Make Way for Generation Z: Marketing to Today’s Tweens and Teens

February 2011 | 71 pages | ID: M609FB91339EN
Euromonitor International Ltd

Abstracts

The new generation, encompassing today's tweens and teenagers, have never had it so good. Brand-conscious, tech-savvy, old before their years and equipped with generous incomes that are almost entirely discretionary, they are an increasingly attractive segment for marketers of all kinds of products, ranging from fashion and beauty to digital devices. This global report examines what makes Gen Zers tick and looks at their spending habits both now and in the future.

Strategy Briefings offer unique insight into emerging trends world-wide. Aimed squarely at strategists and planners, they draw on Euromonitor International’s vast information resources to give top line insight across markets and within consumer segments. Written by some of our most experienced analysts, they are designed as provocations for senior management to use in their own forum, allowing them to stand back and reflect on the behaviour and motivation driving global markets today and tomorrow

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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Contents

Make Way for Generation Z: Marketing to Today's Tweens and Teens
Euromonitor International : Strategy Briefing
February 2011

LIST OF CONTENTS AND TABLES

Executive Summary
Key Characteristics
  Summary 1 Gen Z Characteristics
Demographic Trends
Chart 1 Populations Aged 8-19 and % Growth 2004-2009
Gen Zers As Consumers
Outlook
Introduction
Definitions
  Summary 2 Consumer Groups 2010
Profile of Generation Z
Chart 2 Generation Z Characteristics 2010
Demographic Trends
Share of Population
Chart 3 Global Population by Generational Breakdown 2009
Regional Trends
Chart 4 Regional Breakdown of 8-19 Year-olds 2009
Chart 5 % Growth in the Number of 8-19 Year-olds by Region 2004/2009
Chart 6 % Share Accounted for by 8-19 Year-olds by Region 2009
Country Trends
  Table 1 Number of 8-19 Year-olds by Country 2004/2009
  Table 2 Gen Zers as % Total Population by Country 2004/2009
Market Drivers
Purchasing Power
  Table 3 Average Gross Income of Population Aged 15-19 by Country 2004/2009
Attitudes Towards Finance
Teenage Employment
  Table 4 Youth Unemployment 2004/2009
Age Compression
Parental Influence
Generation Z and the Internet
Chart 7 Internet Use in the US by Age Group 2009
Social Networking
  Table 5 Social Networking Activities in the US 2006/2007/2009
On-line Gaming
Mobile Phone Use
Chart 8 Teenage Mobile Phone Ownership in the US 2004-2009
Leisure and Entertainment Patterns
  Table 6 The Global Market for Video Games 2005/2010
Celebrity Culture
  Summary 3 Celebrity Fragrance Launches in 2010
Beauty and Hygiene
  Table 7 The Global Market for Selected Beauty Products 2005/2010
Teen Fashion
  Summary 4 Teenage Fashion Brand Preferences in the US 2009
Eating and Drinking Habits
  Table 8 The Global Market for Selected Food and Drinks 2005/2010
  Table 9 The Global Market for Selected Consumer Foodservice 2005/2010
Marketing To Gen Z
Market Snapshots
Brazil
Chart 9 Brazil: Tweens/Teens Population Sizes and Growth 2004/2009/2014
  Table 10 Brazil: Trends in Selected Categories 2005/2010
China
Chart 10 China: Tweens/Teens Population Sizes and Growth 2004/2009/2014
  Table 11 China: Trends in Selected Categories 2005/2010
France
Chart 11 France: Tweens/Teens Population Sizes and Growth 2004/2009/2014
  Table 12 France: Trends in Selected Categories 2005/2010
Germany
Chart 12 Germany: Tweens/Teens Population Sizes and Growth 2004/2009/2014
  Table 13 Germany: Trends in Selected Categories 2005/2010
India
Chart 13 India: Tweens/Teens Population Sizes and Growth 2004/2009/2014
  Table 14 India: Trends in Selected Categories 2005/2010
Japan
Chart 14 Japan: Tweens/Teens Population Sizes and Growth 2004/2009/2014
  Table 15 Japan: Trends in Selected Categories 2005/2010
UK
Chart 15 UK: Tweens/Teens Population Sizes and Growth 2004/2009/2014
  Table 16 UK: Trends in Selected Categories 2005/2010
US
Chart 16 US: Tweens/Teens Population Sizes and Growth 2004/2009/2014
  Table 17 US: Trends in Selected Categories 2005/2010
Future Outlook
Trends To Watch
Forecast Demographic Trends
  Table 18 Forecast Number of 8-19 Year-olds by Country 2009/2014
  Table 19 Share of 8-19 Year-olds by Country 2009/2014