that encompasses online
and offline recruitment methods such as Spanish-
language television advertising
Research
Fortune 500 clients
Over 30 years of research experience specifically in
the Hispanic market
Only Hispanic market research company that owns
& operates an in-house panel
Experts in Hispanic
Market Research
ThinkNow Research
provides innovative online
market research solutions
for companies looking to
understand the U.S.
Hispanic consumer. We
specialize in researching the
U.S. Hispanic demographic
and other hard-to-reach
consumers in order to
deliver high quality research
to our clients that bear
actionable and meaningful
results.

3
BACKGROUND
• Advertising & digital agency
• 43 employees
• 12 million in revenue (2013)
• 16 years in business
• Independent, minority-owned
• Offices in L.A. , DC, & Atlanta
CAPABILITIES
• Research & Analytics
• Strategic Planning
• Media Planning & Buying
• Creative Development
• Digital Marketing
• Mobile & Website Development
• Hispanic, African-American, Asian
Marketing

• ThinkNow Research conducted a nationwide online survey during March, 2016.
• A total of n=1,265 interviews were completed. Respondents were between the ages of 14 and 21.
Hispanics
Non-Hispanic
Whites*
Asians African-Americans
Origin Self-identify as
Hispanic origin
Self-identify as White
Non-Hispanic origin
Self-identify as Asian Self-identify as
African-American
Base Size N=351 N=349 N=348 N=217
Gender
Male 49% 49% 50% 52%
Female 50% 50% 50% 48%
Age
11 to 16 46% 45% 41% 35%
17 to 21 54% 55% 59% 65%
Mean age 17 17 17 17
Methodology
*Non-Hispanic White (does not include African-Americans, Asians and other ethnic groups)

Gen Z is the largest generational group in the US
23%
19%
22%
25%
Baby Boomers Generation X Generation Y Generation Z
Geoscape, American Marketscape DataStream, 2014 series

76%
79% B
74% B
84%
90% AD
62%
64%
74%
87% AD
84% B
79% BD
89% B
74%
76% B
72% B
80%
I consider myself to be an American My culture/heritage is very important to
me
I want to maintain my cultural heritage I am proud of my cultural heritage
Hispanics (A) NH Whites (B) African Americans (C) Asians (D)
Generation Z considers themselves American but cultural heritage is
still very important to the three largest ethnic groups.
Letter indicates significance at 95% CL.
Please select the point in the scale that describes how much you agree or disagree with each statement below.
Top 2 Box
Total Sample: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217)
78% of Hispanic
Millennials felt this way

African-Americans want to stand out for their culture the most;
Hispanics are the most likely to want to fit in with the mainstream.
Total Sample: Hispanics (n=351), African Americans (n=348), Asians (n=217)
Top 2 Box
66%
80%
72%
I want to stand out as a "Latino" I want to stand out as an
"African American"
I want to stand out as an "Asian
American"
67% of Hispanic
Millennials felt
this way

66% 67% D
79%
57% 56%
74% A
60%
79%
58% 59%
80% AD
74% ABD
84% D
59%
64%66%
53%
76%
61%
65%
I can make a difference in the
world
I consider myself to be a leader My opinions are important Social media helps me express
myself
Social media is a useful platform
for social change
Members of Gen Z feel empowered. Social media is an important
outlet for them.
Base Size: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217)
Top 2 Box Agreement

68%
45%
78%
81% 83%
66%
51%
78%
82% 81%81% ABD
47%
87% ABD 87% AD 89% ABD
65%
61% ABC
73%
78% 77%
I am a confident person I am sometimes uncertain about
myself
I like myself I am hopeful about my future I think I am smart
Among Gen Z, African-Americans express the most self-confidence;
Asians are the most self-critical.
Top 2 Box Agreement

Attitudes Towards:
 The Future
 Family
 Celebrities
 Brands
 Education

76% D 77% D 76% D
66%
In general, they are optimistic about their future. Asians are the most
cautious.
How do you feel about your future?
Top 2 Box: Good/Very Good
70% of Hispanic
Millennials felt
this way

88%
84%
80%
75%
88%
84%
80% 78%
My family is the most important part of my life I value the opinion of my parents
Family is central to the lives of Gen Z and parents’ opinions are highly
valued.
Top 2 Box Agreement

32%
27%
34%
25%
31% 32%
35%
29%
Social media influencers are good role models Celebrities are good role models
Celebrities and social media influencers are not looked at as good
role models by Gen Z.
Top 2 Box Agreement

55%
49% 51% 50%
54%
56%
60%
54%
51% 51%
62% A 61% A
56%
48%
56% 55%
I relate to brands that do good for the
environment
I like brands my friends like I relate to brands that make me look cool I relate to brands that help me stand out
Brands are important to Generation Z. African-Americans, in
particular, relate best to brands that make them look cool and/or help
them stand out.
Top 2 Box Agreement

56%
65% 66%
54%
67%
61%
78% ADE
67%
58%
69%
59%
72% A
66%
68% AB
72%
53%
67%
60% 60%
70%
Brands (products) help me show off
my personality
I buy brands (products) that make me
feel good about myself
I have a favorite brand Everyday people can be brands
themselves
I like to introduce people to new
things
Young people buy brands that make them feel good about
themselves.
Top 2 Box Agreement

Hispanics
(A)
NH Whites
(B)
African Americans
(C)
Asians
(D)
NET: Apparel/Shoes 69% 61% 75% BD 62%
Nike 25% 22% 34% ABDE 18%
Adidas 7% BC 2% 3% 4%
Jordan 7% B 1% 8% BD 3%
Converse 6% BCD 1% 1% 1%
Van's 5% C 2% 1% 2%
Forever 21 3% 1% 3% 5%
Other Apparel and Shoes Brands 16% 12% 14% 18%
NET: Electronic Brands 10% 14% 8% 18% AC
Apple 6% 7% 5% 8%
Sony 2% 2% 0% 2%
Samsung na 1% na 5%
NET: Beverages/Food 5% 6% 6% 6%
What is your favorite brand?
Base: Among Those Who Say They Have a Favorite Brand
Note: Mentions below 5% may not be shown.
Their favorite brands are mostly in the apparel/shoe category. Nike
tops the list across segments. Some food brands were mentioned.
Base: Have a favorite brand - Hispanics (n=230), NH Whites (n=235), African Americans (n=229), Asians (n=130)

Hispanics
(A)
NH Whites
(B)
African Americans
(C)
Asians
(D)
Facebook 33% 43% A 39% 36%
Instagram 19% 16% 15% 16%
YouTube 18% 14% 16% 22% B
Snapchat 13% 10% 13% 11%
Twitter 7% 6% 7% 4%
Tumblr 3% 3% 3% 3%
Pinterest 2% D 1% 1% 0%
Vine 1% 0% 1% 0%
Google+ 1% 2% 2% 4% A
What social media platform do you use most?
Note: Mentions below 2% may not be shown.
Facebook remains the most popular social media platform for Gen Z,
followed by Instagram and YouTube.

42%
50% AC
43%
50%
I buy products I've discovered on social media
A large share say they buy products they have found on social media.
Top 2 Box Agreement

23
Hispanics (A) Whites (B) African Americans (C) Asians (D)
I’m Concerned About the Cost of a College Education
Strongly Agree / Somewhat Agree
Letters indicate statistically significant difference (95% confidence)
AB
75% 71% 72% 80%BC  Top 2 Box
QD_11. Please select the point in the scale that describes how much you agree or disagree with each By Ethnicity.
Base: Hispanics (n=351), Whites (n=349), African Americans (n=348), Asians (n=217)
The Cost of College is a Major Concern

24
46%
47%
37%
71%
47%47% 48%
35%
72%
45%
42% 44%
37%
71%
47%
51% 51%
41%
72%
54%
46% 45%
37%
66%
37%
Graduating from a 4-year College Getting an advanced degree
(Master’s or PhD)
Being wealthy/rich Being passionate /Enjoying what
you do for a living
Owning your own business
Total Hispanics (A) Whites (B) African American (C) Asians (D)
Indicators of Success
Top Box
Letters indicate statistically significant difference (95% confidence)Q7 - Top Box – Total Sample and Ethnicity
AD
B
D
Half Consider a College Degree to “Definitely” be a Success Indicator
But being passionate about and enjoying their work is rated higher
39% of Hispanic
Millennials felt
this way
42% of Hispanic
Millennials felt
this way 32% of Hispanic
Millennials felt
this way
56% of Hispanic
Millennials felt
this way
47% of Hispanic
Millennials felt
this way

25
45% 42%
47%
52%
Graduating from a 4-year College Getting an advanced degree (Master’s or PhD)
Males (H) Females (I)
Top Box
Letters indicate statistically significant difference (95% confidence)Q7_4/5. Top Box – By Gender
H
Advanced Degrees are Viewed More Favorably by Young Women

26
52% 51%
41%
44%
Graduating from a 4-year College Getting an advanced degree (Master’s or PhD)
11-16 years (F) 17-21 years (G)
Top Box
Letters indicate statistically significant difference (95% confidence)Q7_4/5 - Top Box - By Age
G G
Younger Cohort Views Education More Favorably as a Success Indicator

27
64% 64%
57%
62%
79%
Yes, definitely
Do you plan on getting a 4 year college degree in the near future?
Top Box
Letters indicate statistically significant difference (95% confidence)Q9. - Top Box - By Total and Ethnicity
ABC
Asians are Most Likely to Plan On Getting a 4 Year Degree

28
7% 8% 9%
7%
4%
Probable/Definitely Not
Do you plan on getting a 4 year college degree in the near future?
Bottom 2 Box
Letters indicate statistically significant difference (95% confidence)Q9. - Bottom 2 Box - By Total and Ethnicity
Less Than 10% Say They Won’t Get a College Degree

29
Letters indicate statistically significant difference (95% confidence)
Why Did You Say – Probably/ Definitely Not?
Probably Not / Definitely Not Combined
Q10a/b. - By Total and Ethnicity
68%
45%
60%
76%
26%
44%
36%
53%
58%
88%
50%
82%
33%
0%
17%
Finances/Too expensive Not sure what career I'd like to pursue Don't feel I need a college degree
Lack of Financial Resources…
Most Likely Reason for Not Pursuing a College Degree?

30
53%
58%
44%
56% 57%
Yes, definitely
Do you plan on getting a graduate degree in the future?
Top Box
Letters indicate statistically significant difference (95% confidence)Q11. - Top Box - By Total and Ethnicity
B B B
Whites are Least Likely to Plan of Getting a Graduate Degree

31
62%
55%
35%
50%50%
60%59%
55%
Males Females
Hispanics (A) Whites (B) African American (C) Asians (D)
Do you plan on getting a graduate degree in the future?
Top Box
Letters indicate statistically significant difference (95% confidence)Q11. - Top Box - By Total Sample, Gender and Ethnicity
51%
55%
Total Sample
Males (F) Females (G)
*
* Statically females are higher than males for Hispanics
Asian & Hispanic Young Men are More Likely Then Their Female Counterparts
to Pursue Graduate Degrees
The reverse is true of Whites and African Americans

32
Demographics
Hispanics
(A)
Whites
(B)
African
Americans
(C)
Asians
(D)
Gender
Male 49% 49% 50% 52%
Female 50% 50% 50% 48%
Age
Net – 11-16 yrs old 46%D 45%D 41% 35%
Net – 17-21 yrs old 54% 55% 59% 65%AB
Mean age 16.7 16.8 17.0A 17.3AB
Region
Northeast 15% 19% 17% 21%
Midwest 9% 24%ACD 17%A 16%A
South 36%D 37%D 57%ABD 24%
West 40%BC 19%C 9% 39%BC
Where Born
Born in the U.S. 83%D 96%AD 95%AD 60%
Born outside the U.S. 17%BC 4% 5% 40%ABC

Key Findings
• Generation Z considers themselves American but cultural heritage is still very important
• African-Americans want to stand out for their culture the most; Hispanics are most likely to want
to fit in with the mainstream
• Members of Gen Z feel empowered. Social media is an important outlet for them.
• African-Americans express the most self-confidence; Asians are the most self-critical.
• They are optimistic about their future. Asians are the most cautious.
• Gen Z defines success as being able to take care of one’s family and being happy/content.
Money/material possessions are far less important.
• Celebrities and social media influencers are not looked at as good role models by Gen Z.
• Brands are important to Generation Z. African-Americans, in particular, relate best to brands that
make them look cool and/or help them stand out.

Key Findings
• Their favorite brands are mostly in the apparel/shoe category. Nike tops the list across
segments.
• Facebook remains the most popular social media platform for Gen Z, followed by Instagram and
YouTube.
• The cost of college is a major concern.
• Half consider a college degree to “definitely” be a success indicator.
• Advanced degrees are viewed more favorably by young women.
• Younger cohort views education more favorably as a success indicator.
• Asians are most likely to plan on getting a 4 year degree.
• Less than 10% say they won’t get a college degree.
• Whites are least likely to plan of getting a graduate degree.
• Ethnicity plays a factor in gender differences when it comes to wanting to pursue advanced
degrees.

35
Roy Eduardo Kokoyachuk
Partner
ThinkNow Research
@ThinkNowTweets thinknowresearch.com/blog
Roy Eduardo Kokoyachuk roy@thinknowresearch.com
Ph: 818-843-0220 x102

ThinkNow Gen: We Are Gen Z: Education Focus Report 2017

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