IT’S LIT
WIP COOL BOOK
10.24.16
The purpose of this magazine is to provide a glimpse into the
world of teens in the US through the lens of what they fnd
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. Unlike
millennials, 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 of
themselves, 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 of
the most informed and connected generation yet—Gen Z.
COOLBOOK@GOOGLE.
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 population3
PURCHASING POWER/WALLET SHARE
-$44B in the US annually4
-But it could be closer to $200B annually when
you factor in their infuence on parental
or household purchases5
DEFINING COOL..........2
TECHNOLOGY..........3
SOCIAL MEDIA......4
BEAUTY, CLOTHES & FASHION5
CELEBRITIES & MUSIC.6
VIDEO GAMES & MEDIA ENTERTAINMENT7
SPORTS, FOOD & DRINK, READING & KNOWLEDGE.......8
BRAND COOLNESS..9
GEN Z BRAND OPINIONS........11
MILLENNIALS BRAND OPINIONS.......13
GEN Z VS. MILLENNIALS.........15
GOOGLE DIFFERENCES..17
OTHER BRANDS...........19
WRAP UP....21
THOUGHT STARTERS.........22
METHODOLOGY...23
FOOTNOTES........24
Gen Z has an enlightened definition of what it means to be cool.
GENDER DIFFERENCES:
Research suggests males and females decide what’s
cool in diferent ways.
Male:
More likely to be persuaded something is cool
by fads/friends.
Female:
More likely to determine something is cool
based on how it makes them feel.
The activities they think are cool represent their
generational power struggle between technology
and RL (real life).
Teens feel something is cool if it’s unique, impressive,
interesting, amazing or awesome. Something
becomes “cool” when it brings joy or happiness or
is unique enough to stand out from everything.Smartphones, all-things iOS, and
VR/Augmented Reality are the
coolest things in tech.
MOBILE IS STILL KING
“I think
that the
new VR
headsets l
ike the O
culus Rift
or HTC V
ive are re
ally cool.
They are
doing thin
gs that
previously
weren’t po
ssible.”
-Male, 16,
MA, Urba
n
Snapchat, and Instagram are the coolest platforms.
Facebook 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, Suburban
SOCIAL MEDIA IS FOR CONSUMING
AND CONNECTING, NOT SHARING.
Snapchat
MaleFemale
GENDER BREAKDOWN
Twitter
Facebook
Instagram
Google+
Pinterest
Total:
46.6%66.7%
35.9%34.9%
57.6%47.7%
67.9%
40.3%
45.4%
532
51.9%
44.0%
9.0%
468
43.6% ANDROID
MALE
38.6% iOS2.5% WINDOWS
4.9% OTHER
10.4% DON’T
USE A SMARTPHONE
46.2% iOS
FEMALE
38.8% ANDROID
3.6% WINDOWS
2.8% OTHER
8.7% DON’T
USE A SMARTPHONE
42.3% iOS
TOTAL
3.1% WINDOWS3.9% OTHER
9.6% DON’T
USE A SMARTPHONE
41.3% ANDROID
34
GEN Z SMARTPHONE OWNERSHIP
Source: Google/YouGov web-based, U.S., PollingPoint panel: n=1,100 respondents age 13-17, June 2016.
% OF GEN Z ON
EACH PLATFORM
SOCIAL MEDIA
USAGE BY GENDER
Source: Google/YouGov web-based, U.S., PollingPoint panel: n=1,100 respondents age 13-17, June 2016.
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