How to Market to Gen Z: Statistics to Help You Better Understand Them
All generations have certain characteristics about them that make each member inherently a part of that group. Gen Z has never known a world without the internet and is hugely influential; Millennials are the largest group in the workforce and spends consciously; Gen X prefers honest and clear marketing when looking to buy; lastly, Baby Boomers want a seamless purchasing experience with little to no hassle, and know exactly how much a product should cost.
Each generation is different when it comes to how they consume media, and marketers must be aware. If you’re going to successfully market to a certain demographic or generation, you must understand their core qualities and behaviors. Let’s take a deeper look into Gen Z and see how we can successfully market to them.
Gen Z, the cohort born between 1996 and 2010, is the first generation to grow up immersed in technology. They are known to be remarkably tech-savvy, connected, and informed. The older part of the generation is joining the workforce, which means that they are gaining spending power. Gen Z is unique because they are the first generation to grow up hyperconnected. As a result, they have distinct values, attitudes, and lifestyle habits. Gen Z already makes up 40% of consumers in the USA, with $143 billion in buying power.
They Want Interaction
Gen Z consumers are eager to interact with their favorite brands. More specifically:
- 42 percent would participate in an online game for a brand campaign
- 38 percent would attend an event sponsored by a brand
- 44 percent said they’d be interested in submitting ideas for product designs
- 36 percent would create digital content for a brand
They Want Privacy
Gen Z is keen to protect their privacy. According to NGen, 88 percent of Generation Z agreed with the statement “protecting my privacy is very important to me.” Generation Z intuitively understands that what goes on the web, stays on the web. According to IBM’s survey Uniquely Gen Z, less than one-third of teens say they are comfortable sharing personal details other than contact information and purchase history.
- 87 percent of Gen Zers say privacy is more important than getting “likes” on social media.
- 75 percent of them will only use location features on apps when it’s required to function.
- 58 percent turn location sharing on and off based on how and when they wish to use it.
- 33 percent of Gen Zers worry about the security measures of brands.
- 38 percent worry that brands are sharing their personal info without consent.
They are Entrepreneurial
Almost two-thirds (64%) of Gen Z say they’ll start a business. One in five plans to launch a tech company, and 61 percent of this group wants to start a business directly out of college.
They Want a Brand With a Purpose
They’re acutely aware of environmental, political, and socio-economic problems that societies face today. According to a study by The National Retail Federation and IBM, they’re “more serious about this” than any other generation. For this reason, 55 percent of Gen Z choose brands that are eco-friendly and socially responsible.
They are Loyal
Gen Zers are looking at your brand’s mission, product quality, and service before committing.
- 60 percent of Gen Zs are happy to be associated with their brand of choice.
- 2 in 3 say they’ll stick with the brands they like and buy from them for years.
- 65 percent admit that rewards programs influence which brands they choose.
They Love Video Content
71 percent of 13 to 17-year-olds spend more than three hours a day watching online videos on their smartphones. As a brand, YouTube has more influence over this generation than big names like Oreo, McDonald’s, and even Lego. 85 percent of teens watch YouTube, and 70 percent of them watch two hours of YouTube daily.
They are Always Online
- More than 74% of Gen Z says they spend their free time online
- 25% spending five hours on their phones daily
- 80% receive most information from social media
- 88% of Gen Z prefers omnichannel branded experiences, while 54% say social media influences them most.
They Need Mobile-Friendly Marketing
Roughly 75% of Gen Z most frequently uses a smartphone over computers and other devices. According to Google, Gen Z mostly uses smartphones to make online purchases.
Gearing your marketing to a specific generation may seem daunting if you don’t understand the motivations behind their choices. If you are looking to hone in on your marketing efforts that aim to intrigue a specific generation, contact TriSpark Media today. Our team of talented marketers will get your strategy to where it needs to be.