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Generation Z, The next generation - Margarita Ollero | Tech and Trends 2015

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Generación siguiente a los Millenials.
No hay acuerdo sobre las fechas que engloba esta generación, pero está aceptado que comienza con los nacidos a mitad de los 90’s y finaliza en torno al 2010. ¿Por qué nos importan?

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Generation Z, The next generation - Margarita Ollero | Tech and Trends 2015

  1. 1. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Generation – Z The Next Generation Margarita Ollero [Research & insight Director]
  2. 2. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Quiénes son y porqué nos preocupan “First” generación Cómo comunicar con ellos
  3. 3. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Generation Z: quiénes son Generación siguiente a los Millenials. No hay acuerdo sobre las fechas que engloba esta generación, pero está aceptado que comienza con los nacidos a mitad de los 90’s y finaliza en torno al 2010.
  4. 4. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Generation Z: quiénes son Eventos sociales y económicos ocurridos durante la edad de crecimiento así como por la velocidad con la que estos cambios ocurren marcan la actitud de las generaciones (Karl Mannhein, el primero en hablar del concepto “generación” ya en los años 20s)
  5. 5. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Baby Boomers Generación X Generación Y 1950-1969 1970 -1981 1982 - 1995 Cambios sociales y políticos, guerra fría, Mayo del 68 Llegada de la TV Altamente enfocados en su trabajo, posición económica, éxito. Respetuosos de la autoridad y las jerarquías . Generación de la apatía o generación perdida. Rechazo inmóvil, rebeldía conformista, valoran la independencia, postergan los compromisos institucionales. 1996… Generación Z Alzamientos político-golpistas de Estado en muchos países de la región, La TV a color Fin de las diversas dictaduras políticas que se desarrollaron, la caída del muro de Berlín, la disolución de la URSS. Apertura económica y grandes desarrollos tecnológicos. Se caracteriza por encontrarse sumidos en un contexto de aceleración tecnológica, estando expuestos a mayor cantidad de información, No sabe vivir sin tecnologías, son nativos de Internet. Se caracterizan por ser críticos, dinámicos y tecnológicos . La ecología y vida sana están incorporados a sus hábitos, preferencias y acciones. Ataque a los torres gemelas, 11 M, Occidente V/S Oriente. Nacen las Redes Sociales. Contexto Generacional
  6. 6. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Generation Z: porqué nos preocupan Necesario hacer una adaptación del Marketing a la misma. Incrementar la efectividad de las acciones de marketing en términos de contenido, tono y medios.
  7. 7. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Nuestros hijos seguirán manteniendo la habilidad del ser humano de hablar, menos, pero hablarán
  8. 8. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Quiénes son y porqué nos preocupan “First” generación Cómo comunicar con ellos
  9. 9. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es El ritmo de cambio que ha rodeado a la Generación Z le ha hecho desarrollar unas características que los describe como “Firsts” Global Conciencia da Valora las marcas Conectada Visual Multi, Multi-media
  10. 10. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es GenZ: la primera generación global z Mismos referentes. Diferencias geográficas entre personas de edad similar están empezando a desaparecer. z Hoy por primera vez la gente es más igual que distinta.
  11. 11. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es GenZ: la primera generación concienciada z Preocupada por el impacto del hombre sobre el planeta. z Intenta cambiar el mundo, quiere jugar un papel en el cambio z Espera constante innovación
  12. 12. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es GenZ: la primera generación que ve el valor de una marca z Relación contruída sobre un interés mutuo y de confianza. z Generación de consumidores más inteligentes que la de sus padres en la misma edad. z Relación entre iguales, y esperan que las marcas les traten acorde a este deseo.
  13. 13. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es GenZ: la primera z Un 46% están conectados más de 10 horas al día. z Un 76% su experiencia con la tecnología les ayudará a conseguir sus objetivos. z Un 66% la tecnología les hace sentir que nada es imposible.
  14. 14. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es z 54% declara visitar Youtube múltiples veces al día. z Crecimiento de Instagram y en redes más consolidadas foco importante en la compartición de video. z Transferencia del amor por la televisión hacia otras plataformas. GenZ: la primera generación visual
  15. 15. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es z Unicamente Facebook o Twitter, NO es una opción z Diferentes plataformas requieren aproximaciones diferentes z Reto: alcanzar al joven de la forma y con el contenido más adecuado posible. GenZ: la primera generación multi, multi media
  16. 16. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Quiénes son y porqué nos preocupan “First” generación Cómo comunicar con ellos
  17. 17. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es 1. Atrapando su atención rápidamente 2. Visualización siempre ayuda 3. Mantener el elemento humano 4. Recuerda que tu audiencia tiene una audiencia 5. Comunicaciones rápidas
  18. 18. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Recuerda, ellos nos están vigilando, investigando. Honestidad, claridad y credibilidad son los pilares de la comunicación hacia esta Generación Z
  19. 19. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es G R A C I A S @arena_es #ArenaTechandTrends
  20. 20. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es | Contenido elaborado por Arena Media España 2015

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