Z世代（13到17岁）网络行为新洞察（英文）.pdf

Generation Z New insights into the mobile-first mindset of teens Methodology To help marketers better understand the digital behaviors of GenZ (13- to 17-year-olds), and how they compare to older generations, Google and Ipsos teamed up for this research report. Format Survey via online panels by Ipsos Population Sample representative of online population 13 to 17 (classified as all teens), 18 to 24 (classified as young adults), 25 to 34 (classified as adults). Sample Size 2,013 Market U.S. Fielding Date August 2016 Key Findings 1 First phones are 2 Video rules 3 GenZ are mobile 4 GenZ stays a major milestone. on mobile. shoppers. connected. Getting a phone is one of the Across all age groups, more Two in three teens make GenZ craves connections with most important life events for time is spent watching online purchases online and of those, others--and not just in person. GenZ. And they are younger than video on their phones than any more than half are making Texting is the preferred way to ever when they get them. Today’s other smartphone activity, but purchases on their phones. connect with others, followed by teens got their first phone when teens watch the most. Seven in messaging apps. they were around 12. 10 teens say they spend more than three hours per day watching mobile video. GenZ represents a large—and valuable—segment of the population 26%