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Gen Z
Trends & Insights

Turkey
January 2021
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Who
are they?
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Almost adults
63%
of Gen Z live with
their parents
Gen Z (also known as Zoomers, iGen,
or Centennials) includes people born
52%
of Gen Z are
after 1997, succeeding Millennials and students

preceding Generation Alpha.

That means the oldest Gen-Zers are

finishing college and ready to enter the
workforce.

They are expected to overtake Gen Ys

this year — accounting for 32% of the
global population and 40% of global
consumers.

Source: [1] Global Web Index, Global Trends Among Gen Z Report, June 2019
[2] McKinsey, “The influence of ‘woke’ consumers on fashion Feb 2019
[3] Forbes Gen-Z And The Future Of Work And Play, Sep 2020
Wikipedia, Business Insider
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Generation Z in Turkey

Gen Z is now 23% of the total population in

Turkey, with almost 20M people between the
ages of 10-24. (49% female, 51% male)

Defined as the young generation

by TUİK, the population between
the ages of 15-24 is almost 13M.
Compared to European Union,
92.4%
uses internet2
Turkey has a relatively young
population (vs 10.7% as young
population share in EU).

Source: TUİK, Demographics Data, 2019

[2] TUİK, Istatistiklerle Genclik, May 2020
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Understanding Gen Z 36%

is crucial, but why? of purchases for

52%
of parents say
the household are
influenced by Gen
Zers2

Gen Z impacts the

Gen Z is one of the most powerful brands they
consumer forces in the market today. consider2

Their combined estimated spending

power of $143 billion annually. 1

Gen Z is also expected to account for

about 40% of global consumers this
year. 2

But unlike experience-focused

millennials, Gen Zs are more willing to
spend their money on entertainment,
tech, and fashion purchases.

Source: [1] Business Insider, Retail is courting Gen Z, Jan 2020

[2] McKinsey, The influence of ‘woke’ consumers on fashion, Feb 2019
[3] NRF: Keeping Up with Gen Z, Fall 2019
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General Behaviour
and vs. Millennials
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And they’re not Millennials 2.0

Millennial Gen Z
Self Image Aspirational Authentic

Outlook Idealistic Pragmatic

Tech Usage Adapted to it Born into it

Communication Evolved text Visual first

Brand Expectation Storytelling Storyliving

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How the generations typically portray themselves

Typical Millennial Typical Gen Z

self-portrayal self-portrayal
“Aspirational” “Authentic”
Generation Z is
much more authentic and "real"
than Millennials, posting
less-than-flattering selfies and
relying on picture captions
over posed pictures
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Visuals tell a thousand words for Gen Z

How Gen Z is
used to communicating
How Millennials
are used to “Visual first”
communicating

“Evolved text”
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“8-second filter”

It’s not an attention

problem, it’s an 8 second
filter…Gen Z have quickly
0:12 adapted through sorting
0:08
Millennial
through and assessing
“attention span” Gen Z enormous amounts of
“attention span”
information.

FastCompany

Source: [1] Forbes: Generation Z: 10 Stats From SXSW You Need To Know
[2] FastCompany: What Is Generation Z and What Does It Want?
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Gen Z look to brands to “walk the walk,”

not just “talk the talk”

As fairly new consumers, their brand ‘Storytelling’, or ‘talking the

preferences are not yet set, giving companies talk,’ might no longer be
enough.
the opportunity to define themselves in a way
that resonates with Gen Z and earn their ‘Storyliving’ is more about
what brands do, and less
loyalty.1 about what they say.

It opens up a dialogue with

To gain respect and loyalty from Gen Zers, the audience, and actively
brands need to show their commitments and involves them in the story

create a business model that is built on - Econsultancy, “How to market to Gen Z”

sustainability, equality and acceptance.2

Source: [1] AppAnnie, How to Build a Winning Gen Z Strategy on Mobile, Oct 2020
[2] Euromonitor, Generation Z: The Next Wave of Consumers, May 2018
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True Digital Natives

Gen Z are the first true digital natives,

born into a high-tech world with the
internet in easy reach.

This is reflected in their attitudes toward

technology. Around 64% of Gen Z say
they are constantly connected online
and 57% feel more insecure without
their mobile phone than their wallet.

Source: [1] Global Web Index, Chart of the Week: 6 Gen Z Stereotypes Busted, September 2019
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The digital first generation

98% of Gen Z owns a smartphone,
98% and on average they are receiving
their first at the age of 10.1

Gen Z spend an average of 4 hours

4h and 9 minutes per day on their

mobile, the longest of all
generations.2

And they are using it to watch

video content, Gen Z reports
watching video content on
smartphones 2x as much as
Millennials.3
Source: [1] AppAnnie, How to Build a Winning Gen Z Strategy on Mobile, October 2020
[2] Global Web Index, Chart of the Week: 6 Gen Z Stereotypes Busted, September 2019
[3] Google + OMG “Personal Primetime” Study. US, October 2018, n=3,200 respondents
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How generations connect through technology

GEN Z
• Direct connect
• Instant MILLENNIAL
• Impermanent • Broadcasting
• Risk-taking • Curated and planned
• Permanent
• Risk-averse
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Shopping and Spending Behaviour

Gen Z just wants what their parents want -

seamless delivery of retail essentials, such as
value, choice, quality, convenience, and
availability, but they differ in their expectations
for how they want those essentials delivered. 1

In terms of spending habits, they are not very

impulsive spenders, but might spend more if there
is a social cause. They also tend to wait for sales
and to save more compared to millennials. 2

Source: [1] IBM Institute for Business Value, What do Gen Z shoppers really want?
[2] Global Web Index, Chart of the Week, Using retail attitudes to distinguish Gen Z from millennials, Aug 2020
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Mobile & Video First

Generation

“Gen Z is the first to grow up using social

media, mobile technology and mobile
video. Given that YouTube was only
founded in 2005, most Millennials
remember a world without mobile video —
most of Generation Z do not.” 1

Gen Z reports watching video content on

smartphones 2x as much as Millennials. 2

Source: [1] EY, How media and entertainment leaders are responding to Gen Z, Jan 2019
[2] Google + OMG “Personal Primetime” Study. US, October 2018, n=3,200 respondents
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Video is Gen Z’s key to the world

43% 44% 1 in 4
discover or keep up desire content that reflects
use video to help get
with the latest trends social, cultural, and ethical
them through the day
through video. movements

Source: 2020 Talk Shoppe Survey. n=2000. Gen Z = 303

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60%
Gen Z audiences would
rather watch 10 hours of
YouTube than TV

Source: MobileMarketer.com - 2020 Kantar Research

Thank you