引言
哪怕任何行业在非洲发展都会门槛重重。但似乎也阻挡不了全球贸易下，非洲的‘韧性’发展，也隔绝不了‘尝鲜者’投资非洲觅商机。‘遇见未来，瞭望非洲’栏目，让我们透过非洲各行发展现状，瞭望非洲未来和无限可能。
Even if there are barriers to the development of any industry in Africa. But there seems to be no stopping Africa's 'resilience' in the face of global trade, nor is there any barrier to 'tasters' investing in Africa for business opportunities. In 'Meet the Future, See Africa', we take a look at the future of Africa and its endless possibilities, through the current state of development of all sectors in Africa.
Z 世代 / Gen Z
世代是指一群拥有共同生活经历的年龄相近者。Z 世代，也称为Gen Zs或Zoomers，是目前全球数量最庞大的一批青年群体。非洲Z世代年龄取段1997-2012，10-25岁。
Generation Z, also known as Gen Zs or Zoomers, is the largest group of young people in the world today. The African Generation Z age range is 1997-2012, 10-25 years old.
Z 世代是在互联网和数字经济环境下长大的一代，是现今和未来十年的消费主体。如何同频Z世代圈层消费观和价值观，是企业和品牌商抓住未来商品营销核心的关键。本篇内容，我们看看非洲Z世代价值观、消费特征和支付模式。
Generation Z is a generation that has grown up in the Internet and digital economy, and is the main consumer of today and the next decade. The key to capturing the core of the future of merchandising is how to align with the consumer outlook and values of the Gen Z circle. In this article, we look at the values, consumption characteristics and payment patterns of African Generation Z.
有着强烈的自我认同和起源文化的一代
Strong self-identity and a deep love of African culture
全球互联信息互通，非洲Z世代可以直接从网络世界了解来自全球各地的当地文化，但他们仍保持以自己的非洲文化为基础，对自己起源文化深爱和乐于以真实的方式去表达。
因此，针对非洲Z世代消费者，要尽可能多地赋予其起源文化内涵和故事性，让商品成为‘懂他们’的商品。非洲部落图腾、传统舞蹈和流行说唱音乐...等等，从各个方面切入，引起文化认同。
‘移动互联网时代给Z世代创造了更多自我表达的机会，他们对懂自己的商品不吝千金。’
图源：
With global information connectivity, African Gen Z can learn about local cultures from around the globe directly from the online world, but they still remain grounded in their own African culture, with a deep love and delight in expressing their origins in an authentic way.
Therefore, it is important to target African Generation Z consumers by giving as much cultural connotation and storytelling to their origins as possible, so that the merchandise becomes one that 'gets them'. African tribal totems, traditional dances and popular rap music... And so on, cutting through all aspects to evoke cultural identity.
'The mobile internet era has created more opportunities for self-expression for Generation Z. They don't skimp on goods that understand them.'
社交媒体逐步成为非洲Z世代获得信息主要渠道
Social media is becoming the main source of information
与全球Z世代大同，非洲触网的Z世代已经习惯并依赖社交媒体，是他们获得资讯和发现产品的主要渠道。那么在非洲哪些国家用哪些社交媒体情况又如何呢？
Like Generation Z worldwide, Africa's internet-connected Generation Z is used to and relies on social media as their main channel for information and product discovery. So what about which social media is used in which countries in Africa?
皮尤研究中心研究表明，在撒哈拉以南的非洲，Google下载排行榜中WhatsApp是下载量最大的社交媒体/通讯工具，长期占据榜首。
Thunes报告显示，在肯尼亚和尼日利亚，96.4% 和 91.6% 的 Z 世代表示他们每天会多次使用社交媒体，其中使用最多社交媒体是Facebook和Instagram。而在短视频方面，除了所有年龄段最受欢迎的视频流媒体网站YouTube外，黑马Tik Tok和Snapchat受欢迎程度持续攀升。
Pew Research Center research shows that WhatsApp is the most downloaded social media/communication tool in sub-Saharan Africa in the Google download charts, topping the list for a long time.
Thunes reports that in Kenya and Nigeria, 96.4% and 91.6% of Generation Z say they use social media multiple times a day, with Facebook and Instagram being the most used social media. and in short-form video, in addition to YouTube, the most popular video streaming site for all ages, dark horses Tik Tok and Snapchat continue to climb in popularity.
图源：Thunes报告，侵删
除外，传音手机是深受非洲欢迎和高销售量的手机品牌，它旗下的短视频社区产品Vskit，专注做非洲本土的短视频，因此下载及在线时间排行靠前。
In addition to this, Transnational Mobile is a popular and high selling mobile phone brand in Africa, and its short video community product, Vskit, focuses on making short videos native to Africa, hence its top ranking in terms of downloads and time spent online.
图源：vskit.tv，侵删
社交媒体影响力对Z世代是巨大的，他们不忠于品牌，社群互动为消费决定性因素。因为喜欢不断寻找志同道合的圈子文化和自成一派的语言体系，当Z世代不喜欢一项服务或产品时，他们会在社交媒体上分享他们的意见，那么就会很大影响购买意向。
Social media influence is huge for Generation Z. They are not loyal to brands and social interaction is a decisive factor in consumption. Because of their penchant for constantly seeking out like-minded circle cultures and self-contained language systems, when Gen Z doesn't like a service or product, they will share their opinion on social media, which can then greatly influence purchase intentions.
非洲Z世代信赖本土移动支付
Africa's Generation Z trusts local mobile payments
全球支付平台Thunes还对00后支付习惯进行了研究，报告指出，由于生活和消费习惯更多地集中在线上，全球的 Z 世代正在远离现金支付和银行产品，并逐渐开始接受新型的资金管理工具。在非洲的尼日利亚和肯尼亚，比起Apple Pay 和 PayPal 等全球钱包，本土的支付品牌渗透和接受度更加普遍，比如在肯尼亚，91% 的 Z世代 使用M-Pesa。
Global payments platform Thunes has also conducted research into the payment habits of the post-00s, reporting that Gen Z globally is moving away from cash payments and banking products and is gradually embracing new money management tools as their lives and spending habits become more online focused. In Nigeria and Kenya in Africa, local payment brands are more commonly penetrated and accepted than global wallets such as Apple Pay and PayPal, for example in Kenya 91% of Gen Z use M-Pesa.
图源：Thunes报告，侵删
图源：Thunes报告，侵删
除外， Z 世代最大消费领域是娱乐、参加活动和外出朋友聚餐。信任和安全是最重要的影响付费因素。
Apart from that, the biggest areas of consumption for Generation Z are entertainment, attending events and going out to eat with friends. Trust and security are the most important factors influencing payment.
上面内容是对已触网的非洲Z 世代情况的理解，实际上整个非洲大陆的互联网普及率仍远低于国际平均水平，非洲数百万青年还未能使用互联网。
但非洲Z 世代是未来非洲发展主要驱动力，是拥有挑战精神、充满活力和创新的群体，正在最大限度地利用各种渠道颠覆现状。
‘许多来自非洲的获奖和最有前途的应用程序都是由年轻人设计的，解决独特的非洲问题。’Liquid Telecom 集团首席信息官 Oswald Jumira曾表达。
相信随着互联网的普及和新技术发展，年轻的非洲人未来会塑造创新的非洲，将非洲带入世界，将世界带入非洲。
The above is an understanding of the situation of the African Z generation who are already connected to the internet. In reality, internet penetration across the continent is still far below the international average, with millions of young Africans still not using the internet.
But the African Z-Generation is a major driver of future development in Africa, a challenging, dynamic and innovative group of people who are making the most of every channel to disrupt the status quo.
'Many of the award-winning and most promising apps from Africa are designed by young people, addressing uniquely African issues.' Oswald Jumira, Group Chief Information Officer at Liquid Telecom, has expressed.
It is believed that with the spread of the internet and new technologies, young Africans will shape the innovative Africa of the future, bringing Africa to the world and the world to Africa.
