Understanding your audience goes a long way in reaching a more responsive consumers. Now, Google and Ipsos have taken a closer look at Generation Z (13 to 17-year-olds) to find out behaviours and trends that are likely to shape the future.
Early access to smartphones means that today’s teens have gone beyond traditional usage of phones and desktops. Teens are mobile native.
Generation Z currently represents 26% of the US population at a purchasing power of $44 billion annually.
For teens getting a phone is a life-changing event and they’re getting their hands on such devices earlier than previous generations. Smartphones represent the most-used devices at 78% followed by laptops (69%) and TVs (68%).
Overall, more 18 to 34-year-olds use smartphones than teens, whilst game consoles are clearly dominated by Gen Z.
The majority of teens spend three hours or more a day using their smartphones to view online video (71%), communicate via messaging apps (52%) and social networks (51%) or play games (42%).
Teens prefer to use messaging to communicate with others (38%) over speaking in person (15%).
Expectedly, social media holds a strong value in the eyes of Gen Z, with 53% of them admitting that follower numbers on social sites are important to them.
mCommerce has already made some good advances over recent years, but is likely to grow further given the mobile-first shopping behaviours of Gen Z and Millennial consumers. 68% of teens are shopping on mobile devices, compared to 88% among the 18-24 year-olds.
Convenience is the key factor for buying online for 61% of respondents, whilst almost half said they were finding better deals online and 48% enjoy checking out multiple retailers at the same time.
Interestingly, teens do judge a product’s ‘cool factor’ by its advert. Word of mouth is still the biggest influencer, but personalised ads with influencers or similarly aged persons are seen as more striking.
Google also published a report on what teens perceive as cool and here’s a nice graphic listing brands by most/least aware and most/least cool. Conveniently, YouTube (a Google property) scored highest for cool and aware.