The moment you realized you had figured out Millennial, we were on the next generation, Generation Z. Though millennial had taken over the marketplace, Generation Z is high on their heels now.

Let us peep into the Generation Z culture and how it is affecting every little thing today.

What is Generation Z?

Gen Z also popular as iGen or Snapchat generation is a gender-fluid generation with some exclusive key traits differentiating them from Millennial and GenY. Basically, Gen Z has been brought up in the completely digital environment where the extreme connectivity and immediacy of social media remained the real hero.

Today GenZ is becoming one of the driving forces in every type of consumer and user trend. This diverse generation of digital natives is perking up in a completely different world than any earlier generation. This is that lucky generation which was not introduced to connected and digital technology gradually rather they came in the midst of it. They have never come across an analog world producing a variety of expectations for the future of technology specifically in regard to their digital experiences.

Since this relates to such a large group of the population, you must be curious to know how this is important.

Why Gen Z matters?

The sheer size of the Gen Z population is no less to pay attention to this generation. We observe an average of 4.1 million births every year in the U.S and Gen Z will very soon outnumber their forerunners. According to studies, a peak in the Gen Z births arrived in 2007, when over 4.3 million Americans were born, which was the most of the number if compared to every year.

Let’s understand the importance of Gen Z in numbers.

  • As per a recent survey, around 48% said that they wanted a guaranteed authentification for every online communication they are undertaking.
  • 50% of people have been observed leaving the site if they find that a particular site is not predicting their specific requirements.
  • More than 69% of people cannot think of not going online for more than 8 hours
  • And 72% of users report that their key use is entertainment.

Now, when we know Gen Z is all about these components how we can ignore its significance in the marketing strategies.

For Gen Z, digital experience is a kind of human experience only. So, this is the right time that you explore the preferences, mindsets, and expectations of Gen Z in comparison to other generations. With the propensity of technology dropping down, Gen Z has the reigns as it has the future of everything going digital. In this context, making out where Gen Z is, what it needs to be, and where it is heading, it would be really helpful to make out the future of the web.

Where we are?

Gen Z is totally immersed and dependent on digital information and entertainment. So below is the discussion on general usage and dependency of Gen G on the internet.

Information VS. Immersion

Every generation has different views on most of the things. From political to social graces, every single person will have one’s own opinion. However, with the advent of digital age, these differences have still come to one piece. This may be a new sphere for generational differences to portray themselves. For beginners Gen Z has not experienced the world without internet or such advanced connectivity. To Gen Z internet or online is not an exception. Their relation with the digital world is so seamless that it is their human experience only.

Here the biggest difference is this that Millennial or Boomers were at least aware of the world where no mobile devices existed and internet could be approached on desktops only. On the contrary, for Gen Z this digital world existed right from the beginning. Different from the Millennial or their predecessors they do not see the digital world as a mere source of information, but to them, it is a means to stay connected to everyone, every time and everywhere.

So, this is how these two generations view the digital sphere? Well, both of them think far way differently about it. More than 86% of the Gen Z thinks of social media when it comes to the internet while Millennial or Gen X think of emails or the information shared across.

Gen Z highly dependent on Technology

Gen Z’s expectations from digital world have always evolved at a great pace. Above all, they want entertainment. On the other hand, millennial and boomers use social media or the digital experiences for information. Studying the inherent background of Gen Z does not see the web as a global storehouse of the stored information while their earlier generation does so. Instead, this is a door to entertainment and empathy. And perhaps they are most connected generation, if you entertain them first, only then it will build a connection.

For Gen Z entertainment is the online Gateway

Gen Z’s expectations from digital world have always evolved at a great pace. Above all, they want entertainment. On the other hand, millennial and boomers use social media or the digital experiences for information. Studying the inherent background of Gen Z does not see the web as a global storehouse of the stored information while their earlier generation does so. Instead, this is a door to entertainment and empathy. And perhaps they are most connected generation, if you entertain them first, only then it will build a connection.

What is Required?

Though digital marketing strategies have changed to a great degree keeping this Gen Z trends in mind, still there is a lot that needs to be worked on. From a clear view of where we are, it is easier to make out what we actually want out of it.

Predictive Personalization

Gen Z simply expects the websites or the digital platforms to be personalized as well as predictive. Most of the web platforms have worked on personalization, but the prediction is yet to crack the real deal. For instance:

More than 25 of Gen Z are likely to expect a personal experience or information in order to fetch more predictive online experiences.

  • 37% think that websites will identify and get used to the user to create an optimal and unique experience.
  • 45% expect everything right from the clock in-house to every appliance will be connected to internet five years down the line.
  • 40% of the Gen looks for a more proactive internet keeping a check on their health and give them personalized recommendations to improve it whereas millennial or boomers expect it only when they are under any treatment.

In simple words, Gen Z is leading other generations when we talk of high expectations for personalized digital experiences. In fact, Gen Z expects to have personal information so as to have customized online interactions. Virtual reality is another feature adding on their expectations. And 75% of this generation believes that VR will be a common part of digital experiences in the next four years.

Genuine and Safe Content

Gen Z gives a lot of value to online authenticity than their predecessors. And this is not expected only in the interactions they make online, but from retailers and other web platforms as well. This generation relies on reviews and expects them to be highly genuine so that they cannot be guided wrong in any sense. Since this is a smart group of generation brought up with all the access to technology, their level of skepticism is also high. They can spot imposters or fake representatives immediately, which put their credibility in doubt.

What is the Way to Reach Gen Z?

When we know Gen Z is pivotal, it is important to survey the market and know the path to it. Let’s understand the first steps to reach Gen Z.

Human experience

For Gen Z, connection to the digital world is so seamless that for them it is the human experience only.

Entertainment

Entertainment is the key to success of your web platform if you want to reach Gen Z. All they look for above anything else on digital platforms is amusement factor. It helps in building the required connection with them.

Connection

Unlike earlier generations, Gen Z looks at the digital world as less informational and more as a medium of staying connected.

Final Remarks

Different from any previous generation, Gen Z is the most influential group having a relationship with technology. Gen Z hardly knows the time without internet or connectivity. In fact, they expect to be more secure, reliable, more personalized and predictive. Gen Z believes that they will have an approach to all the current experiences in a new and more refined way like gestures, voice, and predictive technology. Hence this is the right time to hit the iron and connect with Gen Z in more human, predictive, secure and personalized way.

About the author

Vincent Lambert

Bachelier en entrepreneuriat et management à l’Université du Québec à Trois-Rivières, Vincent a toujours eu un intérêt prononcé envers tout ce qui entoure le Web, le marketing et la stratégie. Ayant réalisé son premier site Web à l‘âge de 14 ans, Vincent est un entrepreneur né.

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