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UNIQUELY GEN Z
JANUARY 2017
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GEN Z’S 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.
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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 Z’S MOST FREQUENTLY USED DEVICESMobile phones are the device of choice for Gen Zers.
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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
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QUALITY AND BRAND STANDARDS
Two-thirds of surveyed Gen Zers said quality is 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 friends’recommendations 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.”
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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 Zers tend 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?
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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 they’d 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
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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 people’s 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
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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.
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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
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.
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