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Generation Z is Coming

Remember the marketplace disruption that happened with Generation X and Generation Y? Get ready for Generation Z (aka Gen Z).

Generation Z represents around 23 million Americans born between 1994 and 2010. This entire generation already surpasses the Baby Boomers and Millenials in overall size.

It shouldn’t be a surprise that Get Z has grown up completely connected. Information and experiences are readily available to them via their smartphones at any time. They use their devices for everything from messaging, dating apps, banking, news and more.

Take a look at some of the interesting stats around Gen Z:

  • 61% researches products on a mobile phone at least weekly. [Forrester Research]

  • 84% multitask with an Internet-connected device while watching TV. [Forrester Research]

  • 34% want brands to reach them on social media and only 13% want to be contacted through snail mail. [Deep Focus]

  • 60% would prefer a cool product over a cool experience compared to 40% of Millennials. [Vision Critical]

  • 50% would look on their phone to look for a better price while shopping at a retail store.

  • 79% of display symptoms of emotional distress when kept away from their personal electronic devices. [University of Maryland]

Knowing a few of these facts, it will be important for marketers to begin evolving how their brands advertise to this segment. The need to create more efficient digital content will reign over 30-60 second videos, direct mail and newspaper ads. Think more along the lines of 140 characters and 10-second video clips promoted by influencers. Future digital creative will need to be concise, visually stimulating and compelling.


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