Content Marketing Blog

How to target Generation Z

We’ve become all too familiar with the fast-moving, low-attention span Millennial generation – who spend more than they earn, watch an entire TV series in one session and never go anywhere without their smartphone.

This generation of young, ambitious and techn-savvy young folk have been in the limelight for years, but a whole new generation of consumers is starting to appear on the horizon: Generation Z.

So if your social, web and content strategy is designed to draw in the young guns, brace yourself for an entirely new target market.

“Gen Z” is roughly defined as anyone born after the year 1995, so those currently under the age of 19.

Down here in Australia, Gen Z makes up 19 per cent of the overall population, according to McCrindle Research.

A recent infographic by Marketo shed some light on this young but up-and-coming generation.

Unlike Millennials, who quickly adapted to the new technological advancements brought on by the internet, members of Gen Z have grown up interacting on social media and streaming their music and movies. Most are probably on to their fourth or fifth smartphone by now.

The internet is vital to their education, with many using the internet to watch lessons, work with classmates, and read textbooks. According to the study, 52 per cent use YouTube or social media to research their assignments.

The study also found that 41 per cent of Gen Z spend more than 3 hours a day on a computer not including the time spent online for school work.

Although tech-savvy, Gen Z is losing interest in the likes of Facebook, favouring more visual and private social sites such as Snapchat. The study found 25 per cent of those aged between 13 and 17 left Facebook this year.

As Gen Z starts to enter the workforce and flex its financial muscles, content marketers will need to adjust what they’re producing and where and how they promote it.

The average American attention span is only eight seconds, according to the study. A Gen Z prefers to operate up to five screens at once when multitasking (iPods, cellphones, laptops, PCs and televisions).

Australian teenagers are no different, with the average under 19 year old spending over 2 hours a day on the internet, 41 minutes of which is spent on social networking or blogging sites, according to a recent study by McCrindle Research.

Posted by Dylan Brown

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