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.