We have all heard at least once the term Millenials, which designates the generation of those born between 1981 and 1996. Significantly different in social interaction from the previous generational group, they brought about important changes in culture, economy and technology, both in the US and in European countries.

Numerous articles, editorials and studies have been dedicated to this generation, its understanding being considered essential in order to fit its members into a consumer market. Moreover, establishing a relationship with it gives companies, marketers, opinion makers and politicians the chance to bring their product, service or platform closer to an area of consumption.

What all of them ignored until a few years ago, however, is the fact that Millenials are on the verge of extinction, at least in the sense that their relationship with technology and Social Media is becoming less and less natural. Economically, socially and culturally they are becoming “obsolete”, and their place is taken by Generation Z.

What is Generation Z?

According to Pew Research, Generation Z includes everyone born since 1997. Thus, the “oldest” member of this generation is 21 years old, and most of them are still in their teenage years.

Even though the majority does not yet have the right to vote and does not enjoy a stable income, its potential for influence is already exploited by various branches of society. Moreover, their unstable character imposes the need for an attempt to theorize them prematurely, which will later be used in influencing the group.

Their obsession with online communication platforms and rejection of the traditional concept of work sometimes leads to their disregard. However, we must not forget that by 2020, they will constitute a third of the total population of the United States and most European states.

Perhaps the most important aspect, however, is related to the interaction of Generation Z with technology and Social Media. It provides relevant details not only about their social positioning, but also about the reforms that various companies, institutions and individuals must initiate in order not to be ignored by this group.

Generation Z and technology

We can say that Z represents the first generation that was “born with the phone in hand”, having access to smartphones for life. According to a study by Business Insider, almost 80% of them already owned a smartphone by the age of 13.

This fact has led to a radical mutation in terms of the dynamics and typology of communication, which is almost entirely achieved through Social Media and texts.

Most of those who are part of the new generation have access to a computer or laptop at home, the percentage being significantly influenced in this segment by the total income of the family, but also by the level of education of the parents.

These figures also strongly influence Generation Z’s access to the internet, with 45% of young people currently using the internet almost constantly. Moreover, a significant percentage of them have access to a game console or spend a good part of their time playing video games.

All these figures reveal the importance of technology on Generation Z, placing the latter in an era of development, digitization and technology. Technology characterizes their existence, and moving them away from it now becomes impossible.

Considering characteristics such as direct access to information and speed of communication, everything has an immediate character for Generation Z. Those who are part of this group expect instant gratification, but they don’t give up fighting for it when they don’t get it.

They are able to think analytically and use new technologies and communication methods to bring about change. Just because Generation Z lives on Social Media, doesn’t mean they aren’t able to see the world outside of them.

Generation Z and Social Media

Z is the first generation to associate the internet with the daily routine. Moreover, most young people have grown up in a world where Social Media is an inseparable part of their lives. They have never known an existence outside of follow-ups, likes, and views.

Establishing a connection with others, whether we are talking about friends, family or brands takes only a few seconds and is done through a tweet or a status update. However, this immediacy does not remain at the level of mere curiosity, but strongly influences the retail area, political causes and social initiatives.

Generation Z is par excellence an online generation. However, certain platforms are starting to lose ground to it, the strongest example of this being Facebook.

Even if Z spends almost one day of the week watching content (more precisely 23 hours, 11 of which are consumed exclusively on mobile), there is a fundamental difference in the way information is accumulated and, implicitly, in the typology of content. In other words, Generation Z no longer reads content, but looks at content.

The increase in the use of smartphones around the world contributes not only to turning online activities into a natural habit (the best example being checking Social Media every free minute), but also to changing the type of content produced and assimilated.

Gen Z is leaving Facebook in favor of Instagram, Snapchat, and Youtube, showing a preference for photos, snaps, and videos. They are much more likely to consume and create visual content, leaving behind tedious texts.

The aforementioned Pew Research study shows that only 51% of young Americans use Facebook. There is thus a drastic decrease compared to 2014, when a study by the same institution showed a percentage of 71%. In this context, the big winners are Youtube, Instagram and Snapchat, whose use by Generation Z stands at 85%, 72% and 69% respectively.

Visual, instant and mobile

These are the three main traits that characterize Generation Z. They always expect instant gratification, and because in the online environment this is often achieved, their expectation extends into the everyday world as well.

Z is the generation that has always had access to the smartphone and for whom connectivity is no longer a possibility, but a reality.

Last but not least, it makes an almost absolute transition to visual content, ignoring text. However, there is a positive aspect of the last feature: the probability that the young people who belong to it will identify possible errors in this article decreases considerably.

Photo source: Shutterstock.com