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Understanding Gen Z UK

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As part of our Understanding Gen Z UK Webinar, we created a series of infographics illustrating some of our research.

The full version of this report, UNDERSTANDING GEN Z,
is available to download on nVision (for nVision subscribers).

The report - which includes analysis of Gen Z’s attitudes to technology, health, values and brands - is also available to purchase. For enquiries, please contact webinar@futurefoundation.net

Publicado en: Marketing, Empresariales
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Understanding Gen Z UK

  1. Understanding Gen Z UK Future Foundation
  2. 2 Gen Z | Gen Z defined here as aged 7-15, or born between 1999-2007 Source: nVision Research | Base: 1000 online respondents aged 7-15, GB, 2014 Taken from Future Foundation report, ‘Understanding Gen Z’, exploring where today’s kids are displaying interesting shifts in behaviour and attitude across various aspects of their lives GROWING UP: THE YEARN TO BE OLDER Wanting to be 18-24 BECOMING INDEPENDENT: AGE EFFECT Significant increase in freedom once children reach secondary school age Things allowed to do without a grown up Buy food to eat Use the internet Go shopping APPEARANCE AND SELF AWARENESS The need for recognition and peer validation significantly rises once children reach their teens “I like other people to be able to recognise the brands I wear” 7-11s 12-15s “I like to follow the latest fashion trends” THE FAMILY UNIT REMAINS STRONG Close to 90% of Gen Z regularly watch TV with their family In contrast, just over a ¼ of Gen Z claim to do sport with their family regularly FRAGMENTED FAMILY MEALTIMES A snapshot of growing up and family life in 2014 Gen Z who normally eat their evening meal with their… FOOD: AN OCCASION Roast dinner remains a staple meal for the majority of British families of children have a roast dinner at least once a week PLAYING SPORTS: AGE EFFECT What sports do you play (at least once a week) when you’re not at school? 7-11s 12-15s 46% 37% 50% 24% 43% 32% 33% 60% 7-11s | 12-15s Age 12 38% Age 15 55% 7-11s 12-15s 46% 62% 26% 43% “Which, if any, of the following do you regularly do together as a family/with your parents?” 62% 82% Dad Mum 88% 85% 80% 67% 66% 62% 61% 51% Watch television Eat meals together Go on family days out Watch DVDs Shopping Go for walks Go to the cinema Play board games 68% 17% 65% 55% 87% 12% 64%
  3. 3 GROWING UP: THE YEARN TO BE OLDER Gen Z defined here as aged 7-15, or born between 1999-2007 Source: nVision Research | Base: 1000 online respondents aged 7-15, GB, 2014 Taken from Future Foundation report, ‘Understanding Gen Z’, exploring where today’s kids are displaying interesting shifts in behaviour and attitude across various aspects of their lives Wanting to be 18-24 7-11s 12-15s 33% 60%
  4. 4 APPEARANCE AND SELF AWARENESS Gen Z defined here as aged 7-15, or born between 1999-2007 Source: nVision Research | Base: 1000 online respondents aged 7-15, GB, 2014 Taken from Future Foundation report, ‘Understanding Gen Z’, exploring where today’s kids are displaying interesting shifts in behaviour and attitude across various aspects of their lives The need for recognition and peer validation significantly rises once children reach their teens “I like other people to be able to recognise the brands I wear” Age 12 38% Age 15 55% “I like to follow the latest fashion trends” 7-11s 12-15s 46% 62% 26% 43%
  5. 5 THE FAMILY UNIT REMAINS STRONG Gen Z defined here as aged 7-15, or born between 1999-2007 Source: nVision Research | Base: 1000 online respondents aged 7-15, GB, 2014 Taken from Future Foundation report, ‘Understanding Gen Z’, exploring where today’s kids are displaying interesting shifts in behaviour and attitude across various aspects of their lives Close to 90% of Gen Z regularly watch TV with their family In contrast, just over a ¼ of Gen Z claim to do sport with their family regularly “Which, if any, of the following do you regularly do together as a family/with your parents?” 88% 85% 80% 67% 66% 62% 61% 51% Watch television Eat meals together Go on family days out Watch DVDs Shopping Go for walks Go to the cinema Play board games
  6. 6 FRAGMENTED FAMILY MEALTIMES Gen Z defined here as aged 7-15, or born between 1999-2007 Source: nVision Research | Base: 1000 online respondents aged 7-15, GB, 2014 Taken from Future Foundation report, ‘Understanding Gen Z’, exploring where today’s kids are displaying interesting shifts in behaviour and attitude across various aspects of their lives Gen Z who normally eat their evening meal with their… 62% 82% Dad Mum
  7. 7 BECOMING INDEPENDENT: AGE EFFECT Gen Z defined here as aged 7-15, or born between 1999-2007 Source: nVision Research | Base: 1000 online respondents aged 7-15, GB, 2014 Taken from Future Foundation report, ‘Understanding Gen Z’, exploring where today’s kids are displaying interesting shifts in behaviour and attitude across various aspects of their lives Significant increase in freedom once children reach secondary school age Things allowed to do without a grown up Buy food to eat Use the internet Go shopping 7-11s | 12-15s 17% 65% 55% 87% 12% 64%
  8. 8 FOOD: AN OCCASION Gen Z defined here as aged 7-15, or born between 1999-2007 Source: nVision Research | Base: 1000 online respondents aged 7-15, GB, 2014 Taken from Future Foundation report, ‘Understanding Gen Z’, exploring where today’s kids are displaying interesting shifts in behaviour and attitude across various aspects of their lives Roast dinner remains a staple meal for the majority of British families of children have a roast dinner at least once a week 68%
  9. 9 PLAYING SPORTS: AGE EFFECT Gen Z defined here as aged 7-15, or born between 1999-2007 Source: nVision Research | Base: 1000 online respondents aged 7-15, GB, 2014 Taken from Future Foundation report, ‘Understanding Gen Z’, exploring where today’s kids are displaying interesting shifts in behaviour and attitude across various aspects of their lives What sports do you play (at least once a week) when you’re not at school? 7-11s 12-15s 46% 37% 50% 24% 43% 32%
  10. 10 The full version of this report UNDERSTANDING GEN Z is available to download on nVision (for nVision subscribers). The report - which includes analysis of Gen Z’s attitudes to technology, health, values and brands - is also available to purchase. For enquiries, please contact webinar@futurefoundation.net
  11. LONDON | NEW YORK | STOCKHOLM

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