Models of Information Consumption Generation Z

«Homelanders», «Generation Next», «Digital Natives», «Digital Integrators», «Screenagers» - Generation Z has a large number of titles. Born with the advent of the new millennium, representatives of tech-savvy generation occupy 1/5 of the total population of the Earth. Generation Z is now at the stage of its formation, but within 10 years the representatives of this generation will be the most active participants in various economic processes, which determines the importance and relevance of research of this generation, its values, priorities, communication preferences and distinctive features for forecasting future patterns of communication. This study is aimed to identify the patterns of consumption of information by Generation Z and the defy of the limits of this generation. The study has analyzed the features of the information consumption by Baby Boomers, Generation X and Generation Y. For a detailed study of the Generation Z, a survey was conducted, on the basis of which the model for the consumption of information by the Generation Z was subsequently compiled. We found out that the behavioral archetypes of the classical generation paradigm reflect the informational behavior of people. Generation Z in Russia appeared after 2000. Born in the period from 1995 to 2000 belong to the transitional generation and, according to value orientations and information behavior, belong to the Millenials. Despite minor differences in preferences, the Generation Z is united by adherence to a large number of devices, trusting the publications made by their friends, as well as recommendations of bloggers and opinion leaders. The concept of "Word of mouth" became the main part of the communication model of representatives of the Generation Z.