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Setting Yourself Up for Success By Learning
Gen Z’s Mobile Habits
1
Chris Barlow
VP Digital Channels
August 2020
Union Savings Bank – Danbury, Connecticut
• Community Bank
• $2B Assets
• 150 years old
• Charities
− Teachers Closet
• Support Local
Hospitals
• Small Business
2
Me & My Gen Z’ers
• Lead USB Digital Channels
• 20 plus years Digital Financial
Services Experience (Webster
Bank, USAA, Citigroup, American Express)
• Dad to 2 Gen Z College
Students
3
Who is Gen Z? – Today’s 8-23 year-olds
4
Gen Z Characteristics
• Spend $44M/yr in US – Influence $600M through
parents and education
• Digital Natives – don’t know a world without the
internet, smart phones and iPads
• Progressive and Politically Aware - Care about the
environment, and social causes
• Entrepreneurial - have learned time can be monetized
(Uber, Air B&B, DoorDash)
• Blurred Lives – lines between home, work, study and
entertainment intersect
• Personalized – Technology individualizes music
playlists, news feeds, product features, augmented
reality
5
Most Gen Z’ers are students
6
Mobile is the center of their universe
7
This device is your life
8
Digital Privacy Concerns
9
Digital Behavior
10
Differences from Millennials
• Learned from predecessors mistakes
• Prefer non-permanent media (Snapchat, IG Stories)
• Comment Less
• Follow Fewer
• Share Less Content
Mobile Leads multi-device consumption
11
Recommendations, Research, Real-World
12
• 47% research items on mobile
while shopping in brick and
mortar stores
• 60% are impatient with Customer
Service, will hang up if call not
answered in 45 seconds
• 42% will Game for a campaign
• 43% review products
• 60% won’t use slow Apps or
websites
• 63% prefer Real People to
celebrities
Mobile App Usage
What’s Missing?
• Facebook
• Twitter
• Big Retail
• Big Banks
What’s Different?
• Thrift Shopping
• Social Concern
Social Shopping Finance
Trust Social more than Brands
14
Verbatim Research - Social Influence is “REAL”
15
Influenced by Influencers – TikTok Roller-Skating
16
Pandemic has impacted coming of age moments
17
• No Graduations
• No Prom
• No Spring Sports
• Distanced School
Learning
• Difficult to find
Summer Jobs
Pandemic will define
the generation
Recommendations for Success
18
• Short Entertaining content
• Unobtrusive – engage on their terms
• Role of Influencers
• Personalized Relevant
• Delivered via Mobile
• Allow for Asynchronous conversations
• Support Social Causes
Questions?
19

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Mobile Connect 2020 - Gen Z Mobile Habits & Success

  • 1. Setting Yourself Up for Success By Learning Gen Z’s Mobile Habits 1 Chris Barlow VP Digital Channels August 2020
  • 2. Union Savings Bank – Danbury, Connecticut • Community Bank • $2B Assets • 150 years old • Charities − Teachers Closet • Support Local Hospitals • Small Business 2
  • 3. Me & My Gen Z’ers • Lead USB Digital Channels • 20 plus years Digital Financial Services Experience (Webster Bank, USAA, Citigroup, American Express) • Dad to 2 Gen Z College Students 3
  • 4. Who is Gen Z? – Today’s 8-23 year-olds 4
  • 5. Gen Z Characteristics • Spend $44M/yr in US – Influence $600M through parents and education • Digital Natives – don’t know a world without the internet, smart phones and iPads • Progressive and Politically Aware - Care about the environment, and social causes • Entrepreneurial - have learned time can be monetized (Uber, Air B&B, DoorDash) • Blurred Lives – lines between home, work, study and entertainment intersect • Personalized – Technology individualizes music playlists, news feeds, product features, augmented reality 5
  • 6. Most Gen Z’ers are students 6
  • 7. Mobile is the center of their universe 7
  • 8. This device is your life 8
  • 10. Digital Behavior 10 Differences from Millennials • Learned from predecessors mistakes • Prefer non-permanent media (Snapchat, IG Stories) • Comment Less • Follow Fewer • Share Less Content
  • 11. Mobile Leads multi-device consumption 11
  • 12. Recommendations, Research, Real-World 12 • 47% research items on mobile while shopping in brick and mortar stores • 60% are impatient with Customer Service, will hang up if call not answered in 45 seconds • 42% will Game for a campaign • 43% review products • 60% won’t use slow Apps or websites • 63% prefer Real People to celebrities
  • 13. Mobile App Usage What’s Missing? • Facebook • Twitter • Big Retail • Big Banks What’s Different? • Thrift Shopping • Social Concern Social Shopping Finance
  • 14. Trust Social more than Brands 14
  • 15. Verbatim Research - Social Influence is “REAL” 15
  • 16. Influenced by Influencers – TikTok Roller-Skating 16
  • 17. Pandemic has impacted coming of age moments 17 • No Graduations • No Prom • No Spring Sports • Distanced School Learning • Difficult to find Summer Jobs Pandemic will define the generation
  • 18. Recommendations for Success 18 • Short Entertaining content • Unobtrusive – engage on their terms • Role of Influencers • Personalized Relevant • Delivered via Mobile • Allow for Asynchronous conversations • Support Social Causes