2022年Z世代报告：数据原住民想要什么？

G E NZR E P O R T2 0 2 2What Digital Natives Want Gen Z now has $360 billion indisposable income1. Let that sink in… The last few years, our annual reports havefollowed Gen Z and their journey to maturity.This digital-first generation is finally coming intotheir buying power and will make up 27% of theworkforce in just three years2. Their influence isimpacting the economy, culture, and media. has continued to grow. Consumer behaviorhas drastically changed in the last two years— online shopping has become the norm and37% of Gen Z regularly shop online as a form ofentertainment, more than any other activity3. Gen Z’s influence is here to stay, how willyou stay in step with the future of consumerbehavior? In June 2020, interest in “Gen Z” finallysurpassed “Millennials” in Google Search, and “Consumers do not behave the way they used to — how, where, andwhat they shop for has changed and will continue to shift as youngergenerations come into buying power and especially as we continue tonavigate the events of the last few years.” — LAIA PESCETTO, VP OF GLOBAL MARKETING, TELMAR4 Search Traffic5 Table of contents Holding onto Gen Z’s Attention Gaming On a Whole New Level A Generation Under the Influence Wrapping Up Where To Find Gen Z Resources Holding ontoGen Z’s Attention Gen Z is known for having ashort attention span of eightseconds (compared to twelveseconds for Millennials)1. This digital-first generation hasa lot of distractions online, howwill you catch and hold ontotheir attention? What’s In & What’s Out What’s in Gen Z spends a lot of their timegaming, more than any othergeneration — 81% have playedin the last 6 months. To balancethings out they also like to getoutside, maybe with someheadphones on the way to tryout some new cuisine? What’s out Shockingly, Gen Z doesn’t caremuch for parties. But, whatdeters them? Social media andgaming. This generation wouldmuch rather spend time online,play video games, and focus onthe entertainment that’s at theirfingertips2. The above affinity scores index the interest of a specific audience (in this case, Gen Z) against the averageU.S. adult, based on online engagement. 1.00x would represent average interest. You will see these scoresthroughout the report. HOLDING ONTO GEN Z’S ATTENTION What’s old is new again Marketing1to appeal to Gen Z and win backtheir lost Millennial customers. Brands likeGap, Victoria’s Secret, Abercrombie & Fitch,and Hollister Co. have started to use thismarketing strategy to evolve and connectwith younger audiences.50% Consumers are looking for comfort in theseuncertain times — Gen Z has embraced a veryspecific era of nostalgia that is impacting allaspects of how they buy products and consumemedia. This forward-thinking generation is lookingbackwards: 1990s and Y2K culture,technology, media, and fashion are back instyle. Gen Z was born between 1997 and2012, so many of them don’t remember orweren’t alive for the early 2000s… but theylove the fashion trends of that era. of Gen Z buys the brands theygrew up with2. Marketers have started to useNostalgia Gen Z’s top nostalgic interests HOLDING ONTO GEN Z’S ATTENTION Top purchase considerations Gen Z obviously loves shopping online,specifically on Instagram.60% Gen Z vs Millenial Considerations of U.S. Gen Z shoppers use Instagram todiscover new brands and products1. Gen Z More likely to purchase if yousupport a cause they like 43%39% Prefer brands theygrew up with 50%45% Often seek advice beforepurchasing 48%44% Tend to make impulsedecisions 46%42% Like to connect with brandsthrough social networking sites 33%29% Cause-driven & discerning customers Top social issues for GenZ Human Rights, Ethnic & Identity Groups Charity, Philanthropy & Poverty Medical & Health Organizations Gen Z is filled with activists; this generationespecially cares about the future of ourworld. 59% of Gen Z is willing to paymore for a product that is safe for theenvironment and 43% expect the brandsthey buy to support social causes1. Brands like Patagonia, Allbirds, andSeventh Generation were all built on ethics.They are focused on being sustainable,environmentally responsible, andeliminating their carbon footprint. By beingtransparent with your business practices,younger consumers will remember yourvalues and be more inclined to purchaseyour products. HOLDING ONTO GEN Z’S ATTENTION Gen Z’s five personas 2022 Edition We selected these five personas to give you different perspectives on thisconnected generation. Fashion Foodies Activists Competitors Fast FoodUnisex ClothingDigital GamesWomen’s ClothingCoffee and Tea Team Sports LeaguesDigital GamesSports EventsAthletic ApparelFast Food Charity, Philanthropy & PovertyOrganizationsAnimal Wellness OrganizationsAction & Adventure GamesAnimated ShowsRecord Labels Entertainment Fanatics Dedicated Gamers Digital GamesGame PlatformsConsumer ElectronicsVideo Game CompaniesSoftware Podcast InfluencersOnline Celebrities