Buzz
Segmenting users by age is a common practice for analysis, understanding, and research purposes, and Gen Z falls into this categorization. Those born between 1981 and 1996 are known as Millennials or Generation Y, while those born from 1997 onward are labeled as Generation Z, or simply Gen Z (with varying sources citing 1997 or 1995 as the starting point; for this discussion, 1997 is selected). Prior to them, there were the Gen Xers, the Baby Boomers... but this discussion will primarily focus on Gen Z.
The Unique Characteristics of Generation Z
Generation Z stands out for being born in the Internet age. Many refer to Generation Z as “Internet natives”, meaning they are born into a world where computers and smartphones are ubiquitous. Unlike previous generations like Gen Y or Gen X who had to grow up to interact with computers, Gen Z, born later, grows up understanding and proficiently using computers and electronic devices in general, as well as being well-versed in the Internet and how to leverage it.
If you're from the 80s or 90s, you might recall the time when television was your main source of entertainment. TV was present early in your life, you could navigate it from a young age, and you understood the programs broadcasted. Similarly, Generation Z today navigates seamlessly through the digital realm with Internet and computing devices. That's why many refer to them as “digital ready”, prepared for the digital era and digital spaces.
I was born in 1993, and it wasn't until I was in 7th grade that not every household had a computer, let alone a desktop, much less a laptop. Even in college, some of my peers were encountering computers for the first time (especially those from non-urban areas), so the school had to teach them some basic computer skills.
Some characteristics of Gen Z that I've come across in reports and studies include:
- Dependence on social media, but with caution in usage
- Deeper and more detailed understanding of information compared to previous generations
- Quick adoption of technology trends
- Rapid content consumption, spending less time reading and more time listening or watching
- Spending a significant amount of time watching videos on various platforms: YouTube, TikTok, Instagram, as well as television and entertainment apps. Gen Z's decisions are also heavily influenced by video content
- A tendency towards living faster-paced lives, but not sacrificing quality
- Caring about environmental issues, preferring and choosing environmentally friendly brands
- Liking individuality and brands with personality, but still needing to be famous to be noticed by many
What's the Scoop on Gen Z in Vietnam?
According to some studies and surveys, there are approximately 14.4 million Gen Z individuals in Vietnam (data from Decision Lab), accounting for 19-20% of the total population. This number has likely increased since then, with each individual spending at least 2.4 million Vietnamese dong on average per month. However, this is just an average figure; individual spending habits vary greatly. For example, office workers with higher incomes tend to spend more.
Currently, within Mytour, Gen Z has been one of the fastest-growing factors over the past 3 years. When discussing topics that Gen Z is interested in, things that may be familiar to other generations are often new and intriguing to Gen Z, their first exposure to them. Additionally, Gen Z tends to be more independent, so besides their interest in smartphones, PCs, and technology in general, they also show early interest in household appliances and smart consumer electronics.
Furthermore, according to PwC's report, Gen Z is eager to learn new skills, demonstrating a strong desire to continuously improve themselves, not just for the sake of learning but also because they understand its impact on their careers and lives. 37% of surveyed Gen Z individuals express interest in specializing in a specific technology, higher than any other generation (in Vietnam).
For those interested in learning more about Gen Z, a simple Google search using keywords can yield numerous detailed studies. For instance, McKinsey's report cited by Tomorrow Marketing can be found at https://blog.tomorrowmarketers.org/chinh-phuc-gen-z-tai-asia-bao-cao-moi-nhat-cua-mckinsey/.
In Summary
Gen Z, the younger generation, exhibits behaviors in technology use, consumer habits, shopping preferences, learning methods, etc., that differ significantly from previous generations, even from Millennials, let alone older ones. Today's Gen Z individuals are truly skilled, eager learners, and capable earners, often surpassing their predecessors. Consequently, Gen Z is a primary target for many companies, receiving attention, nurturing, and attracting investments.
If you're a Gen Z reading this, I hope you'll enjoy the GenZ Goes to Work series I'm writing, discussing experiences that young professionals might find useful. Wishing all Gen Z individuals success in earning lots of money, enjoying work, doing what you love, and living well and healthy.
As for older generations curious about Gen Z, simply use this keyword on Google, and you might come across numerous studies and interesting insights you never thought of.
