2024年Z世代报告：数字原住民想要什么？

What DigitalNatives Want Gen Z Report 2024 Gen Z is AllGrown Up! Gen Z, a generation that has intrigued both older generations andmarketers, now accounts for more than 26% of the global population1,with its eldest members turning 27 this year. Gen Z by Region in 2024 It seems for the last 10-15 years, we have beentalking about the new generation that will oneday overtake Millennials as the most importantgeneration as it relates to advertising andconsumer consumption. While it seeminglyhappened overnight, that generation has fullyarrived. It is estimated that by 2030, Gen Z’sspending power will balloon to $12T2and willbecome the largest generation in recordedhistory. differences are not confined to race andethnicity as they seemingly reject pre-existingcultures and societal norms to form their veryown unique groups and styles. Gen Z is no longer the tweens and teensrelying on their parents but instead the mostpowerful consumer force globally. In the 2024addition of the TelmarHelixa Gen Z Report,we will explore this cohort from all angles ona global scale. Who are they? Where do theycome from? Where do they shop? Whatdo they do for fun? How do they differ fromprevious generations? And, most importantly,what has changed as they have matured? In addition to their size and spending power,Gen Z is also the most diverse generation,with 50% of its members coming fromsundry racial and ethnic backgrounds. Their Inside 17When Gen Z Goes Online18Gaming Is No Longer a Hobby.It Is a Lifestyle.19Connect Through Gaming20The Gaming Ecosystem21A Tale of Two Countries:Gen Z in the US vs. GB22Gen Z Great Britain23Gen Z: A Connected World24Gen Z: Rest of the World25A Generation Apart, Around the Globe26Top Apps: Gen Zs Preferences byCategory27Methodology 4What’s Hot, What’s Not5Are We Really Brining Back the ‘90s?6Top Purchase Considerations7Top Social Issuesfor Gen Z8Gen Z Top Five Persona Segments in 20249Influencing a Generation10The Influence of Influencers11Who’s influencing Gen Z?12Where Gen Z is Shopping13Meet Gen Z at Their Passion Points14Where Oh Where Could Gen Z Be?15When Gen Z Streams16Surfing the Web…It’s Still a Thing! What’s Hot What’s Not Health Conscious 0.21x Affinity:Helixa proprietary statistical calculations that measures the level engagement of the target audience asit relates to a given base population. Affinity score is based on a 1.00x index scale, which represents the averageconsumer as it relates to the base population. Are We Really BriningBack the ‘90s? In our 2022 version of the Gen Z report, wefirst noticed the importance of nostalgia forthis audience. While interesting, nostalgia isnot unique to the Gen Z audience. The globalCOVID-19 pandemic changed all consumerbehavior and habits. Perhaps most notably,many people stuck at home turned to familiarhobbies and comforts, seeking ways to cope with boredom or, in some cases, the need for a senseof familiarity and comfort. Does Gen Z truly havea nostalgic appreciation for things from the past?Or were they following the global trend of thetime? It turns out that yes, Gen Z, despite being bornbetween 1997 and 2012, is in love with the 90s. of Gen Zers in the US state they buythe brands they grew up with andtheir that parents used.47% Top Gen Z Nostalgia Items by Relevance Relevance:TelmarHelixa proprietary statistical calculation that identifies the most engaged items in a given categoryas it relates to your audience. Top PurchaseHolding Onto Gen Z’s Attention Considerations Gen Z vs Millennial Considerations Gen Z I buy the brands I grew up with I often seek advice from others when it comes to purchase decisions I tend to make impulse purchases Top Social Issuesfor Gen Z Human Rights, Ethnic & Identity Groups Charity, Philantrophy & Poverty Medical & Health Organizations Religion & Beliefs Environmental Organizations Gen Z Top Five PersonaSegments in 2024 Segments represent the five largest audience segments among Gen Z per TelmarHelixa Discover2024. Listed are the top five attributes and lifestyles each segment has in common by relevance.. Fashion Foodies Competitors Activists Punk MusicFootwearFast FoodSkateboardingDance Music Women’s ClothingFootwearCoffee HousesPizzeriasFast Casual Sports Video GamesFootwearAthletic ApparelSporting GoodsGame Platforms DedicatedGamers EntertainmentJunkies Action & Adventure GamesRecord LabelsWomen’s ClothingMake-UpAnime Shows Shooter Video GamesAction & Adventure Video GamesESports LeaguesComputer HardwareSoft Drinks Relevance:TelmarHelixa proprietary statistical calculation that identifies the most engaged items in a given categoryas it relates to your audience. Influencing aGeneration Gen Z, which has famously rejected alcoholic beverages — Gen Z drinks20% less alcohol than millennials3, find themselves under the influence ofcelebrity culture. The global influencer market as of 2024 is $16.5B and is expected to reach $200B by 20324. Largelydriven by the digital-f