Gen Z Consumers
Gen Z consumers: own a mobile, spend 4 hours per day in online
Gen Z or Generation Z is more ethnically diverse than past generations. This generation of consumers, people aged 16-22, have become the largest generation globally. Marketers need to uncover trends in digital behaviour for these digital natives. However, Gen Z say they consume less alcohol, they are interested in keeping healthy. In addition, those aged 18-22 say they never drink alcohol. Health is a big priority for Gen Z, most of the people say they run or jog eating only healthy food to maintain good health.
Growing commercial importance
While the majority of the young generation still live with their parents and in that most of them are students, who are studying for an undergraduate degree and this continues to grow. More than half of the young generation are working either full time, part time or self-employed. Majority of Gen Z lives in urban areas. The brands must know this generation to understand what motivates them. They are ambitious, idealistic and opportunistic.
Changes on generation
Gen Z loves their music, films, media and games. At the top of this list, music indicates top in interest. Gen Z is more interested in “experiential” activities. This generation indicate that having the latest technology was important to them. Too much choice online is growing with this generation to, particularly in things like subscriptions and streaming services.
Compared with the last generation, in this generation 70% people own a laptop/ PC and 30% of people own a tablet. Some people own a feature phone, TV streaming sticks, smartwatches, e-readers, smart wristbands and VR devices. The smartphones usage has increased from roughly 45% in 2015 to nearly 80% last year. This generation normally spends 4hrs to 4hr 30 min on their smart phones each day. Marketers must embrace digital marketing carefully to reach this generation.
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