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  1. Maximiliano Oliveira 23 Nov 2014

    Very interesting article. But please, include the research methodology.

  2. Nicole Pavone 25 Nov 2014

    Very interesting article! It is fascinating to see how growing up with access to technology and the Internet has effected kids today. One thing in particular that I found interesting was that despite being such a digitally mature generation, that Generation Z still frequently consumes a significant portion of traditional media. Additionally, I feel that because this generation places such a high premium on technology and their ability to feel empowered evolving and rapidly adapting to new technology, that they are more receptive to advertising through traditional media because it is less disruptive. Another unique characteristic of this generation that will be a challenge to marketers is that Generation Z is not naïve, and because of their increased independence, marketers will need to adapt their marketing strategies in order to address this highly intelligent and receptive audience that is prone to stereotypical advertising techniques. This is a generation that is focused on authentic engagement and interaction. Thus, I think it will be increasingly important for marketers to think creatively about different ways to maximize customer interaction. This breaks down the barrier between company and consumer, and shows the consumer that their intelligence is respected, and their individual needs and wants are valued. Overall, I believe that this new generation of consumers will create a trend toward more interactive advertising techniques in addition to understanding the needs and wants of the consumer on a deeper level. This greater customer understanding will come from creating a two-way conversation and interacting with customers in order to find out their preferences.

  3. Nicole Pavone 25 Nov 2014

    Very interesting article! It is fascinating to see how growing up with access to technology and the Internet has effected kids today. One thing in particular that I found interesting was that despite being such a digitally mature generation, that Generation Z still frequently consumes a significant portion of traditional media. Additionally, I feel that because this generation places such a high premium on technology and their ability to feel empowered evolving and rapidly adapting to new technology, that they are more receptive to advertising through traditional media because it is less disruptive. Another unique characteristic of this generation that will be a challenge to marketers is that Generation Z is not naïve, and because of their increased independence, marketers will need to adapt their marketing strategies in order to address this highly intelligent and receptive audience that is prone to stereotypical advertising techniques. This is a generation that is focused on authentic engagement and interaction. Thus, I think it will be increasingly important for marketers to think creatively about different ways to maximize customer interaction. This breaks down the barrier between company and consumer, and shows the consumer that their intelligence is respected, and their individual needs and wants are valued. Overall, I believe that this new generation of consumers will create a trend toward more interactive advertising techniques in addition to understanding the needs and wants of the consumer on a deeper level. This greater customer understanding will come from creating a two-way conversation and interacting with customers in order to find out their preferences.

  4. Parimal 26 Nov 2014

    Hi! We at The Future Foundation ran the research. The methodology: Future Foundation’s research was conducted online to a sample of 1,000 GB respondents aged 7-15.
    The questionnaire was in field in July 2014.

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