Target audience: Gen Z / Generation Z in Peru

Selected insights on target group: Gen Z / Generation Z in Peru

• Many Gen Z / Generation Z have a low annual household income
• Success and career advancement are relatively important to Gen Z / Generation Z
• 41% of Gen Z / Generation Z are interested in arts and literature
• Gen Z / Generation Z are less likely to have cooking and baking as a hobby than the average consumer
• Gen Z / Generation Z remember seeing ads on social media less often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Peru
• Gender of consumers in Peru
• Consumer’s level of education in Peru
• Share of consumers in Peru in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Peru live
• Communities where consumers live in Peru

• Most important aspects of life for consumers in Peru
• Top 10 interests of Gen Z / Generation Z in Peru
• Top 10 hobbies and leisure activities of Gen Z / Generation Z in Peru

• Agreement with statements in Peru
• The 10 most important issues facing Peru according to Gen Z / Generation Z
• Political attitudes of consumers in Peru

• Top 10 places where Gen Z / Generation Z in Peru have come across digital advertising in the past 4 weeks
• Devices consumers in Peru use regularly to access the internet
• Social media activities in Peru by type
• Places where consumers in Peru have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Peru have been using in the past 4 weeks