Generation Z is the first fully native digital generation. Born during a time of rapid technological innovation, those born between 1997 and 2012 display online characteristics and have started to develop their own particular traits and behaviors relating to brand awareness which are very different from their previous counterparts, such as Millenials and Gen X’s. Let’s take a look below at how to engage and market to Generation Z.
iPhone is king
A recent survey which studied the spending habits and brand preferences of 8,000 American teens, discovered that a staggering 83% of them owned an iPhone as of Spring 2019. This has grown from a healthy 75% since 2016.
This particular demographic loyalty to Apple products looks set to continue as a huge 86% of those surveyed said that Apple is on their smartphone shopping list next time they make a purchase.
It appears from data compiled from Apple, that this is partly due to IMessage, Apple Music and ICloud technology. It seems that this generation is certainly spending a considerable amount of time in their young lives using the features of their smartphones.
Their use of brands from their formative years could lead to trust in particular products and even habit formation which could last into their adult lives.
It appears from other surveys carried out that this generation of young adults genuinely dislikes advertising which shows glossy ads with perfect people in perfect situations. This group of clued up youngsters feels this type of advertising is more manipulative than informative, and they prefer to see ads that show real people in real situations.
Slick influencer advertising is not going to appeal to the Gen Z cohort, they’re looking more for testimonial based advertising from people they can relate to and which they find meaningful and reliable. Authentic advertising is how to reach this new young digitally aware tribe.
Generation Z prefer mobile over desktop or laptop
Unsurprisingly, teenagers spend a great deal of time on their phones. According to an eMarketer report, U.S. teens and young adults spend an average of 85 hours a month on their smartphones. Smartphone usage accounted for 62% of their total mobile and desktop or laptop time.
As smartphone technology continually evolves, Gen Z’s preference for mobile devices will likely continue to grow which will continue to be imperative to advertisers who are looking to reach them.
Based on the recent studies on teenagers and their digital usage, it’s now becoming more and more obvious, that brand advertisers’ best access to Gen Z is through their smartphones.
As they make the move away from televisions and desktop computers, advertising through mobile platforms, apps and other forms of digital market places, which will be the essential method to reach this ever-growing demographic. The real challenge for brands will be crafting authentic, real and believable ads that will attract the attention of the Generation Z’s and influence them to buy.