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7
CHARACTERISTICS
OF
Y & Z
GENERATIONS
{ who are they? }
www.TotalYouthResearch.com2slide
Generation Y
Generation Z
Gen Y:
15-32 years
www.TotalYouthResearch.com3slide
gen Y
millennialsGeneration Y
Gen Z:
0-14 years
www.TotalYouthResearch.com4slide
gen Z
teens Generation Z
www.TotalYouthResearch.com
Get  the  ul(mate  
guide  to  youth  
genera(ons  Y  &  Z    
Get  answers  to  these  3  ques(ons:  
Who  are  they?  
What  do  they  want?  
How  do  we  give  it  to  them?
www.totalyouthresearch.com/total-­‐youth-­‐handbook  
www.TotalYouthResearch.com6slide
#1  THE  ANALOG  
GENERATION
flickr © norai-koeln
analog
offline
www.TotalYouthResearch.com7slide
75%of  students  were  able  to  iden(fy    
7  key  emo(ons  of  strangers    
through  touch  alone  
(Source  The  Total  Youth  Mobile  Report  2015)
www.TotalYouthResearch.com8slide
never underestimate the power
of analog in the digital age
analog
offline
www.TotalYouthResearch.com9slide
#2  THE  SHARED  
EXPERIENCE  GENERATION
shared
experienc
www.TotalYouthResearch.com10slide
82%
of  under  20  year  olds  admiQed  sharing  
social  media  content  in  the  bathroom  
(Source  The  Total  Youth  Mobile  Report  2015)
www.TotalYouthResearch.com11slide
…if they aren’t sharing
your brand, you don’t exist
shared
experien
www.TotalYouthResearch.com12slide
#3  THE  DISCONNECTED  
GENERATION
disconnect
generation
www.TotalYouthResearch.com13slide
-33%14-­‐17  year  olds  interacted  with  just  

17  people  on  a  regular  basis,  

33%  less  than  15  years  ago    
(Source  The  Total  Youth  Mobile  Report  2015)
www.TotalYouthResearch.com14slide
…because 1 friend 

> 100 “friends”
friends
generation
www.TotalYouthResearch.com15slide
#4  THE  LOOKUP  
GENERATION
lookup
generatio
www.TotalYouthResearch.com16slide
62%
of  teens  looked  up    
“How  to  Kiss”  on  Google  
(Source  Google  2014)
www.TotalYouthResearch.com17slide
they already Googled your
competition
lookupgeneration
www.TotalYouthResearch.com18slide
#5  THE  PASSIVE  
GENERATION
passivegeneration
www.TotalYouthResearch.com19slide
90%of  all  youth  communica(on  
is  “Passive”  
(Source  Total  Youth  Research)
www.TotalYouthResearch.com20slide
what’s shared is far less important
than the act of sharing itself
passive
generatio
www.TotalYouthResearch.com21slide
#6  THE  DISCRETE  
GENERATION
discrete
eration
www.TotalYouthResearch.com22slide
77%said  the  #1  reason  they  used  Snapchat  
was  because  it didn’t store messages
(Source  Mobile  Squared  2014)
www.TotalYouthResearch.com23slide
privacy isn’t a burden but a key
selling point for Gens Y & Z
privacy
generation
www.TotalYouthResearch.com24slide
#7  THE  STORYTELLING  
GENERATION
orytellinggeneratio
www.TotalYouthResearch.com25slide
47%
of  all  teen  content  on  Instagram  is  
#selfies  
(Source  Total  Youth  Mobile  Report  2015)
www.TotalYouthResearch.com26slide
every object is an opportunity
to tell their story
storytellgeneration
www.TotalYouthResearch.com
Youth, Students, Teens, Millennials, Generation Y, Generation Z
TOTAL YOUTH RESEARCH
Thank you for your interest in this research
Share the love
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Get  the  ul(mate  
guide  to  youth  
genera(ons  Y  &  Z    
Get  answers  to  these  3  ques(ons:  
Who  are  they?  
What  do  they  want?  
How  do  we  give  it  to  them?
www.totalyouthresearch.com/total-­‐youth-­‐handbook  

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7 Characteristics of Generations Y & Z