Gen Zers (55%) cannot go more than five hours without access to the Internet.
Other generation members may depend on the Internet for certain aspects of their lives, but Gen Z members are in a class of their own when it comes to the Internet. The Internet works almost as important in their lives, in the same way as any previous generation. Gen Z is the first generation to see the digital and physical worlds as one. Although they can still shop in physical stores, they use their phones to shop or ask friends for recommendations.
For Gen Z, being digitally connected is an important part of life. This should not be surprising. Gen Z is the first generation to experience a world without the Internet, and they have spent their entire lives growing up around it. This is the generation marked by the introduction of the iPhone in 2007. Steve Jobs famously said, “iPhone is like having your life.
Give me the Internet or give me death! in your pocket,” is the lens that came to define this generation’s relationship with technology. How the Internet is eating they see? For starters, 55% of Gen Zers can’t go more than five hours without the Internet before they feel uncomfortable, and 27% can’t go more than an hour. Compare that to 22% of newborns, who easily go without internet for a week or more. Part of Gen Z’s desire for constant connectivity is actually related to the abundance of mobile devices in today’s world.
When was the last time you saw a member of Gen Z without their phone? But another explanation may be rooted in how they and other generations view the Internet and how they use it. Gen Z sees the Internet as an extension of their lives; it is where they socialize, do business, relax, seek information and spend more time. For Gen Z, the distinction between “online” and “offline” is blurred, while other generations still have a clear boundary between the two.
Young adults, for example, rely on the Internet for task-oriented activities such as information gathering or communication rather than seeing the Internet as an ongoing, changing part of their lives. When they are online, they are online for a reason, it works. Once that is done, they are very happy to enter again. They have a great business relationship with technology. That’s why, when asked what they connect to the Internet, Baby Boomers respond to email (91%) and research/information devices (76%).
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In contrast, Gen Z strongly associates the Internet with social media (85%) and entertainment or websites (81%). Interestingly, the average person will spend about five years and four months of their life on social media, according to research from media company Mediakix. Social media used to watch only TV, in seven years and eight months, and came well before eating / drinking (three years, five months), fashion (one year, 10 months) , socializing (one year, three months) and the essential evils of weaving (six months). As for Gen Z, they already spend almost twice as much on social media as they spend watching TV. Always not enough for Gen Z.
Just as Gen Z spends more time online than any other generation, they continue to look for simple and creative ways to use all their devices. is used. This includes using their voice to access the internet, using tools like Siri or Alexa, but also using gestures and finger movements on the touch screen. Gen Z is looking for many of these new types of opportunities, but they are not the only generation with their expectations. Across generations, only 14% of people currently use their voice to access the Internet, but 30% plan to do so within the next five years. Similarly, 4% are currently using the device to access the Internet, while 19% plan to do so at some point in the next five years.
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Make fun first, then tell her. Since Gen Z views and uses the Internet differently than generations before them, there are significant implications for marketers looking to effectively reach this demographic. If Gen Z is still active, then it follows that your brand should be too. If regularity is not enough, finding new ways to connect with this generation is the most important thing.
It starts with reaching Gen Z where they are today – through different social channels – but it also means having the courage to go where Gen Z has not yet reached. Experimentation with new technologies (voice, personalization, AI and machine learning, etc.) should be a priority and part of your budget, not an afterthought, if you want to reach Gen Z. This can mean a lot when it comes to determining what type of content will resonate with Gen Z.
Getting inspiration from the different types of content that populate social media is one way to try. . Another safe bet is relying entirely on video. The survey found that the majority of Americans believe that video content will dominate the Internet in the next five years. This percentage increased from 71% in 2017 to 76% in 2018. It was precisely this trend that fueled the rise of YouTube and made it the most popular social media platform among Gen Z.
While video is a great medium for entertainment, content is still important. Making sure your video content is short, concise and, at times, light hearted is a great way to make it more interesting than informative. Finally, entertainment will mean something different to Gen Z. What you should keep in mind is that entertainment remains one of the reasons why Gen Z accesses the Internet, and as this generation ends: do not be afraid to try new channels to reach. Gen Z.
Your focus should be on making Gen Z happy first, regardless of where and how you talk to them. turning their attention to the main content, they want the entertainment experience to accompany them there. They also want the experience to be personalized. In fact, Gen Zers (44%) are more likely than any other generation to provide their personal data if it means they will have a personalized digital experience rather than an anonymous one.
Given Gen Z’s internet savvy, it’s fitting that just being online isn’t a barrier when it comes to gaining their trust as consumers. When asked if online-only businesses are less reliable than physical-only businesses, 75% of Gen Zers said no. However, more than any other generation, Gen Z also prefers businesses to have an online presence in physical stores, and reflects the combination they see between digital and reality.
Another interesting fact: despite the desire of Gen Z to access the web using new methods and different devices, they still show a clear preference for corporate websites over mobile applications when they buy. This fact is true across all generations, with Baby Boomers leading the pack at 85%, followed by Gen X (82%), Millennials (68%) and Gen Z (61%). Although Gen Z is willing to push the boundaries of the Internet when it comes to new and different ways to connect, they seem to be more conservative when it comes to spending their money. Like previous generations, Gen Z still has an affinity for shopping in the physical space, but on the digital side.
Yet Gen Z is well-versed in not only finding reviews, but also analyzing them, comparing prices in stores, online or offline, and reviewing products from devices their mobile with incredible ease. The Gen Z customer is more empowered than ever, and as a marketer, that means you’re not immune to your competition. Brands need to reinvent themselves before they do it, they need to make sure customers are always surprised and happy to build trust and loyalty.
Gen Z’s online shopping habits are linked to social awareness. Although it was millennials (see Patagonia, TOMS Shoes) who started flying the consumerist flag on social issues, millennials seem to be promoting a culture of holding companies accountable and when it comes to paying bills. Here, truth reigns supreme. If a brand chooses to support a cause, they need to make sure they don’t just talk the talk, but walk the walk.
