Just when we thought we were catching up, research shows Gen-Z actually has a complex relationship with technology. And the lesson not to rely on generalities hold true. Some that marketers associate with millennials are not true for Gen-Zers.
Research . . . reveals Gen Z’s paradoxical relationship with social media. As the latest survey shows, they don’t overshare and are distrusting of the platforms.
Source: Marketing Dive, August, 23, 3018. Link.
Most members of the Gen Z generation (98%) own smartphones, but only 22% use the devices to make purchases, as many prefer interacting with brands in person….
Among the students surveyed, 93% own a laptop and 44% own a tablet. When it comes to purchases, 60% prefer using a desktop.
The study also revealed that 77% of Gen Z respondents prefer reading printed books, and 40% prefer to reach out to brands via email.
Also see: New report debunks commonly held myths about digital-native generation, Cision, August 21, 2018.
Nearly every question yielded some unpredictable answers, including the following:
- They read hard-copy books.
- They plug in (and don’t live stream).
- They use laptops.
- They don’t overshare.
And if they have a question? They still send a trusty old email (40 percent preferred to reach out to brands on email).
INSIGHTS: Attention marketers and customer relations pros! Take some time to digest this information and share it with your agencies and other departments. Sales team members may be able to validate some of these trends as well.