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To develop this report we conducted three phases of activity using a mixed approach of both quantitative and qualitative analysis.
The first phase was a contextual desk research study to understand key themes on Generation Z understanding in 2023. We engaged with output from thought leaders and reports from large scale global marketing studies. This provided a level of context to inform the later phases.
The second phase looked at generational differences in digital behaviour. A sample of the UK population was surveyed with 10 data points to determine
alignment between different generations present in the UK population.
This phase was facilitated by YouGov and, as per their terms has not been published directly, but used to inform later phases.
The third phase was a narrow-targeted survey of 350 18-25 year olds in the UK, all sourced and screened for eligibility and geographic representation. Each respondent completed a 60 data point survey. This enabled attitudinal segmentation and qualitative responses around the audiences understanding of brand experiences in the UK.
How Pew Research Center will report on generations moving forward
Hubspot: The Ultimate List of Marketing Statistics for 2024
GWI: The ultimate social media trends report
Statista: Consumer electronics device ownership among Generation Z
The Atlantic: The Elite College Students Who Can’t Read Books
Vogue business: Rewriting the Gen Z playbook
The Drum: Kamala memes won the reach game but did they say enough? Or anything?
NY Ad Week 2024: Gen Z Hates Your Ads
Fast Company: TikTok teens are choosing colleges based on which campus offers the best video background
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For fullness, here are all
direct references
Fast Company: Gen-Z’s top car must-haves: comfort and CarPlay
Forbes: Why User-Generated Content Is Winning
Reddit blog and Gen Z channel
eMarketer: Gen Z loves podcasts
IFS: Past 15 years have been worst for income growth in generations
Tech Jury: How Many Videos are Uploaded to TikTok Daily
Bulbshare: Ad blockers and advocacy
WYZ Owl: YouTube Stats: Everything You Need to Know In 2024a
Sources