Gen Z study highlights a new paradigm for digital experiences

A new international study shows how seamlessly Gen Z moves between online and offline worlds – and how brands can reach this important audience.

The international study of Gen Z, conducted by The Center for Generational Kinetics and commissioned by WP Engine, launched today, revealing that this internet-dependent generation is leading the way when it comes to technology use across all generations. 

When compared with Millennials, Gen X and Baby Boomers, Gen Z (those born between 1996-2015) has never known a world without the internet or digital technology. According to the report, Gen Z accounts for 40 percent of global consumers, and its identity is inextricably linked to the digital world. The study found that 65 percent of Gen Z think artificial intelligence will have a positive impact and 75 percent believe the internet will bring us closer together. 

With Gen Z being digital pioneers, brands need to adopt or accelerate digital transformation strategies and seamless experiences. Personalisation is crucial, according to the results: “Gen Z has grown up in an era of personalisation based on its experiences with social media and these expectations extend to their preferences in shopping. In fact, far more than other generations, 57 percent of Gen Z is more likely to buy a product if they can customise it.” 

Other qualities that Gen Z ranked highly from brands were:

  • Fun – 66 percent of Gen Z goes to the internet for access to entertainment.
  • Authentic – 82 percent of Gen Z trusts a company more if the images it uses in its ads are of actual customers.
  • Good – 75 percent of Gen Z is more likely to buy from a company that contributes to social causes.

Generally, technology holds an importance in the life of Gen Z, which rates ‘tech-savviness’ as a value at 22 percent, nearly as high as it ranks ‘freedom’ at 27 percent.

“In Australia, lockdown has caused a profound change in the way we do everything, from shopping to eating to engaging with friends and family. Gen Z was already comfortable in that new paradigm, so if you meet the digital needs of Gen Z, you now meet the needs of the rest of the world,” says Mark Randall, the country manager, ANZ, for WP Engine. 

Jasmine Giuliani
BY Jasmine Giuliani ON 8 July 2020
Jasmine Giuliani is the Editor of MarketingMag