Digital natives: How to win the trust of Gen Z and Millennials
73 percent of digital natives are involved in B2B product or purchase decision-making, and about one-third are sole decision-makers. Learn how to win their trust.
Millennials may have “ruined” everything from dating to diamonds, but the next generation is quickly on the rise, ready to take their turn at the wheel leading companies and society. So what are the Generation Z statistics that marketers need to know in order to connect with the next generation of buyers and decision makers in a meaningful way?
This younger generation is more diverse than ever, readily admits they’re almost “constantly online,” and is changing the future of buying with regard to B2B and B2C.
Their counterparts in Asia have already made online shopping more prevalent than brick-and-mortar, a feat the US is still far from reaching.
They have rather progressive views, and believe it’s everyone’s duty to choose their own worldview. They trust influencers, but have different opinions of what makes an influencer. They want less-posed photos and more real-life visibility. Oh, and preferably on TikTok.
And guess what: In 2020, Gen Z accounted for 40% of US consumers.
By the end of the next decade, you won’t hear much about Millennials anymore.
By 2026, Gen Z will be the largest US consumer population.
It’s officially the decade of Gen Z.
What is Generation Z?
Generation Z is anyone born after 1996. Most members of Generation Z are the offspring of Generation X cohorts.
Gen Z will also be the most ethnically-diverse generation in American history – as well as the largest – making up 27% of the US population.
Gen Z technology stats
Generation Z has grown up with technology – most of them were unlocking iPhones faster than their parents by age 4. Technology is a second limb to them, and they use it as such.
Generation Z statistics surrounding technology:
- 45% of Gen Z say they are online “almost constantly”
- Almost half of Gen Z-ers are online for 10 or more hours a day
- Gen Z spends an average of 11 hours per week on their mobile phones
- Gen Z watches an average of 23 hours of online video content per week
- Gen Z consumers are 2X more likely to shop on mobile devices than Millennials are
- 42% of Gen Z feel that social media has a direct influence on how they feel about themselves
- Generation Z members have an attention span of 8 seconds
- More than half of Gen Z-ers are believed to have installed ad-blocking software
TikTok search tops Google for Generation Z
TikTok is replacing Google as the preferred search engine for Generation Z. How can brands get in on this hot organic search trend?
How Gen Z shops online
So how does the generation that’s transforming the future of buying shop online? When they’re in decision-making roles in business, what will entice them to purchase? What are they looking for when it comes to giving their trust and loyalty?
From how they shop to how they want to engage with a brand to what they expect for their money, Generation Z requires a completely different understanding of the consumer.
Generation Z statistics: What channels they buy from and how to market to them
- They don’t want to pay full price for anything
- Winning their trust wins their loyalty – and they’re always watching
- Subscription and rental services thrive with Gen Z because living a life in pictures means you need A LOT of clothes
- 58% of Gen Z users check their email multiple times a day
- 31.8% Gen Z-ers would like to receive emails from brands a couple of times a week
- Facebook usage among US teens has fallen from 71% in 2014 to 51% in 2018
- 41% of Gen Z say Instagram is their preferred social media platform for following brands
- 85% of Gen Z use social media to learn about new products. (The Center for Generational Kinetics)
- 20.2% of Gen Z-ers prefer engaging with a brand on social media, more than any other channel
- 67% of Gen Z-ers prefer seeing real people in advertisements. (Media Kix)
- 68% of Gen Z read 3 or more reviews before buying something for the first time with their own money
The future of shopping: Here we are now, entertain us
The future of shopping is entertainment. It's not enough to have an online storefront – brands must do more. Consumers today are looking for novel, immersive, and entertaining shopping experiences.
Gen Z’s favorite brands (for now)
How do you put all of those data points into an action plan? Maybe it’s better to look at the brands Gen Z already loves, and do a deep dive on their strategy on social media, marketing methods, and beyond.
These brands are the ones that have won Gen Z affinity by building community and marketing to Gen Z’s unique preferences and tastes.
The coolest kids in town, according to Gen Z:
- YouTube
- Nike
- Snapchat
- Doritos
- Vans
- Axe
- Xbox
- Sour Patch Kids
- Netflix
- Apple
- Savage x Fenty
- Jordan
- Adidas
- Kylie Cosmetics
Gen Z and Generation Alpha rising: How brands can win customers for life
Gen Z is the current powerhouse in the retail space, but brands are already sizing up the next generation of shoppers. With Gen Alpha, it's a chance to start early and win customers for life.
Time to get real: Authenticity, originality, experience at the 💜 of Generation Z statistics
What are these brands doing differently than others? Well, first, they’re targeting Gen Z – using influencers to build trust, and putting ads, entertainment, and experiences on the platforms Gen Z already uses – YouTube, TikTok, SnapChat, for instance.
Brands must exercise an entirely new advertising muscle: Less Facebook + more TikTok. Less paid ads + more community-building content. Less reliance on social platforms + more of a focus on streaming channels.
It’s a new era in marketing that requires thoughtful adaptation – are you ready for it?
