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Report: What Gen Z Really Wants

A new report shines some light into the browsing and buying habits of Generation Z. 

A – Z impact

The Gen Z: Decoding the Digital Generation report by AdAdge and UNIDAYS surveyed 20,000 young people across Australia, New Zealand, the UK and US.
 
Some of the results may surprise you.

Offline en masse

It turns out that while 98% of respondents have a smart phone, just 22% use it to purchase. Gen Z-ers do however use their phones for browsing and price comparisons (59%).
 
Furthermore, more than half (56%) don't click on website ads, and almost two-thirds (74%) don't watch video streaming shows.

The takeaway? 

Contrary to common wisdom, Gen Z (those born between the mid 1990s and early 2000s) enjoy offline habits, such as shopping in bricks-and-mortar stores and reading printed books.
 
The reports authors recommend marketers looking to harness the buying power of Gen Z (worth US$143 billion) will need to adopt an online and offline strategy for the kids.

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