Gen Z Girls: Growing up in a Digital World For young girls today, digital media forms part and parcel of their social interactions. But it is the mobile phone that is their most important piece of kit and the centre of their communications world. Perhaps surprisingly though, the influence of family and friends is as important as ever. While parental influence may decline as they approach adulthood, their core friendship groups remain hugely important. For this media savvy generation, filtering the editorial wheat from the chaff is second nature, as they retain a healthy level of cynicism around the information presented to them. While advocacy and recommendations are essential elements of their online lives, they value comments from people or sources they know far more than from those they do not. This ongoing research delves into the lives of Generation Z across the globe, providing marketers with insight into how they respond to and communicate with the world around them. This partnership with global agency group Aegis marks the first time a project of this scale and depth has been carried out into this demographic group. Below are some highlights:
Under 12s
With more than 110 million registered users globally and 9 million in the UK, Stardoll Media is the largest global publisher dedicated to the lives of young women and girls. We offer a safe environment where brands can become an integral part of the user experience. Our innovative and measurable solutions create compelling branded content across social media and virtual world environments. For more information, contact Joan Lockwood at joan@stardoll.com or call 0207 292 7143
