Over-digitalized and demanding in its way of consuming, it is essential to decipher the habits of Generation Z to win over tomorrow's buyers. Tinuiti, an independent company specializing in performance marketing, reveals key insights from its study entitled “From A to (Gen)Z: How and where young consumers shop”. Here are the essential points:
- Acceptance of ad tracking: Unlike previous generations, Gen Z is more willing to accept advertising cookies and uses fewer ad blockers. She understands that it is a way to receive personalized and relevant advertising.
- Frequent use of VPNs: Using a VPN is part of their common online practices to maintain their anonymity and access otherwise unavailable content, such as Netflix's European catalog.
- Product discovery via social media: Social media, especially TikTok, plays a major role in discovering new products, especially in the beauty, food, and health sectors. In addition, Gen Z does not hesitate to follow the news of a brand that has seduced them!
- Integrating social media into the in-store experience: Gen Z is more likely than previous generations to research brands on social media while shopping in-store.
- Appreciation for QR codes: Contrary to popular belief, QR codes represent a valuable source of information for Gen Z consumers. Easy to use, they allow young people to learn more about products in store.
- Online purchasing.. Especially on Amazon: despite their commitment and values, Gen Z favors online purchases on large marketplaces such as Amazon or Shein.
In summary, Gen Z is more open to advertising monitoring, actively uses social networks to discover new products, attaches importance to the consistency of products with their beliefs, prefers online purchases and reacts favorably to advertising targeted and personalized.
So, one wonders if the Alpha generation will once again shake up the codes of advertising, right?
