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미래 고객층으로서의 Z세대 예측(-2027년)

Generation Z as Future Customers, Forecast to 2027

리서치사 Frost & Sullivan
발행일 2019년 02월 상품코드 792026
페이지 정보 영문 88 Pages 배송안내 1-2일 (영업일 기준)
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미래 고객층으로서의 Z세대 예측(-2027년) Generation Z as Future Customers, Forecast to 2027
발행일 : 2019년 02월 페이지 정보 : 영문 88 Pages

본 상품은 영문 자료로 한글과 영문 목차에 불일치하는 내용이 있을 경우 영문을 우선합니다. 정확한 검토를 위해 영문목차를 참고해주시기 바랍니다.

1993-2007년생인 Z세대는 현재 세계 인구의 24%를 차지하고 있으며, 큰 구매력을 가지고 있습니다. 디지털 네이티브인 이 세대는 향후 중요한 고객 기반이 될 것입니다.

미래 고객층으로서의 Z세대 동향을 조사했으며, Z세대 인구통계·특징, Z세대 형성에 영향을 미치는 사회·기술·경제·환경·정치적 동향, 기타 세대와의 선호·지출 패턴 비교, 잠재 시장 분석 등을 정리했습니다.

제1장 주요 요약

  • 주요 조사 결과

제2장 Z세대 인구통계와 특징

  • Z세대란?
  • Z세대 고객 기반
  • 전형적인 Z세대의 특징
  • Z세대 인구가 많은 국가
  • Z세대 시장의 잠재성
  • 우위 시장 : 중국, 인도, 미국
  • Z세대의 능력
  • Z세대의 직장에서의 역할
  • Z세대에게 요구되는 스킬
  • AI에 의한 일자리 양극화

제3장 Z세대를 형성하는 동향

  • Z세대의 의식과 기준을 형성하는 주요 동향
  • 사회적 동향
  • 기술적 동향
  • 경제적 동향
  • 환경면 동향
  • 정치적 동향

제4장 고객으로서의 Z세대

  • Z세대 : 디지털 라이프스타일을 추진
  • 고객 프로파일
  • Z세대의 브랜드 인지도
  • 소매
  • 가전제품
  • 모빌리티
  • 뱅킹

제5장 세대간 비교

  • 모델 프로파일
  • 각 세대의 선호 및 지출 패턴
  • 주택 소유에 대한 의식
  • 자동차 소유에 대한 의식
  • 가전제품에 대한 의식
  • 엔터테인먼트에 대한 의식
  • 여행에 대한 의식
  • 지출에 대한 의식

제6장 부록

KSM 19.03.04

Understandings of the Preferences and Trends of the New Customer Base

Generation Z currently makes up 24% of the global population and are set to have significant spending power. This "digitally native" population cohort, born between 1993 and 2007, will be an important customer base in the future. This age cohort is expected to be the most ethnically diverse and tolerant generation yet. It is also a socially and environmentally aware group. In the US, it is estimated that Gen Z has a direct spending power of US$29 billion-US$143 billion and an indirect spending power of US$600 billion. Companies that are tracking well with Gen Z are those that embrace authenticity and transparency. Gen Z does not like being ‘sold to' and prefers brands that enable user-generated content and use social media influencers to do their marketing. For manufacturers, these characteristics will have far-reaching impacts. Brands will no longer be the focal point for a generation that is shaped by constant connectivity and ready access to information, and receptive to non-formal channels of communication. Gen Z customers will be more comfortable with the idea of autonomous technologies and robots, given that they are the first generation to be born in the Internet and technology era.

This research highlights Gen Z's demographic makeup, psychographic customer profile, and looks at successful brands that have responded to their particular aspirations and needs.

Key Features:

  • Gen Z will push brands to do better: for the environment, for their health, and for the common good.
  • Companies that embrace authenticity and play a positive role in society will find that Gen Z customers will do much of their marketing for them.
  • The future is mobile. Gen Z will continue to demand that services and products be available on a mobile platform. Social media as a direct platform for buying goods and services will grow in importance.
  • Artificial intelligence and automation will create entirely new jobs and lead to a shift in work environments. Gen Z will need to have flexible skill sets to adapt to a fast-changing job market.
  • Gen Z, with attention spans of 8 seconds, will need highly interventional engagement modes that leverage on behavioral analytics and nudge tactics to ensure customer stickiness.

Key Issues Addressed:

  • What are the key characteristics of Generation Z and how do they differ from previous generations?
  • Which are the key social, technological, economic, environmental, and political trends shaping Gen Z?
  • Which emerging markets are the most important for targeting Gen Z customer?

Table of Contents

1. EXECUTIVE SUMMARY

  • Key Findings of the Study

2. GENERATION Z DEMOGRAPHICS AND CHARACTERISTICS

  • Who is Gen Z?
  • The Gen Z Consumer Base
  • Typical Gen Z Characteristics
  • Countries With High Gen Z Populations
  • Gen Z Market Potential
  • Priority Markets-China, India, and the US
  • Choice of Degree and Earning Potential
  • Gen Z Talent Base
  • The Role of Gen Z in the Changing Workplace
  • Skills Gen Z Will Need in the Workplace
  • AI Leading to Job Polarization

3. TRENDS SHAPING GENERATION Z

  • Key Trends Shaping Gen Z Attitudes and Norms
  • Social Trends Shaping Gen Z
  • Social Trends Shaping Gen Z (continued)
  • Technological Trends Shaping Gen Z
  • Technological Trends Shaping Gen Z (continued)
  • Economic Trends Shaping Gen Z
  • Economic Trends Shaping Gen Z (continued)
  • Environmental Trends Shaping Gen Z
  • Political Trends Shaping Gen Z

4. GENERATION Z AS CUSTOMERS

  • Gen Z-Driving Digital Lifestyles
  • Customer Profile
  • Gen Z Brand Awareness and Coolness
  • Retail
  • Consumer Electronics
  • Mobility
  • Mobility (continued)
  • Banking

5. GENERATIONAL COMPARISON-KEY MARKET DEEP DIVES

  • Generational Comparisons-The Model Profiles
  • Generational Comparisons-Understanding the Preferences and Spending Patterns of Each Generation
  • Generational Comparisons-Attitude Toward Home Ownership
  • Generational Comparisons-Attitude Toward Vehicle Ownership
  • Generational Comparisons-Attitude Toward Consumer Electronics
  • Generational Comparisons-Attitude Toward Entertainment
  • Generational Comparisons-Attitude Toward Travel
  • Generational Comparisons-Attitude Toward Spending
  • Generational Comparisons-The Model Profiles
  • Generational Comparisons-Understanding the Preferences and Spending Patterns of Each Generation
  • Generational Comparisons-Understanding the Preferences and Spending Patterns of Each Generation (continued)
  • Generational Comparisons-Attitude Toward Home Ownership
  • Generational Comparisons-Attitude Toward Vehicle Ownership
  • Generational Comparisons-Attitude Toward Consumer Electronics
  • Generational Comparisons-Attitude Toward Fashion
  • Generational Comparisons-Attitude Toward Entertainment
  • Generational Comparisons: Attitude Toward Travel
  • Generational Comparisons-Attitude Toward Spending
  • Generational Comparisons-The Model Profiles
  • Generational Comparisons-Understanding the Preferences and Spending Patterns of Each Generation
  • Generational Comparisons-Attitude Toward Home Ownership
  • Generational Comparisons-Attitude Toward Vehicle Ownership
  • Generational Comparisons-Attitude Toward Consumer Electronics
  • Generational Comparisons-Attitude Toward Entertainment
  • Generational Comparisons-Attitude Toward Travel
  • Generational Comparisons-Attitude Toward Spending
  • Generational Comparisons-The Model Profile
  • Generational Comparisons-Understanding the Preferences and Spending Patterns of Each Generation
  • Generational Comparisons-Understanding the Preferences and Spending Patterns of Each Generation (continued)
  • Generational Comparisons-Attitude Toward Home Ownership
  • Generational Comparisons-Attitude Toward Vehicle Ownership
  • Generational Comparisons-Attitude Toward Consumer Electronics
  • Generational Comparisons-Attitude Toward Entertainment
  • Generational Comparisons-Attitude Toward Travel
  • Generational Comparisons-Attitude Toward Spending
  • Generational Comparisons-The Model Profile
  • Generational Comparisons-Understanding the Preferences and Spending Patterns of Each Generation
  • Generational Comparisons-Attitude Toward Home Ownership
  • Generational Comparisons-Attitude Toward Vehicle Ownership
  • Generational Comparisons-Attitude Toward ConsumerElectronics
  • Generational Comparisons-Attitude Toward Entertainment
  • Generational Comparisons-Attitude Toward Travel
  • Generational Comparisons-Attitude Toward Spending
  • Generational Comparisons-Keyword Associations
  • Summary
  • Legal Disclaimer

6. APPENDIX

  • List of Exhibits
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