4 Things to Know About Gen Z |

Marketing
Jan 2019

WP Engine recently commissioned a study to learn how Gen Z, Millennials, Gen X and Baby Boomers use the internet and what their expectations are of digital experiences. In the study conducted by The Center for Generational Kinetics, 1,200 people from ages 14 to 59 were surveyed. From this study, we can gain 4 major insights into the Gen Z mindset.

Generation Z are people born from ‘96 to present day and are the first generation to never know life without the internet. This is the generation who will never experience passing notes and waiting hours or days for a response, three-way call attacks on a landline, listening to the radio for the perfect songs for a mixed tape, or renting a VHS from Blockbuster. The have had online access their whole life, and their whole life blends into their digital life.

#1 Digital life IS daily life

To most of us born before 1996 the internet is a part of our everyday lives. We check our emails, we scroll through Facebook during down-time and we watch Youtube videos to answer a question. But to Gen Z the internet isn’t just a part of life…it is daily life. There is no separation of the two. 69% of Gen Z can’t or won’t go more than 8 hours without being online.

#2 Connection is key

Where Baby Boomers typically use the internet for information and usefulness, Gen Z is seeking entertainment and connection. They don’t want to visit a website or use an app to just read information. They expect to be interacted with and entertained, if not they lose interest and will look elsewhere. 55% of Gen Z thinks that the internet will be more human and exhibit personalized emotions during interactions within the next 5 years.

#3 Real people wanted

Gen Z isn’t interested in fake reviews. 48% of those surveyed said that they need to be able to trust that people online are who they say they are. And 49% said they want real reviews…not reviews that were incentivized.

#4 Security enables engagement

Listen up friends, security was a must have for all respondents in this survey…not just Gen Z. Malware blocking, protection from fraud and identity theft and website trustworthiness were three of the top five things that all generations agreed on as very important.

Gen Z is doesn’t want to experience the internet anonymously with a lot of manual choices to make. They prefer a website that predicts and provides their needs at every step. They believe that security enables a more engaging digital experience.

The future of digital

Gen Z’s buying power is in the billions and they influence 93% of family spend. So it is important that we pay attention to their needs and expectations if we want to reach this young but powerful generation. Mary Ellen Dugan, the Chief Marketing Officer at WP Engine says it perfectly:

“To effectively reach this younger generation, a brand’s digital experience needs to deliver value by establishing an ongoing dialogue with these stakeholders in an authentic, personalized and secure way. Anything less will be dismissed in 8 seconds or less.”

If you have questions or would like to start the process of updating your website, we would love to have a conversation!

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