Generation Y has ushered the world into a new era — because of the Internet, because of the iPhone, because of Facebook. But not about them today, but about those who entered this world straight from diapers. About those who in their youth no longer jumped off the estate beater and marched home to the rhythm of “Gangsta's Paradise” to fire up a tin PC, but instead grew up together with technology and the Internet, like siblings who get along great together. Generation Z — people born after 95 — grew up with the development of websites and thanks to this suckling into the fast-paced internet, it is now a natural place for them.
Always connected
The Internet is becoming the main medium not because others are so weak - although it must be admitted that television, which until now stood on the highest roof and looked at everyone from above, now stands closer and closer to the edge and in sad HD watches life below. However, the Internet is becoming the main medium, because life has moved precisely to it. And who is the loudest on the net? Teenagers who, with a growing group, are not only reaching out for their parents' money, but also for their own salary. In the United States alone, their purchasing power is estimated at $44 billion. That is why brands are becoming more and more interested in zetas and, in order to reach them directly, they are running their campaigns on the Internet.
Internet through the big Z
Generation Z is a generation of creative individualists who are more or less online most of the day. Filtering content is therefore a daily bread for them, from which they eat the most delicious slices in a flash. According to Upfront Analytics, teens only need eight seconds to properly rate and select content. Catching a marketing message on the fly, even if hidden under a velvet quilt, is a pimp for them, so they just as quickly ignore something that doesn't say anything interesting to them — and usually doesn't, so they then flee to alternative media. Also social. The same report shows that 70% of teenagers spend more than two hours a day on YouTube, but they also like platforms that are not yet so invested by brands — Snapchat, Pinterest, Viber.
What content is included in the price?
Why Social Media? Zets live through music, film, games — they not only receive and play television like the X's, but above all they create a culture and a world in which they themselves revolve. They create themselves in the created reality, which is why social media is almost made for them. They themselves create content that they share and pass on what someone has shared with them. Therefore, the best content is not the one that is broadcast, but the one that, after being uploaded to the network, begins to live its life. Viral marketing is quite unpredictable, but when it hits, it circulates to everyone — already engaged and not yet interested.
Because the product matters
Which is more important: a great user experience or a good product? Recently it is timely to say that definitely UX design. And this is actually the case for Generation Y, but not for Zets-in-law anymore. For them, the product matters. Surprised? According to the Deep Focus infographic, 60% of teens pay attention to what they buy, not how they buy. On the Internet, they compare the prices of a product in different places, check reviews about it and buy where it is convenient for them - whether through the network or in the nearest store. So they do their shopping in a very thoughtful way.
Generation Z is slowly growing in the minds of marketers and it is a big mistake to overlook the need for a brand to speak to them. And what about those who took their first selfies while in labor and immediately shared them on their Facebook profile, having previously organized a “first birthday” event? There will still be time for them.
