YNGpot.™, Dentsu Digital Inc.’s marketing team specializing in the digital native generation, conducted a survey on the consumption and values of the digital native generation during the coronavirus pandemic.
As people refrain from going out during the coronavirus pandemic, many things are now being done online. The movement toward online and digitalization continues today, but how are the values of the generation that has been exposed to computers, smartphones, and the Internet since they were minors changing?
This survey revealed that digital natives are polarized in how they use digital and analog, and they tend to spend money on things they are passionate about and enjoy.
Reference source: Digital native generation shifts to “consumption that focuses on what they like” – Conducted “Survey on consumption and values of digital native generation during the coronavirus pandemic” –
◆Tendency to view the coronavirus pandemic positively as a “turning point in society and life”
First, I would like to take a look at the results of a survey conducted regarding the impact of the new coronavirus on daily life.
Reference source: Digital native generation shifts to “consumption that focuses on what they like” – Conducted “Survey on consumption and values of digital native generation during the coronavirus pandemic” –
The survey subdivides digital natives into “Gen Z” who are 15-24 years old at the time of the 2020 survey, and “Millennials” who are 25-34 years old.
In addition, in the center of the pie chart, it is written the percentage increase compared to the “adult generation” who are older than the digital native generation.
Looking at this graph, the top responses were positive, such as “Life will become more efficient and easier,” “My life will be completed digitally,” and “I feel that my life will become more free once the coronavirus pandemic subsides.” All results were more than 10 points higher than the adult generation.
Reference:
https://www..co.jp/mk/column/9473
◆While the use of digital services is accelerating, the value of analog is increasing
The graph below shows the results of a survey on digital services used during the self-restraint period.
Reference source: Digital native generation shifts to “consumption that focuses on what they like” – Conducted “Survey on consumption and values of digital native generation during the coronavirus pandemic” –
Subscription services, online interaction services, and cashless payments were all found to be widely used by people of all generations. However, it has become clear that this is not to say that the value of analog venues such as live concerts and drinking parties has declined.
Reference source: Digital native generation shifts to “consumption that focuses on what they like” – Conducted “Survey on consumption and values of digital native generation during the coronavirus pandemic” –
Digital services can be broadly divided into two types.
- Things that have been digitized to make daily life more efficient and convenient
- It is a digital version of a valuable experience that was originally held in real life.
The former includes payment services, etc., and many people said they would like to continue using these services.
On the other hand, the latter includes live performances and food and drink. The results showed that more people wanted to enjoy these things in real life.
In other words, not everything is desired to be digitized, but there is a tendency toward polarization: “Things that are desirable for efficiency should be digitalized” and “Things that have value in the real experience itself should be analogized.” That’s what it means.
◆Although people’s awareness of saving is increasing, “I am not passionate about it”
Although more than half of the respondents said that they had started wanting to save money due to the coronavirus pandemic, 63.7% of respondents said that the amount of money they spend on their favorite things had either increased or remained the same. .
Reference source: Digital native generation shifts to “consumption that focuses on what they like” – Conducted “Survey on consumption and values of digital native generation during the coronavirus pandemic” –
Many respondents gave reasons such as “less entertainment expenses” and “more free time” due to the coronavirus pandemic.
The same survey also reported that there are six modes (stances) of “enthusiastic consumption” among the digital native generation.
Reference source: Digital native generation shifts to “consumption that focuses on what they like” – Conducted “Survey on consumption and values of digital native generation during the coronavirus pandemic” –