The Ultimate Marketing Guide to Gen Z
The crew over at Campaign Monitor have been delving into this increasingly important group of consumers to understand how they behave online and in response to marketing activities. They’ve shared some of the insights drawn from their research with us to share with you:
While “Generation Z” has become shorthand to refer to current young adults, Generation Z (or Gen Z) is generally accepted as a group of people born between the mid-1990s and the mid-aughts.
Since Gen Z is one of the most important demographics to your marketing campaigns, it’s important to keep them engaged.
We want to help you communicate with your Gen Z consumers, so we recently did a survey to learn just how this generation interacts with businesses. Our respondents consisted of 300 members of the Gen Z demographic, ranging from 14 to 26 years old. Of our respondents, 96.39% were 18 to 24 years old.
Here are some interesting things we found out.
- 45% of teenagers said they were online almost constantly, and 44% said they were online multiple times a day.
- 85% said they used YouTube, and 32% said they used it more than any other social media site.
- Meanwhile, 72% said they used Instagram, and 15% said they used Instagram more than any other social media site.
- 58% of Gen Z consumers said they checked their email multiple times a day, while 23% said they checked their email at least once a day.
- 31.8% of Gen Z consumers prefer receiving emails from brands a couple times a week, and 19% prefer receiving emails once a week.
- 68% said sales or offers encouraged them to open an email, and 36.1% were encouraged because of the personalized subject line.
- 82.3% of Gen Z consumers like to receive content about promotions and special discounts; 44.3% said they like product recommendations, and 26.6% said they prefer company updates.
- Gen Z consumers also tend to be loyal to brands. 55% said they would stick to a brand they like, and 42% said they were brand conscious.
From this data, you can see Gen Z consumers are ready to be engaged. In other words, create your marketing campaigns with a purpose in mind. Your brand should show awareness and provide value. If you successfully target your Gen Z audience, you’ll likely foster a better relationship with your consumers and earn their loyalty in the process.