Z世代-关于16-25岁互联网用户最新趋势的报告（英）

GWI’s report on the latest trends among internet users aged 16-25Gen ZIntroductionDiscover our dataKey insightsGetting to know Gen ZWhere are Gen Z in their life today? How are Gen Z navigating times of uncertainty?The Gen Z lifestyleHow’s Gen Z’s mental health? How do they feel about finances? How are the youngest working generation adapting to the workplace?Entertainment and mediaWhy are Gen Z bringing Y2K back? How do they watch TV? What are their motivations behind gaming?Social mediaHow are Gen Z changing the social media game? Why has TikTok become so popular with this generation?Engaging with Gen ZHow do Gen Z discover and research new products? What can brands do to engage with them?AppendixNotes on methodology04050709132737475961In this reportGen Z are well and truly here. This report will dive into who Gen Z are today and take a closer look at their attitudes, lifestyle, and how brands can engage with this key generation.Methodology All figures in this report are drawn from GWI’s online research among internet users aged 16-64. Our figures are rep-resentative of the online populations of each market, not its total population. Note that in many markets in Latin America, the Middle-East and Africa, and the Asia-Pacific region, low inter-net penetration rates can mean that online populations are more young, urban, affluent, and educated than the total population.Each year, GWI interviews over 900,000 internet users aged 16-64 in 50 coun-tries via an online questionnaire for our Core dataset. A proportion of respond-ents complete a shorter version of this survey via mobile; hence the sample sizes presented in the charts may differ as some will include all respondents, and others will include only respond-ents who completed GWI’s Core survey via PC/laptop/tablet.When reading this report, please note that we use a mixture of data from our ongoing global quarterly research and GWI Zeitgeist, a monthly recontact study of Core that we carry out in the following 12 markets: Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Singapore, the UK, and USA. Throughout this piece, we refer to indexes. Indexes are used to compare any given group against the aver-age (1.00), which unless otherwise stated refers to the global average. For example, an index of “1.20” means that a given group is 20% above the global average.Click the dots to navigate 4Each chart from our ongo-ing global research in this report contains a hyper-link that will bring you straight to the relevant question on our Platform, where you can investigate all data by demographics, over time, and among your own audiences.Discover the data on our platformInformation about the source and base SourceBaseEach of the graphs is numbered More information can be found in the Appendix section at the end of this reportJust click this iconto explore the dataon the platform 6 6KeyinsightsCrisis fatigue is an issueOngoing bad news in the media has started to take its toll