The great Generation Z

2016

Generation ZThe great

expectations of

Accommodation and technology for tomorrow’s students

The great expectations of Generation Z

IntroducingGeneration Z

Like Generation Y before them, Generation Z is destined to become the most researched and studied generation in history. These are the students, professionals and leaders of tomorrow – and their (future) preferences, choices and lifestyles will play a huge part in defining the decades to come. The research in this paper is about exploring the potential impacts of Generation Z (and the technologies they use) on the university or higher education sector.

But before we discuss that a bit more, we should first outline what we mean when we say Generation Z. Well, if Generation Y (also known as ‘millennials’) was understood to be those born from early 1980 to the early to mid-nineties, then Generation Z is what came next. It is approximately understood to denote those born from 1996 onwards (and who are presently under the age of 19). However, beyond the relative accuracy of dates and chronology (and references to preceding generations), the sociological definition of Generation Z is still very much a work in progress – and one that this research hopes to contribute to.


The first generation to be raised in the era of smartphones

But we do know a few things that already set Generation Z apart from those that have preceded them. For one thing, Generation Z will be the first to be raised in the era of smartphones; the first that won’t remember a time before social media and the first for whom words such as ‘sharing’, ‘posting’ and ‘viral’ have different primary meanings to the ones their parents understood. In short, the technology that Generation Z uses is not peripheral, but a central and fundamental part of how they live and manage their lives day to day.

It’s this that is at the heart of our study and makes Generation Z such a pressing issue for universities & accommodation providers. While some sectors are still preparing for Generation Z to mature, student accommodation needs to be ready now. Considering that the older end of the Generation Z spectrum will have just had their 19th birthday, it needs to be equipped to meet the needs of a new type of student in the present – or at least in the very near future. And, as touched upon earlier, the Generation Z student comes with a different set of cultural experiences and practical expectations to those who have come before.

But what doesthat mean to universities and accommodation providers?


Well, firstly it means that there needs to be a process of adaptation, whereby providers analyse whether the accommodation they offer has evolved in step with the Generation Z student. However, to even begin that process, there is the need for the knowledge and data. Though there is already a vast swathe of research about Generation Z as a whole, we want this particular white paper to get more specific; to contribute towards ensuring the accommodation sector continues to attract and cater for today’s (and tomorrow’s) student.

Of course, in studies about such a vast chunk of the population there should be no all-encompassing generalisations, but we still wanted to start exploring some of the key themes with targeted and thorough research.

The questions we asked...

Central to this was the need to get closer to the drivers and expectations of those older Generations Zers - those destined to become the students of the next five years. What are their influencers? What are the push and pull factors at play? How does the future student decide which university to attend? How do they choose the accommodation they’ll stay in? And of course, to what extent does technology and internet connectivity affect these questions?

The content of this paper reflects the results of that research, and hopefully begins to tease out some of the connections between the ways students of the future will make their accommodation choices and the emerging motivations of Generation Z.



MethodologyWe surveyed 800 individuals between 15-18, and every respondent said that they were ‘very likely’ or ‘quite likely’ to consider going to university. The survey sample was nationally representative in terms of both gender and region.


University attitudes and expectations

% worry abouthow much

university will cost

This percentage is noticeablyhigher among college students

78

% think universityis important to geta good job in the future

This number is significantlyhigher amongst females

92The great expectations of Generation Z

% think university enables them to

become more independent

Significantly higher amongstthose who want to live away

87

% think university is worth the cost in the future


claim the cost of accommodation is a

key influence in which university they choose

25in

Factorsinfluencingchoice ofuniversity

Reputation of the universityThe grades you need to get on the courseThe quality of the teachingDistance from homeAccommodation costsTuition feesEmployment rates on completion of courseThe cost of day-to-day livingThe social side of the universityFacilities available at the universityBillsWhat my friends/family think62%

61%54%

44%

42%42%

36%35%

26%25%24%

21%


4Close to campus

Bills includedHigh speed internet

24/7 Security

Priorities foruniversityaccommodation

Top

ranking higherthan social spaces,a double bed andonsite gyms

allThe great expectations of Generation Z

% would makeuniversity

accommodation their first choice

This number is higher for those at college

66


Technology usage and attitudes

% rank high speedwifi as the most

important facility in accommodation

73

% agree that they couldn’t live without the internet


% of prospectivestudents worry

university technologywill be out of date

This number is higher for those at college

13

Barriers to staying in university accommodation

It won’t have all the facilities I needHaving to manage my own timeThe technology would be out of dateThe facilities will be old fashionedI worry I won’t make any friendsHaving to do the cooking, cleaning etc...I worry about being too far away from homeHaving to get a loanHaving to rely on family for finacial supportI worry about who I will be sharing withThe cost


47%35%

29%

19%29%

18%16%

14%13%12%

10%

% own and use atablet that is

connected to the internet everyday

57

% use social media every day to stay intouch with friends


% use Facebook every day, keeping

it the number 1social network

88

% are now using Snapchat daily

79Closely followed by Twitterand YouTube: both at 76%


% already owntheir own

smartphone

92

is the average number ofinternet readydevices owned


Ourfindings

This research suggests both distinctions and similarities with the generations before them. For example, in regards to university, our sample of future Generation Z students seemed, on the whole, to echo the concerns of Generation Y millennials. They worry about costs, but still believe it to be important in terms of establishing a future career and independence. They choose their university primarily on reputation and achievable grades, but also take into account more pragmatic factors such as geographical distance, fees, facilities, social life and more.

However, in considering the type of accommodation provider, it does seem as though Generation Z’s expectations reflect a generational shift. While 66% still have university accommodation as their first choice, the motivations for that choice are very interesting. Unsurprisingly, cost, location and security are leading factors – but so is good technology such as high-speed internet.

Across our sample, high speed internet was considered a stronger motivator in choosing accommodation than factors such as modern facilities, a big room, common areas or an en-suite. That seems like a revealing statistic, particularly when put into the context of the technology device and usage statistics in the second part of the survey.

As the data relating to devices and the frequency of use makes clear, the young people in our survey felt strongly that they require good technology not just to work, but to communicate and - even more broadly - to live. Taken as a reflection of Generation Z as a whole, it shows the extent to which quality technology & high speed internet is the normal expectation of a student being able to live and study effectively at university.In the words of one of our respondents, it is, quite simply, ‘essential’.

Modern technology is essential for students to live and study effectively



Study datasummary

- University accommodation is the first choice for the majority when considering where to live - The internet and the ability to communicate online is essential to this generation

- 84% expect university accommodation to have high speed internet

- This generation of students will be taking average of seven devices with them to university

- Having high-speed internet is a strong motivator when considering accommodation

- Social media is a key form of communication, with the majority of lead sites being visited daily

Based on the data from this study, we have been able to summarise the following key learnings:

For more information about this study,visit Studentcom.co.uk/gen-zor contact Tom White [email protected]

2016

Documents

The great Generation Z