SlideShare a Scribd company logo
Who is Gen Z?
Wave1
? CulturalHeritage
? SocialMediaUse
? SelfPerception
? AttitudesTowards:
? The Future
? Family
? Celebrities
? Brands
? Education
2
Online Panel
Over 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
Research
Fortune 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.
3
BACKGROUND
? 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.
Hispanics
Non-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% AD
84% B
79% BD
89% B
74%
76% B
72% B
80%
I consider myself to be an American My culture/heritage is very important to
me
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)
Please select the point in the scale that describes how much you agree or disagree with each statement below.
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 "Asian
American"
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 the
world
I consider myself to be a leader My opinions are important Social media helps me express
myself
Social media is a useful platform
for social change
Hispanics (A) NH Whites (B) African Americans (C) Asians (D)
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)
Please select the point in the scale that describes how much you agree or disagree with each statement below.
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 about
myself
I like myself I am hopeful about my future I think I am smart
Hispanics (A) NH Whites (B) African Americans (C) Asians (D)
Among Gen Z, African-Americans express the most self-confidence;
Asians are the most self-critical.
Letter indicates significance at 95% CL.
Base Size: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217)
Please select the point in the scale that describes how much you agree or disagree with each statement below.
Top 2 Box Agreement
Attitudes Towards:
? The Future
? Family
? Celebrities
? Brands
? Education
76% D 77% D 76% D
66%
Hispanics (A) NH Whites (B) African Americans (C) Asians (D)
In general, they are optimistic about their future. Asians are the most
cautious.
Letter indicates significance at 95% CL.
Base Size: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217)
How do you feel about your future?
Top 2 Box: Good/Very Good
70% of Hispanic
Millennials felt
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
Hispanics (A) NH Whites (B) African Americans (C) Asians (D)
Family is central to the lives of Gen Z and parents’ opinions are highly
valued.
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 Agreement
Total Sample: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217)
32%
27%
34%
25%
31% 32%
35%
29%
Social media influencers are good role models Celebrities are good role models
Hispanics (A) NH Whites (B) African Americans (C) Asians (D)
Celebrities and social media influencers are not looked at as good
role models by Gen Z.
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 Agreement
Total Sample: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217)
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 the
environment
I like brands my friends like I relate to brands that make me look cool I relate to brands that help me stand out
Hispanics (A) NH Whites (B) African Americans (C) Asians (D)
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.
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 Agreement
Total Sample: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217)
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 off
my personality
I buy brands (products) that make me
feel good about myself
I have a favorite brand Everyday people can be brands
themselves
I like to introduce people to new
things
Hispanics (A) NH Whites (B) African Americans (C) Asians (D)
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)
Please select the point in the scale that describes how much you agree or disagree with each statement below.
Top 2 Box Agreement
Letter indicates significance at 95% CL.
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)
Letter indicates significance at 95% CL.
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.
Total Sample: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217)
42%
50% AC
43%
50%
I buy products I've discovered on social media
Hispanics (A) NH Whites (B) African Americans (C) Asians (D)
A large share say they buy products they have found on social media.
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 Agreement
Total Sample: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217)
Attitudes Towards
Education
23
Hispanics (A) Whites (B) African Americans (C) Asians (D)
I’m Concerned About the Cost of a College Education
Strongly 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 what
you do for a living
Owning your own business
Total Hispanics (A) Whites (B) African American (C) Asians (D)
Indicators of Success
Top Box
Letters indicate statistically significant difference (95% confidence)Q7 - Top Box – Total Sample and Ethnicity
AD
B
D
Half Consider a College Degree to “Definitely” be a Success Indicator
But being passionate about and enjoying their work is rated higher
39% of Hispanic
Millennials felt
this way
42% of Hispanic
Millennials felt
this way 32% of Hispanic
Millennials felt
this way
56% of Hispanic
Millennials felt
this way
47% of Hispanic
Millennials felt
this way
25
45% 42%
47%
52%
Graduating from a 4-year College Getting an advanced degree (Master’s or PhD)
Males (H) Females (I)
Indicators of Success
Top Box
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%
Graduating from a 4-year College Getting an advanced degree (Master’s or PhD)
11-16 years (F) 17-21 years (G)
Indicators of Success
Top Box
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
Total Hispanics (A) Whites (B) African American (C) Asians (D)
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
Total Hispanics (A) Whites (B) African American (C) Asians (D)
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
Total Hispanics (A) Whites (B) African American (C) Asians (D)
Lack of Financial Resources…
Most Likely Reason for Not Pursuing a College Degree?
30
53%
58%
44%
56% 57%
Yes, definitely
Total 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 and Ethnicity
B B B
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.
35
Roy Eduardo Kokoyachuk
Partner
ThinkNow Research
@ThinkNowTweets thinknowresearch.com/blog
Roy Eduardo Kokoyachuk roy@thinknowresearch.com
Ph: 818-843-0220 x102

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

  • 1. Who is Gen Z? Wave1 ? CulturalHeritage ? SocialMediaUse ? SelfPerception ? AttitudesTowards: ? The Future ? Family ? Celebrities ? Brands ? Education
  • 2. 2 Online Panel Over 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 Research Fortune 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.
  • 3. 3 BACKGROUND ? 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
  • 4. ? 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. Hispanics Non-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)
  • 5. 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
  • 7. 76% 79% B 74% B 84% 90% AD 62% 64% 74% 87% AD 84% B 79% BD 89% B 74% 76% B 72% B 80% I consider myself to be an American My culture/heritage is very important to me 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
  • 8. 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) Please select the point in the scale that describes how much you agree or disagree with each statement below. 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 "Asian American" 67% of Hispanic Millennials felt this way
  • 10. 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 the world I consider myself to be a leader My opinions are important Social media helps me express myself Social media is a useful platform for social change Hispanics (A) NH Whites (B) African Americans (C) Asians (D) 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) Please select the point in the scale that describes how much you agree or disagree with each statement below. Top 2 Box Agreement
  • 12. 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 about myself I like myself I am hopeful about my future I think I am smart Hispanics (A) NH Whites (B) African Americans (C) Asians (D) Among Gen Z, African-Americans express the most self-confidence; Asians are the most self-critical. Letter indicates significance at 95% CL. Base Size: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217) Please select the point in the scale that describes how much you agree or disagree with each statement below. Top 2 Box Agreement
  • 13. Attitudes Towards: ? The Future ? Family ? Celebrities ? Brands ? Education
  • 14. 76% D 77% D 76% D 66% Hispanics (A) NH Whites (B) African Americans (C) Asians (D) In general, they are optimistic about their future. Asians are the most cautious. Letter indicates significance at 95% CL. Base Size: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217) How do you feel about your future? Top 2 Box: Good/Very Good 70% of Hispanic Millennials felt this way
  • 15. 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 Hispanics (A) NH Whites (B) African Americans (C) Asians (D) Family is central to the lives of Gen Z and parents’ opinions are highly valued. 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 Agreement Total Sample: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217)
  • 16. 32% 27% 34% 25% 31% 32% 35% 29% Social media influencers are good role models Celebrities are good role models Hispanics (A) NH Whites (B) African Americans (C) Asians (D) Celebrities and social media influencers are not looked at as good role models by Gen Z. 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 Agreement Total Sample: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217)
  • 17. 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 the environment I like brands my friends like I relate to brands that make me look cool I relate to brands that help me stand out Hispanics (A) NH Whites (B) African Americans (C) Asians (D) 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. 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 Agreement Total Sample: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217)
  • 18. 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 off my personality I buy brands (products) that make me feel good about myself I have a favorite brand Everyday people can be brands themselves I like to introduce people to new things Hispanics (A) NH Whites (B) African Americans (C) Asians (D) 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) Please select the point in the scale that describes how much you agree or disagree with each statement below. Top 2 Box Agreement
  • 19. Letter indicates significance at 95% CL. 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)
  • 20. Letter indicates significance at 95% CL. 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. Total Sample: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217)
  • 21. 42% 50% AC 43% 50% I buy products I've discovered on social media Hispanics (A) NH Whites (B) African Americans (C) Asians (D) A large share say they buy products they have found on social media. 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 Agreement Total Sample: Hispanics (n=351), NH Whites (n=349), African Americans (n=348), Asians (n=217)
  • 23. 23 Hispanics (A) Whites (B) African Americans (C) Asians (D) I’m Concerned About the Cost of a College Education Strongly 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. 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 what you do for a living Owning your own business Total Hispanics (A) Whites (B) African American (C) Asians (D) Indicators of Success Top Box Letters indicate statistically significant difference (95% confidence)Q7 - Top Box – Total Sample and Ethnicity AD B D Half Consider a College Degree to “Definitely” be a Success Indicator But being passionate about and enjoying their work is rated higher 39% of Hispanic Millennials felt this way 42% of Hispanic Millennials felt this way 32% of Hispanic Millennials felt this way 56% of Hispanic Millennials felt this way 47% of Hispanic Millennials felt this way
  • 25. 25 45% 42% 47% 52% Graduating from a 4-year College Getting an advanced degree (Master’s or PhD) Males (H) Females (I) Indicators of Success Top Box 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. 26 52% 51% 41% 44% Graduating from a 4-year College Getting an advanced degree (Master’s or PhD) 11-16 years (F) 17-21 years (G) Indicators of Success Top Box 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. 27 64% 64% 57% 62% 79% Yes, definitely Total Hispanics (A) Whites (B) African American (C) Asians (D) 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. 28 7% 8% 9% 7% 4% Probable/Definitely Not Total Hispanics (A) Whites (B) African American (C) Asians (D) 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. 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 Total Hispanics (A) Whites (B) African American (C) Asians (D) Lack of Financial Resources… Most Likely Reason for Not Pursuing a College Degree?
  • 30. 30 53% 58% 44% 56% 57% Yes, definitely Total 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 and Ethnicity B B B Whites are Least Likely to Plan of Getting a Graduate Degree
  • 31. 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. 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
  • 33. 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.
  • 34. 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.
  • 35. 35 Roy Eduardo Kokoyachuk Partner ThinkNow Research @ThinkNowTweets thinknowresearch.com/blog Roy Eduardo Kokoyachuk roy@thinknowresearch.com Ph: 818-843-0220 x102
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