1. Generation Z: Defining The Future Of
Youth Marketing
P a t r i c k H o u r i h a n H e a d o f R e s e a r c h N o r t h e r n E u r o p e , Ya h o o
C e l i a N o r o w z i a n D i r e c t o r , S e e d M a r k e t i n g

2. re-tweet
shop
comment
follo
w
share
creat
e
express
connect
discuss like
read
swap
experience
Gen Z align with brands they can interact and relate to
2

3. 3 Yahoo Confidential & Proprietary
Reassessing a brand’s
assets and vision
against the needs of Gen
Z
recalibrate the
relationship you have
with each other
Brand Y
The brand challenge
Gen Z

4. Who are Gen Z?
4 Yahoo Confidential & Proprietary
Live with
their families
64%
28%
Financially
independent
UK : Career
focus
EU5: Family
focus
Concerned
about
their future

5. Our Mission:
Make The
World’s
Daily Habits
More
Inspiring &
Entertaining
One device rules them all

6. 3 core characteristics identify Gen Z
Adept at finding
ways to squeeze
every last drop
out of each
moment
The art of utilizing the
resources available to
their maximum
potential to aid self
development &
expression
The feeling derived
from being able to
impart knowledge & an
informed point of view
Possessing the
ability to extract
the meaning from
the noise
Let them
optimize
Let them
rule
Let them
filter

7. Constant expectations around streamlining
7
Q14 & Q15. What is most important to you when using or consuming content online? Q16. We are really
interested in how technology impacts your life, how you use it and what it helps you to do. On the next
page are some statements which describe what some people have said about their lives and technology.
Base: UK (1043); EU5 (5364)
29%
want content that is ‘tailored to
my needs / that I can
personalise’
24%
Agree ‘apps on my mobile
devices are essential in
helping me to keep my life in
order’
21

8. Life Hacks – the new trend
8 Yahoo Confidential & Proprietary
1. Save time studying by listening to
recorded lectures at twice the speed on
VLC
2. If you’re a heavy sleeper, putting your
phone into a glass will amplify the sound.
3. For impromptu parties, fit an iPhone
into an empty plastic drinks bottle.
4. Get the Wi-Fi password to most
establishments by checking the
comments on Foursquare.
5. Attach bulldog clips to your desk to
stop wires falling off. You’ll never have to
search for a speaker cable again!

9. Optimising social in the everyday
9 Yahoo Confidential & Proprietary

10. 3 core characteristics identify Gen Z
The art of utilizing the
resources available to
their maximum
potential to aid self
development &
expression
The feeling derived
from being able to
impart knowledge & an
informed point of view
Let them
rule

11. Move them towards financial self-sufficiency
11
S8.Which of the following best describes your working status?
Q2.We’d like you to think about what is most important to you in your life right at this moment..
Base: UK (1043); 16-18(295); 19-20 (219); 21-22 (268); 23-24(261) EU5 (5364) - *comScore figures June 2013
58%
say having enough money to do and buy what I want is one
of the most important things to me at the moment
Only doing well in education / career is seen as more
importantof Gen Z have a job;
even a third of 16-18 year olds are
working
51%
69%
16-18 19-20 21-22 23-24
60%52%32%
56
47
CONFIDENTIAL

12. MTV Student of the Year
12 Yahoo Confidential & Proprietary

13. Bring expertise to their everyday
13
Q2.We’d like you to think about what is most important to you in your life right at this moment..
Q9. In general, how often, if at all do you do the following activities online?
Q14 & Q15. What is most important to you when using or consuming content online?
Base: UK (1043); EU5 (5364) - *comScore figures June 2013
29%
48%
say ‘learning and discovering new
things that interest me’ is one of the
most important things to me at the
moment
say ‘good content helps me be more
knowledgeable’
47%
4851
29
Often watch videos online to learn
new things or improve skills

14. #SpotifyCrew
14 Yahoo Confidential & Proprietary

15. Help them build their online identity
15
Q16. We are really interested in how technology impacts your life, how you use it and what it helps you to
do. On the next page are some statements which describe what some people have said about their lives and
technology. Please let us know whether this sounds like you or not!
Base: UK (1043); EU5 (5364)
Want content that ‘lets me
comment and share my
opinion’
26%
‘I share information with my
friends mainly because I want
to stimulate conversation or
comment’
say ‘online networks /
communities enable me to feel
part of something even if those
around me don’t share the same
interest’
28%
27%
23
27
21

16. 16 Yahoo Confidential & Proprietary
The Ultimate Gen Z currency

17. 3 core characteristics identify Gen Z
Possessing the
ability to extract
the meaning from
the noise
Let them
filter

18. Be authentic in the data you collect
18
Q16. We are really interested in how technology impacts your life, how you use it and what it helps you to
do. On the next page are some statements which describe what some people have said about their lives and
technology.
Base: UK (1043); 16-18(295); 19-20 (219); 21-22 (268); 23-24(261) EU5 (5364); DE (1087); ES (1004); IT
(1107); FR (1023)
28%
‘I prefer not to use websites that
require me to register or have a
username or password’
30
say its ‘important for me to have control
over what gets shared about me /
published online’
48% 48
56%
DE ES IT FR
33%36%55%
29%
DE ES IT FR
26%28%34%

19. Make content bite-sized & more frequent
19
Q14 & Q15. What is most important to you when using or consuming content online?
Remember by content we mean absolutely anything you read, watch, listen to or interact with online
Base: UK (1043); EU5 (5364)
43%
say its important content has
‘easy to digest information’
42
say its important content is
‘easy to access on the device
I’m using’
51%
51

20. 3 core characteristics identify Gen Z
Let them
optimize
Let them
rule
Let them
filter
Financially
challenging times
– act as a trusted
guide
Help leverage
knowledge and
creativity
There is no
down time
Brands need
to help
maximise
every moment
Reputation
online is
critical – be
authentic
Super-
personalised

21. Questions?
P a t r i c k H o u r i h a n H e a d o f R e s e a r c h N o r t h e r n E u r o p e , Ya h o o
h o u r i h a n @ y a h o o - i n c . c o m
C e l i a N o r o w z i a n D i r e c t o r , S e e d M a r k e t i n g
c e l i a @ s e e d m a r k e t i n g a g e n c y. c o m