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Strategy Briefing
Make Way for Generation Z: Marketing to Today’s Tweens and Teens
71 pages, Feb 2011
US$2,600
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About This Report
New Report Guarantee
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
The new generation, encompassing today's tweens and teenagers, have never had it so good. Brand-conscious, tech-savvy, old before their years and equipped with generous incomes that are almost entirely discretionary, they are an increasingly attractive segment for marketers of all kinds of products, ranging from fashion and beauty to digital devices. This global report examines what makes Gen Zers tick and looks at their spending habits both now and in the future.
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Overview
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
What this report includes
- Top-level strategic analysis of how major consumer trends will influence global markets
- Consumer insight
- Impact across all relevant consumer markets
- Unique graphics and case studies
- Key market snapshots
- Accompanying presentation to synthesise main findings
Why buy this report
- Identify factors driving change now and in the future
- Understand motivation
- Forward-looking outlook
- Briefings and presentation should provoke lively discussion at senior level
- Take a step back from micro trends
- Get up to date estimates and comment
Delivery format
PDF/Word
Downloadable from MyPages
Want to find out more about this report?
Request more informationTable of Contents
Make Way for Generation Z: Marketing to Today’s Tweens and Teens
EXECUTIVE SUMMARY
Key Characteristics
Summary 1 Gen Z CharacteristicsDemographic Trends
Chart 1 Populations Aged 8-19 and % Growth 2004-2009Gen Zers as Consumers
Outlook
INTRODUCTION
Definitions
Summary 2 Consumer Groups 2010Profile of Generation Z
A diverse groupMaterialistic
Tech-savvy
A mind of their own
Desire to succeed
Getting older younger
Au fait with technology
Brand-aware
A sense of fairness
Community-orientated
Going out
Emerging markets lag behind
Chart 2 Generation Z Characteristics 2010
DEMOGRAPHIC TRENDS
Share of Population
Chart 3 Global Population by Generational Breakdown 2009Regional Trends
Asia-Pacific home to more than half of all 8-19 year-oldsYoung populations stagnate in developed regions
Chart 4 Regional Breakdown of 8-19 Year-olds 2009
Chart 5 % Growth in the Number of 8-19 Year-olds by Region 2004/2009
Chart 6 % Share Accounted for by 8-19 Year-olds by Region 2009
Country Trends
China’s one-child policy causes drop in young populationStrongest growth seen in Southeast Asia and Middle East
Table 1 Number of 8-19 Year-olds by Country 2004/2009
Table 2 Gen Zers as % Total Population by Country 2004/2009
MARKET DRIVERS
Purchasing Power
They’ve never had it so goodTweens exert pester power
Teenagers more independent
Income by country
Table 3 Average Gross Income of Population Aged 15-19 by Country 2004/2009
Attitudes towards Finance
Taking more controlImpact of recession
Teenage Employment
Youth unemployment on the riseCollege enrolment rates at an all time high
Table 4 Youth Unemployment 2004/2009
Age Compression
The KGOY phenomenonConcerns over the sexualisation of tweens
Children under pressure to conform
Parental Influence
Everyone’s a winner“Helicopter parenting”
Keeping a close rein
Generation Z and the Internet
Forever connectedThe net generation
Blogging declines in favour of social networking
Chart 7 Internet Use in the US by Age Group 2009
Social Networking
Facebook rulesPosting comments and sharing content become more popular
Table 5 Social Networking Activities in the US 2006/2007/2009
On-line Gaming
MMORPGsSocial gaming
Mobile Phone Use
Three quarters of American teenagers have mobilesChart 8 Teenage Mobile Phone Ownership in the US 2004-2009
Mobile phone usage rises among Asia’s youth
Adapting products to Gen Z
Cheaper smartphones rival iPhone
Leisure and Entertainment Patterns
Staying close to homeMusic streaming becomes the new radio
Gaming moves on-line
Table 6 The Global Market for Video Games 2005/2010
Developments in books and magazines
“Hanging out” at the mall
Celebrity Culture
Commercial opportunitiesSummary 3 Celebrity Fragrance Launches in 2010
Beauty and Hygiene
Self-conscious about hygieneSegmentation in skin care
Teen beauty on the rise
Parents have their say
Teen fragrances go upmarket
Table 7 The Global Market for Selected Beauty Products 2005/2010
Beauty services
Teen Fashion
Destination stores attract young shoppersDepartment stores fight back
Impact of recession
Surfer brands rule
Summary 4 Teenage Fashion Brand Preferences in the US 2009
Eating and Drinking Habits
Health versus junk foodChildhood obesity on the rise
Fragmented eating benefits snacks market
Savoury snacks become healthier
Backlash against carbonates
Table 8 The Global Market for Selected Food and Drinks 2005/2010
Stricter regulations for children’s food
Fast food remains popular
Table 9 The Global Market for Selected Consumer Foodservice 2005/2010
The problem of underage drinking and smoking
MARKETING TO GEN Z
The power of WOMReaction times speed up
Humour and transparency reign
Expert branders
Mobile marketing
Customisation is key
The power of licensing
MARKET SNAPSHOTS
Brazil
Population trendsChart 9 Brazil: Tweens/Teens Population Sizes and Growth 2004/2009/2014
Generation Z profile
Consumer market trends
Table 10 Brazil: Trends in Selected Categories 2005/2010
China
Population trendsChart 10 China: Tweens/Teens Population Sizes and Growth 2004/2009/2014
Generation Z profile
Consumer market trends
Table 11 China: Trends in Selected Categories 2005/2010
France
Population trendsChart 11 France: Tweens/Teens Population Sizes and Growth 2004/2009/2014
Generation Z profile
Consumer market trends
Table 12 France: Trends in Selected Categories 2005/2010
Germany
Population trendsChart 12 Germany: Tweens/Teens Population Sizes and Growth 2004/2009/2014
Generation Z profile
Consumer market trends
Table 13 Germany: Trends in Selected Categories 2005/2010
India
Population trendsChart 13 India: Tweens/Teens Population Sizes and Growth 2004/2009/2014
Generation Z profile
Consumer market trends
Table 14 India: Trends in Selected Categories 2005/2010
Japan
Population trendsChart 14 Japan: Tweens/Teens Population Sizes and Growth 2004/2009/2014
Generation Z profile
Consumer market trends
Table 15 Japan: Trends in Selected Categories 2005/2010
UK
Population trendsChart 15 UK: Tweens/Teens Population Sizes and Growth 2004/2009/2014
Generation Z profile
Consumer market trends
Table 16 UK: Trends in Selected Categories 2005/2010
US
Population trendsChart 16 US: Tweens/Teens Population Sizes and Growth 2004/2009/2014
Generation Z profile
Consumer market trends
Table 17 US: Trends in Selected Categories 2005/2010
FUTURE OUTLOOK
Trends to Watch
Entering new life phasesGen Z in the workplace
The age of frugality
Gen Zers in developing markets will be better off
A generation saddled with debt
A digital future
Computing will become more mobile
Changing the way we communicate
Social networking
Gaming will move on-line
The shift towards on-line shopping
The future of marketing to Gen Z
The emergence of Generation Alpha
Forecast Demographic Trends
Table 18 Forecast Number of 8-19 Year-olds by Country 2009/2014Table 19 Share of 8-19 Year-olds by Country 2009/2014
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.