Gen Z is the first generation to have grown up with connected devices in their hands. But “always on” doesn’t mean for a second they are the easiest to connect to.
Being Millennial got me the generic title of “digital savvy,” but I remember a time without internet connections and I didn’t receive my first smartphone until my 20’s.
However, Gen Zers have never known a world without smartphones, in fact 40% of Gen Zers say that working Wi-Fi for their phones is more important than working toilets, and 50% say they “can’t live without” YouTube. They are monster digital media consumers, using their smartphones at least three hours per day.
Research shows that 85% percent of Generation Z discover new products on social media and are also 59% more likely than older generations to connect with brands on social.
Instagram is the most popular app for brand discovery, with 45% of teens using it to find new products, followed by Facebook.
YouTube is their go-to when it comes to shopping recommendations while using Snapchat to document their shopping experiences in the real-word.
“So with all this non-stop social consumption, Gen Z should be an easy group to target right?”
Teenage shoppers have come to expect retailers to offer a more personalized experience based on their shopping habits and preferences.
However they have learned from previous generations the dangers of the internet and its real-time repercussions, Gen Zers prefer to browse as anonymous voyeurs.
Privacy is super important to them. Teens may use aliases or create separate accounts to maintain different social media personas. And where private channels are available, such as Instagram’s direct message option, teens will probably use it instead of publicly tagging friends.
Also, Gen Zers have a well-developed tolerance of digital ads. Marketers have about 8 seconds to reach a teen before they keep scrolling. So videos, for example, need to make their point fast. It’s also important to pick the right platforms when targeting this switched on the group.
Another thing to consider is the consumption of these platforms via gender. Brands should take this into particular consideration.
Girls are more likely to use Instagram, Facebook, Snapchat, Pinterest and Tumblr. With boys spending more time on Twitch, TV, and Reddit.
Boys tend to measure the “coolness” of something based on fads and friends, whereas girls determine something is cool based on how it makes them feel according to a survey from AdWeek and Defy Media. This seems to me like an age old insight thats still relevant even today.
Either way, the share number on Gen Zers is worth paying attention to with an estimated 60 million. And while they have a reported $44 billion in buying power alone, when you factor in their influence on their parents home purchases, their real spending power is closer to $200 billion. And that’s US dollars people!
So we can’t deny that Marketers must prepare to shift strategies based on this demographics preferences, which will change and dominate the media and marketing landscape in the very near future.
Are YOU and your brand Gen Z ready?