With the Millennial generation entering their 30’s and settling down to have families, a new generation – Gen Z – are the consumers that need to be understood.
The Gen Zs walking around out there are the babies of the generation game. The oldest member of Gen Z were born in 1995, meaning not every member of this generation has reached adulthood. This gives us plenty of time to understand how their online habits differ from the digital native Millennials.
Gen Z do things differently to everybody else because they were born in a time when technology had already advanced. It would have been unusual if they didn’t have a mobile phone when they were a child, which seems miles away from the technology the other generations grew up with.
Campaign Monitor has done and intensive study on Gen Z consumers to see how things have changed and these were some of their findings.
Buying habits:
How many times in the past month have they purchased something as a direct result of an email?
36.4% did not make a purchase last month
28.5% made 2-5 purchases last month
27.9% made 1 purchase last month
5.9% made 6-10 purchases last month
1% made 11+ purchases last month
How many times in the past month have they purchased something as a direct result of seeing it on social media?
33% made 1 purchase last month
29.8% did not make a purchase
29.5% made 2-5 purchases
5.2% made 6-10 purchases
1.6% made 11+ purchases
Online habits:
How often are they online?
45% of teens say they’re online “almost constantly” and 44% say they’re online multiple times a day. (Source: Criteo)
Social media use:
Gen Z uses each social media channel differently:
They use Instagram to exhibit their aspirational lives.
They use Snapchat to share their daily lives.
They use Twitter to get the news.
They use Facebook for information. (Source: Response Media)
Gen Z’s favorite platforms:
YouTube: 85% use the platform, 32% use it most
Instagram: 72% use the platform, 15% use it most
Snapchat: 69% use the platform, 35% use it most (Source: Pew Research Institute)
If you’re running a small business, you might enjoy this article on how to get organised at work or these tips for keeping your business branding on point.
Campaign Monitor put all of their findings into this handy, pinnable infographic so you can save it for later!
Source: The Ultimate Guide to Marketing to Gen Z by Campaign Monitor