Gen Z are savvy to the information they’re putting out when they’re in the digital space. They’re switched on to customising their privacy settings and personal information, and the data shows they’d rather keep that data safe than risk it for peer affirmation or online validation (Figure 10).
The digital world is still relatively unvetted; anybody, anywhere, can share almost anything, unhampered. This freedom in the hands of young adults has the potential to cause problems. Z are still developing their personalities, learning about society, and experimenting with opinions and the way that impacts their personal relationships online. However, they’re much savvier about the importance and value of their data and privacy online; 2 in 3 of the Z respondents asked have adjusted their privacy settings on their social channels and are conscious of where they were sharing their personal data, with 10% more females applying privacy settings than males (Figure 10).
Millennials are often characterised as chasing likes and status, but 87% of Z consider that keeping their information private was more important than popularity measures such as getting ‘likes’ on posts. This attitude appears to strengthen as the audience matures, with younger respondents being more likely to place greater importance on ‘likes’ over privacy with those aged 16-18 almost twice as likely as 19 – 21 year olds to consider likes more important than keeping their data under wraps.
This audience are getting
more savvy about what they
share, and with data still king,
applications and platforms are
offering enhanced features
and functionality to encourage
information to be shared.
Location data is one recent
example of this. Users are
invited to turn on geolocation
so smartphones can activate
certain features such as exclusive
Snapchat lenses which are
restricted to a certain area.
75% of Z only allow location
sharing for apps which require
it to function, and 58% toggle
their location sharing according
to how and when they want to
use it (Figure 11).
When Snapchat introduced the maps feature in summer 2017, Gen Z echoed the privacy concerns of their elders around their whereabouts being on show. 45% of respondents could see this feature causing problems in their and their friends’ relationships. Over half (51%) didn’t feel it was a good addition to the app, whereas only 24% felt it was (the remainder didn’t know or were impartial) (Figure 11).
Interestingly when you start to
move away from friends and
entertainment and into the world
of brands, the authenticity of a
brand’s need to know location
plays a huge part in Gen Z’s
willingness to share. Only 18%
of Gen Z would be happy to share
their location with their favourite
brands, with an overwhelming
60% actively disagreeing. Whilst
when the question was articulated
as a benefit- whether Gen Z
would be happy to hear about new
products and services based on
where they were - the number
rose to over 30% agreeing with
the statement and only 25% being
unhappy to hear from brands in
this manner. If the value exchange
and proposition to Gen Z is right,
then the willingness is there.
Key brand points
1. Consider the relevance
of location and data to the
experience you are able to offer
digitally, or the improvements
it could allow you to make to
service. Mutual benefit is the
validator here and Gen Z are
savvy as to how they can opt
in and toggle out however they
2. The introduction of the Global Data Protection Regulations (GDPR) is going to govern and protect the integrity of brand marketing, and the health of brand-consumer relationships. With a team of over 70 data scientists working alongside brand marketers, Jaywing can help you understand the impact and opportunities GDPR presents for your business.
To access the full report 'Nine questions brands want to ask about Gen Z - answered', download your free whitepaper today.