Findings from SXSW Interactive
This year’s SXSW Interactive, which took place in March, featured all the usual high-tech suspects, from automated driver-less cars to VR headsets. There was also buzz about better ways to reach today’s set of consumers, bringing a focus to marketing that’s been somewhat absent in the past. And this year, one group got a lot of attention: Generation Z.
Who are Gen Zers? They’re people born after 1995 (or loosely in that age range). The most current generation (in fact, they’re still being born today), Gen Z follows Millennials. Some are teenagers, which puts them in a prime spot for marketers to analyze how their behaviors are forming.
Here are 10 things to note about Generation Z, based on information shared at SXSW.
1. Email is outdated. Gen Zers are three times more likely to open a chat message they’re alerted to via a push notification. They largely feel email is an outdated manner of communication.
2. If it’s not on social media, it didn’t happen. Material items are of less importance to Gen Zers than experiences they can post on Snapchat, Instagram and other social media platforms. Don’t be deceived, though – brands still matter, they just have less influence.
3. They’re diverse. This is the most ethnically diverse generation in our nation’s history. Almost 50 percent of Generation Z is made up of ethnic minorities, says Jaclyn Suzuki, Ziba Design’s creative director.
4. They experiment with who they are. It’s not uncommon for a Gen Zer to have several online personalities, bucking the traditional idea of individual identity. Some will have embarked on three different career paths before they’re 30, according to Suzuki.
5. Privacy has a new meaning. Gen Zers prefer to be reached through private forums as opposed to “loudspeaker” media such as Twitter and Facebook, says Jaclyn Ling, Kik’s director of fashion and retail services.
6. Mobile, mobile, mobile. Gen Zers as consumers are more likely by a factor of two to prefer shopping on a mobile device compared to an average Millennial, says Anna Fieler, Popsugar’s executive VP of marketing.
7. Move over, traditional movie stars. This generation prefers “real” celebrities made famous by Snapchat or YouTube. Only one traditional movie star – Jennifer Lawrence – made the list of top 10 influencers according to Generation Zers.
8. At attention…but not for long. The attention span of Gen Zers is estimated to be only eight seconds. (Millennials come in at 12 seconds.)
9. YouTube is in. A typical Gen Zer watches between two and four hours of YouTube a day, compared to less than an hour of traditional TV. They’re two times more likely to utilize YouTube than Millennials, and they also don’t use Facebook nearly as much.
10. They co-exist. This generation doesn’t define itself as doggedly by gender. Shepherd Laughlin, director of trend forecasting for JWT Intelligence, says 48 percent of Gen Z identifies as strictly heterosexual, whereas 65 percent of Millennials say the same. Gen Zers are also more likely to purchase clothes designed for the opposite gender, and they more strongly believe that societal diversity can exist in both race and religion.