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Stardoll and Carat Network Join Forces in Global Survey on Gen Z Girls’ Digital Behavior

LONDON January 27, 2011

Generation Z (born between 1995-2005) is a highly connected demographic, its members largely characterised by lifelong exposure to communications and media technologies such as the World Wide Web, instant messaging, text messaging, MP3 players, mobile phones and YouTube, earning them the nickname "digital natives". No longer restricted to the home computer, the Internet is now increasingly ubiquitous and not limited by geographical location. One quarter of teens aged 16-18 report they can’t live without their mobile. And mobile phone owners are getting younger and younger – 65% of 12 year olds and younger have their own mobile, rising to 79% for 13-15 year olds.

Chris Seth

Caroline Vogt

Media Habits & Relationships

‘Being with friends’ (in the real world) is what girls across all age groups (66%) enjoy doing, followed by ‘shopping’ and ‘listening to music’. And when it comes to shortened attention spans, the research shows that a third (30%) of Gen Z girls regularly watch TV shows online for longer than 10 minutes.

Play & Games

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Spending Power

Girls like to shop – scoring it as their second favorite activity – but does their lack of plastic hamper their spending money online? It appears not. One in five girls aged 12 and under regularly visit online shopping sites, rising to one in four once they become teenagers. The majority of teenage girls are still buying products on the high street or at a shopping center rather than online, but this shopping medium is far from off limits – 13% of Generation Z girls regularly purchase products online regardless of age.

     Highlights:      Under 12s         - 64% use a gaming console         - Only 35% put listening to music in their top 5 activities         - More than 60% own a mobile phone         - More than 60% never read a newspaper         - Prefer instant messenger to social networks      13-15 year olds         - More than 45% say listening to music is one of their favorite           activities         - Almost 80% own a mobile         - YouTube, followed by Facebook, are their favorite social networks         - 25% regularly visit online shopping sites although only 13%           Purchase products         - Begin using mobile web and mobile social networks      16-18 year olds         - Most interested in music - nearly 50% list it in their top 5           activities         - Nearly 80% own a mobile         - Are most likely to read newspapers         - Are least likely to use a gaming console         - The heaviest media users         - More likely to use social networks rather than instant messages  

About the research August 2010 Brazil France Germany Italy Mexico Poland Russia Spain Sweden

SOURCE Stardoll Network

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