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Not Just Mini Millennials


Published on 2017
Carin Sinclair-Kay, Dormify
Chad Kessler, American Eagle Outfitters
Dan Coates, YPulse

Published in: Retail
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Not Just Mini Millennials

  1. 1. Not just mini-millennials: What makes Gen Z unique Carin Sinclair-Kay, President, Dormify Chad Kessler, Global Brand President, American Eagle Outfitters Dan Coates, President, Y Pulse
  3. 3. Raised in the boom More optimistic More idealistic Thought their lives would go according to plan Visual communication secondary to text First generation digital Raised in the recession More pragmatic Slightly more pessimistic Planning for their futures at a younger age Visual communication beginning to dominate Don’t remember a time before social media WHEN MILLENNIALS WERE TEENS GEN Z TEENS TODAY SHIFTING TO GEN Z of 13-17-year-olds say they don’t remember a time before the recession (compared to 36% of 18-34-year-olds) 62%
  4. 4. As a teen today… When I was a teen… Base: 13-17-yr-olds Base: 18-34-yr-olds Saving money is important Saving money was important Investing money is important Investing money was important 60% 42% 30% 13% I am stressed most of the time I was stressed most of the time 50% 44% I am overscheduled I was overscheduled 35% 25% Millennials are remembering a more worry-free coming of age compared to what Gen Z is experiencing today. The pressure is on for Gen Z, with the majority placing importance on finances and half reporting feeling stressed most of the time.
  5. 5. of 13-17-year-olds say they have some say in the grocery shopping in their household 90% of 13-17-year-olds say they either choose what to buy for back- to-school or choose along with parents/guardians 91% THEY’RE INFLUENCING THEIR HOUSEHOLD SPENDING
  6. 6. 47% 42% 40% 31% 30% 24% 23% 19% 17% 17% 10% 77% 23% 52% 31% 22% 53% 78% 14% 35% 22% 66% Dining out / Fast food / Take out Video games / Mobile apps / Mobile apps Clothing, Shoes, Accessories and Apparel Events and experiences Music / Movies Personal care / Beauty products & cosmetics Groceries Electronics Personal care services / Beauty services Books (physical) / E- books Gas / Fuel / Maintenance for auto MONTHLY SPENDING TRACKER As evidenced by our monthly spending tracker, the foodie trend is not limited to Millennials, with dining out, fast food, and take out coming out on top for teens and as a close second to groceries for Millennials as a frequent expenditure. The desire for experience is also high for Gen Z, although they are still more likely to spend on entertainment options like video games, mobile apps and software. 13-17 18-34
  7. 7. of 13-17-year-olds say they’re optimistic for the upcoming year (82% of 18-34) 92% GOALS & ASPIRATIONS THAT ARE IMPORTANT TO GEN Z say they will be better off than their parents (51% of 18-34) 70% 96% 95% 93% 93% 79% obtaining a college degree having a meaningful career earn a higher degree owning a home marrying someone they love 79% 57% 38% 32% raising a family becoming rich start a business being famous Gen Z is seeing their futures more brightly than Millennials are. Over nine in ten are optimistic for the upcoming new year, and seven in ten believe they will be better off than their parents, compared to only 51% of Millennials. Education, a meaningful career, and owning a home sit at the top of their goals list.
  8. 8. Although Gen Z was born into the world of advanced technologies, particularly online shopping, only 38% of 13-17-year-olds say they would rather shop online over a physical store, while 45% of 18- 34-year-old say the same. Even in our data for back-to-school shopping, we found that 77% of teens did all or most of their shopping in-store. This difference is likely driven by lifestage: Millennials are far more likely to have the credit or debit cards needed to shop online, and to view online shopping as a necessity because of their busy schedules. Teens, on the other hand, are more likely to have the means to only buy in store, and see doing so as a leisure activity. of 13-17-year-olds would rather shop in a physical store over online (45% of 18-34) 62% did all or most of their back to school shopping in-store (53% of 18-33) 77% GEN Z HAS THEIR OWN SHOPPING HABITS…
  9. 9. PURCHASING MOTIVATORS FOR GEN Z 30% 24% 9% 8% 8% 7% 3% 3% 3% 33% 18% 7% 8% 3% 5% 3% 10% 4% Online reviews and recommendations Recommendations from friends or family Product information provided by the company Reviews / recommendations from online celebrities Traditional advertising Customer service Social media posts from friends/family Expert opinions Social media ads 13-17 18-34 Online reviews and recommendations are most valuable to Gen Z looking to buy, followed by recommendations from friends and family. For a large portion of teens, online celebrities count as friends, which supports the rise of influencers in marketing to the group. 47% of 13-17-year-olds think of online celebrities as their friends
  10. 10. SCREENS GEN Z USES TO WATCH VIDEO CONTENT WEEKLY 68% 47% 32% 37% 22% 28% 18% 17% 10% 10% 11% 10% 69% 57% 41% 30% 28% 25% 18% 16% 14% 14% 14% 13% Smartphone Laptop HD Television Tablet Regular Television Gaming console DVD/Blu-Ray player Roku Amazon Firestick Chromecast Apple TV 4K Television Laptops are the top choice for Millennials when it comes to video content, but it comes in third to mobile and TV for Gen Z. Although TV viewing has been eroding in favor of more portable options, it has a place when paired with streaming devices that are increasing in popularity. 13-17 18-34
  11. 11. SERVICES GEN Z USES TO WATCH VIDEO CONTENT WEEKLY 75% 60% 37% 35% 34% 27% 20% 17% 12% 10% 10% 6% 4% 67% 67% 37% 25% 26% 44% 25% 25% 15% 10% 15% 12% 16% YouTube (free) Netflix Cable / Satellite / Fiber Optic TV Snapchat Instagram Facebook Hulu/Hulu Plus Amazon Instant Video Network websites Torrent streaming services Network mobile app YouTube Red HBOGO 13-17 18-34 YouTube and Netflix are clear favorites among Gen Z, who are more accustomed to streaming for entertainment. Traditional cable is used weekly by less than two in five of both age groups. 72% of 13-17-year-olds would rather watch a video on a topic than read an article (52% of 18-34)
  12. 12. TYPES OF APPS GEN Z IS OPENING WEEKLY 81% 75% 70% 64% 57% 47% 34% 28% 19% 16% 12% 10% 7% 5% 4% 77% 64% 54% 62% 81% 37% 30% 40% 38% 27% 43% 21% 21% 18% 12% Social media Messaging Media viewing Music Email Gaming Photo viewing/editing Shopping News/information Productivity Finance Food ordering/payment Discount/coupon Travel Dating 13-17 18-35 Messaging and social media apps are dominating Gen Z’s mobile time, followed closely by music, gaming, and media viewing, In sixth place is email, which comes out on top for Millennials who are most likely using the app to check up on work.
  13. 13. SOCIAL MEDIA PLATFORMS GEN Z CURRENTLY USE 79% 68% 64% 50% 42% 33% 27% 25% 20% 19% YouTube Instagram Snapchat Facebook Twitter Facebook Messenger Skype Pinterest Google+ Kik TOP 10 13-17 87% 75% 65% 61% 51% 49% 44% 43% 33% 28% Facebook YouTube Facebook Messenger Instagram Snapchat Twitter Pinterest LinkedIn Skype WhatsApp TOP 10 18-35 YouTube is the top social media space among Gen Z, while Facebook still holds the spot with Millennials, with almost nine and ten currently using the platform. Snapchat is catching on faster with Gen Z, and Tumblr and Kik makes their top 10, unlike Millennials who are valuing networking sites like LinkedIn and Google+ more.
  14. 14. 65% of 13-17-year-olds don’t mind ads on social media as long at they are entertaining 62% of 18-35-year-olds agree TYPES OF SOCIAL ADS THAT GRAB GEN Z’S ATTENTION 43% 27% 19% 18% 41% 28% 23% 21% Short videos Interactive features (e.g. sponsored filters, games…) Sponsored content that looks like other posts on the site Static images 13-17 Paid posts from online influencers/creators Paid posts from Hollywood actors/actresses Long videos Short videos are the type of ads most likely to grab Gen Z’s attention, followed by ones with interactive features like sponsored filters and games. Source: Ypulse Monthly Surveys n=1000 | Dec 2016: Millennials ages 13-34 Paid posts from musicians 16% 14% 11% 5% 13% 15% 11% 10% 18-35
  15. 15. They wake up and first check… TEXTS EMAILS SOCIAL MEDIA NONE 41% 14% 32% 13% 48% 28% 17% 7% 31% 41 % 20% 8% 13-17yo Texts 18-24yo Texts 25-33yo Emails Overall, texts and chat apps are the most integrated into teens’ daily routines, followed by emails and social media. For Millennials, emails garner most of their attention, and they are less likely than Gen Z to be catching up on social media. 13-17yo 18-24yo 25-33yo ▲SEND ▼RECEIVE ▲SEND ▼RECEIVE ▲SEND ▼RECEIVE Texts 35 37 50 52 28 30 Emails 3 11 6 24 15 36 Social Media 7x (post) 15x (check) 3x (post) 15x (check) 3x (post) 10x (check) Throughout the day … DAY IN THE LIFE BY AGE
  16. 16. 46% of 13-17-year-olds currently use a brand/store’s app versus 60% of 18-35-year-olds 34% have followed a brand on social media versus 49% of 18-35-year-olds 31% have clicked on a sponsored post versus 42% of 18-35-year-olds Millennials value convenience, and if having a direct line to brands makes their lives easier they will make it happen. But so far, Gen Z is less likely to connect with brands online on their own, which means that brands need to go to them. GEN Z ISN’T LOOKING FOR BRANDS…
  17. 17. + Post-recession Gen Z are living a more wary, stressful life than theirMillennial counterparts did as pre-recession teens, but they are still optimistic about following their dreams and pursuing their passions. + Gen Z is shopping differently. They prefer shopping in-person and look for products that will help them celebrate their uniqueness, expecting brands to come to them and be authentic and entertaining about it. + Gen Z is consuming media and shopping differently than Millennials. They prefer shopping in-person, look for products that will help them celebrate their uniqueness and look to social media & smartphones 1st GEN Z SNAPSHOT