KOBZA AND THE HUNGRY EYES (KTHE) implements study on Generation Tech together with Marketagent.

They are called Generation Tech, GenZ or Generation Greta: the 15 to 19-year-olds of today are initiating a change in our society and setting new standards. But how do they tick? What influence has the technology that has accompanied them since their birth had on their lives? This is the focus of the Austrian Generation Tech Report 2019 initiated and implemented by KOBZA AND THE HUNGRY EYES (KTHE) and the digital market and opinion research institute Marketagent.

Together they examined the rapid changes in the lifestyles and ways of thinking of the new generation of tech and examined their handling of the new media and technology more closely. The report focuses on the question of how the new generation manages the balancing act between the digital world and the environment, as 75% already believe that their social awareness is strengthened by social media.

Born to be Techie
Generation Tech was born into a world full of technology. 92% of 15-19 year olds use artificial intelligence on a daily basis and see it as a positive development for their lives. There is a much higher acceptance of technological advances such as smart homes, voice technology and autonomous driving. Technology is nothing unusual or surprising anymore – technology has become a natural part of life.

“Digitalisation has found its way into all areas of our lives, social media has become an integral part of everyday life and socio-political issues such as immigration, equality and, above all, climate change seem to be becoming increasingly explosive. Right now the question arises once again in which areas the generation Greta and the generation 40+ are pulling together, where the lowest common denominator can be found”, says Lisa Patek, Marketing Manager at Marketagent.com about the Austrian Generation Tech Report 2019.

Generation Tech plays a particularly important role for the media world: “Our industry has always been characterized by new thinking and innovation. And it has to, because nothing changes faster than consumer buying behavior. In order to be able to react to permanent change, one of our core tasks is to keep an eye on our target groups and to observe what moves them,” says Rudi Kobza, founder and managing director of KTHE.

Yesterday Millennials, today Generation Z. Whatever we call the formative generations of their time, they are the mirror image of a digital and technology-oriented generation – and for us the necessity to navigate with fresh thoughts.

Generation Greta
Social media has drastically changed the social consciousness of Generation Tech. By dealing with diverse lifestyles and the direct access to the personal thoughts and statements of the opinion leaders, Generation Tech has a higher awareness and the willingness to inform itself and actually participate in the solution of social problems such as the environmental crisis or the gender question. However, this also burdens them and exacerbates psychological problems. She is becoming more and more sceptical about social media and has learned to care more about the world – which is why you have to worry more about your own mental health.

The most important findings of the Austrian Generation Tech Report 2019:

Generation Greta:

  • 75 % of the “Generation Greta” believe that their social awareness is enhanced by social media will
  • The main source of 15- to 19-year-olds is clearly social media: 47% use these media to get information about inform about environmental and social issues

Digital parallel world:

  • A digital parallel world has already emerged: 42% of the generation Tech spend the majority of their free time with “screen activities”
  • 88% of 15- to 19-year-olds use Amazon as an online shopping portal
  • Paypal is used by 44% as their favourite online payment option
  • Almost half of 15- to 19-year-olds play online games or computer games at least once a week
  • 7 out of 10 15-19 year olds see others playing computer games on platforms like Twitch.tv to

Born to be Techie:

  • 92% of 15- to 19-year-olds use forms of artificial intelligence on a daily basis in the everyday life
  • They also see it as a positive development for their lives
  • Almost 2/3 of the GenZ see artificial intelligence as an opportunity for mankind
  • Dictation function on the rise: almost half of 15 to 19-year-olds use the function “Send Voice Messages” on WhatsApp
  • 50 % of the Tech generation would currently be converted into an autonomously controlled vehicle

Next Gen Social Media:

  • The 15 to 19-year-olds use social media differently than all other generations before them
  • Instagram is used more frequently by 56% of the GenZ than last year – compared to 42% who use it less often on Facebook than in the previous year
  • 81% see YouTube as the school of life: “If I don’t know something, then I can simply learn it all on Youtube”
  • Private accounts are of no interest to Generation Tech: 47% of accounts are public

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