Marketers are increasing their attention towards the GenZ audience group as they move into more lucrative spending brackets. Snapchat’s main demographic has long consisted of millennials and Generation Z. Its creators understood what the younger generation wanted from social media platforms. With their target audience clearly specified from the beginning, they developed an understanding of the habits and preferences of this age group and created an app that gives them what they want. Data and consulting company, Kantar was commissioned by Snap to analyze how people of different ages develop and change their brand preferences. Research participants from – Australia, Canada, France, Saudi Arabia, the United Kingdom, and the United States were surveyed for the study. Here are the findings-
A separate study was also conducted to look at the effectiveness of advertising on Gen Z, and how younger consumers respond to brand content. The study involved 2,000 research participants aged thirteen and over were recruited from four different countries — Australia, Canada, the United Kingdom, and the United States. The results were consistent across all four countries.
These findings indicate brands and advertisers need to rewrite the playbook on how to reach consumers with marketing messages. While elements such as storytelling remain timeless, advertisers need to place greater emphasis on succinct messaging and deliver it as early as possible, in order to get maximum responses.