{"id":4828,"date":"2018-10-24T15:52:20","date_gmt":"2018-10-24T15:52:20","guid":{"rendered":"https:\/\/genhq.com\/?p=4828"},"modified":"2022-08-13T05:45:17","modified_gmt":"2022-08-13T05:45:17","slug":"state-of-gen-z-2018-research-findings","status":"publish","type":"post","link":"https:\/\/genhq.com\/state-of-gen-z-2018-research-findings\/","title":{"rendered":"\u201cThe State of Gen Z<sup>\u00ae<\/sup> 2018\u201d Research Findings"},"content":{"rendered":"<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-4829\" src=\"https:\/\/genhq.com\/wp-content\/uploads\/2018\/10\/State-of-Gen-Z.gif\" alt=\"\" width=\"870\" height=\"500\" \/><\/p>\n<p>Our <span style=\"text-decoration: underline;\">new national study titled \u201cThe State of Gen Z<sup>\u00ae<\/sup> 2018,\u201d<\/span> found that Gen Z, ages 13-22, is redefining who is influential in today\u2019s marketplace. Rather than hanging posters of TV celebrities or athletes on their bedroom wall, Gen Z is following influencers on social media, and marketers need to urgently shift their efforts accordingly. In fact, the research found that 46% of Gen Z currently follows more than 10 online influencers (and 10% of Gen Z follow 50 or more!). It\u2019s the online words\u2014or video posts\u2014of these digital influencers that matter most to this mobile-only generation.<\/p>\n<p>According to the study, Gen Z expects to interact with brands on social media and is doing so in greater numbers than Millennials. The research uncovered that 73% of Gen Z follow at least one brand on social media compared to 64% of Millennials, and 52% of Gen Z follow three brands or more. In addition, Gen Z prefers to interact with companies via Instagram rather than the Millennial-preferred Facebook or Twitter. The Center\u2019s research has also found that influencer-created\u00a0<a href=\"\/how-does-gen-z-actually-use-youtube\/\" rel=\"noopener\"><span style=\"text-decoration: underline;\">how-to videos on YouTube<\/span><\/a>\u00a0are especially effective for engaging Gen Z consumers. By aligning with the right social media influencers, brands gain immediate and powerful access to reach Gen Z through these platforms.<\/p>\n<p><span style=\"text-decoration: underline;\"><a href=\"https:\/\/jasondorsey.com\/\" target=\"_blank\" rel=\"noopener\">Jason Dorsey<\/a>,<\/span> President of The Center for Generational Kinetics and Gen Z expert, said \u201c95% of Gen Z own a smartphone and over half of the generation use it more than five hours per day. This is their lifeline, and social media is their means to connect and learn about what they like and want. The \u2018stars\u2019 of this generation are not those seen on TV or at a big-time concert hall, they\u2019re the people who Gen Z follow every day on their smartphone or tablet.\u201d<\/p>\n<p>Dr. Denise Villa, CEO, added, \u201cWhether an online influencer\u2019s following is ten thousand or ten million, these online personalities make an immediate impact on this generation\u2019s brand loyalty and purchasing decisions. Companies need to embrace this approach, and leverage it as part of their marketing efforts, because Gen Z will ditch the companies that don\u2019t keep up.\u201d<\/p>\n<p>Visit\u00a0<span style=\"text-decoration: underline;\">GenHQ.com\/Generation-Z-Research-2018<\/span>\u00a0to learn more about the study\u2019s findings and download the complete Gen Z whitepaper. Researchers Jason Dorsey and Denise Villa, Ph.D. are available for comment.<\/p>\n<p><strong>The Center for Generational Kinetics\u00a0<\/strong>is the #1 Gen Z and Millennial research, speaking, and consulting firm. Their team of Ph.D. researchers work with more than 160 clients annually to solve generational challenges, from marketing to Gen Z and selling to Millennials or employing multiple generations. The Center helps clients through original research, consulting, and keynote presentations. The Center\u2019s clients range from automakers and financial services to retailers, CPG, private equity, and global technology companies. The work of The Center\u2019s co-founders to explore and bridge generations has been featured in hundreds of media outlets, from\u00a0<em>60 Minutes<\/em>\u00a0and the\u00a0<em>BBC<\/em>\u00a0to\u00a0<em>The Washington Post and The New York Times<\/em>. <strong>Learn more about us and access the new Gen Z research findings at\u00a0<span style=\"text-decoration: underline;\"><a href=\"\/the-generations-hub\/state-of-gen-z\/\">https:\/\/genhq.com\/annual-gen-z-research-study\/<\/a><\/span><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Our new national study titled \u201cThe State of Gen Z\u00ae 2018,\u201d found that Gen Z, ages 13-22, is redefining who is influential in today\u2019s marketplace. Rather than hanging posters of TV celebrities or athletes on their bedroom wall, Gen Z is following influencers on social media, and marketers need to urgently shift their efforts accordingly. [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":4829,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16,22],"tags":[],"class_list":["post-4828","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-igen-and-gen-z","category-research-findings"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u201cThe State of Gen Z\u00ae 2018\u201d Research Findings - The Center For Generational Kinetics<\/title>\n<meta name=\"description\" content=\"The 2018 State of Gen Z\u2122 report uncovers new, never-before-seen data on Gen Z as consumers, employees, and trendsetters. This original research has never been more important, as Gen Z is poised to replace Millennials as the generation that leaders, journalists, and influencers must understand.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/genhq.com\/state-of-gen-z-2018-research-findings\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201cThe State of Gen Z\u00ae 2018\u201d Research Findings - The Center For Generational Kinetics\" \/>\n<meta property=\"og:description\" content=\"The 2018 State of Gen Z\u2122 report uncovers new, never-before-seen data on Gen Z as consumers, employees, and trendsetters. 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