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Generation Z UNDER THE INFLUENCE

A snapshot of UK Gen Z

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Generation ZUNDER THE INFLUENCE

Who are Gen Z?

(Office for National Statistics)

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)

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)

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)

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)

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)

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)

This fragmented media use presents a challenge for companies trying to

reach members of Generation Z.(Knowledge@Wharton, University of Pennsylvania)

How to engage with Gen Z?

Under the Influence of Peers

Roberto Pizzato
Too young

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)

In advertising, Gen Z prefer real people to celebrities (63% vs

37%).(Cassandra Report: Gen Z)

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)

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 behind20 to 50 percent of all purchasing decisions.

In the UK, 51% of 16-24s have downloaded an

adblocker.

INFLUENCER MARKETINGORGANIC SEARCH

EMAIL MARKETINGPAID SEARCH

DISPLAY ADVERTISINGAFFILIATE MARKETING

OTHER

22%17%

15%14%

9%5%

18%

Influencer marketing is the fastest-growing online customer acquisition channel

Source: Adweek

Roberto Pizzato
Source is Adweek

INFLUENCER MARKETINGEMAIL MARKETING

ORGANIC SEARCHPAID SEARCH

DISPLAY ADVERTISINGAFFILIATE MARKETING

OTHER

22%

19%

10%

2%

16%

22%

10%

Source: Adweek

Influencer marketing is the most cost-effective customer acquisition channel

Like and comment rate for Instagram posts worldwide (Nov 2015 – Apr 2016)

<1KFOLLOWERS

1K-10KFOLLOWERS

10K-100KFOLLOWERS

100K-1MFOLLOWERS

1M-10MFOLLOWERS

10+ MFOLLOWERS

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

REACH ENGAGEMENT

EXPENSIVE AFFORDABLE

CELEBRITIES TOP INFLUENCERS

MICRO INFLUENCERS

+250K REACH +50K REACH 10-50K REACH

ONE SIZE DOESN’T FIT ALL

Roberto Pizzato
Not sure about this slide tbh.

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

THANK YOU

FIND USbuzzoole.com

JAMES [email protected]