Everyday life and consumer behavior of Generation Z
Generation Z is the age group born from 1995 onwards. Your consumer behavior is strongly influenced by digital media and the trend towards sustainability. A recent study shows how one can best reach the youth.
The generation Z is markedly different from previous generations. Disruptive technologies will prevail not least thanks to their design wishes. A survey by the auditing company PwC examined the values and consumer behavior of young people between the ages of 18 and 24 and compared them with older generations. Many existing economic structures are about to be broken up, because in Generation Z smartphones and environmental awareness go hand in hand.
Generation Z shopping behavior
Contrary to many expectations, it is physical store shopping that is more popular with 18 to 24 year olds than any other age group. 59 percent of Generation Z go to retail stores at least one day a week. It is important to them to be able to find their way around the store easily, to be able to use fast payment methods and to be able to log into a free WLAN without lengthy registration hurdles.
Use of new media
Generation Z’s interest in advertising can be tapped especially online. While respondents over 35 can best be reached through traditional channels such as TV or print media, there is considerable interest among younger audiences through sponsored advertisements on social media.
31 percent of Generation Z stated that they have already made their purchase decision at least once based on reviews and suggestions on social platforms. For 38 percent of respondents over 35, social media are more of a social communication tool than inspiration for consumption.
Generation Z primarily uses websites, blogs, podcasts and social media to obtain information. While only 24 percent of the younger age group consume traditional media, this is the first choice for 44 percent of those over 35.
A typical day in the life of a member of Generation Z.
Awareness of sustainability
When it comes to sustainability, Generation Z tries to be consistent. 37 percent avoid plastic and 35 percent try to minimize packaging in general. Almost two thirds stated that they would be willing to pay a higher price if the products were guaranteed to be regional. This also applies to organic goods for around half.
Health and fitness apps
In order to monitor their health, almost half of the younger age group have appropriate apps for support on their smartphones or tablets. The respondents most frequently use tracking apps for sleep analysis or to redesign their own eating habits. According to the results of the survey, the developers of such apps should make the user-friendliness as intuitive as possible.
Rethinking mobility
While 50 percent of people over 35 are skeptical about autonomous driving, even two thirds of Generation Z sympathize with this idea. The driver’s drowsiness and health monitoring, as well as extended entertainment options, are seen as decisive added value.
Generation Z vacation planning
There are also differences in international mobility. Many younger respondents find vacation offers through social media or travel reports. The young globetrotter can then find accommodation with friends or through sharing services. The Airbnb accommodation platform was used by 17 percent of the younger respondents and just 9 percent of the older respondents. The trend of digital consumer behavior is running through many areas of the life of Generation Z.