Morning Consult：2026美国Z世代状况研究报告：转型中的一代（英文版）（19页）.pdf

1、x1The State of Gen Z A Generation in TransitionAbout this report2Every day,Morning Consult tracks a wide range of habits,preferences,media behaviors and brand perceptions among Gen Z.We wanted to take a step back and look at how these are changing over time to gauge how Gen Z is evolving,the ways th

2、e young cohort are staying the same and even the ways the rest of the population is starting to shift along with them.Data Source:All data in this report comes from Morning Consult Intelligence.Sample:The audience behavior and brand data throughout this report is based on surveys conducted from Marc

3、h 1,2021 through March 31,2022 and March 1,2025 through March 31,2026 among U.S.adults.The 202122 wave includes 281,194 respondents and the 202526 wave includes 322,505 respondents.Sample sizes per brand range from 500 to 38,046.The data on Gen Zs favorite social media platforms came from a sample s

4、ize of 14,365.The data on Gen Zs social media activities came from sample sizes of 1,593(Instagram),1,528(TikTok)and 693(Reddit).Net Trust:Trust scores reflect Morning Consults net trust measure,calculated as the share of respondents who say they trust a brand minus the share who say they distrust i

5、t.A positive score indicates more trust than distrust among the measured population;a negative score indicates the reverse.Scores can be compared directly across brands and audience segments.Audience Segments:Generational cohorts are defined as follows:Generation Z(born 19972012),Millennials(born 19

6、811996),Generation X(born 19651980),and Boomers(born 19461964).Key Takeaways31.Gen Z is transitioning major life milestones.The oldest Gen Zers are now approaching 30.Over the last four years,marriage rates rose from 9%to 15%,full-time employment grew from 64%to 72%,household financial responsibilit