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A snapshot of UK Gen Z

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Buzzoole attended this year's edition of the Youth Marketing Summit 2017 in London and presented research focused on Generation Z. The research revealed some interesting insights about the post-millennials and their behaviour.

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A snapshot of UK Gen Z

  1. 1. Generation Z UNDER THE INFLUENCE
  2. 2. Who are Gen Z?
  3. 3. (Office for National Statistics)
  4. 4. How do they feel? Their greatest sources of anxiety, experienced by around half of them, were the age-old concerns of money and education. (Global Young People Survey)
  5. 5. What do they do online? UK adults aged 16 to 24 are most likely to engage in leisure or recreation activities, such as social networking (91%). (Office for National Statistics)
  6. 6. Listening to music (87%) and watching video content from sharing services like Youtube are very common amongst UK 16-24s (77%). (Office for National Statistics)
  7. 7. 77% of people aged 18 to 24 responded "yes" when asked, “When nothing is occupying my attention, the first thing I do is reach for my phone. (TIME Health)
  8. 8. They use mobile devices more than any other age group and are not keen on using tablets (only 49% use them, less than any other generation). (Office for National Statistics)
  9. 9. Preferred Social Media Channels Around 25% UK Facebook users were aged 16-24, while 33% of the British Twitter users belong to the same segment. (Taking Part, UK Department for Culture, Media & Sport; Office for National Statistics)
  10. 10. This fragmented media use presents a challenge for companies trying to reach members of Generation Z. (Knowledge@Wharton, University of Pennsylvania)
  11. 11. How to engage with Gen Z?
  12. 12. Under the Influence of Peers
  13. 13. Authenticity and uniqueness are key values for them, that is why they get inspired by influencers within their extensive online peer groups rather than from magazines or TV channels. (New Consumer Summit Report 2016, The Future Lab)
  14. 14. In advertising, Gen Z prefer real people to celebrities (63% vs 37%). (Cassandra Report: Gen Z)
  15. 15. They use so many different social networks and they’re also highly influenced by others’ opinions and word of mouth, which makes it much harder to spin a brand story. (Knowledge@Wharton, University of Pennsylvania)
  16. 16. 84% of worldwide consumers will take action based on the reviews and recommendations. 74% of consumers rely on their social networks to guide pIrchase decisions. Word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions. In the UK, 51% of 16-24s have downloaded an adblocker.
  17. 17. INFLUENCER MARKETING ORGANIC SEARCH EMAIL MARKETING PAID SEARCH DISPLAY ADVERTISING AFFILIATE MARKETING OTHER 22% 17% 15% 14% 9% 5% 18% Influencer marketing is the fastest-growing online customer acquisition channel Source: Adweek
  18. 18. INFLUENCER MARKETING EMAIL MARKETING ORGANIC SEARCH PAID SEARCH DISPLAY ADVERTISING AFFILIATE MARKETING OTHER 22% 19% 10% 2% 16% 22% 10% Source: Adweek Influencer marketing is the most cost-effective customer acquisition channel
  19. 19. Like and comment rate for Instagram posts worldwide (Nov 2015 – Apr 2016) <1K FOLLOWERS 1K-10K FOLLOWERS 10K-100K FOLLOWERS 100K-1M FOLLOWERS 1M-10M FOLLOWERS 10+ M FOLLOWERS 0,56% 0,27% 4,04% 8,03% 2,37% 0,17% 1,78% 0,09% 1,66% 0,06% 1,66% 0,05% LIKES COMMENTS LESS FOLLOWERS MEANS DEEPER ENGAGEMENT Source: eMarketer
  20. 20. REACH ENGAGEMENT EXPENSIVE AFFORDABLE CELEBRITIES TOP INFLUENCERS MICRO INFLUENCERS +250K REACH +50K REACH 10-50K REACH ONE SIZE DOESN’T FIT ALL
  21. 21. KEY TAKEWAY POINTS • Gen Z is hard to engage and the right approach needs to be taken to be effective • Social Influencers can be authentic • Brands should be braver and more open towards communicating with Gen Z
  22. 22. THANK YOU FIND US buzzoole.com JAMES SHARMAN james.sharman@buzzoole.com

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