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Five myths about marketing to GenZ debunked

20 September 2018

AdAge has published the results of a new survey of the technology usage and buying habits of 22,723 college-age GenZ's in the USA, UK, Australia and New Zealand conducted in conjunction with Student Affinity Network UNiDAYS.

GenZs made up 27% of the population and controlled $143B in spending in the USA in 2017, so this is important!

Some commonalities the researchers found include:

  • Fort GenZs, technology is business as usual, not new and exciting as for previous generations.
  • 98% own a smartphone and 94% own a laptop computer.
  • But only 14% own a smartwatch and only 18% use fitness trackers.
  • They enjoy shopping at brick-and-mortar stores.
  • They get news from social media, but prefer print books to digital ones.

Myth #1: GenZs are digital natives so will respond better to digital than to any other kind of media.

Reality: GenZs are adept at tuning out digital noise: 74% don't watch Facebook Live shows, 64% don't listen to podcasts and 56% don't click ads on websites - but 84% look at digital out-of-home advertising in trains, malls, airports, taxis.

Recommendation: Create content tailored to GenZs and deliver it through the platforms they use.

Myth #2: GenZ won't pay for apps.

Reality: Most GenZs have disposable income. and 89% use 1 to 10 apps daily. Apps they're willing to pay for include music apps (66%), game and entertainment apps (31%), health apps (24%), utility/productivity apps (18%).

Recommendation: Offer apps that will help GenZs achieve personal goals or pursue passions.

Myth #3: GenZs are forgetting about traditional formats like TV and paperbacks.

Reality: GenZs watch the same streaming services as GenXs and Millennials do, but 48% on laptops vs. 32% on TV and 10% on mobile. 80% get most of their news from social media, 55% from apps - but 77% read print books.

Recommendation: Don't be in too big a hurry to abandon brick-and-mortar stores and print for a digital-only strategy.

Myth #4: GenZs are into sharing, don't care about data privacy.

Reality: 58% don't trust Facebook with their personal data, 78% are picky about which apps know their geolocation. They prefer Snapchat for its instantly-disappearing messages.

Recommendation: Guard their data. If they find you're selling it or sharing it with third parties, they'll stop doing business with you.

Myth #5: GenZs shop primarily via smartphone.

Reality: Although a majority use smartphones for browsing, comparing prices, finding reviews, checking availability and finding store locations, 60% prefer to use a desktop to buy online, vs. 22% who prefer to use their mobile browser. E-mail is their most preferred channel for contacting a brand. And they want your phone to be answered within 45 seconds.

Recommendation: Be easy reach by smartphone, but don't neglect desktop and phone.

The bottom line: GenZ can be reached through more channels than any preceding generation. But your messaging must incorporate what matters to GenZ.

See more here about GenZ's mobile mindset .

If you found this article helpful and would like to see more like it, please share it via the Share This Article link, below.

And if you have questions or comments, you can easily send them to me with the Quick Reply form, below, or send me an e-mail.

David Boggs    - David
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External Article: http://adage.com/d/resources/system/files/resource/UNiDAYS%20-%20Gen%20Z%20Decoding%20the%20Digital%20Generation_0.pdf

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