Understanding Gen Z Consumers

This IDC Market Perspective looks at the characteristics of Gen Z consumers with a specific focus on brand sentiment and behaviors around their engagement with technology."Despite being early adopters, Gen Z consumers are often critical of new technology and unsatisfied with experiences," said Greg Ireland, research director, Future Consumer Agenda at IDC. "Gen Z consumers are also often extreme in their opinions of brands relative to other generational cohorts."

Executive Snapshot

New Market Developments and Dynamics

• Who Is Gen Z?
• Key Attributes
• Differences with Millennials
• Brand Sentiment
• Challenges

Advice for the Technology Supplier

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• Related Research
• Synopsis