a fresh look at the consumer behaviours of Gen Z and millennials

A current examine has indicated that the behaviours, attitudes, and buying preferences between Gen Z and Millennials will not be as totally different as what is usually portrayed within the media.

In reality, each teams show very related consumption patterns and preferences.

Each generations confirmed a marked choice for brief, simply digestible video content material resembling Instagram Reels and TikTok. Each day video consumption was discovered to be constant between the 2 generations, with 46% of respondents watching these platforms every single day, and 66% participating with them day by day or each few days. There’s already an enormous alternative for product discovery for brand spanking new or small companies with 21% of millennials and 14% of Gen Z audiences saying they usually purchase from manufacturers they’ve by no means heard of earlier than due to a social media suggestion. This means that Millennials are simply as if no more reliant on social media as a supply for buying suggestions.

The examine reveals that each Gen Z and Millennials have a eager deal with wellness and upgrading their way of life habits, with social notion and picture taking part in an necessary function of their lives. Particularly, trend, make-up, eating, cooking, and health emerged as the highest classes for which each teams use IG reels and TikTok as their major supply of knowledge.

In the case of the size of digital content material, several types of media include various ranges of consideration spans. Knowledge confirmed that leisure/streams and stay sports activities streaming have the best tolerance for longer viewing, whereas ads and opinions have the shortest period of time.

The analysis highlighted the choice for utility over model, a pattern extra pronounced within the Millennial group. 75% of Millennials and 60% of Gen Z respondents agreed with the assertion, “I’ve no downside switching manufacturers if I believe it’s going to be a greater possibility for me.” Over 50% of each teams additionally indicated that they had been glad to purchase knock-off variations of manufacturers fairly than paying full value for the actual model.

Moreover, moral concerns play a pivotal function in model engagement. A better share of Millennials, in comparison with Gen Z, reported they might cease shopping for from a model in the event that they discovered it was unethical.

Adelynne Chao, Founder on the Untold Insights, feedback on the findings: “Our analysis has highlighted the significance of understanding the nuanced behaviours of those influential generations. Whereas there are variations, the similarities are putting and maintain vital implications for companies. These findings underscore the necessity for entrepreneurs to deal with authenticity, comfort, and socially acutely aware branding, as these components drastically affect each Gen Z and Millennials’ client behaviours.”

The report concludes that whereas there could also be delicate variations within the client habits of Gen Z and Millennials, these two generations exhibit many overlapping traits and pursuits. It encourages companies to acknowledge these similarities to create advertising and marketing methods that resonate with each generations, resulting in larger success and development in at the moment’s ever-evolving market.

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