Malaysia’s true digital natives, Generation Z, is the generation that grew up with the internet for all of their lives. Generally referring to those born between 1995 and 2010, Gen Z makes up 26% of Malaysia’s population1 and has unique characteristics that set them apart from the Millenials and Baby Boomers, particularly in the way they consume content and relate to brands.
Z 世代人口中年龄最大的现年 24 岁，最近刚刚获得消费能力。18-24 岁人群的互联网普及率高达 98%，99% 的人拥有智能手机。这一代人具有处理和切割大量信息的独特能力，能够在网络和线下世界之间无缝切换。
正是在这种背景下，企业需要了解这一代 "永远在线 "的超认知者不断变化的消费行为，以便高效、有效地接触他们。
社交媒体影响新闻消费
Ten years ago, when social media was in its relative infancy, more than half of Millennials (55%) – who were then 18-24 years old – read the newspaper on a daily basis. Since then, mobile technology has advanced and internet penetration has soared. Yet, demand for news has not waned. Instead, Gen Z consumes news in a different way, with only a fraction of them reading the newspaper on a daily basis, the majority turning to social media for top breaking news.
随着新闻消费平台的不断发展，出版商不仅要在新闻网站上发布新闻内容，还要在社交媒体上发布新闻内容，这样才能获得 Z 世代的青睐，成为他们的首选。
便利性和价值依然重要
The proliferation of internet use has also sparked a growth in the e-commerce industry and Gen Zers are at the forefront of this change. Between 2016 and 2018, an increasing number of 18-24 year olds have turned to online shopping (+9%). One in five have shopped online in the past month, with the most popular items purchased being clothing & apparel (76%), digital electronics (29%) and cosmetics and fragrances (19%).
Just like the generations before them, Malaysian Gen Zs place importance on value for money. Before making a purchase online, 85% of online shoppers would compare prices at physical stores while 82% would take the shipping rate into consideration. Convenience also matters, with four in five online shoppers considering delivery speed before purchasing an item online.
因此，要想在电子商务行业取得成功，在线供应商必须将价格和便利性完美结合，才能抓住 Z 世代的钱包。
观看是为了方便还是为了体验？
按需观看节目带来的便利意味着视频点播（VOD）服务正迅速成为 Z 世代生活的一部分，94% 的 Z 世代在过去一年中观看/订阅了 Netflix、Ifix 和 Tonton 等流媒体服务提供商的服务。在过去的一个月中，18-24 岁人群中约有十分之九的人是通过手机在线观看电视节目/电影的。
Nonetheless, it’s not to say that the growth of convenience viewing has taken away the magic of the movie theater experience. Over the past decade, nearly two in five (17%) of Gen Z consumers are still visiting the cinema in the past month. As such, brands ought not to count cinema out when building their brand strategy. After all, while mobile phone streaming is convenient, cinema provides an immersive experience that online streaming can’t bring.
To learn more about the changing media consumption habits in Malaysia, check out our syndicated media studies.
备注 1Department of Statistics, Malaysia
方法
本报告中公布的数据来源于
- Nielsen Consumer & Media View (CMV), January 2018 – December 2018
- 基数：马来西亚半岛所有 18-24 岁的马来西亚人
