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Generation Z UNDER THE INFLUENCE
| Date post: | 21-Apr-2017 |
| Category: |
Marketing |
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Generation ZUNDER THE INFLUENCE
Who are Gen Z?
(Office for National Statistics)
How do they feel?
Their greatest sources of anxiety, experienced by around half of
them, were the age-old concerns of money and education.
(Global Young People Survey)
What do they do online?
UK adults aged 16 to 24 are most likely to engage
in leisure or recreation activities, such as social
networking (91%).(Office for National Statistics)
Listening to music (87%) and watching video content from
sharing services like Youtube are very common amongst UK 16-24s (77%).
(Office for National Statistics)
77% of people aged 18 to 24 responded "yes" when asked, “When nothing is
occupying my attention, the first thing I do is reach for my phone. (TIME
Health)
They use mobile devices more than any other age group and are not keen on using tablets (only 49% use them, less than
any other generation).(Office for National Statistics)
Preferred Social Media Channels
Around 25% UK Facebook users were aged 16-24,
while 33% of the British Twitter users belong to the same segment. (Taking Part, UK Department for Culture, Media & Sport; Office for National Statistics)
This fragmented media use presents a challenge for companies trying to
reach members of Generation Z.(Knowledge@Wharton, University of Pennsylvania)
How to engage with Gen Z?
Under the Influence of Peers
Authenticity and uniqueness are key values for them, that is why they get inspired by influencers within their
extensive online peer groups rather than from magazines or TV channels.
(New Consumer Summit Report 2016, The Future Lab)
In advertising, Gen Z prefer real people to celebrities (63% vs
37%).(Cassandra Report: Gen Z)
They use so many different social networks and they’re also highly influenced by
others’ opinions and word of mouth, which makes it much harder to spin a brand
story.(Knowledge@Wharton, University of Pennsylvania)
84% of worldwide consumers will take action based on the reviews and recommendations.
74% of consumers rely on their social networks to guide pIrchase decisions.
Word of mouth is the primary factor behind20 to 50 percent of all purchasing decisions.
In the UK, 51% of 16-24s have downloaded an
adblocker.
INFLUENCER MARKETINGORGANIC SEARCH
EMAIL MARKETINGPAID SEARCH
DISPLAY ADVERTISINGAFFILIATE MARKETING
OTHER
22%17%
15%14%
9%5%
18%
Influencer marketing is the fastest-growing online customer acquisition channel
Source: Adweek
INFLUENCER MARKETINGEMAIL MARKETING
ORGANIC SEARCHPAID SEARCH
DISPLAY ADVERTISINGAFFILIATE MARKETING
OTHER
22%
19%
10%
2%
16%
22%
10%
Source: Adweek
Influencer marketing is the most cost-effective customer acquisition channel
Like and comment rate for Instagram posts worldwide (Nov 2015 – Apr 2016)
<1KFOLLOWERS
1K-10KFOLLOWERS
10K-100KFOLLOWERS
100K-1MFOLLOWERS
1M-10MFOLLOWERS
10+ MFOLLOWERS
0,56%
0,27%4,04%
8,03%
2,37%0,17%
1,78%0,09%
1,66%0,06%
1,66%0,05% LIKES COMMENTS
LESS FOLLOWERS MEANS DEEPER ENGAGEMENT
Source: eMarketer
REACH ENGAGEMENT
EXPENSIVE AFFORDABLE
CELEBRITIES TOP INFLUENCERS
MICRO INFLUENCERS
+250K REACH +50K REACH 10-50K REACH
ONE SIZE DOESN’T FIT ALL
KEY TAKEWAY POINTS
• Gen Z is hard to engage and the right approach needs to be taken to be effective
• Social Influencers can be authentic
• Brands should be braver and more open towards communicating with Gen Z
