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Uniquely Gen Z

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“Uniquely Gen Z,” the first in a three-part global study, explores Gen Zers’ technology preferences, “cyber-savviness” and economic influence. The rest of the series will look at ways to build strong brand relationships — both in growth and mature markets — and to create authentic omni-channel shopping experiences with Gen Zers. This study, co-sponsored by the IBM Institute of Business Value and the National Retail Federation, is one of the largest studies to date of the post-Millennial generation, surveying 15,600 members of Gen Z on six continents.

Published in: Retail
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Uniquely Gen Z

  1. 1. UNIQUELY GEN Z JANUARY 2017
  2. 2. GEN Z’S INFLUENCE ON HOUSEHOLD SPENDING In the U.S. alone, consumer spending on Gen Zers totaled a whopping USD $829.6 billion in 2015. * 60% 55% 41% 20% 30% 48% 61% 63% 37% 47% 77% 66% 73% 76% Influence family spending Clothes and shoes Books and music (physical copies) Apps Toys and games Events and outings Personal care Electronic goods Eating out Digital streaming Sports equipment Food and beverages Travel Household goods Furniture 77% 77% of Gen Zers say they influence their families’ food and beverage purchases. Gen Zers have significant influence on family spending. * “Gen Z: Get Ready for the Most Self-Conscious, Demanding Consumer Segment.” Fung Global Retail & Technology. August 29, 2016. https://fungglobalretailtech.com/research/gen-z/ nrf.com/GenZ
  3. 3. Gen Zers are an online generation, but also spend substantial amounts of time with friends and family 74%Spend time online Watch TV and movies Hang out with my friends Spend time with my family Try to earn extra money Read books, magazines, newspapers Exercise or keep fit Participate in extracurricular activities Learn new things Volunteer Participate in religious activities Participate in organized group activities 25% 7% 8% 44% 44% 44% 29% 23% 23% 6% 22% TECHNOLOGY IS SECOND NATURE TO GEN Z As the first true digital natives, Gen Zers have never known a world without the Internet and mobile devices.  Gen Zers expect to move seamlessly between physical and digital worlds, and are less tolerant of technical glitches than Millennials. How Gen Zers spend their free time. nrf.com/GenZ
  4. 4. Those ages 19 to 21 make up the dominant group of Gen Z smartphone users, while younger Gen Zers more often have access to a desktop computer.  Mobile/smartphone 75% Laptop computer 45% Desktop computer 30% Tablet 10% Xbox/gaming console 8% Interactive/smart TV 3% Wearable devices 1% Desktop computer 30% Tablet 10% Xbox/gaming console 8% Interactive/smart TV 3% Wearable devices 1% GEN Z’S MOST FREQUENTLY USED DEVICES Mobile phones are the device of choice for Gen Zers. nrf.com/GenZ
  5. 5. Texting dominates device activities and technological-performance expectations are high among this group. Do schoolwork Text and chat 73% Access entertainment 59% Play games 58% 36% Learn new things 28% Shop and browse 17% GEN ZERS USE DEVICES FOR A WIDE- RANGING MEDLEY OF ACTIVITIES nrf.com/GenZ
  6. 6. QUALITY AND BRAND STANDARDS Two-thirds of surveyed Gen Zers said quality is the most important factor when choosing one brand over another. It matters to me that the brand sells high-quality products 66%agree: 46%agree: 45%agree: My friends’ recommendations and opinions matter to me when I am choosing a brandI choose brands that are eco-friendly and socially responsible Question: Thinking about the brands you like, to what extent do you agree with the following statements? Percentage who said “important” or “very important.” nrf.com/GenZ
  7. 7. AVAILABILITY, VALUE AND EXPERIENCE 65%want: To get a lot for their money, with discounts, coupons and a rewards program Very few products to ever be out of stock 66%want: The store experience to be fun so they won't get bored 56%want: Gen Zers tend to care more about retail basics than about the “bells and whistles.”  Question: Think about what makes you decide where to purchase a product. How important are the following to you? nrf.com/GenZ
  8. 8. PERSONAL INFORMATION Establishing trust with Gen Zers is vital when engaging with them as future customers. Before they share, they expect brands to be transparent about how their personal data will be stored and used. My purchase history 62% My contact details 42% My online history 28% My photos and videos 28% My location 27% My health and wellness information 27% My personal life information Offer secure storage and protection of personal data Provide clear terms and conditions for using my information Explain clearly what data will be collected and how it will be used 61% 43% 39% Gen Zers’ preference for protecting their personal information.Personal information Gen Zers said they’d be willing to share with a brand: My purchase history 62% My contact details 42% My online history 28% My photos and videos 28% My location 27% My health and wellness information 27% My personal life information 21% My payment information 18% Provide clear terms and conditions for using my information Explain clearly what data will be collected and how it will be used 43% 39% nrf.com/GenZ
  9. 9. GEN ZER SOCIAL MEDIA USE Gen Zers use social media mostly to share with friends. Social media is an important tool for Gen Zers; however, they restrict their posts to a tight circle of family and friends. 72%Comments on my friends posts My photos and videos My opinions Blogs, articles or news Reposts of other people’s content Links to songs/playlists My location Reviews of products/restaurants, etc. 62% 45% 36% 31% 31% 23% 20% Which of the following have you shared on social media in the last month? nrf.com/GenZ
  10. 10. HOW GEN ZERS GET MONEY TO SPEND Make money online Receive an allowance 59% Work part-time 24% Receive money as gifts 22% 22% Work for myself 16% Work full-time 9% Motivated, creative and tech-savvy, Gen Zers have applied their entrepreneurial skills to  create a new array of careers in the digital world ––using new capabilities that enable them to innovate. nrf.com/GenZ
  11. 11. HOW GEN ZERS PREFER TO MAKE PURCHASES Shopping in a store Using a web browser Using an app Calling by phone 67% 31% 22% 54% 35% Most of the time Some of the time 20%5% 13% 98 percent of Gen Zers make their purchases in bricks-and-mortar stores.  This may be due in part to the age of younger Gen Zers and lack of access to credit cards. nrf.com/GenZ
  12. 12. Methodology: To understand what drives Gen Zers in choosing a brand, we surveyed 15,600 consumers aged 13 to 21 in 16 countries across six continents. We asked them about their digital habits, preferences in choosing a brand and priorities in making purchases. We analyzed responses by age group, gender and market (growth versus mature). In addition, we conducted interviews with 20 senior executives in the consumer industry. nrf.com/GenZ

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