Inside the Mind of a Gen Z Consumer

Summary

The 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

00:00

🛍️ 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.

Keywords

💡Millennials

Millennials refer to the generation born between the early 1980s and the mid-1990s. In the video, they are mentioned in contrast to Generation Z, highlighting the shift in marketing focus from one generation to the next. The script suggests that while marketers have been trying to appeal to Millennials, it's time to understand the distinct preferences of Generation Z.

💡Generation Z

Generation Z, or Gen Z, denotes individuals born after 1998. The video emphasizes that Gen Z will become the largest generation of consumers by 2020, indicating the importance of understanding their shopping habits and preferences for businesses and marketers.

💡Consumers

Consumers are individuals who purchase goods and services. The video's theme revolves around the shopping habits and behaviors of Gen Z consumers, who are expected to have a significant impact on the market due to their size and spending power.

💡Physical Store Shopping

Physical store shopping refers to the act of visiting a brick-and-mortar store to make purchases. The script notes that contrary to the decline in physical retail, Gen Z prefers shopping in person, indicating a preference for tangible experiences over online shopping.

💡Online Research

Online research is the process of gathering information about products or services via the internet. The video mentions that Gen Z consumers research and discover future purchases online, highlighting the importance of digital platforms in their purchasing journey.

💡Social Media Platforms

Social media platforms are online spaces where users can create and share content or participate in social networking. The script points out that Gen Z engages with advertisements on platforms like YouTube and Facebook, showing the influence of social media on their purchasing decisions.

💡Brand Storytelling

Brand storytelling involves conveying a brand's narrative to connect with consumers emotionally. The video emphasizes that Gen Z values brands with interesting backstories, as it helps them relate to the brand on a deeper level.

💡Localize

To localize means to adapt content or marketing messages to a specific region or demographic. The script suggests that national brands should localize their advertising to create a personal connection with Gen Z consumers, who appreciate messages that resonate with their local context.

💡Omni-Channel Presence

An omni-channel presence refers to a business's ability to engage with customers across multiple platforms and channels seamlessly. The video stresses the importance of combining digital marketing with a physical retail presence to cater to Gen Z's diverse shopping preferences.

💡Digital Platforms

Digital platforms are online environments where users interact and engage with content. The video notes that Gen Z is impatient with difficult-to-navigate websites or slow-loading pages, indicating the need for efficient digital platforms to meet their expectations.

💡Authenticity

Authenticity in marketing refers to the genuineness and sincerity of a brand's message or image. The video mentions that Gen Z seeks a sense of authenticity and personal connection in their buying journey, valuing brands that are transparent and align with their values.

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

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