HOW GENERATION Z PERCIEVES

INFORMATION?by Russian PR Association, October - December 2015

Julia Gryaznova, Executive Director RPRA

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ABOUT RUSSIAN PR ASSOCIATION

The oldest communication association in Russia, since 1991Collective members: communication agencies, business corporations,

universities, non-profit organizations Individual members: about 300

Committees and working groups:• professional standard for communications• PR education• assessment and measurement of communication  effectiveness• political technologies• territories promotion• scientific and innovative communication• promotion of fundamental and applied researches• etc. WWW.RASO.RU

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COMMUNICATIVE GOAL AND ORGANIZATION OF THIS RESEARCH

We wanted to perform a professional study only as a result of professionalism of RASO members and our relationships network.

The cost = 0€= our networkOur team

Our Partners:

10 Universities in Russia 2 big industrial corporations 1 software company

Оleg Mukovozov, SPN COMMUNICATIONS, Head of analitic department

Julia Ulyanova, Russian Venture Company, PR-Director

Cristina Abramova, High School of Economics,student

Igor Raichman CG Byzantium, Founder

Anton Chupilco, Russian Carbon Foundation, Director

Julia Gryaznova, Executive Director, RPRA

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WHO IS INTERESTED IN THE RESEARCH RESULTS?

…who has to communicate with Z

• Producers of goods and services to Z

• Schools and universities

• Parents

• Media

…who will be forced to communicate with Z

• Those who will be in 5-10 years to sell products and services to Z

• Employers and HR managers

• Media

• Political parties and Governments

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WHO IS THE GENERATION Z?

Born between 1995 – 2010

Now they are between 5-20 years

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THERE ARE MANY ARTICLES ABOUT Z

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HOW THIS KNOWLEDGE HAVE BEEN RECEIVED?

Observers and Spectators

astonished peeping dissatisfied

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…WHAT ABOUT TO TALKING TO THEM?

The results are unexpected

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COMMUNICATIONS DURING THE RESEARCH

POOL 8 FOCUS GROUPS

12 questions

296 men

344 women

27 regions of Russia

5 universities (17-18 years)

1 vocational school (17-18 years)

1 school (16 years)

1 adults (35-45 years)

<20 yeas – 90%

>20yeas – 10%

Cont

rol

grou

ps

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RESULTS OF OUR COMMUNICATION WITH Z

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as Internet users Z is very similar to adults

1

12

HOW MANY FRIENDS YOU HAVE IN YOUR SOCIAL NETWORK?

UNDER 20 YEARS ABOVE 20 YEARS

Меньше 50 50-100 100-500 500-1000 1000-3000 Более 3000

0

75

150

225

300Chart Title

< <> >

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HOW MANY FRIENDS DO YOU KNOW PERSONALLY (OFF-LINE)?

10

55

110

165

220

275

100 % От 75 до 100% От 50% до 75% От 25 до 50% Менее 25%

-

UNDER 20 YEARS ABOVE 20 YEARS

- - -- <

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HOW REGULARLY YOU RECEIVE NEWS ABOUT THE FOLLOWING TOPICS?

World Policy and Economy

Almost continuously

Several times a day

Once a day

Less than once a day Never

Under 20 10 % 14 % 31 % 33 % 12 %

Above 20 15 % 18 % 35 % 30 % 2 %

Russian’s Policy and Economy

Almost continuously

Several times a day

Once a day

Less than once a day Never

Under 20 9 % 15 % 33 % 32 % 11 %

Above 20 лет 12 % 27 % 27 % 25 % 9 %

Professional News

Almost continuousl

y

Several times a day

Once a day

Less than once a

dayNever

Under 20 22 % 23 % 26 % 23 % 7 %Above 20 18 % 15 % 20 % 31 % 16 %

Fashion Almost continuously

Several times a day

Once a day

Less than once a day Never

Under 20 9 % 10 % 18 % 35 % 28 %

Above 20 1 % 4 % 8 % 46 % 41 %

Gadgets and other

equipmentAlmost

continuouslySeveral

times a dayOnce a

dayLess than

once a day Never

Under 20 15 % 17 % 21 % 35 % 12 %

От 20 лет 14 % 19 % 23 % 36 % 8 %

Science and technology

Almost continuousl

y

Several times a day

Once a day

Less than once a day Never

Under 20 15 % 19 % 28 % 30 % 8 %

Above 20 15 % 18 % 33 % 28 % 6 %

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WHY DO YOU NEED NEW INFORMATION?

32%

24%18%

15%10%

1% Chart Title

Для практического использования Чтобы лучше понять, как устроен мирЧтобы было о чем поговорить с приятелями Для развлеченияЧтобы лучше понять себя Чтобы поделиться ей в соцсети

UNDER 20 YEARS ABOVE 20 YEARS

for practical reasonto talk with friendsto understand myself better

to understand better how the world is arrangedfor funto share news in the social network

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WHAT IS THE USEFUL FORMAT FOR INFORMATION?

Text very comfortable

comfortable not very comfortable uncomfortable

Under 20 39 % 51 % 9 % 1 %

Above 20 35 % 56 % 9 % 0 %

Photo very comfortable

comfortable

not very comfortable uncomfortable

Under 20 40 % 49 % 10 % 1 %Above 20 37 % 51 % 11 % 1 %

Picture with an inscription

very comfortable comfortable not very

comfortable uncomfortable

Under 20 48 % 38 % 12 % 2 %

Above 20 45 % 34 % 18 % 3 %

Comics very comfortable comfortable

not very comfortabl

euncomfortable

Under 20 13 % 22 % 36 % 29 %

Above 20 7 % 23 % 40 % 30 %

Infographics very comfortable

comfortable

not very comfortable uncomfortable

Under 20 20 % 30 % 35 % 15 %Above 20 26 % 33 % 30 % 11 %

Audio podcast

very comfortable comfortable

not very comfortabl

euncomfortable

Under 20 11 % 24 % 40 % 25 %

Above 20 3 % 12 % 55 % 30 %

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HOW DO YOU LEARN NEWS?

Specially looking for them on my favorite sites,

blogs

Almost always Often Rarely Never

Under 20 37 % 38 % 21 % 4 %

Above 20 36 % 39 % 22 % 3 %

I see them in a tape of social

networksAlmost always Often Rarely Never

Under 20 54 % 33 % 11 % 2 %

Above 20 55 % 31 % 12 % 2 %

From traditional media

(newspapers, TV, magazines)

Almost always Often Rarely Never

Under 20 20 % 27 % 41 % 12 %

Above 20 22 % 26 % 43 % 9 %

From offline communication

with other peopleAlmost always Often Rarely Never

Under 20 26 % 42 % 26 % 6 %

Above 20 37 % 43 % 16 % 4 %

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WHEN YOU ARE ON-LINE, WHAT IS IMPORTANT TO YOU?

Сommunications very important important not very important

not important

Under 20 31 % 43 % 22 % 4 %

Above 20 28 % 41 % 28 % 3 %

Obtain information very important important not very important

not important

Under 20 42 % 48 % 8 % 2 %

Above 20 44 % 47 % 8 % 1 %

Self-expression very important important not very important

not important

Under 20 11 % 29 % 42 % 18 %

Above 20 5 % 27 % 48 % 20 %

Comparing yourself with others very important important not very

importantnot

important

Under 20 5 % 13 % 39 % 43 %

Above 20 2 % 7 % 45 % 46 %

Self improvement very important important not very important

not important

Under 20 31 % 45 % 17 % 8 %

Above 20 30 % 46 % 16 % 8 %

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HOW OFTEN DO YOU FEEL A NEED OF COMMUNICATION WITH FRIENDS AND

ACQUAINTANCES IN THE SOCIAL NETWORK?

UNDER 20 YEARS ABOVE 20 YEARS

Almost continually A few times per hour A few times per day Once a day Less that once a day

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But Z is very different in the attitude to life

2

2

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SIGNIFICANT DIFFERENCES INSIDE Z ARE DEPEND ON:

quality of education (different responses were given by university students and students of vocational schools)

profession (the responses of students-developers were very different from the responses of humanitarian students)

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WHAT KIND OF EVENTS WERE IMPORTANT IN THE PAST YEAR?

• The important events of Z are more different than the important events of adults

• The important events of Z less depend on media agenda

• The most important events of Z are mainly the personal events or the local events. The most important events of adults are mainly the country and world events.

• The better Z is educated, the less the important events depend on media agenda

101.2015. 04.2015. 07.2015. 10.2015. 12.2015.

204.2015. 07.2015. 10.2015. 12.2015.

301.2015. 04.2015. 07.2015. 10.2015. 12.2015.

01.2015.

Worldwide events

Events of the private life

Events of the inner-circle

Arrow of Time Method

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IS Z READING?• YES, Z IS READING• READS MORE FICTION THAN PROFESSIONAL BOOKS•Z WOULD LIKE TO READ MORE• Z PREFERS PAPER BOOKS• Z DOSN’T BUY E-BOOKS, DOWNLOADS THEM ONLY FOR FREE

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Z’S FAVORITE WRITERS

Erich Maria Remarque Antoine de Saint-Exupéry Leo Tolstoy

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HOW MUCH GADGETS THEY HAVE?

2,7 6,9

Z ADULTS

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WILL Z LIMIT THEIR CHILDREN’S USE OF

GADGETS?

YES (70%)

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IS Z NEED OFF-LINE COMMUNICATION?

YES (100%)

The special case – the vocational school students: off-line communications are hard and difficult for them. For them it is a additional stress in the conditions of information excess.

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IN WHAT ERA Z WOULD LIKE TO LIVE?

15%

30%

55%

THE FUTURE

THE PRESENT

THE PAST

Only among the students-developers: 50% - the future, 25% - the present 25% - the past

Those who choose the present, often do not choose the past for reasons of conveniences, comfort and hygiene

The versions of the Past: Ancient Rome, 13-15 c., 17-18 c. in England, the period of great reforms of Peter I or Alexander I, 18-19, Silver Age (1900-1914), 50th, 60th, America of the 70th , 2000 (their childhood)

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LIFE VALUES

SELF-REALIZATION (achieving the goals, development, self-improvement)

FRIENDS

CAREER

LOVE

FREEDOM

TRAVELS

PLEASURES OF LIVING

FAMILY (80%)Nearly 50% would like to repeat the career and / or family way of their parents

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Z’s VISION OF THE PERSONAL FUTURE

JOYFUL BUT VERY VAGUE

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WHERE Z WANT TO WORK?

20%

46%

34%

STATE ORGANIZATION

BIG BUSINESS CORPORATION

SELF-EMPLOYED

Own business was chosen by developers

Girls did not choose self-employed

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CONCLUSIONS• Z is used to obtain information as a response to their questions. Therefore, they perceive only that

information which is an answer to the question (in the media or in educational process).• The higher the level of education, the more individual agenda• To use visual content as well as text is comfortable to Z. The text is still working. The infographic

value is exaggerated.• Z is not only interesting in action, but also in the content of communication.• Z is reading. But quite simple texts. Modern literature is too difficult to Z.• Z needs in an existential content. Z has an existential hunger. • The main question: "Who I am?" • In our changing world education does not provide them with the capability and the tools to

respond to this question. The media occupies the education place, but performs its function not well.

• Z has a serious conflict between two life strategies: career and financial success strategy and self-realization strategy. Z hasn’t methods to resolve this conflict.

• The main value is Family were they feel themselves protected and stable.• Z isn’t not able to concentrate for long.• On-line communication does not negate off-line

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SOME EFFECTS FOR COMMUNICATIONS

If we want to tell with them, we have to know the questions worring them

Z will perceive any simple information that could mask their lack of identity.

At the same time the media must maintain a minimal conceptual level. Otherwise,

this generation will fall out of communication.

There are 4 key messages for them:

• about life instability, importance of working hard for career and being strong, arrogant, energetic

• about freedom, self-development, self-expression

• about family and human emotions (love, friendship, compassion)

• entertainment

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2016 …to be continued

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SEGMENTATION OF GROUPS UNDER INVESTIGATION

REGIONS• Russia (cities and

regions)• Europe• North America• Latin America • Countries of Asia-Pacific

Region• Africa (?)

PROFESSION• IT• Engineering • Natural sciences• Humanitarian fields of

science and practice• Social services• Management

AGE• Schoolchildren (14-17 yeas)• Vocational schools students (15-

19 years)• Universities students (17-20 yeas)• Adults (above 25 yeas old)

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REASEARCH TIMETABLEMARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DESEMBER

Organizational work

Search of partners in

Russia

Search of international partners

Pool (in Russian, English, Spanish, etc.) Analysis, interpreta-

tion of results

Presenta-tion

Focus-groups and interviews in Russia

International Focus-groups and interviews

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WE ARE HAPPY TO SEE YOU AS OUR PARTNERS

projectplan2006@yandex.ru

www.facebook.com/julia.gryaznova.3

www.infoz.me