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The
purpose
of
this
magazine
is
to
provide
a
glimpse
into
the
world
of
teens
in
the
US
through
the
lens
of
what
they
find
cool.
Cool
is
an
indication
of
what
people
pay
attention
to,what
gets
them
excited,
and
can
often
act
as
a
manifestation
of
their
hope
and
dreams.
Unlikemillennials,
this
group
is
ambitious,
engaged,
and
feel
like
they
can
change
the
world.
For
Generation
Z,
what’s
cool
is
also
a
representation
of
their
values,
their
expectations
ofthemselves,
their
peers,
and
the
brands
they
hold
in
the
highest
regard.
What
you’re
looking
at
is
proprietary
research
conceived
and
executed
by
the
Brand
Team
for
Consumer
Apps
at
Google.
We
hope
it
serves
as
glimpse
into
the
minds
ofthe
most
informed
and
connected
generation
yet—Gen
Z.COOLBOOK@GOOGLE.COM.Generation
Z
includes
those
born
between
the
mid-1990s
to
early
2000s,
however
this
research
is
focused
on
13-17
year
olds.#OF
TEENS-Estimated
60
million1,2-More
than
a
quarter
(25.9%)
of
the
US
population3PURCHASING
POWER/
WALLETSHARE-$44B
in
the
US
annually4-But
it
could
be
closer
to
$200B
annually
when
you
factor
in
their
influence
on
parentalor
household
purchases5DEFINING
COOL..........................................................................................................2TECHNOLOGY..............................................................................................................................................3SOCIAL
MEDIA..........................................................................................................................................4BEAUTY,
CLOTHES
&
FASHION............................................................................................................5CELEBRITIES
&
MUSIC.........................................................................................................................6VIDEO
GAMES
&
MEDIA
ENTERTAINMENT....................................................................................7SPORTS,
FOOD
&
DRINK,
READING
&
KNOWLEDGE...................................................................8BRANDCOOLNESS..................................................................................................9GEN
Z
BRAND
OPINIONS....................................................................................................................11MILLENNIALS
BRAND
OPINIONS.......................................................................................................13GEN
Z
VS.
MILLENNIALS.....................................................................................................................15GOOGLE
DIFFERENCES..........................................................................................................................17OTHER
BRANDS...................................................................................................................................19WRAP
UP........................................................................................................................................21THOUGHT
STARTERS.....................................................................................................................22METHODOLOGY.......................................................................................................................................23FOOTNOTES............................................................................................................................................24Gen
Z
has
an
enlightened
definition
of
what
it
means
to
becool.GENDER
DIFFERENCES:Research
suggests
males
and
females
decide
what’s
cool
in
different
ways.Male:
More
likely
to
be
persuaded
something
is
coolby
fads/friends.Female:
More
likely
to
determine
something
is
coolbased
on
how
it
makes
them
feel.The
activities
they
think
are
cool
represent
their
generational
power
struggle
between
technology
andRL
(real
life).Teensfeelsomethingiscoolifit’sunique,impressive,interesting,amazingorawesome.Somethingbecomes“cool〞whenitbringsjoyorhappinessorisuniqueenoughtostandoutfromeverything.12Smartphones,
all-things
iOS,
and
VR/Augmented
Reality
are
the
coolest
things
in
tech.MOBILE
IS
STILL
KING“I
think
that
thenew
VRheadsets
likethe
OculusRiftcool.thator
HTC
Vive
areThey
are
doingreallythingspreviously
weren’tpossible.〞-Male,
16,
MA,UrbanSOCIAL
MEDIA
IS
FOR
CONSUMING
AND
CONNECTING,
NOT
SHARING.Snapchat,
and
are
the
coolest
platforms.
is
still
a
daily
habit
for
most
teens
for
consumption
and
stalking,
but
they
rarely
post
and
it’s
not
seen
as
cool.Snapchat
gives
a
medium
to
connect
with
friends
in
a
fun
way,
without
having
to
worry
about
them
sharing
your
thoughts
(unless
they
screenshot!).-
Female,
17,
GA,
SuburbanSnapchatTwitterMale
46.6%35.9%57.6%51.9%44.0%9.0%468Female
66.7%34.9%47.7%67.9%40.3%45.4%532SOCIAL
MEDIA
USAGE
BY
GENDER
GENDER BREAKDOWNFacebook
Google+
PinterestTotal:43.6%
ANDROIDMALE4.9%
OTHER38.6%
iOS2.5%WINDOWS10.4%
DON’TUSE
A
SMARTPHONEFEMALE46.2%
iOS38.8%
ANDROID2.8%
OTHER3.6%WINDOWS8.7%
DON’TUSE
A
SMARTPHONE42.3%
iOSTOTAL3.1%WINDOWS3.9%
OTHER9.6%
DON’TUSE
A
SMARTPHONE41.3%
ANDROID34GEN
Z
SMARTPHONE
OWNERSHIPSource:Google/YouGovweb-based,U.S.,PollingPointpanel:n=1,100respondentsage13-17,June2021.%
OF
GEN
Z
ON
EACH
PLATFORMSource:Google/YouGovweb-based,U.S.,PollingPointpanel:n=1,100respondentsage13-17,June2021.IT’S
COOL
TO
BE
YOU.
BEING
BEAUTIFUL
IS
BEING
YOURSELF.But,
teens
also
acknowledge
that
appearance
is
another
way
to
be
‘beautiful’
and
their
favorite
brands
to
help
them
do
that
include:
MAC,Clinique,
NARS,Maybelline,
Neutrogena,
Tarte,
and
Too
Faced.“Confidence
is
beautiful.
Or
having
emotional
strength
andintegrity.
Beauty
isn’t
just
someone’s
outward
appearance.-Female,17,NC,Suburban〞SHOES
ARE
THE
CURRENCY
OF
COOL
FOR
GEN
Z.Teens
are
obsessed
with
shoes.
Within
the
clothes/fashion/
beauty
category
almost
30%
of
the
responses
of
what
is
cool
were
‘shoes.’
To
Gen
Z,
the
top
3
coolest
shoe
brands
are
Jordan,
Converse,
and
Vans.MUSICIANS
TOP
THE
CHARTS
OF
COOL
CELEBRITIES.
CELEBRITIES
THATARE
PHILANTHROPIC
AND
GENUINE
ARE
THE
COOLEST.Most
mentioned
celebs:TEENS
THINK
MUSIC
THAT
MAKES
THEM
‘FEEL’
SOMETHING
IS
COOL.Gen
Z
would
rather
listen
to
music
than
make
it,
but
many
teenage
boys
areinterested
in
making
music.
Teen
Playlist
would
include
a
mix
of
newer
artists
with
a
few
oldies:TwentyOnePilotsBeyonceDrakeThe
BeatlesPanic
at
the
Disco
Coldplay
(yeah,
yeah...we
know)Fall
Out
BoyArianaGrandeSelena
GomezChance
the
RapperEmmaWatsonSteph
Curry56TEAM
SPORTS
ARE
THE
COOLEST
AND
MOST
COMMONWAY
FOR
GEN
Z
TO
CONNECT
IRL,
AND
SERVES
AS
THE
ANTIDOTE
TO
TECH-OVER-KILL.
TEENS
LOVE
SPORTS
FORTHEIR
TEAMWORK,
COMPETITIVENESS
AND
THE
RELAXING
OUTLET
THEY
PROVIDE.Football
and
Basketball
are
the
most
watched
sports
by
teens,
but
Soccer,Basketball
and
Running/Track
are
the
most
played
sports.GEN
Z
IS
THE
MOST
AWARE
GENERATION
IN
RECENT
HISTORY,
SOIT’S
NO
WONDER
MOST
TEEN
BOYS
SEE
VIDEO
GAMES
AS
A
COOL
ESCAPEFROMREALITY.Video
games
were
on
top
of
the
coolness
scale
for
boys.
They
think
video
games
are
cool
not
only
for
their
storylines,
wide
variety,
and
ability
toescape
to
a
virtual
reality,
but
also
for
the
ability
to
connect
with
friends.MOST POPULAR GAMES:—THE LEGEND OF ZELDA—COD BLACK OPS—GRAND THEFT AUTO—POKEMON—MINECRAFT—CS:GOREAL-TIME
MEDIA
IS
A
MUST.STREAMING
VIDEO
AND
MUSICBRANDS
ARE
AT
THE
TOP
OF
THE
LIST
OF
OF
COOL
FOR
GEN
Z,
WHO
EXPECTAND
AVIDLY
CONSUME
ON-DEMAND
INFORMATION
AND
ENTERTAINMENT.TOP 4 COOLEST STREAMING
MEDIA PLATFORMS:YOUTUBENETFLIXSPOTIFYHULUGEN
Z
MAY
BE
THE
MOST
EVOLVED
GENERATION,
BUT
THEY’RE
STILL
PIMPLY
TEENAGERS
WITH
CRAVINGS.According
to
teens,
pizza,
Oreos,
chips,
and
ice
cream
are
cool.
Teens
lovejunk
food
and
get
almost
17
percent
of
their
calories
from
fast
food.6YOUDO
YOU!
THERE
ARE
NO
AIRS
AMONGST
GEN
Z
—
READING
IS
RIGHT
UP
THERE
WITH
VIDEO
GAMES
AS
THE
COOLEST
ACTIVITIES.
TEENS
LOVE
LEARNING
AND
KNOWING.78AND
THE
TOP
10T
BRANDS(DRUM
ROLL
PLEA01.
YouTubeNetflixgooglexboxoreoGoProPlaystation08.osNIKEchr“WhenIthink“cool〞Iimaginecompaniesthat
do
great
things
for
customers/employees
or
beautiful/unusual
products.-Female,
17,
UT,
Urban〞910Brand
Coolness
by
Aided
AWARENESS:
GEN
Z1,100
TEENS
(13-17)
WERE
ASKED
TO
RANK
122
BRANDS
BASED
ON
HOW
COOL
THEY
ARE.
HERE’S
WHAT
THEY
SAID:10.07.55.02.50.0456789Least
Coolmost
CoolLEASTAWAREMOSTAWAREWhatsappThe
Wall
Street
JournalViceMcDonaldsSprintYahooPeopleTMZNexusVirgin
AmericaQuicksilverLineFacebook
MessengerRed
BullJ.C.
Penney
ESPNAT&TDellAxePinterestNeutrogenaLevi’sLG
CorporationUnited
AirlinesEA
SportsSouthwestLyftNordstromSunglass
HutLuLulemonFacebookWendy’sWalmartUberHPCostcoAbercrombieVerizonDoveHondaKellogg’sChipotleEbayOldSpiceKraftOldNavyPumaPizza
HutToyotaSonyTwitterKool-AidChevroletFordVineNestleBest
BuyWiiVictoria’s
SecretLegoBeats
by
DreCalvin
KleinHBOBuzzfeedForever
21Under
ArmourPoloHollisterUrban
OutfittersBurt’s
BeesBoseH&MChanelAsusOakleyOPIZaraPatagoniaUniqloSamsungPepsiDisneyAndroidHuluTargetDominosStarbucksMicrosoftCoca-ColaNintendoAdidasAudiPinkMACIN-N-OUTNestInstagramSnapchatChik-Fil-AAmazonGatoradeBMWSpotifyVansConverseJordanTeslaSupremeAppleDoritosPlaystationXboxOreoChromeGoProGoogleNetflixYouTubeNike1112BRAND
COOLNESS
BY
AIDED
AWARENESS
-
MILLENIALSBrand
Coolness
by
Aided
AWARENESS:Millennials
(18-24)10.07.55.02.50.0456789Least
Coolmost
CoolLEASTAWAREMOSTAWARESprintThe
Wall
Street
JournalPeopleTMZYahooAxeAbercrombieWhatsappUnited
AirlinesSouthwestSunglass
HutAsusNexusVirgin
AmericaLuLulemonLineMcDonaldsAT&TESPNVerizonKellogg’sUrban
OutfittersViceQuicksilverLyftNordstromOldNavy HondaJ.C.
PenneyNestleDellOldSpiceKraftHollisterEA
SportsLG
CorporationHPVineFacebook
MessengerTwitter DoveWalmartPepsiEbayToyotaFordWiiBest
BuyNeutrogenaChipotleCalvin
KleinCostcoBuzzfeedForever
21Chik-Fil-APinterestHuluBeats
by
DreH&MBurt’s
BeesChanelMACZaraNestSupremeFacebookWendy’sPizza
HutCoca-ColaSonyNintendoLegoAndroidStarbucksMicrosoftAdidasBoseIN-N-OUTOPIPatagoniaUniqloXbox TargetLevi’sUberChevroletVictoria’s
SecretVansUnder
ArmourOreoHBOChromeSamsungInstagramPlaystationSnapchatAppleAudiBMWConverseSpotifyTeslaAmazonNikeNetflixGoogleYouTube1314800
MILLENNIALS
WERE
ASKED
TO
RATE
THE
SAME
BRANDS
ON
COOLNESS.
THERE
WERE
SOME
SURPRISING
DIFFERENCES:1516MILLENNIALS AND GEN Z HAVE DIFFERENT IMPRESSIONS OF GOOGLE:TO MILLENNIALS:Google = serious + functionalTO GEN Z:Google = fun + functionalTo
teens,
means
having
all
the
information
you
could
ever
need
at
your
fingertips,
which
is
remarkable.
Teens
also
think
is
cool
because
it
is
popular
(search
engine),
innovative
(self
driving
cars,
glass),
creative
Doodles
and
easter
eggs)
and
has
good
values.SEeffective
ARCHmoney
POPULARefficient
easyCHROME
international
IMAGESpracticalcorporation
simple
technologyfunusefulHELPFULresourcefulgreat
coolgoogle
playpictures awesomeinformation
FASTquickmailuniquevideosGoogle colorfulAMAZING
search engineinterestingwikipediaAndroidquestionsconvenientSEARCHbrowseramazing
search
engine FASTwebsitequick
engine
helppicturesdrivefunsearchingdon’t
go
on
the
dark
side
of
itandroidawesomepopularinnovativeSMART
good
information
efficient
best
search
engineresearchYouTubecreativeimagestranslateGooglesimpleWikipediahomeworkresourcefulniceINTERNETWORD ASSOCIATION...MillennialsTeens:1718“Googleisreallycoolbecauseitisaninnovator.Atrendsetter.Googleisnotonlyapowerfulsearchengine,butgreatateverythingitdoes,fromemailtodocuments.Googleproductsareeasytouseandworkwell.Asacompany,Googlealsostandsforeducationandcreativity,shownbythesciencefairsanddoodlesconteststheyhost.〞-
Female,
17,
FL,
Suburban#netflixandchillishowteens...um…‘connect.’Netflixiscoolbecauseitwelliswellused,wellloved,pricedandwellstocked.TeensOreos!becausegocrazyforcoolOreosareofthevarietyofdeliciousflavorsand
thecute/funnymarketing.YouTubevarietyis
coolbecauseofitsandbreadthof
videos.FromDIYtomakeuptutorialstonews,YouTubekeepsGenZconnectedandisinrighttheknow.Thepricetoo!Finding information quickly
is important to busy Gen Z.They
think Chrome is
cool because
it’s fast,
reliable and easy
to use.1920Gen
Z
never
knew
the
world
before
the
internet
-
before
everything
you
could
ever
need
was
one
click
away.
They
never
knew
the
world
before
terrorism
or
global
warming.As
a
result,
Gen
Z
is
the
most
informed,
evolved,
and
empathetic
generation
of
its
kind.
They
value
information,stimulation,
and
connection,
evident
by
their
affinity
for
YouTube,
Google,
and
Netflix.They
also
have
high
hopes
for
the
brands
they
choose.
From
Nike
to
X-Box,
they
expect
big
things.
As
professionals,
we
should
see
this
as
our
challenge—to
live
up
to
the
standard
Gen
Z
has
set
for
us
and
to
continue
to
inform,
inspire,
and
create
products
and
marketing
that
facilitate
the
world
in
which
they
want
to
live.LET’S NOT STOP HERE! Ask yourself:Whatsurprised
you
and
why?What
are
you
dying
to
know
more
about?Are
there
any
ways
you
can
use
this
information
to
evolve
your
currentwork
efforts?What
did
we
miss?
Are
there
any
categories
you
would
have
included?5
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