Global Web Index Considers Gen Z Digital Behaviour

Market research company Global Web Index (GWI) has investigated the behavioural patterns of Gen Z consumers in a new report. It concerns 5,871 internet users aged 16-20 from 35 different countries.

Of these, 1,124 came from China, 685 from the US, 693 from the UK, 397 from India and 256 from Brazil. Others came from countries such as Poland, Saudi Arabia and South Africa.

96% of those sampled owned a smartphone, while only 75% owned a PC or laptop. The third most popular device was a tablet, owned by 30% of Gen Z.

Samsung and Apple were the two most popular consumer brands, almost neck-and-neck globally. In the USA, however, Apple was around twice as popular as Samsung among the participants.

The new generation spends less time watching television than the average global internet user, but more time watching online television. A similar percentage of respondents had YouTube accounts versus Facebook accounts, though activity on YouTube was reportedly higher.

Gen Z consumers are 50% more likely to discover a new brand via an influencer vlog, though traditional acquisition channels such as SEO can still be important.

Reviews, financial incentives (e.g. discounts) and “quick and easy” checkout processes were three significant drivers of purchase intent. Each of the three were highlighted by 36-40% of participants.

Earlier this month, GDI spoke to Google’s Paul Frantz about Gen Z behaviour on dating apps. Find the interview here.

Find the GWI report here.