GenerationZ is connected, engaged and coming of age in APAC
Aged between 13-23, they are redefining consumption, activism and, soon, the world of work. The oldest are already eligible to vote.
Snapshots:
- Better off: GenZs in China (94%) are the most optimistic about being better off than their parent’s generation, then ID (91%), TH (88%), VN (84%), PH (78%), SG (74%), HK (71%), TW (60%) & JP (28%)
- Social: 89% said they think carefully about what they post online
- Purchasing: 76% are as comfortable purchasing online as offline (88% in China), but 62% still prefer a physical store
- Smartphone Usage: 76% use their smartphones multiple times a day, but 87% feel peers spend too much time on their devices
- Gender & Dating: 80% says overall say gender doesn’t define a person as much as it used to, while 75% say they would date outside their race
- Other: GenZ in APAC will eat less meat and prefer ominchannel shopping.
GenZs are more politically aware, environmentally conscious and more socially progressive than previous generations.
The 101 page report can be purchased from Wunderman Thompson