Inside the Mind of a Gen Z Consumer
Summary
TLDRThe video script highlights the unique shopping habits of Generation Z, born after 1998, who are set to become the largest consumer group by 2020. Contrary to popular belief, Gen Z prefers in-person shopping after researching online, influenced by social media and peer opinions. They value brands with compelling stories, political alignment, and environmental consciousness. Brands should localize their ads, provide clear information, and ensure fast, easy access to products to connect authentically with this impatient yet thorough generation.
Takeaways
- 📈 Gen Z, born after 1998, is set to become the largest generation of consumers by 2020.
- 🛍️ Contrary to popular belief, Gen Z prefers in-person shopping over online, despite conducting extensive online research beforehand.
- 📱 Gen Z spends 5 or more hours online daily, where they are exposed to targeted advertisements and conduct thorough research on potential purchases.
- 🔍 46% of Gen Z in the U.S. research products on their mobile devices before buying them in-store.
- 🗣️ Gen Z values the opinions of their peers and looks for products with interesting backstories, aligning with their values.
- 🏛️ Gen Z is concerned with a company's political beliefs, environmental friendliness, and seeks brands with unique and thoughtful narratives.
- 🌐 National brands should localize their advertising to resonate with Gen Z's desire for authenticity and personal connection.
- 📍 Including a physical address and website in ads can help create a local connection that Gen Z craves.
- 🕊️ Gen Z demands quick and easy access to products and information, expecting high efficiency in both digital platforms and customer service.
- 🚫 A significant portion of Gen Z will abandon websites that are difficult to navigate or slow to load.
- ⏱️ Gen Z has a low tolerance for wait times, expecting prompt responses within 45 seconds on the phone.
Q & A
What is the significance of Generation Z in the consumer market?
-Generation Z, born after 1998, is significant because research indicates they will become the largest generation of consumers by 2020.
Why do Gen Z consumers prefer shopping in person rather than online?
-Although physical store and shopping mall declines have been discussed, Gen Z consumers prefer shopping in person after researching and discovering their future purchases online.
How do Gen Z consumers typically start their buyer's journey?
-Gen Z consumers typically start their buyer's journey by engaging with advertisements on social media platforms like YouTube and Facebook, which leads them to research the item online.
How much time does the average Gen Z consumer spend online daily?
-The average Gen Z consumer spends 5 or more hours online every day, during which they observe many targeted advertisements.
What percentage of Gen Z consumers in the U.S. research their purchases on mobile devices before buying in-store?
-46% of Gen Z consumers in the U.S. complete research on their mobile devices before purchasing an item in-store.
What factors do Gen Z consumers consider when researching a product or service to buy?
-Gen Z consumers consider factors such as the product or service's story, company's political beliefs, donations, environmental friendliness, and alignment with their values.
Why do Gen Z consumers prefer advertisements that connect them with a local store?
-Gen Z consumers prefer advertisements that connect them with a local store because they find it more authentic and personal compared to messages from big, impersonal corporations.
What role does the company Netsertive play in the advertising landscape for Gen Z consumers?
-Netsertive localizes national brand messages and digital advertising to create a connection that Gen Z consumers crave, by including the physical address and website address of the closest store to the customer.
How does Gen Z's access to information from a young age affect their expectations for digital platforms?
-Gen Z's lifelong ability to access information quickly and efficiently makes them impatient with digital platforms that are difficult to navigate or take too much time to load.
What are the three main things Gen Z consumers want in their buyer's journey according to the script?
-The three main things Gen Z consumers want in their buyer's journey are clear messaging and information, quick and easy access to products and stores, and a sense of authenticity and personal connection.
What is the importance of a smart and effective digital marketing strategy for Gen Z consumers?
-A smart and effective digital marketing strategy is important for Gen Z consumers because they are able to hear opinions from every side of the market and analyze them to decide whether or not to make a purchase.
Outlines
🛍️ Gen Z's Consumer Behavior Insights
The script introduces Generation Z as a new and significant consumer group, born after 1998, set to become the largest consumer base by 2020. It emphasizes that contrary to popular belief, Gen Z prefers in-person shopping but starts their buyer's journey online, engaging with advertisements on social media platforms like YouTube and Facebook. They spend an average of 5 hours online daily, conducting extensive research before making in-store purchases. Gen Z values a product's story, a company's political stance, and environmental friendliness, seeking alignment with their personal values. They favor local and authentic advertising over impersonal corporate messages.
📍 Localizing Advertising for Gen Z
This part of the script highlights the importance of localizing advertising for Gen Z consumers, suggesting that they respond better to ads that connect with local stores and use local language. It mentions the company Netsertive, which specializes in localizing national brand messages for digital advertising, to create a craved connection with Gen Z. The script underscores the need for national brands to adapt their messages to local retail locations to resonate with this generation.
⚡️ Gen Z's Expectations for Digital Platforms
The script discusses Gen Z's expectations from digital platforms, noting their impatience with websites that are difficult to navigate or slow to load. It references a Forbes study indicating that 60% of Gen Z consumers will abandon a website that does not meet their efficiency expectations. Additionally, they expect quick responses from customer service, with a preference for phone calls answered within 45 seconds. Gen Z's lifelong access to swift information has shaped their intolerance for obstacles during their buying journey.
🔍 Gen Z's Buyer's Journey Priorities
The final part of the script outlines the three key priorities for Gen Z during their buyer's journey: clear messaging and information online, easy access to products and stores, and a sense of authenticity and personal connection. It stresses the importance of combining an effective digital marketing strategy with an omni-channel presence to meet these expectations. The script concludes by inviting viewers to like and subscribe for more content, suggesting the value of ongoing engagement with Gen Z consumers.
Mindmap
Keywords
💡Millennials
💡Generation Z
💡Consumers
💡Physical Store Shopping
💡Online Research
💡Social Media Platforms
💡Brand Storytelling
💡Localize
💡Omni-Channel Presence
💡Digital Platforms
💡Authenticity
Highlights
Generation Z, born after 1998, is set to become the largest consumer group by 2020.
Contrary to popular belief, Gen Z prefers in-person shopping over online.
Gen Z consumers research and discover future purchases online, often after seeing social media ads.
74% of Gen Z spend 5 or more hours online daily, exposed to targeted ads.
46% of Gen Z in the U.S. research on mobile devices before in-store purchases.
Gen Z values the story behind a product or service, as emphasized by Michael Solomon.
Gen Z is concerned with a company's political beliefs, donations, and environmental friendliness.
Authenticity and alignment with Gen Z's values are crucial for brands to connect with this generation.
National brands should localize their advertising to resonate with Gen Z.
Including a local store's address in ads can create a desired connection with Gen Z.
Netsertive specializes in localizing national brand messages for digital advertising.
Gen Z is adept at accessing diverse market opinions and analyzing them for purchase decisions.
A smart digital marketing strategy combined with an omni-channel presence is essential for Gen Z.
60% of Gen Z will abandon websites that are difficult to navigate or load slowly.
Gen Z is impatient with digital platforms, expecting quick responses and easy access.
Clear messaging, easy access to products and stores, and a sense of authenticity are Gen Z's top priorities.
The video encourages viewers to like and subscribe for more content on Gen Z consumer behavior.
Transcripts
did you just figure out how to appeal to
Millennials finally understand they're
lazy in crazy ways well congratulations
but now it's time to move on to
discovering the new agent consumers
generation Z shoppers who are born after
1998 including myself comprises a new
generation of consumers called Gen Z's
and research indicates that by 2020 they
will become the largest generation of
consumers many studies have found that
when most people traditionally believed
about gens each shopping habits has been
wrong while physical store and shopping
mall declines where the talk of the past
couple of years gens ears prefer
shopping in person rather than online
while Jenn's ears purchase the majority
of our items in stores we research and
discover our future purchases online
after noticing an engaging advertisement
on YouTube Facebook are one of the many
other social media platforms gen Sears
engage with we proceed to research the
item and begin our buyers journey 74% of
Gen Sears spent 5 or more hours online
every day so it's no surprise that
during these 5 hours we observe many
targeted advertisements additionally 46%
of Gen Z consumers in the u.s. complete
research on their mobile device before
purchasing an item in store we do not
limit our research to strictly prices
and quality but many also post online
using social media platforms to ask your
peers what their thoughts are on buying
the new item one of the biggest thing
Gen Z peers will use to decide whether
or not to tell their friend to make a
purchase as if the product or service
has a story in the words of Michael
Solomon it brands have an interesting
back story tell that story and tell it
often gens ears concern themselves with
company's political beliefs donations
environmental friendliness and
they want to buy from companies that
have unique and thoughtful stories that
align with their values we Jen's ears
would prefer to see an advertisement
that connects us with a local store and
uses local lingo then a message that
comes across as a big and impersonal
corporation quick tip for national
brands your advertisement should have
the physical address and website address
of the closest store to the customer
my company netsertive localizes national
brand messages and digital advertising
to create this connection that Jen's
ears crave we are seeing more and more
national brands figure out how to
localize their messages to their
respective retail locations with the
world at their fingertips from a young
age Jen's ears are able to hear opinions
from every side of the market and
analyze them to decide whether or not to
purchase it is more important than ever
to combine a smart and effective digital
marketing strategy with an omni-channel
presence well Jen Z is patient when it
comes to researching and traveling
destroys for purchases they are very
impatient when it comes to digital
platforms a recent study by Forbes
concludes that as many as 60% agencia
consumers will not utilize websites that
are difficult to navigate or take too
much time to load on top of that the
majority of Gen Z will hang up the phone
if it is not answered in less than 45
seconds our lifelong ability to access
information quickly and efficiently
causes us to become impatient when
confronted with obstacles on our buyers
journey ultimately the three things that
Jen's ears want in their buyers journey
are clear messaging and information
online quick and easy access to products
and stores and sense of authenticity and
personal connection if you enjoyed this
video please like and subscribe for more
content like this
you
[Music]
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