Generation Z GWI’s generation report on the latest trends among Gen ZIn this report 04 05 08 09 Introduction Discover our data Key insights Getting to know Gen Z Where are Gen Z in life? What’s changed since the first Gen Zers came of age? 17 Lifestyle What matters most to Gen Z? Are they truly as eco-conscious as you might think? How do they feel about the future and their working life? 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 When reading this report, please of each market, not its total popu- note that we focus on data from our lation. Note that in many markets in ongoing global quarterly research, only respondents who completed GWI’s Core survey via PC/ laptop/tablet. 29 Entertainment & media How do Gen Z prefer to watch content? Just how important is gaming to their lifestyle and what media do they consume? Latin America, the Middle-East and Africa, and the Asia-Pacific region, low internet penetration rates can mean online populations are more young, urban, affluent and educated t