ThinkNow Gen: We Are Gen Z: Education Focus Report 2017

Who is Gen Z?

Wave 1

Cultural Heritage

Social Media Use

Self Perception

Attitudes Towards: The Future Family Celebrities Brands Education

2

Online PanelOver 30,000 respondents to recruit from

Nationally-representative per census

Unique recruitment model that encompasses online

and offline recruitment methods such as Spanish-

language television advertising

ResearchFortune 500 clients

Over 30 years of research experience specifically in

the Hispanic market

Only Hispanic market research company that owns

& operates an in-house panel

Experts in Hispanic Market Research

ThinkNow Research provides innovative online market research solutions for companies looking to understand the U.S. Hispanic consumer. We specialize in researching the U.S. Hispanic demographic and other hard-to-reach consumers in order to deliver high quality research to our clients that bear actionable and meaningful results.

3BACKGROUND

• Advertising & digital agency

• 43 employees

• 12 million in revenue (2013)

• 16 years in business

• Independent, minority-owned

• Offices in L.A. , DC, & Atlanta

CAPABILITIES

• Research & Analytics

• Strategic Planning

• Media Planning & Buying

• Creative Development

• Digital Marketing

• Mobile & Website Development

• Hispanic, African-American, Asian Marketing

• ThinkNow Research conducted a nationwide online survey during March, 2016.

• A total of n=1,265 interviews were completed. Respondents were between the ages of 14 and 21.

HispanicsNon-Hispanic

Whites*Asians African-Americans

Origin Self-identify as

Hispanic origin

Self-identify as White

Non-Hispanic origin

Self-identify as Asian Self-identify as

African-American

Base Size N=351 N=349 N=348 N=217

Gender

Male 49% 49% 50% 52%

Female 50% 50% 50% 48%

Age

11 to 16 46% 45% 41% 35%

17 to 21 54% 55% 59% 65%

Mean age 17 17 17 17

Methodology

*Non-Hispanic White (does not include African-Americans, Asians and other ethnic groups)

Gen Z is the largest generational group in the US

23%

19%

22%

25%

Baby Boomers Generation X Generation Y Generation Z

Geoscape, American Marketscape DataStream, 2014 series

Cultural Heritage

76%79% B

74% B

84%90% AD

62%64%

74%

87% AD84% B

79% BD

89% B

74%76% B

72% B

80%

I consider myself to be an American My culture/heritage is very important tome

I want to maintain my cultural heritage I am proud of my cultural heritage

Hispanics (A) NH Whites (B) African Americans (C) Asians (D)

Generation Z considers themselves American but cultural heritage is still very important to the three largest ethnic groups.

Letter indicates significance at 95% CL.

Please select the point in the scale that describes how much you agree or disagree with each statement below.

Top 2 Box

Total Sample: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217)

78% of Hispanic Millennials felt this way

African-Americans want to stand out for their culture the most; Hispanics are the most likely to want to fit in with the mainstream.

Total Sample: Hispanics (n=351), African Americans (n=348), Asians (n=217)


Top 2 Box

66%

80%

72%

I want to stand out as a "Latino" I want to stand out as an"African American"

I want to stand out as an "AsianAmerican"

67% of Hispanic Millennials felt

this way

Social Media

66% 67% D

79%

57% 56%

74% A

60%

79%

58% 59%

80% AD

74% ABD

84% D

59%

64%66%

53%

76%

61%65%

I can make a difference in theworld

I consider myself to be a leader My opinions are important Social media helps me expressmyself

Social media is a useful platformfor social change


Members of Gen Z feel empowered. Social media is an important outlet for them.

Letter indicates significance at 95% CL.Base Size: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217)


Top 2 Box Agreement

Self Perception

68%

45%

78%81% 83%

66%

51%

78%82% 81%81% ABD

47%

87% ABD 87% AD 89% ABD

65%61% ABC

73%

78% 77%

I am a confident person I am sometimes uncertain aboutmyself

I like myself I am hopeful about my future I think I am smart


Among Gen Z, African-Americans express the most self-confidence; Asians are the most self-critical.



Top 2 Box Agreement

Attitudes Towards: The Future Family Celebrities Brands Education

76% D 77% D 76% D

66%


In general, they are optimistic about their future. Asians are the most cautious.


How do you feel about your future?Top 2 Box: Good/Very Good


this way

88%84%

80%75%

88%84%

80% 78%

My family is the most important part of my life I value the opinion of my parents


Family is central to the lives of Gen Z and parents’ opinions are highly valued.



Top 2 Box Agreement


32%27%

34%

25%

31% 32%35%

29%

Social media influencers are good role models Celebrities are good role models


Celebrities and social media influencers are not looked at as good role models by Gen Z.



Top 2 Box Agreement


55%

49% 51% 50%54%

56%60%

54%51% 51%

62% A 61% A

56%

48%

56% 55%

I relate to brands that do good for theenvironment

I like brands my friends like I relate to brands that make me look cool I relate to brands that help me stand out


Brands are important to Generation Z. African-Americans, in particular, relate best to brands that make them look cool and/or help them stand out.


Please select the point in the scale that describes how much you agree or disagree with each statement below.Top 2 Box Agreement


56%

65% 66%

54%

67%

61%

78% ADE

67%

58%

69%

59%

72% A

66%68% AB

72%

53%

67%

60% 60%

70%

Brands (products) help me show offmy personality

I buy brands (products) that make mefeel good about myself

I have a favorite brand Everyday people can be brandsthemselves

I like to introduce people to newthings


Young people buy brands that make them feel good about themselves.

Letter indicates significance at 95% CL.Total Sample: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217)


Top 2 Box Agreement


Hispanics(A)

NH Whites(B)

African Americans(C)

Asians(D)

NET: Apparel/Shoes 69% 61% 75% BD 62%

Nike 25% 22% 34% ABDE 18%

Adidas 7% BC 2% 3% 4%

Jordan 7% B 1% 8% BD 3%

Converse 6% BCD 1% 1% 1%

Van's 5% C 2% 1% 2%

Forever 21 3% 1% 3% 5%

Other Apparel and Shoes Brands 16% 12% 14% 18%

NET: Electronic Brands 10% 14% 8% 18% AC

Apple 6% 7% 5% 8%

Sony 2% 2% 0% 2%

Samsung na 1% na 5%

NET: Beverages/Food 5% 6% 6% 6%

What is your favorite brand?Base: Among Those Who Say They Have a Favorite Brand

Note: Mentions below 5% may not be shown.

Their favorite brands are mostly in the apparel/shoe category. Nike tops the list across segments. Some food brands were mentioned.

Base: Have a favorite brand - Hispanics (n=230), NH Whites (n=235), African Americans (n=229), Asians (n=130)


Hispanics(A)

NH Whites(B)

African Americans(C)

Asians(D)

Facebook 33% 43% A 39% 36%

Instagram 19% 16% 15% 16%

YouTube 18% 14% 16% 22% B

Snapchat 13% 10% 13% 11%

Twitter 7% 6% 7% 4%

Tumblr 3% 3% 3% 3%

Pinterest 2% D 1% 1% 0%

Vine 1% 0% 1% 0%

Google+ 1% 2% 2% 4% A

What social media platform do you use most?

Note: Mentions below 2% may not be shown.

Facebook remains the most popular social media platform for Gen Z, followed by Instagram and YouTube.


42%

50% AC

43%

50%

I buy products I've discovered on social media


A large share say they buy products they have found on social media.



Top 2 Box Agreement


Attitudes Towards Education

23

Hispanics (A) Whites (B) African Americans (C) Asians (D)

I’m Concerned About the Cost of a College EducationStrongly Agree / Somewhat Agree

Letters indicate statistically significant difference (95% confidence)

AB

75% 71% 72% 80%BC Top 2 Box

QD_11. Please select the point in the scale that describes how much you agree or disagree with each By Ethnicity.

Base: Hispanics (n=351), Whites (n=349), African Americans (n=348), Asians (n=217)

The Cost of College is a Major Concern

24

46%47%

37%

71%

47%47% 48%

35%

72%

45%42% 44%

37%

71%

47%51% 51%

41%

72%

54%

46% 45%

37%

66%

37%

Graduating from a 4-year College Getting an advanced degree (Master’s or PhD)

Being wealthy/rich Being passionate /Enjoying whatyou do for a living

Owning your own business

Total Hispanics (A) Whites (B) African American (C) Asians (D)

Indicators of SuccessTop Box

Letters indicate statistically significant difference (95% confidence)Q7 - Top Box – Total Sample and Ethnicity

ADB

D

Half Consider a College Degree to “Definitely” be a Success IndicatorBut being passionate about and enjoying their work is rated higher


this way


this way 32% of Hispanic Millennials felt

this way


this way


this way

25

45% 42%47%

52%


Males (H) Females (I)


Letters indicate statistically significant difference (95% confidence)Q7_4/5. Top Box – By Gender

H

Advanced Degrees are Viewed More Favorably by Young Women

26

52% 51%

41%44%


11-16 years (F) 17-21 years (G)


Letters indicate statistically significant difference (95% confidence)Q7_4/5 - Top Box - By Age

G G

Younger Cohort Views Education More Favorably as a Success Indicator

27

64% 64%

57%62%

79%

Yes, definitely


Do you plan on getting a 4 year college degree in the near future?Top Box

Letters indicate statistically significant difference (95% confidence)Q9. - Top Box - By Total and Ethnicity

ABC

Asians are Most Likely to Plan On Getting a 4 Year Degree

28

7% 8% 9%7%

4%

Probable/Definitely Not


Do you plan on getting a 4 year college degree in the near future?Bottom 2 Box

Letters indicate statistically significant difference (95% confidence)Q9. - Bottom 2 Box - By Total and Ethnicity

Less Than 10% Say They Won’t Get a College Degree

29

Letters indicate statistically significant difference (95% confidence)

Why Did You Say – Probably/ Definitely Not?Probably Not / Definitely Not Combined

Q10a/b. - By Total and Ethnicity

68%

45%

60%

76%

26%

44%

36%

53%58%

88%

50%

82%

33%

0%

17%

Finances/Too expensive Not sure what career I'd like to pursue Don't feel I need a college degree


Lack of Financial Resources…

Most Likely Reason for Not Pursuing a College Degree?

30

53%58%

44%

56% 57%

Yes, definitely


Do you plan on getting a graduate degree in the future? Top Box

Letters indicate statistically significant difference (95% confidence)Q11. - Top Box - By Total and Ethnicity

B BB

Whites are Least Likely to Plan of Getting a Graduate Degree

31

62%

55%

35%

50%50%

60%59%55%

Males Females

Hispanics (A) Whites (B) African American (C) Asians (D)

Do you plan on getting a graduate degree in the future? Top Box

Letters indicate statistically significant difference (95% confidence)Q11. - Top Box - By Total Sample, Gender and Ethnicity

51%55%

Total Sample

Males (F) Females (G)

*

* Statically females are higher than males for Hispanics

Asian & Hispanic Young Men are More Likely Then Their Female Counterparts to Pursue Graduate Degrees

The reverse is true of Whites and African Americans

32

Demographics

Hispanics

(A)

Whites

(B)

African

Americans

(C)

Asians

(D)

Gender

Male 49% 49% 50% 52%

Female 50% 50% 50% 48%

Age

Net – 11-16 yrs old 46%D 45%D 41% 35%

Net – 17-21 yrs old 54% 55% 59% 65%AB

Mean age 16.7 16.8 17.0A 17.3AB

Region

Northeast 15% 19% 17% 21%

Midwest 9% 24%ACD 17%A 16%A

South 36%D 37%D 57%ABD 24%

West 40%BC 19%C 9% 39%BC

Where Born

Born in the U.S. 83%D 96%AD 95%AD 60%

Born outside the U.S. 17%BC 4% 5% 40%ABC

Key Findings

• Generation Z considers themselves American but cultural heritage is still very important

• African-Americans want to stand out for their culture the most; Hispanics are most likely to want

to fit in with the mainstream

• Members of Gen Z feel empowered. Social media is an important outlet for them.

• African-Americans express the most self-confidence; Asians are the most self-critical.

• They are optimistic about their future. Asians are the most cautious.

• Gen Z defines success as being able to take care of one’s family and being happy/content.

Money/material possessions are far less important.

• Celebrities and social media influencers are not looked at as good role models by Gen Z.

• Brands are important to Generation Z. African-Americans, in particular, relate best to brands that

make them look cool and/or help them stand out.

Key Findings

• Their favorite brands are mostly in the apparel/shoe category. Nike tops the list across

segments.

• Facebook remains the most popular social media platform for Gen Z, followed by Instagram and

YouTube.

• The cost of college is a major concern.

• Half consider a college degree to “definitely” be a success indicator.

• Advanced degrees are viewed more favorably by young women.

• Younger cohort views education more favorably as a success indicator.

• Asians are most likely to plan on getting a 4 year degree.

• Less than 10% say they won’t get a college degree.

• Whites are least likely to plan of getting a graduate degree.

• Ethnicity plays a factor in gender differences when it comes to wanting to pursue advanced

degrees.

35Roy Eduardo Kokoyachuk

Partner

ThinkNow Research

@ThinkNowTweets thinknowresearch.com/blog

Roy Eduardo Kokoyachuk [email protected]

Ph: 818-843-0220 x102

ThinkNow Gen: We Are Gen Z: Education Focus Report 2017

Marketing

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