Ipsos iris GenZ Category Report: A deep dive into online behaviour and attitudes.
GenZ born between 1997 and 2012 and now aged roughly 13 to 28 years old, grew up in an age when the internet and social media were already commonplace and these young people are rightly considered the first truly digital generation.
One of the most striking findings about GenZ in recent years from Ipsos global research is the significant gap between GenZ men and women when it comes to social issues like equality, diversity and political preferences.
The key macro media trends for GenZ are the reliance on digital and social media for the vast majority of news and information with the personal smart phone dominating their media lives along with content choices being ever more personalised by age, gender and attitudinal cohorts.
