Generation Z and high school students in particular, are a coveted consumer segment for brands. Making up about a quarter of the U.S. population, they spend approximately
$44 billion in the US. For brands and marketers interested in reaching and connecting with teenagers in high school today, young adults between the ages of 13-18, here are some healthy insights:
- Gen Z is the most ethnically diverse generation in US history. Nearly half, or 47% of this generation are ethnic minorities.
- Over half of Gen Z wants jobs that impacts the world and 76% are concerned about humanity’s impact on the planet.
- They are digital natives, and mobile first consumers. They are two times more likely to shop via mobile devices than on desktop.
- Their media consumption habits are significantly different: they watch between two and four hours of YouTube a day, but consume less than an hour of traditional TV a day.
- They are the heaviest users of digital apps like Snapchat and Instagram, spending between 3 and 4 hours a day on these social media apps
- They use Facebook sparingly, less than 15 minutes a day.
- Their attention span is 33% shorter than Millennials; if brands want to capture their attention, they will have just 8 seconds to do it.
- They are three times more likely to open a chat message through a push notification, and find email to be an outdated communications method
- Young adults between the ages of 13 – 18 are among the earliest adopters of ad blocking software. Privacy is one of their top concerns.
- 2 out of 3 young adults prefer to see real people in ads, rather than celebrities, but if brands do select celebrities, teens prefer YouTube or social media celebrities.