Early last year, Forrester published a report profiling digital natives — youth ages 12 to 17. They've grown up in a world of rapidly evolving technology, to the extent that they can’t imagine life away from their devices. While digital natives weren’t yet heavy online buyers in early 2012, they often engaged in dialogue about products and brands and were receptive to advertising. Since then, young online consumers have continued to adopt devices and deepen their roots in the digital world; today, around 45% of this young audience uses a smartphone.
Characterized by their vibrant online presence and shaped by a culture of increasing connectivity, digital natives offer a new window of opportunity for marketers — one that stems not only from the audience’s advertising receptivity but also from their rapid adoption of digital commerce.
Forrester’s Consumer Technographics® data shows that mobile commerce among US online youth has increased over the recent years; today, nearly half of young online smartphone users purchase digital or physical products on their mobile phones:
Like many marketing leaders out there, you are probably still coming to grips with understanding and working with Millennials — the 20-somethings being courted by media and marketing alike. But now there’s a whole new generation to understand: Generation Z. Who are they? Why should you care about them? And how can you build your brand with them? Here’s what we know.
Who is Gen Z?
Gen Z is the first generation born into a digital world. While there’s no one commonly accepted demographic definition, they are generally considered to be born in the mid-1990s through 2010. They are true digital natives who have grown up in the age of technology. The only world they know is a digital one — where they can connect anytime, anywhere, and to anyone. As a result, they are highly promiscuous when it comes to media consumption; they will be the first generation to consume more media online than offline. And Forrester’s Technographics® research shows that today 84% of Gen Zers multitask with an Internet-connected device while watching TV — using an average of 1.5 other Internet-connected devices.
Why should marketers care?
The leading edge of this generation is now aged 18 to 23, entering college and the workforce. They are financing more of their own brand and purchasing decisions and experimenting with new products and brands. This makes them a key target for many marketers seeking to forge life-long brand allegiance.
How can you build your brand with them?
Gen Zers are open to relationships with brands, so long as those brands are authentic and live up to their high expectations. To win the hearts and minds of Gen Zers, marketing leaders must: