A current examine has indicated that the behaviours, attitudes, and procuring preferences between Gen Z and Millennials should not as totally different as what is usually portrayed within the media.
In actual fact, each teams show very comparable consumption patterns and preferences.
Each generations confirmed a marked choice for brief, simply digestible video content material equivalent to Instagram Reels and TikTok. Each day video consumption was discovered to be constant between the 2 generations, with 46% of respondents watching these platforms every single day, and 66% participating with them each day or each few days. There’s already an enormous alternative for product discovery for brand spanking new or small companies with 21% of millennials and 14% of Gen Z audiences saying they typically purchase from manufacturers they’ve by no means heard of earlier than due to a social media advice. This means that Millennials are simply as if no more reliant on social media as a supply for procuring suggestions.
The examine exhibits that each Gen Z and Millennials have a eager concentrate on wellness and upgrading their way of life habits, with social notion and picture taking part in an essential function of their lives. Particularly, vogue, make-up, eating, cooking, and health emerged as the highest classes for which each teams use IG reels and TikTok as their main supply of knowledge.
On the subject of the size of digital content material, various kinds of media include various ranges of consideration spans. Information confirmed that leisure/streams and dwell sports activities streaming have the very best tolerance for longer viewing, whereas commercials and opinions have the shortest period of time.
The analysis highlighted the choice for utility over model, a development extra pronounced within the Millennial group. 75% of Millennials and 60% of Gen Z respondents agreed with the assertion, “I’ve no drawback switching manufacturers if I believe it’s going to be a greater choice for me.” Over 50% of each teams additionally indicated that they have been pleased to purchase knock-off variations of manufacturers somewhat than paying full value for the true model.
Moreover, moral concerns play a pivotal function in model engagement. The next proportion of Millennials, in comparison with Gen Z, reported they might cease shopping for from a model in the event that they discovered it was unethical.
Adelynne Chao, Founder on the Untold Insights, feedback on the findings: “Our analysis has highlighted the significance of understanding the nuanced behaviours of those influential generations. Whereas there are variations, the similarities are placing and maintain important implications for companies. These findings underscore the necessity for entrepreneurs to concentrate on authenticity, comfort, and socially aware branding, as these elements tremendously affect each Gen Z and Millennials’ shopper behaviours.”
The report concludes that whereas there could also be refined variations within the shopper habits of Gen Z and Millennials, these two generations exhibit many overlapping traits and pursuits. It encourages companies to acknowledge these similarities to create advertising methods that resonate with each generations, resulting in higher success and development in right this moment’s ever-evolving market.