By Tim MartinsonGeneration Z

Born: 1995-2010

US: 65 million

First World Nations 275 million

Global Z – More Than 1.6 billion and growing

Who Is Generation Z

Who Is Generation Z?

Generation Z goes by many nicknames. Here are just a few: The Silent Generation The Internet generation The iGeneration Generation Now The Google Generation

Gen Z may seem like they are over-stimulated and impatient. Consider for a second the challenges they recognize in their future.

For their entire lives, they've heard about: The dangers of global warming They have been subjected to terror alerts of varying colorsWatched their parents weather the recent economic crisis

Who Is Generation Z?

They are more competent with technology

They have shifted decisively to digital forms of communication: texting rather than talking

They multitask in all areas of their lives

Are Kids Different Today?

71% report simultaneous use of mobile with either internet or tv

69% report having 3+ windows active in one online session

Expectations that life follows video games

Re-classification of Cheating

Neuroplasticity theory

Unprecedented abilities to collect and process information

Generation Z Brain

The Age of AADD

The information literacy of young people, has not improved with the widening access to technology: in fact, their apparent facility with computers disguises some worrying problems

Internet research shows that the speed of young people’s web searching means that little time is spent in evaluating information, either for relevance, accuracy or authority

Young people have a poor understanding of their information needs and thus find it difficult to develope effective search strategies

The 21st Century Learner

Information Behavior

Entertainment: On DemandSocial: Because my friend said so

Three key behaviors Share Express Consume

93% have created / shared content online (video, photo, or post)86% have shared one video this month65% have shared one video this week73% report “discovering through my friend” as most important

way to find new products

Generation Z Online Lives

The New Curators

Gen X and Y, among others, are influenced by Gen Z’s curation

You must be innovative with your brand

Make brand open and easy to validate so that it has the ability to be digitally curated by Gen Z

Marketing to Generation Z

Questions?

Elliot, Stuart (2011-01-30). "MTV Strives to Keep Up With Young Viewers". New York Times. Retrieved 2011-10-23.

"Generation X (and Y) Are History; What's Next?". CBS News. 2010-09-10. Retrieved 2011-09-22. ^

Zimmerman, Eilene (2011-9-24). "Working Relationships Across Generations". New York Times. Retrieved 2011-11-22.

"Generation X (and Y) Are History; What's Next?". CBS News. 2010-09-10. Retrieved 2011-09-22.

"Gen Z in the workplace". Sydney Morning Herald. 2009-8-05. Retrieved 2011-11-22.

http://www.wired.com/science/discoveries/news/2007/08/dayintech_0807 ^

Wallis, Claudia (March 2006). "genM: The Multitasking Generation". Time Magazine. Retrieved 2011-05-15.

Holguin, Jaime (May 2005). "Generation M: Natural Multitaskers". CBS News. Retrieved 2011-05-15.

Howe, Neil; Strauss, William (2008). Millennials & K-12 Schools. LifeCourse Associates. pp. 109–111. ISBN 0971260656.

^The generation Z connection: teaching information literacy to the newest net generation. Teacher Librarian (February, 2006)^

Riedling, Ann Marlow (2007). An educator's guide to information literacy: what every high school senior needs to know. Libraries Unlimited. ISBN 1591584469.

Schmidt, Lucinda; Hawkins, Peter (July 15, 2008). "Children of the tech revolution". Sydney Morning Herald.,

http://www.omigoddess.com.au/family/inside-generation-z/ Inside Generation Z January 2010 "Marketing Generation Z". 2011-04-08.

"Ask an Expert: Avoid hard sell when marketing to younger generations". ABC News. June 2008. Retrieved 13 September 2011.

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