{"id":230578,"date":"2025-11-20T13:26:15","date_gmt":"2025-11-20T12:26:15","guid":{"rendered":"https:\/\/ipmark.com\/?p=230578"},"modified":"2025-11-20T16:41:11","modified_gmt":"2025-11-20T15:41:11","slug":"la-generacion-z-rompe-mitos-redefine-consumo-espana","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=230578","title":{"rendered":"La Generaci\u00f3n Z rompe mitos y redefine el consumo en Espa\u00f1a"},"content":{"rendered":"<p data-start=\"400\" data-end=\"1041\"><strong>La Generaci\u00f3n Z, integrada por los j\u00f3venes nacidos entre 1996 y 2010, est\u00e1 transformando los c\u00f3digos del mercado y la forma en que las marcas deben relacionarse con sus audiencias. As\u00ed lo revela el informe \u201cGen Z: El Mundo Visto en Vertical\u201d, elaborado por Avante.<\/strong><\/p>\n<p data-start=\"400\" data-end=\"1041\">En dicha investigaci\u00f3n se analiza c\u00f3mo se informan, qu\u00e9 contenidos consumen, qu\u00e9 formatos prefieren y qu\u00e9 papel desempe\u00f1an en las decisiones de compra dentro del hogar. El estudio dibuja una generaci\u00f3n <strong data-start=\"861\" data-end=\"896\">m\u00e1s cr\u00edtica, madura y selectiva<\/strong> de lo que sugieren los estereotipos y desmonta <strong data-start=\"944\" data-end=\"965\">diez falsos mitos<\/strong> asociados a un grupo que representa ya el <strong data-start=\"1008\" data-end=\"1040\">20% de la poblaci\u00f3n espa\u00f1ola<\/strong>.<\/p>\n<p data-start=\"1043\" data-end=\"1671\">Lejos de ser una audiencia uniforme, impulsiva o predecible, los tambi\u00e9n conocidos como <strong data-start=\"1131\" data-end=\"1146\">Centennials<\/strong> combinan diferentes plataformas, contrastan fuentes y act\u00faan desde una perspectiva <strong data-start=\"1230\" data-end=\"1255\">consciente y racional<\/strong>. Su consumo digital es intenso, pero no irreflexivo: <strong data-start=\"1309\" data-end=\"1352\">filtran, comparan y eligen con criterio<\/strong>, y esperan que las marcas hagan lo mismo.<\/p>\n<p data-start=\"1043\" data-end=\"1671\">Aunque consumen v\u00eddeos cortos en redes sociales, tambi\u00e9n dedican tiempo a <strong data-start=\"1469\" data-end=\"1523\">streaming, podcasts, newsletters, medios digitales<\/strong> y contenido audiovisual de larga duraci\u00f3n. Su relaci\u00f3n con la informaci\u00f3n es <strong data-start=\"1601\" data-end=\"1612\">h\u00edbrida<\/strong>, y premian el contenido <strong data-start=\"1637\" data-end=\"1670\">\u00fatil, riguroso y bien narrado<\/strong>.<\/p>\n<p data-start=\"1673\" data-end=\"1978\">Pese a la relevancia de <strong data-start=\"1697\" data-end=\"1707\">TikTok<\/strong>, <strong>la Generaci\u00f3n Z<\/strong> no es \u201cmonoplataforma\u201d. Aunque son compradores online habituales, siguen valorando la <strong data-start=\"1804\" data-end=\"1826\">experiencia f\u00edsica<\/strong> en tienda. Tampoco rechazan la publicidad en s\u00ed misma: lo que penalizan es la <strong data-start=\"1905\" data-end=\"1928\">falta de honestidad<\/strong>, la superficialidad o los mensajes sin contenido.<\/p>\n<p data-start=\"2027\" data-end=\"2411\">Seg\u00fan el informe, esta generaci\u00f3n demanda marcas <strong data-start=\"2076\" data-end=\"2119\">aut\u00e9nticas, contempor\u00e1neas y coherentes<\/strong>. Aceptan la creatividad y el contenido que aporta valor, pero reaccionan con rapidez ante la <strong data-start=\"2213\" data-end=\"2230\">improvisaci\u00f3n<\/strong>, los prop\u00f3sitos vac\u00edos o los mensajes que perciben como forzados. Su relaci\u00f3n con la publicidad es de evaluaci\u00f3n constante: <strong data-start=\"2355\" data-end=\"2382\">premian lo bien contado<\/strong> y sancionan la incoherencia.<\/p>\n<p data-start=\"2413\" data-end=\"2982\">\u201cLa Generaci\u00f3n Z es mucho m\u00e1s estrat\u00e9gica de lo que se dice. Analizan m\u00e1s, comparan m\u00e1s y exigen m\u00e1s. [&#8230;] <strong>Con este informe queremos ayudar a anunciantes y medios a entender qu\u00e9 mueve a esta generaci\u00f3n, c\u00f3mo consume<\/strong> y qu\u00e9 tipo de comunicaci\u00f3n conecta con ella. Comprender a la Gen Z no es solo clave para entender el futuro, es imprescindible para entender el presente del consumo en Espa\u00f1a\u201d, afirma <strong data-start=\"2917\" data-end=\"2935\">\u00c1lvaro Brandau<\/strong>, <em>head of growth &amp; strategy director<\/em> de <strong>Avante.<\/strong><\/p>\n<p data-start=\"2984\" data-end=\"3304\">Aunque su renta individual es inferior a la de generaciones mayores, la Gen Z tiene un peso decisivo en el consumo actual. Influyen directamente en las decisiones de compra familiares en categor\u00edas como <strong data-start=\"3187\" data-end=\"3244\">tecnolog\u00eda, alimentaci\u00f3n, moda, ocio y estilo de vida<\/strong>, consolid\u00e1ndose como un actor imprescindible en el mercado.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Los nacidos entre 1996 y 2010 penalizan la falta de honestidad, la superficialidad o los mensajes sin contenido pese a ser usuarios de redes sociales como TikTok.<\/p>\n","protected":false},"author":10966,"featured_media":230579,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2226,147,6179],"class_list":["post-230578","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-marcas","tag-redes-sociales","tag-tendencias"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO 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