03 introduction 04 true social natives 06 the pros and cons of social media 09 switching off social media 12 social shopping behavior 14 at a glance: key takeaways15 next steps 16 about table of contents GEN Z REPORT FINDINGSI2| |Introduction It is impossible to have a conversation about Gen Zwithout talking about social media. It influenceseverything from the platforms they use (or don’tuse) to their interactions with friends and family —and, of course, the brands they consider. For Gen Z,what is happening online and on social media iswhat is happening IRL.Born 1994 and later, Gen Z is the first truegeneration of “social natives.” They have beenthe subject of study mostly revolving aroundalways-on media consumption, but less has beenwrien about the impact that social media hason Gen Z’s emotional outlook and shopper behavior.Is it true that Gen Z is seeking relief from socialmedia How do they interact with brands Do paidsocial advertisements really motivate purchasebehavior To answer these questions, we, along with ourin-house research arm, Origin, are digging a liledeeper to examine the social profile of Gen Z.Especially because we’re seeing one significantshift: By 2020, it is expected that 40% of consumerswill be Gen Z.methodologyThis report is based on the findings of researchconducted by Origin, Hill Holliday’s in-houseresearch arm. To conduct this research, Originsurveyed over 1,000 Gen Z consumers betweenthe age of 18 and 24 across the U.S., including abroad range of demographic indicators. Datawas collected in December of 2017. In this report, we will take a closer look at thisunique generation’s outlook on media and how theyare using it to engage with brands, and address theimplications for today’s brands and advertisers. GEN Z REPORT FINDINGSI3| | True social natives91% of Gen Z Adults Use Social Media When we look at Gen Z’s near-constant engagement withsmartphones, the message is clear: it’s the social mediaplatforms on smartphones that dominate their aention.And for half of this generation, social media blurs the linebetween the real world and the virtual world.GEN Z REPORT FINDINGSI惸4| |。。。。。。