Not without a smartphone: The group of 18 to 24-year-olds was asked by researchers about their media use, among other things. Digital helpers therefore also play a role in health.
Tech-savvy, always online, but also health and environmentally conscious: According to a recent survey, this is Generation Z, i.e. the group of today’s 18 to 24 year olds.
“Generation Z values a healthy lifestyle and cannot imagine a life without a smartphone,” said Christian Wulff, Head of Retail and Consumer Goods at the management consultancy PricewaterhouseCoopers (PwC), summarizing the results of a study for which around 10,000 consumers were surveyed, including around 2000 members of Generation Z.
According to the survey, the 18 to 24-year-olds mainly use websites, podcasts or blogs as well as social media to find out about current events. Only 24 percent use conventional media such as magazines and newspapers, radio and television for information. For comparison: For those over 35, traditional media are still the first choice (44 percent) when it comes to staying up to date. When shopping, 18- to 24-year-olds are much more likely to be inspired by social media or online advertisements than people over 35.
Sustainability and health also play an important role for “Gen Z”, as the study found. For example, attempts are made to avoid plastic (37 percent). Sustainability can definitely cost something: Almost two thirds (62 percent) of those surveyed would accept a higher price for regional products. 52 percent are willing to pay more for organic products.
It also fits that Generation Z pays attention to their own health. Almost half of 18 to 24 year olds (44 percent) have an app on their smartphone or tablet to track their health or fitness. When it comes to mobility, there are clear differences between the younger and older generations: in Generation Z, two thirds of those surveyed are open to autonomous driving. Anyone over 35 reacts much more skeptically: Every second person expresses reservations.