Results of the research of Russian PR Association on the PROPR Conference, Montenegro

1. HOW GENERATION Z
PERCIEVES INFORMATION?
by Russian PR Association, October - December 2015
Julia Gryaznova, Executive Director RPRA

2. ABOUT RUSSIAN PR ASSOCIATION
The oldest communication association in Russia, since 1991
Collective members: communication agencies, business corporations, universities,
non-profit organizations
Individual members: about 300
Committees and working groups:
• professional standard for communications
• PR education
• assessment and measurement of communication
effectiveness
• political technologies
• territories promotion
• scientific and innovative communication
• promotion of fundamental and applied researches
• etc.
WWW.RASO.RU 2

3. COMMUNICATIVE GOAL AND ORGANIZATION OF
THIS RESEARCH
We wanted to perform a professional study only as a result of professionalism of RASO members and
our relationships network.
The cost = 0€= our network
Our team
Our Partners:
10 Universities in Russia
2 big industrial corporations
1 software company
Оleg
Mukovozov, SPN
COMMUNICATIONS,
Head of analitic
department
Julia Ulyanova,
Russian
Venture
Company, PR-
Director
Cristina
Abramova, High
School of
Economics,
student
Igor Raichman
CG Byzantium,
Founder
Anton Chupilco,
Russian Carbon
Foundation,
Director
Julia
Gryaznova,
Executive
Director, RPRA
+
3

4. WHO IS INTERESTED IN THE RESEARCH RESULTS?
…who has to communicate with Z
• Producers of goods and
services to Z
• Schools and universities
• Parents
• Media
…who will be forced to communicate
with Z
• Those who will be in 5-10 years to
sell products and services to Z
• Employers and HR managers
• Media
• Political parties and Governments
4

5. WHO IS THE GENERATION Z?
Born between 1995 – 2010
Now they are between 5-
20 years
5

6. THERE ARE MANY ARTICLES ABOUT Z
6

7. HOW THIS KNOWLEDGE HAVE BEEN RECEIVED?
Observers and Spectators
astonished peeping dissatisfied
7

8. …WHAT ABOUT TO TALKING TO THEM?
The results are unexpected8

9. COMMUNICATIONS DURING THE RESEARCH
POOL 8 FOCUS GROUPS
12 questions
296 men
344 women
27 regions of Russia
5 universities (17-18 years)
1 vocational school (17-18 years)
1 school (16 years)
1 adults (35-45 years)
<20 yeas – 90% >20yeas – 10%
Controlgroups
9

10. RESULTS OF OUR COMMUNICATION WITH Z
10

11. as Internet users
Z is very similar to adults
1
11

12. HOW MANY FRIENDS YOU HAVE IN YOUR SOCIAL
NETWORK?
UNDER 20 YEARS ABOVE 20 YEARS
0
75
150
225
300
Меньше 50 50-100 100-500 500-1000 1000-3000 Более 3000< <> >
12

13. HOW MANY FRIENDS DO YOU KNOW PERSONALLY
(OFF-LINE)?
0
55
110
165
220
275
1
100 % От 75 до 100% От 50% до 75% От 25 до 50% Менее 25%
UNDER 20 YEARS ABOVE 20 YEARS
- - -- <
13

14. HOW REGULARLY YOU RECEIVE NEWS ABOUT THE
FOLLOWING TOPICS?
World Policy
and Economy
Almost
continuously
Several
times a day
Once a
day
Less than
once a day
Never
Under 20 10 % 14 % 31 % 33 % 12 %
Above 20 15 % 18 % 35 % 30 % 2 %
Russian’s
Policy and
Economy
Almost
continuously
Several
times a day
Once a
day
Less than
once a day
Never
Under 20 9 % 15 % 33 % 32 % 11 %
Above 20 лет 12 % 27 % 27 % 25 % 9 %
Professional
News
Almost
continuousl
y
Several
times a day
Once a
day
Less than
once a
day
Never
Under 20 22 % 23 % 26 % 23 % 7 %
Above 20 18 % 15 % 20 % 31 % 16 %
Fashion
Almost
continuously
Several
times a day
Once a
day
Less than
once a day
Never
Under 20 9 % 10 % 18 % 35 % 28 %
Above 20 1 % 4 % 8 % 46 % 41 %
Gadgets and
other
equipment
Almost
continuously
Several
times a day
Once a
day
Less than
once a day
Never
Under 20 15 % 17 % 21 % 35 % 12 %
От 20 лет 14 % 19 % 23 % 36 % 8 %
Science and
technology
Almost
continuously
Several
times a day
Once a
day
Less than
once a day
Never
Under 20 15 % 19 % 28 % 30 % 8 %
Above 20 15 % 18 % 33 % 28 % 6 %
14

15. WHY DO YOU NEED NEW INFORMATION?
32%
24%
18%
15%
10%
1%
Для практического использования Чтобы лучше понять, как устроен мир
Чтобы было о чем поговорить с приятелями Для развлечения
Чтобы лучше понять себя Чтобы поделиться ей в соцсети
UNDER 20 YEARS ABOVE 20 YEARS
for practical reason
to talk with friends
to understand myself better
to understand better how the world is arranged
for fun
to share news in the social network
15

16. WHAT IS THE USEFUL FORMAT FOR
INFORMATION?
Text
very
comfortable
comfortable not very
comfortable
uncomfortable
Under 20 39 % 51 % 9 % 1 %
Above 20 35 % 56 % 9 % 0 %
Photo
very
comfortable
comfortabl
e
not very
comfortable
uncomfortable
Under 20 40 % 49 % 10 % 1 %
Above 20 37 % 51 % 11 % 1 %
Picture with
an inscription
very
comfortable
comfortable
not very
comfortable
uncomfortable
Under 20 48 % 38 % 12 % 2 %
Above 20 45 % 34 % 18 % 3 %
Comics
very
comfortable
comfortable
not very
comfortable
uncomfortable
Under 20 13 % 22 % 36 % 29 %
Above 20 7 % 23 % 40 % 30 %
Infographics
very
comfortable
comfortable
not very
comfortable
uncomfortable
Under 20 20 % 30 % 35 % 15 %
Above 20 26 % 33 % 30 % 11 %
Audio
podcast
very
comfortable
comfortable
not very
comfortable
uncomfortable
Under 20 11 % 24 % 40 % 25 %
Above 20 3 % 12 % 55 % 30 %
16

17. HOW DO YOU LEARN NEWS?
Specially looking
for them on my
favorite sites,
blogs
Almost
always
Often Rarely Never
Under 20 37 % 38 % 21 % 4 %
Above 20 36 % 39 % 22 % 3 %
I see them in a
tape of social
networks
Almost
always
Often Rarely Never
Under 20 54 % 33 % 11 % 2 %
Above 20 55 % 31 % 12 % 2 %
From traditional
media
(newspapers, TV,
magazines)
Almost
always
Often Rarely Never
Under 20 20 % 27 % 41 % 12 %
Above 20 22 % 26 % 43 % 9 %
From offline
communication
with other people
Almost
always
Often Rarely Never
Under 20 26 % 42 % 26 % 6 %
Above 20 37 % 43 % 16 % 4 %
17

18. WHEN YOU ARE ON-LINE, WHAT IS IMPORTANT TO
YOU?
Сommunications very important important
not very
important
not
important
Under 20 31 % 43 % 22 % 4 %
Above 20 28 % 41 % 28 % 3 %
Obtain information very important important
not very
important
not
important
Under 20 42 % 48 % 8 % 2 %
Above 20 44 % 47 % 8 % 1 %
Self-expression very important important
not very
important
not
important
Under 20 11 % 29 % 42 % 18 %
Above 20 5 % 27 % 48 % 20 %
Comparing yourself
with others very important important
not very
important
not
important
Under 20 5 % 13 % 39 % 43 %
Above 20 2 % 7 % 45 % 46 %
Self improvement very important important
not very
important
not
important
Under 20 31 % 45 % 17 % 8 %
Above 20 30 % 46 % 16 % 8 %
18

19. HOW OFTEN DO YOU FEEL A NEED OF
COMMUNICATION WITH FRIENDS AND
ACQUAINTANCES IN THE SOCIAL NETWORK?
UNDER 20 YEARS ABOVE 20 YEARS
Almost continually A few times per hour A few times per day Once a day Less that once a day
19

20. But Z is very different in the attitude to life
2
2
20

21. SIGNIFICANT DIFFERENCES INSIDE Z ARE DEPEND ON:
quality of education (different responses were given by
university students and students of vocational schools)
profession (the responses of students-developers were
very different from the responses of humanitarian
students)
21

22. WHAT KIND OF EVENTS WERE IMPORTANT IN
THE PAST YEAR?
• The important events of Z are more different than the important events of adults
• The important events of Z less depend on media agenda
• The most important events of Z are mainly the personal events or the local events. The most important
events of adults are mainly the country and world events.
• The better Z is educated, the less the important events depend on media agenda
1
01.2015. 04.2015. 07.2015. 10.2015. 12.2015.
2
04.2015. 07.2015. 10.2015. 12.2015.
3
01.2015. 04.2015. 07.2015. 10.2015. 12.2015.
01.2015.
Worldwide events
Events of the private life
Events of the inner-circle
Arrow of Time
Method
22

23. IS Z READING?
• YES, Z IS READING
• READS MORE FICTION THAN PROFESSIONAL BOOKS
•Z WOULD LIKE TO READ MORE
• Z PREFERS PAPER BOOKS
• Z DOSN’T BUY E-BOOKS, DOWNLOADS THEM ONLY FOR FREE
23

24. Z’S FAVORITE WRITERS
Erich Maria Remarque Antoine de Saint-Exupéry Leo Tolstoy
24

25. HOW MUCH GADGETS THEY HAVE?
2,7 6,9
Z ADULTS
25

26. WILL Z LIMIT THEIR
CHILDREN’S USE OF
GADGETS?
YES (70%)
26

27. IS Z NEED OFF-LINE
COMMUNICATION?
YES (100%)
The special case – the vocational school students: off-line
communications are hard and difficult for them. For them
it is a additional stress in the conditions of information
excess. 27

28. IN WHAT ERA Z WOULD LIKE TO LIVE?
15%
30%
55%
THE FUTURE
THE PRESENT
THE PAST
Only among the students-developers: 50% - the future, 25% - the
present 25% - the past
Those who choose the present, often do not choose the
past for reasons of conveniences, comfort and hygiene
The versions of the Past: Ancient Rome, 13-15 c., 17-18 c. in England,
the period of great reforms of Peter I or Alexander I, 18-19, Silver Age
(1900-1914), 50th, 60th, America of the 70th , 2000 (their childhood) 28

29. LIFE VALUES
SELF-REALIZATION (achieving the goals, development,
self-improvement)
FRIENDS
CAREER
LOVE
FREEDOM
TRAVELS
PLEASURES OF LIVING
FAMILY (80%)
Nearly 50% would like to repeat the career and / or
family way of their parents
29

30. Z’s VISION OF THE PERSONAL
FUTURE
JOYFUL BUT
VERY VAGUE
30

31. WHERE Z WANT TO WORK?
20%
46%
34%
STATE ORGANIZATION
BIG BUSINESS CORPORATION
SELF-EMPLOYED
Own business was chosen by developers
Girls did not choose self-employed 31

32. CONCLUSIONS
32
• Z is used to obtain information as a response to their questions. Therefore, they perceive only that
information which is an answer to the question (in the media or in educational process).
• The higher the level of education, the more individual agenda
• To use visual content as well as text is comfortable to Z. The text is still working. The infographic
value is exaggerated.
• Z is not only interesting in action, but also in the content of communication.
• Z is reading. But quite simple texts. Modern literature is too difficult to Z.
• Z needs in an existential content. Z has an existential hunger.
• The main question: "Who I am?"
• In our changing world education does not provide them with the capability and the tools to
respond to this question. The media occupies the education place, but performs its function not
well.
• Z has a serious conflict between two life strategies: career and financial success strategy and self-
realization strategy. Z hasn’t methods to resolve this conflict.
• The main value is Family were they feel themselves protected and stable.
• Z isn’t not able to concentrate for long.
• On-line communication does not negate off-line

33. SOME EFFECTS FOR COMMUNICATIONS
33
If we want to tell with them, we have to know the questions worring them
Z will perceive any simple information that could mask their lack of identity.
At the same time the media must maintain a minimal conceptual level. Otherwise,
this generation will fall out of communication.
There are 4 key messages for them:
• about life instability, importance of working hard for career and being strong,
arrogant, energetic
• about freedom, self-development, self-expression
• about family and human emotions (love, friendship, compassion)
• entertainment

34. 2016 …to be continued
34

35. SEGMENTATION OF GROUPS UNDER INVESTIGATION
REGIONS
• Russia (cities and
regions)
• Europe
• North America
• Latin America
• Countries of Asia-Pacific
Region
• Africa (?)
PROFESSION
• IT
• Engineering
• Natural sciences
• Humanitarian fields of
science and practice
• Social services
• Management
AGE
• Schoolchildren (14-17 yeas)
• Vocational schools students (15-
19 years)
• Universities students (17-20 yeas)
• Adults (above 25 yeas old)
35

36. REASEARCH TIMETABLE
MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DESEMBER
Organizational
work
Search of
partners in
Russia
Search of international
partners
Pool (in Russian, English, Spanish, etc.) Analysis,
interpreta-
tion of
results
Presenta-
tion
Focus-groups and interviews in Russia
International Focus-groups and interviews
36

37. WE ARE HAPPY TO SEE YOU
AS OUR PARTNERS
projectplan2006@yandex.ru
www.facebook.com/julia.gryaznova.3
www.infoz.me
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