How much do you know about Generation Z? Just when organizations started to understand the Millennial generation, a new generation – Generation Z – is starting to emerge. People born from 1995 onwards are now starting to enter the workforce and earn their own income. According to Matt Kleinschmit, blog author at Vision Critical, their habits differ from previous generations, and there is still a lot of research to be done.
Here are five info-graphics that can help define the Gen Z landscape:
- Media Consumption Habits
Gen Z’s most used device is the smartphone, closely followed by television and laptop. They spend the least amount of time per week watching TV, and are most active on Instagram, YouTube and Snapchat. They receive around 3000 text messages per month, and over 70% of them watch 2 hours of YouTube per day. Also, they actively avoid ads (there was a reported 41$ increase in the use of ad-blocking software between October 2018 – October 2019).
- Brand Expectations
Gen Z prefers a cool product over a cool experience. Zs prefer being reached by email (when it comes to product branding and marketing). They care less about branded video games and choose Amazon.com as their favorite website.
Entrepreneurial and tech-savvy are two Generation Z characteristics. The majority holds a bachelor’s degree, with the most common fields of study being Business Management, Psychological Studies and Education & Development. They are comfortable with handling technology and are highly skilled at conducting online research. 17% of Gen Z workers want to start their own businesses, and 46% of them are connected to the internet over 10 hours per day, making them true tech experts.
- Response to Campaigns
Gen Z customers are more likely to respond to edgy and visual marketing tactics. The population of Gen Z is estimated to reach 80 million people, and with their access to cash (spending exceeding $200 billion), their spending power is not to be dismissed.
- Content and Culture Creation
80 % of Gen Z say finding themselves creatively is important. Over 25 percent post original video on a weekly basis, while 65% enjoy creating and sharing content on social media.
Techradar suggests adopting some of these tips in order to attract Gen Z talent:
- This generation is more creative than its predecessors, making it important for companies to utilize a constant and human touc-hpoint during the selection, interviewing and onboarding process. Also, being used to instant gratification, they look for responses with lightning speed when it comes to their job pursuits.
- Zs are still motivated by a salary, but they also look for horizontal and vertical professional development opportunities.
- Being digital natives, Zs prefer working for organizations that know how to leverage the latest technologies in unique and creative ways. Generation Z candidates will appreciate companies that use social media to build and communicate their brands in smaller and punchier bites, and are interested in visual mediums such as FaceTime or Skype (which could be used as part of the interviewing process)