Aged between 13 and 22 years old, Gen Z is the hyper-connected, highly opinionated generation, moved to activism as the internet and social media landscape has made them acutely conscious of and concerned about world events. Social causes like LGBTQ issues, body positivity, and mental health are increasingly at the core.
Unlike any generation before them, they’ve grown up expressing themselves online. Gen Z is the next generation of customers, so it’s worth getting an understanding of the best way to include them in your marketing.
A new infographic from Campaign Monitor breaks down the most salient marketing points to take into account.
The data is based on a survey of over 300 Gen Z respondents — ranged from 14 to 26 years of age, with 96.39% of them between the ages of 18 and 24 — to learn exactly how they engage with their favorite brands, from email to social media.
1. They are always online
45% of teens say they are online almost constantly and 44% say they’re online multiple times a day.
2. They have sophisticated attention filters
Gen Z’s ability to quickly filter information seems to be a 6th sense. It is this filtering superpower that has caused them to be labeled as having a short attention span.
Actionable Takeaway In order to grab Gen Z’s attention, you need to offer them something attention-grabbing and hyper-relevant. Living in a fast-paced world has conditioned the Gen Z generation to be able to pass on anything remotely irrelevant to them.
3. They use each social media channel differently
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
4. YouTube is their favorite social media platform
85% of respondents said they use YouTube with 32% using it more than any other social media site.
Instagram and Snapchat follow in second and third place.
By 2020, Gen Z is expected to account for 40% of all consumers, with $44 billion in buying power, so it makes sense to pay attention to the results of this survey if you want to start marketing to this demographic.
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