美国Z世代广告营销市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS

&

BRANDSAdvertisingandmarketingtoGenerationZintheUnitedStatesCHAPTER

01DemographicprofileResidentpopulationintheUnitedStatesin2022,bygeneration(inmillions)U.S.populationbygeneration2022807060504030201072.2469.5868.5965.3738.5518.290.670TheGreatestGeneration(bornbefore1928)TheSilentGeneration

TheBabyBoomerGenerationX(born1965-1980)TheMillennialGeneration(born1981-1996)GenerationZ(born1997-2012)GenerationAlpha(born2013-2022)(born1928-1945)Generation(born1946-1964)4Description:MillennialswerethelargestgenerationgroupintheU.S.in2022,withanestimatedpopulationof72.24million.Bornbetween1981and1996,MillennialsrecentlysurpassedBabyBoomersasthebiggestgroup,andtheywillcontinuetobeamajorpartofthepopulationformanyyears.ReadmoreNote(s):UnitedStates;AsofJuly1,2022Source(s):USCensusBureauNumberofhouseholdsintheUnitedStatesin2021,bygeneration(inmillions)U.S.households,bygeneration20215045403530252043.6235.4135.0313.46151056.070TheSilentGeneration(born

TheBabyBoomerGeneration

GenerationX(born1965-1980)

TheMillennialGenerationbefore1946)

(born1946-1964)

(born1981-1996)GenerationZ(born1997andlater)5Description:In2021,about35.41millionhouseholdswereledbyamemberofGenerationXintheUnitedStateswhile35.03millionwereledbyMillennials.ReadmoreNote(s):UnitedStates;2021Source(s):BureauofLaborStatisticsMeanannualhouseholdexpendituresintheUnitedStatesin2022,bygeneration(inU.S.dollars)U.S.annualhouseholdexpenditures2022,bygeneration100,00090,00080,00091,38274,78272,96766,36270,00060,00050,00040,00030,00020,00010,000052,00547,975TheSilentGeneration(bornbefore1946)TheBabyBoomerGeneration(born1946-1964)GenerationX(born1965-1980)TheMillennialGeneration(born1981-1996)GenerationZ(born1997andlater)Allhouseholds6Description:In2022,theaverageexpendituresinahouseholdledbyaMillennialintheUnitedStatescameto74,782U.S.dollarsperyear.TheonlygenerationwithhigherexpenditureswerehouseholdsledbysomeonefromGenerationXwitharound91,382U.S.dollarsperyear.ReadmoreNote(s):UnitedStates;2022Source(s):BureauofLaborStatisticsShareof21-year-old'swhohadcompletedvariousmajorlifemilestonesintheUnitedStatesin1980and2021Shareof21-year-old'swhohadcompletedvariousmajorlifemilestonesU.S.1980-202121-year-oldsin198021-year-oldsin202170%64%62%60%50%40%30%20%10%0%51%42%39%32%25%18%6%6%Full-timeworkHomeindependentofparentsFinancialindependenceMarriageChildinhousehold7Description:IntheUnitedStates,21-year-old'sin2021werefoundlesslikelythan21-year-old'sin1980toreachmajorlifemilestones,suchasmovingoutofthefamilyhomeorgettingmarried.While64percentof21-year-old'sin1980wereworkingfull-timejobs,only39percentof21-year-old'sin2021sharedthistrait.ReadmoreNote(s):UnitedStates;1980and2021Source(s):PewResearchCenterPartyidentificationintheUnitedStatesin2022,bygenerationU.S.partyidentification2022,bygenerationIndependentDemocratRepublican120%100%80%60%40%20%0%17%31%21%27%30%27%35%32%39%35%52%52%44%33%26%GenerationZ(born1997-2012)

Millennials(born1981-1996)GenX(born1965-1980)Boomer(born1946-1964)Silent(born1928-1945)8Description:SupportforthetwopoliticalpartiesintheUnitedStateshaswanedoverthegenerationswiththeshareofindependentsincreasingdramaticallybetweenthesilentgenerationandmillennialgeneration.SupportfortheRepublicanPartyinparticularhaswanedwithyoungergenerations.TheGOPenjoyed39percentofsupportfromthesilentgeneration,butonly17percentofgenerationZin2022.ReadmoreNote(s):UnitedStates;JanuarytoJuly2022;6,565respondents;18yearsandolder;registeredvotersSource(s):PewResearchCenterWorkerswhosaytheyarejustasproductiveworkingvirtuallyaswhenintheofficeintheUnitedStatesin2022,bygenerationU.S.workerproductivitywhenworkingfromhomevs.office2022,bygeneration70%65%59%60%50%40%30%20%10%0%50%23%BabyboomersGenXMillennialsGenZ9Description:Asurveyconductedin2022foundthatmembersofGenerationZweretheleastlikelytosaytheywerejustasproductivewhenworkingfromhomeversusworkingintheoffice.Incontrast,nearlythreetimesthenumberofBabyBoomerssaidtheywerejustasproductiveworkingfromhomeversustheoffice.ReadmoreNote(s):UnitedStates;Autumn2022;490respondents;21-65Source(s):ProvokeInsightsShareofrespondentswhoidentifiedaslesbian,gay,bisexualortransgenderintheUnitedStatesfrom2012to2022,bygenerationLGBTidentificationintheU.S.2012-2022,bygenerationGenerationZ(1997-2004)Babyboomers(1946-1964)Millennials(1980-1996)SilentGeneration(1945andearlier)GenerationX(1965-1980)25%20%15%10%5%20.8%10.5%19.7%15.9%9.1%11.2%3.3%8.2%7.3%3.2%6.7%3.3%6.3%3.4%6%5.8%3.2%4.2%2.6%0.8%3.8%2%3.5%3.3%2.7%2.7%2.7%2.6%2.7%2.4%2.4%1.8%1.8%1.9%1.7%1.5%1.4%1.4%1.3%0%20122013201420152016201720202021202210Description:In2022,10.5percentofMillennialsintheUnitedStatesstatedthattheyidentifyasLGBT,whilein2012,lessthansixpercentofrespondentsfromthesamegenerationsaidthesame.MembersofGenerationZwerethemostlikelytoidentifyasLGBT,atnearly20percent.ReadmoreNote(s):UnitedStates;Over10,000*;18yearsandolder;*Numberofrespondentsin2022.Thesourcedoesnotprovidetheexactnumberofrespondentsforeachyear.Respondentswereaskedabouttheirpersonalidentificationaslesbian,gay,[...]

ReadmoreSource(s):GallupCHAPTER

02MediaconsumptionWeeklymediaconsumptionintheUnitedStatesin2022,bygenerationMediaaccessedweeklyintheU.S.2022,bygenerationSocialmedia88%Television81%OnlinenewspapersRadio87%Offlnenewspapers100%90%80%70%60%50%40%30%20%10%0%93%93%78%70%67%66%62%55%40%39%36%30%29%19%17%12%5%GenZMillennialsGenXBabyBoomers12Description:In2022,93percentofsurveyedGenZconsumersintheUnitedStateshadconsultedsocialmediaatleastonceaweek.Theothertypesofmediaweremorepopularamongbabyboomers,mostnotablytelevisionandradio.Offlinenewspapersweretheleastconsumedmediaacrossallgenerations.ReadmoreNote(s):UnitedStates;March1to10,2022;1,500respondents;21-65yearsSource(s):ProvokeInsightsLeadingchannelsforlearningaboutnewproductsamongadultsintheUnitedStatesasofJuly2023,bygenerationTopchannelsforlearningaboutnewproductsintheU.S.2023,bygenerationFrominfluencersonsocialmediaAdsonsocialmediaWord-of-mouthInstoreFromfriendsorfamilyonsocialmediaTV29%30%25%20%15%10%5%23%22%21%21%17%12%17%16%15%13%12%12%12%11%11%10%10%10%9%8%7%7%4%0%GenZersMillennialsGenXersBabyboomers13Description:AsofJuly2023,around23percentofGenZand21percentofMillennialsocialmediauserssurveyedintheUnitedStatesreportedlearningaboutproductsthroughsocialmediainfluencers.AmongrespondingGenXersandbabyboomers,TVwastheleadingmediumforproductdiscovery,withsharesabove20percent.ReadmoreNote(s):UnitedStates;June21toJuly6,2023;3,204respondents;18yearsandolder;amongTwitter,Facebook,Snapchat,Instagram,TikTok,Twitch,andYouTubeusers;"other"and"don'tknow"responseswereomittedSource(s):MorningConsultMediawhereadultmembersofGenerationZwerethemostreceptivetoadvertisementsintheUnitedStatesasofFebruary2023MediawhereadultGenZerswerethemostreceptivetoadsintheU.S.202380%72%70%60%50%40%30%20%10%0%47%28%20%SocialmediaStreamingTVCableTVBroadcastTV14Description:Duringanearly2023onlinesurveyconductedamongadultmembersofGenerationZintheUnitedStates,72percentreportedbeingreceptivetoadvertisementsonsocialmedia.Approximately47percentstatedbeingopentoadsonstreamingTV.ThesharesforcableandbroadcastTVstoodbothbelow30percent.ReadmoreNote(s):UnitedStates;February9to13,2023;1.093;18yearsandolderSource(s):NCSolutionsDistributionoftimespentconsuminglinearTVandconnectedTVintheUnitedStatesin2022,bygenerationBreakdownoflinearTVandCTVtimespentintheU.S.2022,bygenerationLinearTVCTV60%50%40%30%20%10%0%50%32%32%25%21%12%8%7%5%5%2%2%GenAlphaGenZMillennialsGenXBabyboomersPost-war15Description:Asurveyfromthefirsthalfof2022intheU.S.foundthatbabyboomerswerethegenerationthatwatchedlinearTVmost,withashareof50percentofthetotallinearTVconsumptiontime.Incomparison,bothmillennialsandbabyboomersspentthemosttimewatchingcontentonconnectedTVdevices.ReadmoreNote(s):UnitedStates;January1toJune30,2022;5,000households;2yearsandolderSource(s):TVisionInsightsShareofadultswithoutacablesubscriptionintheUnitedStatesin2022,bygenerationAdultswithoutacablesubscriptionintheU.S.2022,bygeneration70%65%58%60%50%40%30%20%10%0%57%43%GenZMillennialsGenXBabyboomers16Description:Unsurprisingly,thepopularityofpayTVintheU.S.ishigheramongoldergenerationsthanamongtheiryoungercounterparts,withovertwointhreeGenZadultsrespondingtoa2022surveystatingthattheydonohaveacablesubscription.Bycontrast,theshareofnon-cablesubscribersamongbabyboomersamountedto43percent.ReadmoreNote(s):UnitedStates;August29toSeptember1,2022;2505respondents;18yearsandolderSource(s):HarrisX;SambaTVVideoadtypesadultmembersofGenerationZbelievedhadthemostinfluenceonwhattheybought,wheretheyateandshopped,orthemoviesandTVshowstheywatchedintheUnitedStatesasofJanuary2023MostinfluentialvideoadtypesaccordingtoGenZersintheU.S.202337%35%35%30%25%20%15%10%5%27%0%VideoadsonsocialmediaAdsonTV(incl.ad-supportedstreamingservices)Adsonfreedigitalvideowebsites17Description:DuringaJanuary2023surveyamongmembersofGenerationZ-agedbetween18and24yearsatthetimeofdatacollection-intheUnitedStates,37percentsaidsocialmediafeaturedthetypeofvideoadswiththemostinfluenceontheirbuyingdecisionprocess.Thatincludedwhattheybought,wheretheyateandshopped,andthemoviesandTVshowstheywatched.TVcommercials-includingonad-supportedstreamingservices-andadsonfreevideowebsitesfollowed,mentionedby[...]

ReadmoreNote(s):UnitedStates;January1and2,2023;23,311respondents;18-24years;weightedbyU.S.CensusSource(s):CivicScienceTVcommercialtypesresonatingthemostwithadultmembersofGenerationZintheUnitedStatesasofJanuary2023CommercialtypesresonatingthemostwithGenZersintheU.S.202340%36%35%30%25%21%20%15%10%5%18%13%12%0%FunnyInformativeGoodmusicVisuallycompellingEmotional18Description:Duringanearly2023surveyamongmembersofGenerationZ-agedbetween18and24yearsatthetimeofdatacollection-intheUnitedStates,overone-third(36percent)ofrespondentssaidfunnyTVcommercialsresonatedthemostwiththem.Informativeadsandcommercialsfeaturinggoodmusicfollowed,mentionedby21and18percentoftheinterviewees,respectively.ReadmoreNote(s):UnitedStates;January12to26,2023;3,438respondents;18-24years;weightedbyU.S.CensusSource(s):CivicScienceLeadingactionsconsumerstookuponreceivingdirectmailintheUnitedStatesasofJuly2023,byagegroupTopactionsconsumerstookuponreceivingdirectmailintheU.S.2023,byagegroup18-3435-5455+70%60%50%40%30%20%10%0%62%57%57%53%50%49%46%45%45%43%39%38%34%34%32%Searchedforthebrand/product/serviceonlineVisitedthebrandorservicewebsiteLookedupreviewsofthebrand/product/serviceAgegroup(inyears)Boughtaproduct/signedupforaserviceVisitedaretaillocationtocheckoutaproduct19Description:DuringasurveypublishedinJuly2023,around53percentofrespondingconsumersaged18to34intheUnitedStatessaidthat,afterreceivingdirectmail,theysearchedforthesendingbrandonline.Amongrespondentsaged35andabove,however,themostcommonresponsewastovisitthebrand'swebsite.Accordingtothesamestudy,catalogsandmagazineswereU.S.consumers'favoritedirectmailformats.

ReadmoreNote(s):UnitedStates;asofJuly14,2023;2,000respondents;18yearsandolderSource(s):Comperemedia;LobCHAPTER

03InternetusageNumberofGenerationZusersintheUnitedStatesonselectedsocialmediaplatformsfrom2020to2025(inmillions)GenZ:selectedsocialmediaplatformsintheU.S.2020-2025SnapchatInstagramTikTokFacebookPinterestTwitterReddit605040302010020202021*2022*2023*2024*2025*21Description:In2021,messagingandvideosharingplatformSnapchatwasmorepopularthanTikTokamongGenZusersintheUnitedStates.TikTokcountedaround37millionuserswhowerebornbetween1997and2012,whileInstagramreportedaround33millionusersinthesameperiod.Snapchat,whichcounted42millionGenZusers,isprojectedtoreach49.5millionusersintheexamineddemographicby2025.Overall,platformssuchasPinterest,TwitterandReddithadsignificantlylessusers[...]

ReadmoreNote(s):UnitedStates;2020to2021;individualsbornbetween1997-2012whoaccesstheiraccountviaanydeviceatleastoncepermonth;*Forecast

ReadmoreSource(s):eMarketer;SproutSocialLeadingonlineplatformsforproductresearchamongGenerationZintheUnitedStatesin1stquarter2023GenZ:mainonlineplatformsforproductresearchintheU.S.2023Shareofrespondents30%0%10%20%40%50%60%58%70%AmazonWTikTok43%43%YouTube42%SearchengineInstagramFacebookOther38%36%29%1%22Description:Accordingtotheresultsofasurveycarriedoutinthefirstquarterof2023,nearlysixintenU.S.shoppersaged18to26lookedforproductinformationonAmazon,while43percentpreferredW.Socialnetworksalsoplayedanimportantroleinpre-purchasesearch,withTikTokandYouTubebeingthemostusedplatformsforthispurpose.ReadmoreNote(s):UnitedStates;February8and9,2023;212respondents;18-26yearsSource(s):InsiderIntelligence;JungleScoutShareofGenerationZadultsintheUnitedStateswhouseselectedsocialmediaplatformsinJuly2022,byfrequencyU.S.GenZ:usageofsocialnetworks2022,byfrequencyShareofrespondentsAtleastonceaday40%Atleastonceaweek60%Atleastonceamonth80%Never0%20%100%4%

2%120%YouTubeTikTok75%59%19%11%17%8%12%17%13%InstagramSnapchatFacebookTwitter59%11%48%43%18%18%25%27%34%14%15%34%14%16%14%23%Twitch20%19%11%16%14%53%51%46%RedditPinterestLinkedInClubhouse17%8%5%5%15%72%6%

3%86%23Description:AccordingtoasurveyconductedintheUnitedStatesinJuly2022,three-quartersofGenZadultshadusedYouTubeinthepastmonthatleastonceaday,and19percenthadusedtheplatformatleastonceaweek.ForTikTok,59percentofrespondentssaidtheyhadusedtheplatformeverydaywithinthepastmonth.Additionally,72percentofGenZadultssaidtheyhadnotusedLinkedIn,and86percentreportedthesameforClubhouse.ReadmoreNote(s):UnitedStates;July27to28,2022;234respondents;GenZadults,platformsaccessedinthepreviousmonthSource(s):MorningConsultSocialmediaappusageamongGenerationZintheUnitedStatesasofJanuary2023U.S.GenZleadingsocialapps2023100%92%90%80%70%60%50%40%30%20%10%0%85%78%74%42%3%KikYouTubeInstagramTikTokSnapchatDiscord24Description:AccordingtoaJanuary2023studyofiOSusersintheUnitedStates,92percentofGenZusersagedbetween16and25yearsusedYouTube.InstagramandTikTokfollowed,with85percentand78percentofU.S.GenZusers,respectively.CommunicationandVoIPplatformDiscordwasusedby42percentofsurveyedU.S.usersagedbetween16and25years.

ReadmoreNote(s):UnitedStates;January2023;16-25years;dataconcerningiOSdeviceusers,basedonbehavioraldataandnot-selfreportedsurveydataSource(s):MeasureProtocolShareofonlineusersintheUnitedStateswhoengagewithemailcommunicationsforselectedactivitiesasofJanuary2022,byagegroupMostcommonU.S.usersactivitiesviaemailin2022,byagegroupShareofrespondentsSilentGen(76-93)0%Boomers(57-75)10%

20%GenX(41-56)30%Millennials(25-40)40%GenZ(9-24)50%60%70%80%WorkcorrespondenceCorrespondwithfriends/familyOnlineshoppingCustomerservice/communicatewithbusinessVerifyidentityforonlineaccountsNews/newslettersManagefinancials/banckinginfo25Description:AccordingtoasurveyofonlineusersintheUnitedStatesconductedin2022,onlineshoppingactivitieswereonofthemostcommonreasonsforusersagedbetweennineand56yearstoengagewithemailcommunications.Almostsevenin10Millennials,aswellas64percentofGenXusers,and60percentofGenZusersreportedusingemailsforonlineshopping.Bycomparison,usersintheBoomergenerationandtheSilentGeneration-nowagedbetween57and93years-engaged[...]

ReadmoreNote(s):UnitedStates;January13,2022;1,112respondents;18yearsandolderSource(s):EdisonMailCHAPTER

04NewsconsumptionDailynewssourcesusedbyGenerationZteensandadultsintheUnitedStatesasofMarch2022GenZnewsconsumptionsourcesintheU.S.2022,byagegroupGen

Z

teens51%Gen

Z

adults33%SocialmediafeedsormessagingservicesSearchengines40%32%TVnews38%20%Newswebsites30%11%27Description:AsurveyconductedinMarch2022revealedthatsocialmediafeedsormessagingserviceswerethemainnewssourceamongGenZteensandadults,with51percentand33percentrespectivelyreportinggettingnewsdailyviasocialplatforms.GenZteens,thoseaged14to19yearsold,weremorelikelytousesocialmediafornewsthantheirslightlyolderpeers,butconsumptionwassimilaracrossbothgroupsinthesensethatnewssitesweretheleastpopularoptionandnewsfromsearch[...]

ReadmoreNote(s):UnitedStates;March28,2022;2,000*;14-25years;*Totalrespondentstosurvey.Sourcedidnotspecifyexactsamplesizeforeachagegroup.GenZteens=14to19yearsold.GenZadults=20to25yearsold.

ReadmoreSource(s):DeloitteMostusedsocialmediaplatformstogetnewsaboutnationalpoliticsandgovernmentamongGenZandmillennialsintheUnitedStatesasofJune2022MostusedsocialmediaforpoliticalnewsGenZandmillennialsintheU.S.2022Shareofrespondents0%5%10%20%15%20%25%30%FacebookYouTubeTwitter25%23%Reddit12%11%InstagramTikTok6%Snapchat2%LinkedIn

1%28Description:AreportheldinJune2022amongGenZandmillennialsintheUnitedStatesfoundthatFacebook,YouTube,andTwitterwerethemostusedsocialmediaplatformsfornewsaboutnationalpoliticsandgovernment,withonlyahandfulusingTikTok,Snapchat,orLinkedInforthispurpose.InstagramandRedditwerethemostpopularchoicefor11and12percentofrespondentsrespectively,butFacebookretaineditsstatusasthemostusednetworkforpoliticalnews.

ReadmoreNote(s):UnitedStates;May18toJune8,2022;5,975respondents;16-40yearsSource(s):AmericanPressInstitute;AP-NORCFrequencyofusingsocialmediaasasourceofnewsintheUnitedStatesasofAugust2022,bygenerationConsumptionfrequencyofnewsfromsocialmediaintheU.S.2022,bygenerationDailyAfewtimesperweekOnceperweekAfewtimespermonthOncepermonthLessthanoncepermonthNever120%100%80%60%40%20%0%11%4%6%6%12%5%23%6%8%6%2%3%7%8%48%1%20%20%45%6%2%16%6%4%11%50%39%24%GenerationZMillennialsGenerationXBoomers29Description:A2022surveyfoundthatyoungerconsumersweremostlikelytousesocialmediaasanewssource,with50percentofGenZand44percentofmillennialsreportingdailyusage.Bycontrast,43percentofBoomerssaidthattheyneverusedsocialnetworksfornews.ReadmoreNote(s):UnitedStates;August11to17,2022;4,421respondents;18yearsandolderSource(s):MorningConsultMosttrustednewssourcesintheUnitedStatesasofFebruary2022,bygenerationTrustinselectednewssourcesintheU.S.2022,bygenerationGenZMillennialsGenXBabyboomers300%250%62%70%64%59%63%62%200%150%100%50%61%58%55%57%52%49%27%38%51%55%52%22%34%59%49%50%45%59%50%49%49%44%0%RadioNewspapersOnline-onlynewssitesNetworknewsCablenewsnetworksPodcastsSocialmedia30Description:DuringaFebruary2022survey,59percentofGenZrespondentsstatedthattheyhadsomeoralotoftrustinnewspapers,despiteonlinenewsoutletsbeingthemorepopularchoicefortheseconsumers.Socialmediaandpodcastsweretheleasttrustedsourcesoverall,andjust22percentofboomerssaidtheytrustedsocialnetworksasanewssource.ReadmoreNote(s):UnitedStates;February9to10,2022;2,210respondents;18yearsandolder;resultsarefromrespondentswhoanswered'alot'or'some'Source(s):MorningConsultCHAPTER

05Attitudestowardadvertising&marketingBestqualitiesofadvertisementsaccordingtoadultmembersofGenerationZintheUnitedStatesasofFebruary2023BestqualitiesofadsaccordingtoadultmembersofGenerationZintheU.S.202360%52%50%43%40%36%30%20%10%0%17%TheadsarecreativeandentertainingTheadsarefunnyTheadsareaboutasaleorpromotion

IamalignedwiththesocialmessagingforaproductIbuy

ofthead32Description:Duringanearly2023onlinesurveyconductedamongadultmembersofGenerationZintheUnitedStates,slightlymorethanhalf(or52percent)ofrespondentsreportedtheylikedcreativeandentertainingadvertisements.Funnyadscamesecondwith43percent.Inthemeantime,roughly36percentsaidtheyenjoyedadsaboutasaleorpromotionforaproducttheybought.ReadmoreNote(s):UnitedStates;February9to13,2023;1.093;18yearsandolderSource(s):NCSolutionsCringiestqualitiesofadvertisementsaccordingtoadultmembersofGenerationZintheUnitedStatesasofFebruary2023CringiestqualitiesofadsaccordingtoU.S.adultGenZers202358%60%50%40%30%20%10%0%44%35%18%TheadsinterruptmycontentTheadsaretooloudTheadspushasocialmessagethatisn'talignedwithmineIseeanadforaproductthatIhavejustpurchased33Description:Duringanearly2023onlinesurveyconductedamongadultmembersofGenerationZintheUnitedStates,58percentofrespondentsreportedtheydislikedadsthatinterruptedtheircontent.Tooloudadscamesecondwith44percent.Meanwhile,slightlymorethanone-third(or35percent)ofrespondingGenZersreportedtheydislikedtheadsthatpushedasocialmessagethatwasnotalignedwiththem.ReadmoreNote(s):UnitedStates;February9to13,2023;1.093;18yearsandolderSource(s):NCSolutionsAdvertisingtypesadultmembersofGenerationZpaidthemostattentiontointheUnitedStatesasofJanuary2023AdvertisingtypesGenZadultspaidthemostattentiontointheU.S.202329%30%25%20%15%10%5%17%15%9%9%8%7%6%0%SocialmediaTVOnlineOutdoorNewspaperRadioMagazinesOther34Description:DuringaJanuary2023surveyamongmembersofGenerationZ-agedbetween18and24yearsatthetimeofdatacollection-intheUnitedStates,29percentofrespondentssaidthetypeofadvertisingtheypaidthemostattentiontowasonsocialmedia.TVandtheinternetfollowed,mentionedby17and15percentofrespondents,respectively.ReadmoreNote(s):UnitedStates;January1and2,2023;14,766respondents;18-24years;weightedbyU.S.CensusSource(s):CivicScienceAdults'favorabilityofbrandshiringaspokespersonwholookedlikethemintheUnitedStatesasofApril2023,bygenerationFavorabilityofspokespeoplesimilartoconsumersintheU.S.2023,bygenerationVeryfavorableSomewhatfavorableSomewhatunfavorableVeryunfavorableDon`tknow/Noopinion100%90%80%70%60%50%40%30%20%10%0%GenZers(1997-2012)Millennials(1981-1996)GenXers(1965-1980)Babyboomers(1946-1964)Generation(rangeofyearsofbirth)35Description:DuringanApril2023surveyintheUnitedStates,69percentofadultrespondentswhowerepartofGenerationZ(bornbetween2005and2012)reportedbeingeitherveryorsomewhatfavorableofbrandshiringspokespeoplewholookedlikethem.AmongmembersofGenerationX(bornbetween1965and1980),thatsharestoodat61percent.ReadmoreNote(s):UnitedStates;April14to17,2023;4,401respondents;18yearsandolderSource(s):MorningConsultShareofGenerationZconsumerswhoagreedordisagreedthatbrandsthoughttheycouldmarkettotheirgenerationingeneralvsmarkettothemasanindividualintheUnitedStatesasofMay2022ImportanceoftargetedmarketingtoGenZintheU.S.2022Disagree6.2%Stronglydisagree*2.0%Stronglyagree19.2%Neitheragreenotdisagree28.2%Agree45.1%36Description:Duringa2022survey,roughlytwo-thirdsofrespondingadultGenerationZconsumers(aged18to25)fromtheUnitedStatesagreedorstronglyagreedthatbrandsthoughttheycouldmarkettotheirgenerationingeneralasopposedtomarkettothemasindividuals.Ontheotherhand,undereightpercentdisagreedorstronglydisagreed.ReadmoreNote(s):UnitedStates;375respondents;18-25years;*FigurecalculatedbySource(s):Knit;basedondataprovidedbythesource.ReadmoreLeadingwaysGenerationZconsumerspreferredtobecontactedbybrandsintheUnitedStatesasofJune2022GenZpreferredchannelstobecontactedbybrands202260%50%40%30%20%10%0%57%44%44%25%15%EmailSocialmediaTextmessagePhonecallNoneoftheabove37Description:Duringa2022surveycarriedoutamongGenerationZconsumersfromtheUnitedStates,44percentstatedtheywouldpreferbrandstocontactthemviasocialmedia.Theemailwasthemostpopularcontact