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Uniquely Gen Z

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    UNIQUELY GEN Z

    JANUARY 2017

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    GEN ZS INFLUENCE ON HOUSEHOLD SPENDING

    In the U.S. alone, consumer spending on Gen Zers totaled a whopping USD $829.6 billion in 2015. *

    60%

    55%

    41%

    20%

    30%

    48%

    61%

    63%

    37%

    47%

    77%

    66%

    73%

    76%

    Influence family spending

    Clothes and shoes

    Books and music (physical copies)

    Apps

    Toys and games

    Events and outings

    Personal care

    Electronic goods

    Eating out

    Digital streaming

    Sports equipment

    Food and beverages

    Travel

    Household goods

    Furniture

    77%

    77% of Gen Zers say they influence their families food and beverage purchases.

    Gen Zers have significant influence on family spending.

    * Gen Z: Get Ready for the Most Self-Conscious, Demanding Consumer Segment.Fung Global Retail & Technology. August 29, 2016.https://fungglobalretailtech.com/research/gen-z/

    nrf.com/GenZ

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    Gen Zers are an online generation, but also spend substantial amounts of time with friends and family

    74%Spend time online

    Watch TV and movies

    Hang out with my friends

    Spend time with my family

    Try to earn extra money

    Read books, magazines, newspapers

    Exercise or keep t

    Participate in extracurricular activities

    Learn new things

    Volunteer

    Participate in religious activities

    Participate in organized group activities

    25%

    7%

    8%

    44%

    44%

    44%

    29%

    23%

    23%

    6%

    22%

    TECHNOLOGY IS SECOND NATURE TO GEN ZAs the first true digital natives, Gen Zers have never known a world without the Internet and mobile devices.

    Gen Zers expect to move seamlessly between physical and digital worlds, and are less tolerant of technical glitches than Millennials.

    How Gen Zers spend their free time.

    nrf.com/GenZ

    https://nrf.com/genz

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    Those ages 19 to 21 make up the dominant group of Gen Z smartphone users, while younger Gen Zers more often have access to a desktop computer.

    Mobile/smartphone

    75%Laptop computer

    45%Desktop computer

    30%Tablet

    10%Xbox/gaming console

    8%Interactive/smart TV

    3%Wearable devices

    1%

    Mobile/smartphone

    75%Laptop computer

    45%Desktop computer

    30%Tablet

    10%Xbox/gaming console

    8%Interactive/smart TV

    3%Wearable devices

    1%

    GEN ZS MOST FREQUENTLY USED DEVICESMobile phones are the device of choice for Gen Zers.

    nrf.com/GenZ

    https://nrf.com/genz

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    Texting dominates device activities and technological-performance expectations are high among this group.

    Do schoolwork

    Text and chat73%

    Access entertainment

    59%

    Play games58%

    36%

    Learn newthings

    28%

    Shop and browse

    17%

    GEN ZERS USE DEVICES FOR A WIDE- RANGING MEDLEY OF ACTIVITIES

    nrf.com/GenZ

    https://nrf.com/genz

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    QUALITY AND BRAND STANDARDS

    Two-thirds of surveyed Gen Zers said qualityis the most important factor when choosing one brand over another.

    It matters to me that the brand sells high-quality products

    66% agree:

    46% agree:

    45% agree:

    My friendsrecommendations and opinions matter to me when I am choosing a brand

    65% want:To get a lot for their money, with discounts, coupons and a rewards program

    I choose brands that are eco-friendly and socially responsible

    Very few products to ever be out of stock

    66% want:

    The store experience to be fun so they won't get bored

    56%want:

    Question: Thinking about the brands you like, to what extent do you agree with the following statements? Percentage who said important or very important.

    nrf.com/GenZ

    https://nrf.com/genz

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    AVAILABILITY, VALUE AND EXPERIENCE

    65% want:To get a lot for their money, with discounts, coupons and a rewards program

    Very few products to ever be out of stock

    66% want:

    The store experience to be fun so they won't get bored

    56%want:

    Gen Zerstend to care more about retail basics than about the bells and whistles.

    Question: Think about what makes you decide where to purchase a product. How important are the following to you?

    nrf.com/GenZ

    https://nrf.com/genz

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    PERSONAL INFORMATION

    Establishing trust with Gen Zers is vital when engaging with them as future customers. Before they share, they expect brands to be transparent about how their personal data will be stored and used.

    My purchase history

    62%My contact details

    42%My online history

    28%My photos and videos

    28%My location

    27%My health and wellness information

    27%My personal life information

    21%My payment information

    18%

    Offer secure storage andprotection of personal data

    Provide clear terms and conditionsfor using my information

    Explain clearly what data will becollected and how it will be used

    61%

    43%

    39%

    Gen Zers preference for protecting their personal information.Personal information Gen Zers said theyd be willing to share with a brand:

    My purchase history

    62%My contact details

    42%My online history

    28%My photos and videos

    28%My location

    27%My health and wellness information

    27%My personal life information

    21%My payment information

    18%

    Offer secure storage andprotection of personal data

    Provide clear terms and conditionsfor using my information

    Explain clearly what data will becollected and how it will be used

    61%

    43%

    39%

    nrf.com/GenZ

    https://nrf.com/genz

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    GEN ZER SOCIAL MEDIA USE

    Gen Zers use social media mostly to share with friends.Social media is an important tool for Gen Zers; however, they restrict their posts to a tight circle of family and friends.

    72%Comments on my friends posts

    My photos and videos

    My opinions

    Blogs, articles or news

    Reposts of other peoples content

    Links to songs/playlists

    My location

    Reviews of products/restaurants, etc.

    62%

    45%

    36%

    31%

    31%

    23%

    20%

    Which of the following have you shared on social media in the last month?

    nrf.com/GenZ

    https://nrf.com/genz

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    HOW GEN ZERS GET MONEY TO SPEND

    Make moneyonline

    Receive an allowance

    59%

    Workpart-time

    24%

    Receive moneyas gifts

    22%

    22%

    Work formyself

    16%

    Work full-time9%

    Motivated, creative and tech-savvy, Gen Zers have applied their entrepreneurial skills to create a new array of careers in the digital world using new capabilities that enable them to innovate.

    nrf.com/GenZ

    https://nrf.com/genz

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    HOW GEN ZERS PREFER TO MAKE PURCHASESShopping in a store

    Using a web browser

    Usingan app

    Callingby phone

    67% 31%

    22% 54%

    35%

    Most of the time Some of the time

    20%5%

    13%98 percent of Gen Zers make their purchases in bricks-and-mortar stores.

    This may be due in part to the age of younger Gen Zers and lack of access to credit cards.

    nrf.com/GenZ

    https://nrf.com/genz

  • Methodology:To understand what drives Gen Zers in choosing a brand, we surveyed 15,600 consumers aged 13 to 21 in 16 countries across six continents. We asked them about their digital habits, preferences in choosing a brand

    and priorities in making purchases. We analyzed responses by age group, gender and market (growth versus mature). In addition, we conducted interviews with 20 senior executives in the consumer industry.

    nrf.com/GenZ

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    https://nrf.com/genz