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This generation spends more time on their phone engaging in digital media than they do in face-to-face interactions. Being digital natives and spending so much time online, Gen Z demand speed. They expect a seamless experience across digital devices with minimal clicks. It must be fast, easy to use and frictionless, with quick delivery of the product or service. Gen Z can filter content at a speed we’ve never seen before. They no longer read but scan and pick up key words. Gen Z have incredibly short attention spans. It’s really milliseconds to get their attention. They have grown up on Instagram stories and engaging on TikTok. They favour short-form video content rather than text. Being hyperconnected has enormous implications for business owners. Katrina recommends reviewing your digital assets starting with your website, social media and creating more video content. It’s essential that you have a seamless experience via your digital platforms. We must recognise that Gen Z are highly distracted. They seek out snackable, short form content from brands they follow. Businesses will need to focus on being direct, quick, and simple in their approach when communicating with Gen Z.
2. Media Shifts • Gen Z have very different media platforms from your current customers. This is NOT the TV generation of the Gen X and Baby Boomers. This generation are streamers. They love adfree platforms too like Spotify Premium. • A recent study has found that Gen Z spend 68% of their total media time on digital channels. • They also favour different social media platforms. They are not Facebook users. They favour TikTok and BeReal. • TikTok exploded in Australia during lockdown and has more than 4.1m users across the country. This platform has been embraced by Gen Z who love the video content and oddball humour. • Anecdotally they love TikTok because of how personalised & curated content is. They feel it’s been made for them specifically. • A newer platform which has exploded this year is BeReal. This is a social media video app which is much like a ‘photo a day’ video app. It sends out a global notification to users which gives them two minutes to take two photos of what they are currently doing. Authentic and in real time without filters. It has really taken off with Gen Z here in Australia since about March. There are now more than 1.4m users in Australia and this is growing quickly. • Gen Z anecdotally love the spontaneity of BeReal and that it can notify them at any time of the day or night. • They love gaining an insight into their friend’s real lives away from more aspirational, static platforms like Instagram. • You need to start learning and educating yourself. Reaching out to these consumers on platforms you might not yet be familiar with. • They want images which capture ‘as you are’. Consider using real customers and refrain from retouching your images. 3. Risk Adverse • An interesting fact about Gen Z is that they are risk adverse.
