Generation Z is the world’s most digital audience yet. Commonly agreed to be those aged between 13 and 25, in this report our focus is on Gen Z consumers aged 16 or older. These individuals spend vast quantities of time with social media and platforms like TikTok.
However, increases in their online consumption have been driven by the creation of new media opportunities throughout the day – such as music and podcast streaming – rather than digital innovations fully supplanting offline channels.
The key challenge facing marketers is that these platforms and channels are often those with the most under-developed advertising proposition.
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