And as the digital era evolves rapidly, the ways to connect with the new waves of consumers will also face some drastic changes. 

Figuring out what Gen-Z consumers expect from your business can be tough, but did you know that their tech-savvy behaviors can be used to your brand’s advantage?

Before we get into that, let’s find out how these young digital natives differ from other online consumers.

Photo by Mateus Campos Felipe

How do Gen-Z Consumers Differ From Other Generations?

1. Online Purchases

Millennials and Gen-Zers are highly exposed to the internet, so it’s not surprising that they have high online expenditures. However, you’d be surprised to know Gen-Z consumers prefer mobile internet surfing more than other devices. 

In fact, 99firms revealed that young shoppers are twice as likely to make purchases on online devices than Millennials. They spend more hours using the internet than any other generation, with an average surfing time of five hours per day. Because of this, 32% of their online transactions happen on mobile platforms.

2. Different Platforms

Speaking of platforms, it seems that social media is the common ground between Millennials and Gen-Z consumers. But did you know that the kind of websites they access daily isn’t exactly the same? 

Social media usage trends show Gen-Z consumers strongly prefer visual-dominated channels like Tiktok and Instagram. In contrast, the percentage of the younger population using mainstream social media like Facebook and Twitter seems to be a lot lower than older consumers. 

3. Content Consumption

When marketing to Gen-Z consumers, you must understand that their ethics often influences their consumption. They are well aware of the realities behind the brand they trust. And when the content they need is unavailable to them, these young digital natives know when or how to find it. 

Their content preferences also differ from other generations, varying from videos posted on social media to the ever-growing influencer marketing strategies.

Photo by KOBU Agency

What Strategies Work with Gen Z Consumers?

1. Encourage Interaction and Collaboration

Gen-Z shoppers are always wired in, so interacting with the brands they like affects their purchasing decisions. You can build brand relationships with this young market by engaging in conversations—just like how Domino’s Pizza made its Twitter followers choose between Stuff Cheesy Bread and Parmesan Cheese Bites.

Source: Domino's Pizza

According to Forbes, 42% of the Gen-Z consumers seek collaborative engagement and would actively participate in a campaign. These statistics clearly show the challenge brands must face in creating a more interactive customer experience. 

2. Connect via Short-Form Video Content

Let’s face it. Generation Z consumers are born and raised in a world of easy digital access. Because of this, some researchers even suggested that they have an attention span as short as eight seconds. 

Tiktok, a popular video-sharing website, understood this situation and now emerges as one of the top mobile applications used by the younger population. In fact, 60% of their user base comprises Gen-Z consumers. 

Understanding which channels they prefer is crucial if you want to know what kind of content this digital-savvy market will digest. Shifting your strategies to accommodate bite-sized content like Instagram Stories will most likely give your brand a higher chance of reaching Gen-Z consumers.

If you’re not keen on using Instagram or Tiktok, you can always adapt these types of content to other platforms like Twitter. Take a look at this short-form video posted by Krispy Kreme.

3. Seek for User-Generated Content

It’s also worth noting that today’s younger generation trusts reviews from other customers rather than the typical advertisements most brands utilize. However, this type of content goes beyond written reviews, as these engaged consumers are willing to create video content to share their experiences about the brand they like. 

Using customer testimonials and experiences as part of your strategy will boost your credibility with Gen-Z consumers and build your overall online reputation. 

In 2019, Crocs successfully captured the raging waves of user-generated content by creating their own #CrocTok hashtag. Through this strategy, Tiktok users who are loyal to the brand voluntarily posted videos to show off their newly bought shoes and share everything Crocs-related. This initiative strengthens the brand’s image and leads them to a wider market reach.

Source: TikTok (#croctok)

 

Conclusion

Although it’ll take years before Gen-Z consumers dominate every market, adapting to their needs as early as now is a long-term business plan that’ll aid your brand’s growth. In the long run, catering to their fast-changing preferences will gear you up for the next generation of consumers that’s more advanced and tech-savvy.