While 96% of generation Z owns a smartphone, this age segment is projected to be the most financially powerful one. Although some of its members haven’t reached adulthood, gen Z accounts for $830 billion and covers 6,8% of total U.S. consumer spending each year. Do you want to know more about this segment before you target it? Read on to find out!
Generation Z: who they are
Gen Z is also known as iGeneration, Post-Millennials, Plurals and the Homeland Generation in the United States. They are also often referred to as the digital natives as they were born between the mid-1990s to the mid-2000s, i.e. in the times of the whole digital hype. However, it’s stated in some sources that this dynamically developing cohort was born from 1996 to 2015 [1]. While the starting birth date is widely agreed upon, the ending date is TBD. Let’s assume that this generation of people ages from 14 to 21 so far. Generation Z has arrived – and they’re very different from millennials
– Denise Villa, Ph.D., CEO and Co-Founder of the Center for Generational Kinetics.
How gen Z discovers mobile apps
Having been born into an era when app and Internet usage are widespread, the generation is used to the abundance of choice. Here’s what attracts them most when in search of a mobile product [2]:
Must-know social habits
While 85% of gen Z uses social media to learn about new products, they are certainly game changers when it comes to the way they treat social media [3]. Unlike the millennials, they don’t broadcast whatever happens in their lives and tend to be more specific. Therefore, before you’re wrapped up in social networking app development and targeting this segment, make sure to know:
Main reasons why gen Z uninstalls apps:
While acquiring gen Z users is half the trouble, user retention has always been a pain in the neck. When marketing to generation Z, make sure to find out what irritates them the most [3]:
According to the Pew Research Study, 92% of Gen Z-ers go online daily and 24% of them do it constantly. When targeting this segment, make sure to keep in mind what are the reason why they un/install apps and what influences the most their decision-making. This knowledge will be of much value when thinking over generation Z marketing strategy of your mobile product.
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