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Who's up NXT: a global cross-generational study by InSites Consulting

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New data from an InSites Consulting Generation Next study in which we interviewed more than 10,000 people from four different generations: Babyboomers, Generation X, Y and Z.

Published in: Marketing

Who's up NXT: a global cross-generational study by InSites Consulting

  1. 1. 58% of the allowance of 4-11 is spent. The youngest spend it on hobbies, food and games NL On what do you spend your allowance? Gen Z-12 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% I put it in my savings Hobbies Food Video- games Clothing Fashion accessories Movies -DVD, Blu-ray Electronics Apps Beauty products Sports equipment Shoes Phone (prepaid,..) Going out Other
  2. 2. NXTGen has a strong influence on food, holidays, technologies, TV… NL To what extent do you have an influence on your parents regarding the following? NXTGEN (GENY & GENZ) 0% 10% 20% 30% 40% 50% 60% 70% The food that is consumed at home Their holiday destinations The technologies they adopt The television programmes and films they watch The grocery stores they visit The products / services they buy The cities they visit Their environmental behaviour The bars, restaurants, museums, etc. they visit The banks they are with The political choices they make The clothes they wear The doctors they visit The music they listen to The shoes they buy The brands they like / prefer
  3. 3. 75% of the allowance is spent. The youngest spend it on food, games & hobbies BE On what do you spend your allowance? Gen Z-12 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% I put it in my savings Food Video- games Hobbies Going out Phone (prepaid,..) Clothing Fashion accessories Beauty products Movies -DVD, Blu-ray Shoes Apps Electronics Sports equipment Other
  4. 4. NXTGen has a strong influence on food, technology, holidays, TV… EU To what extent do you have an influence on your parents regarding the following? NXTGEN (GENY & GENZ) 0% 10% 20% 30% 40% 50% 60% 70% The food that is consumed at home The technologies they adopt Their holiday destinations The television programmes and films they watch The products / services they buy The cities they visit The grocery stores they visit The bars, restaurants they visit The music they listen to Their environmental behaviour The banks they are with The clothes they wear The doctors they visit The brands they like The shoes they buy The political choices they make
  5. 5. Most common spending are food, clothing, beauty and leisure time. For GenY phone costs are also important. UK How much of your of allowance do you use on the following items? Gen Y Gen Z+12 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Food Clothing Going out Savings Beauty products Phone (prepaid,..) Electronics Movies -DVD, Blu-ray Hobbies Shoes Fashion accessories Video- games Sports equipment Apps Other @KPALLINI
  6. 6. The younger the more is spent on food, games, apps & hobbies Only 23% is saved. US On what do you spend your allowance? Gen Z-12 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Food Hobbies Video- games Apps I put it in my savings Movies -DVD, Blu-ray Going out Fashion accessories Clothing Beauty products Shoes Electronics Sports equipment Phone (prepaid,..) Other
  7. 7. NXTGen has a strong influence on food, technology, holidays, TV… US To what extent do you have an influence on your parents regarding the following? NXTGEN (GENY & GENZ) 0% 10% 20% 30% 40% 50% 60% 70% The food that is consumed at home The technologies they adopt The bars, restaurants, museums, etc. they visit The television programmes and films they watch Their holiday destinations The products / services they buy The grocery stores they visit Their environmental behaviour The clothes they wear The brands they like / prefer The cities they visit The shoes they buy The doctors they visit The political choices they make The music they listen to The banks they are with
  8. 8. Whatsapping/Snapchatting is the new popcorn NL Baby Boomer Gen X Gen Y Gen Z To what extent do you do the following activities while watching TV? 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% Use social media Chat or text with friends Check or answer emails Surf the Internet Play games
  9. 9. Chatting is the new popcorn. BE Baby Boomer Gen X Gen Y Gen Z To what extent do you do the following activities while watching TV? 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% Use social media Chat or text with friends Check or answer emails Surf the Internet Play games
  10. 10. Gen Z uses 2nd screen for messaging with friends during TV watching NXTGen is clearly the multi-screening generation UK Baby Boomer Gen X Gen Y Gen Z To what extent do you do the following activities while watching TV? 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% Use social media Chat or text with friends Check or answer emails Surf the Internet Play games
  11. 11. Chatting is the new popcorn for Gen Z US Baby Boomer Gen X Gen Y Gen Z To what extent do you do the following activities while watching TV? 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% Use social media Chat or text with friends Check or answer emails Surf the Internet Play games
  12. 12. Health problems, global warming (climate & nature) and 3rd world ! NL If you were a world leader, which issues would you tackle first? (top 3) Baby Boomer Gen X Gen Y Gen Z 0% 10% 20% 30% 40% 50% 60% 70% Terrorism Economic crisis, unemployment Health problems and virus outbreaks Racism / Radicalism Global warming / Climate change -natural disasters Immigration -politic and economic refugees Food waste Underdevelopment in third world countries Water pollution
  13. 13. Gen Z issues: health problems, climate change, racism & 3rd countries EU If you were a world leader, which issues would you tackle first? (top 3) Baby Boomer Gen X Gen Y Gen Z 0% 10% 20% 30% 40% 50% 60% 70% Terrorism Economic crisis, unemployment Global warming / Climate change -natural disasters Health problems and virus outbreaks Racism / Radicalism Immigration -politic and economic refugees Water pollution Underdevelopment in third world countries Food waste
  14. 14. Gen Z issues: Racism, climate change, racism & 3rd world countries are higher on the agenda UK If you were a world leader, which issues would you tackle first? (top 3) Baby Boomer Gen X Gen Y Gen Z 0% 10% 20% 30% 40% 50% 60% 70% Terrorism Economic crisis, unemployment Immigration -politic and economic refugees Health problems and virus outbreaks Racism / Radicalism Global warming / Climate change -natural disasters Underdevelopment in third world countries Food waste Water pollution
  15. 15. Racism, global warming/climate change are higher on the agenda of Gen Z – Water pollution & health problems more on Gen Y’s agenda US If you were a world leader, which issues would you tackle first? (top 3) Baby Boomer Gen X Gen Y Gen Z 0% 10% 20% 30% 40% 50% 60% 70% Terrorism Economic crisis, unemployment Health problems and virus outbreaks Racism / Radicalism Global warming / Climate change -natural disasters Immigration -politic and economic refugees Water pollution Food waste Underdevelopment in third world countries
  16. 16. Hyperpersonalization is key for Gen Z, luxury also important And coolness  NL What are important characteristics for a brand or product? Baby Boomer Gen X Gen Y Gen Z 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% …breathes out power ...is socially engaged ...allows personalisation …is trendy …is sporting …is a bit of a rebellion …is luxurious and glamorous ...is ecologically engaged …is optimistic …is cool …introduces new trends …is international
  17. 17. Up-to-date, glamour & personalization/local are more important to Gen Z than to Gen Y BE What are important characteristics for a brand or product? Baby Boomer Gen X Gen Y Gen Z 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% …is up-to-date ...is socially engaged …is cool …breathes out power …is trendy …is optimistic …is luxurious and glamorous …introduces new trends …has a clear position …is local …is a bit of a rebellion ...allows personalisation
  18. 18. Hyper-personalisation & trendiness are NXTGen brand items US What are important characteristics for a brand or product? Baby Boomer Gen X Gen Y Gen Z 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% ...allows personalisation …has a clear position …is trendy ...takes health into account …is optimistic …surprises me as a customer …introduces new trends ...is ecologically engaged ...is socially engaged …is sporting …has a high status …is adventurous
  19. 19. Gen Z is more likely to start an own business, work abroad, and go for a nice career and money NL Please indicate what is most applicable to you regarding career perspectives? Baby Boomer Gen X Gen Y Gen Z Start own business Work in own country At the office Have career Make lot of money Work for others Work abroad On the road Home often Happy in your job 0%10%20%30%40%50%60% 0% 10% 20% 30% 50%40% 60%
  20. 20. BE Do you agree with the following statements? (top 2) Baby Boomer Gen X Gen Y Gen Z 0% 10% 20% 30% 40% 50% 60% 70% 80% Living in secure surroundings is important to this person It is important to this person to have a good time It is important to this person to help the people nearby It is important to this person to always behave properly Looking after the environment is important to this person It is important to this person to be creative Tradition is important to this person Being very successful is important to this person Adventure and taking risks is important to this person It is important to this person to be rich It is important for me to have a good time It is important for me to be creative Being very successful is important for me Adventure and taking risks is important for me It is important for me to be rich 0% 10% 20% 30% 40% 50% 60% 70% 80% Living in secure surroundings is important to this person It is important to this person to have a good time It is important to this person to always behave properly It is important to this person to help the people nearby Looking after the environment is important to this person It is important to this person to be creative Being very successful is important to this person Tradition is important to this person Adventure and taking risks is important to this person It is important to this person to be rich 0% 10% 20% 30% 40% 50% 60% 70% 80% Living in secure surroundings is important to this person It is important to this person to have a good time It is important to this person to always behave properly It is important to this person to help the people nearby Looking after the environment is important to this person It is important to this person to be creative Being very successful is important to this person Tradition is important to this person Adventure and taking risks is important to this person It is important to this person to be rich 0% 10% 20% 30% 40% 50% 60% 70% 80% Living in secure surroundings is important to this person It is important to this person to have a good time It is important to this person to always behave properly It is important to this person to help the people nearby Looking after the environment is important to this person It is important to this person to be creative Being very successful is important to this person Tradition is important to this person Adventure and taking risks is important to this person It is important to this person to be rich 0% 10% 20% 30% 40% 50% 60% 70% 80% Living in secure surroundings is important to this person It is important to this person to have a good time It is important to this person to always behave properly It is important to this person to help the people nearby Looking after the environment is important to this person It is important to this person to be creative Being very successful is important to this person Tradition is important to this person Adventure and taking risks is important to this person It is important to this person to be rich 0% 10% 20% 30% 40% 50% 60% 70% 80% Living in secure surroundings is important to this person It is important to this person to have a good time It is important to this person to always behave properly It is important to this person to help the people nearby Looking after the environment is important to this person It is important to this person to be creative Being very successful is important to this person Tradition is important to this person Adventure and taking risks is important to this person It is important to this person to be rich Adventure, risks, creativity lead to good times & good money for NXTGen
  21. 21. Gen Z is more career driven, more eager to start their own business, and more open to work abroad and be on the road. UK Please indicate what is most applicable to you regarding career perspectives? Baby Boomer Gen X Gen Y Gen Z Start own business Work in own country At the office Have career Make lot of money Work for others Work abroad On the road Home often Happy in your job 0%10%20%30%40%50%60% 0% 10% 20% 30% 50%40% 60%
  22. 22. US Please indicate what is most applicable to you regarding career perspectives? Baby Boomer Gen X Gen Y Gen Z Start own business Work in own country At the office Have career Make lot of money Work for others Work abroad On the road Home often Happy in your job 0%10%20%30%40%50%60% 0% 10% 20% 30% 50%40% 60% Gen Z is more career driven, more eager to start their own business, and more open to work abroad and be on the road
  23. 23. I am SNAPPY I am DREAMING OF A BETTER WORLD I am READY TO MAKE IT I am MAKING IT
  24. 24. LEARN MORE ABOUT THE 4 KEY DNA CHARACTERISTICS OF NXTGEN, CROSS-GENERATIONAL DIFFERENCES & SIMILARITIES? Discover 7 consumer trends & 4 ways to make your brand future proof. co-founder and managing partner InSites Consulting NextGen Expert (Gen Y & Gen Z) @ InSites Consulting Marketing author of the AMA awarded book “How Cool Brands Stay Hot. Branding to Generation Y and Z” (third edition to be released by Kogan Page - February 2016) Exclusive in-company workshop with Joeri Van den Bergh 3 different formats 1 hour presentation + 30 min Q&A: €3.000 1 hour tailored presentation + 30 min Q&A: €5.000 Half-day workshop with 1 hour tailored presentation + brainstorm session in small groups: €6.000 * VAT – travel & accommodation not included
  25. 25. Ephemeral I am SNAPPY I am DREAMING OF A BETTER WORLD I am MAKING IT TO MAKE IT The age of impatience Blurred gender Enoughism The ME-conomy Perfectly imperfect Actively chillax I am READY
  26. 26. I am SNAPPY I am DREAMING OF A BETTER WORLD I am READY TO MAKE IT I am MAKING IT Fast/On Demand Content brands Macro-Do brands Micro-Me brands Beta-Dream brands

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