GWI: 2022 Generation Z Report

GWI released the "2022 Generation Z Report".

All data in this report comes from GWI's online research of Internet users aged 16-64, and the data represents the online population of each market, not its total population.

Climate change is the No. 1 issue that Gen Z is concerned about over the long term

Not only that, but Generation Z’s optimism about the environment is also declining. When it comes to environmental protection, Generation Z has its own shortcomings, but if brands want to build a rapport with Generation Z, they need to show environmental awareness whenever possible.

Online TV is now the preferred way to watch content

Generation Z viewing behavior reached a milestone, with online TV viewing by Generation Z exceeding broadcast for the first time in the third quarter of 2021. At the same time, the popularity of YouTube and Twitch means that streaming services face new competition, which will force them to adapt to Generation Z behavior.

Generation Z is truly global

As a generation interested in exploring the world and trying new things, brands do not face many obstacles when selling foreign content or products to this generation. Likewise, different lifestyle choices such as plant-based diets, teetotalism, and hustle culture provide a wide range of opportunities for brands to engage with Generation Z.

TikTok continues to grow in popularity

Instagram remains the most used and favorite social media platform for Gen Z, but that may be about to change as TikTok continues to grow rapidly, with Gen Z daily TikTok engagement up 47% since the fourth quarter of 2020.

The game is as big as you think

9 in 10 Gen Zers say they are likely to play games on any device, more than any other generation. As a vital part of Gen Z culture, it’s nearly impossible to ignore gaming as a touchstone when reaching Gen Zers. But to do so, brands need to tap into new opportunities in gaming to appear authentic.

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