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Screen Time: Understanding Generation Z

student on phone

Generation Z … a rising population of some 65 million young people who, by 2020, will account for 40 percent of U.S. consumers. They are digital natives. Internet, smartphones, apps and tablets have been around for as long as they can remember. Their default expectation is for interactions and transactions to be effortless and seamless. They seek empowerment; they value authenticity. And now they want to go to college.