Hi, and welcome to your article series on marketing to Generation Z (Gen Z). We hope you get a lot out of it.
Gen Z means different things to different people, but in general, we can define it as 18- to 24-year-olds. Gen Z is different from Millennials (Generation Y) in a number of key ways. Taking these difference into account can help you ensure your marketing messages reach their intended audience and resonate with them.
Millennials are older, spend their leisure time differently, and have a different set of core values. They prioritize being self-sufficient, practicing their faith, and cultural diversity. For Gen Z, their priorities from 1 to 3 are being self-sufficient, cultural diversity, and a good work-life balance.
The First Native Users of Tech
Gen Z adults are the first generation to grow up in a world where computers, smartphones and all sorts of tech and devices are a part of daily life. They are "always on," and live with their mobile devices at an arm’s length most of the time.
They started using smartphones at a younger age than Millennials and do more with them. This includes taking selfies and shooting video. It also means connecting on their favorite social networks. And no, none of these are Facebook. Their top places to spend time socializing are Snapchat, Instagram, and YouTube.
YouTube Videos Are King
Studies have shown that Gen Z adults consume 2 to 4 hours of video per day on YouTube on average, but only around 30 minutes of cable TV per day. More and more Gen Zs are cutting the cable and streaming via Wi-Fi. The video gaming community is particularly active, with a large percentage of Gen Z citing gaming as a main hobby, owning multiple devices, and possessing a wider range of games than Millennials. All of this is good news for those who love to market via video, and/or who work in the electronics and gadgets industries.
But their online consumption isn’t all fun and games. Let’s look in the next article at the main things Gen Z do on their mobile devices.
Until next time,