Singapore businesses must engage with Gen Z consumers
With high expectations and short attention spans, this group of digital natives will become a larger focus in the coming years as they grow in spending power
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WITH different influences shaping their attitudes and values, how do young Singaporeans under 20, or "Gen Z", respond to advertising and what should businesses be doing to ensure they connect with them?
Singaporeans are some of the most connected people on the planet. With superfast Internet speeds and smartphone penetration levels of more than 100 per cent, they are the digital veterans of the region.
The latest Connected Life study reveals that Singaporeans spend 6.7 hours a day online, a lot of this time spent on mobile devices. Members of Gen Z, who have grown up with this technology, are particularly hooked. They use more than six social media platforms on a daily basis, constantly jumping between instant messaging, gaming and online video.
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