Buzzoole attended this year's edition of the Youth Marketing Summit 2017 in London and presented research focused on Generation Z. The research revealed some interesting insights about the post-millennials and their behaviour.

1. Generation Z
UNDER THE INFLUENCE

2. Who are Gen Z?

3. (Office for National Statistics)

5. How do they feel?
Their greatest sources of anxiety,
experienced by around half of
them, were the age-old concerns
of money and education.
(Global Young People Survey)

6. What do they do online?
UK adults aged 16 to 24 are
most likely to engage in
leisure or recreation
activities, such as social
networking (91%).
(Office for National Statistics)

7. Listening to music (87%) and watching
video content from sharing services like
Youtube are very common amongst
UK 16-24s (77%).
(Office for National Statistics)

8. 77% of people aged 18 to 24 responded "yes"
when asked, “When nothing is occupying my
attention, the first thing I do is reach for my
phone.
(TIME Health)

9. They use mobile devices more
than any other age group and
are not keen on using tablets
(only 49% use them, less than any
other generation).
(Office for National Statistics)

10. Preferred Social Media Channels
Around 25% UK Facebook users were aged 16-24,
while 33% of the British Twitter users belong to the same segment.
(Taking Part, UK Department for Culture, Media & Sport; Office for National Statistics)

11. This fragmented media use presents a
challenge for companies trying to reach
members of Generation Z.
(Knowledge@Wharton, University of Pennsylvania)

12. How to engage
with Gen Z?

13. Under the Influence of Peers

14. Authenticity and uniqueness are key values for
them, that is why they get inspired by
influencers within their extensive online peer
groups rather than from magazines or TV
channels.
(New Consumer Summit Report 2016, The Future Lab)

15. In advertising, Gen Z
prefer real people to
celebrities (63% vs 37%).
(Cassandra Report: Gen Z)

16. They use so many different social networks
and they’re also highly influenced by others’
opinions and word of mouth, which makes it
much harder to spin a brand story.
(Knowledge@Wharton, University of Pennsylvania)

17. 84% of worldwide
consumers will take action
based on the reviews and
recommendations.
74% of consumers
rely on their social
networks to guide
pIrchase decisions.
Word of mouth is the
primary factor behind
20 to 50 percent of all
purchasing decisions.
In the UK, 51%
of 16-24s have
downloaded
an adblocker.

18. INFLUENCER MARKETING
ORGANIC SEARCH
EMAIL MARKETING
PAID SEARCH
DISPLAY ADVERTISING
AFFILIATE MARKETING
OTHER
22%
17%
15%
14%
9%
5%
18%
Influencer marketing is the fastest-growing
online customer acquisition channel
Source: Adweek

19. INFLUENCER MARKETING
EMAIL MARKETING
ORGANIC SEARCH
PAID SEARCH
DISPLAY ADVERTISING
AFFILIATE MARKETING
OTHER
22%
19%
10%
2%
16%
22%
10%
Source: Adweek
Influencer marketing is the most
cost-effective customer acquisition channel

20. Like and comment rate for Instagram posts worldwide (Nov 2015 – Apr 2016)
<1K
FOLLOWERS
1K-10K
FOLLOWERS
10K-100K
FOLLOWERS
100K-1M
FOLLOWERS
1M-10M
FOLLOWERS
10+ M
FOLLOWERS
0,56%
0,27%
4,04%
8,03%
2,37%
0,17%
1,78%
0,09%
1,66%
0,06%
1,66%
0,05% LIKES COMMENTS
LESS FOLLOWERS MEANS DEEPER ENGAGEMENT
Source: eMarketer

21. REACH ENGAGEMENT
EXPENSIVE AFFORDABLE
CELEBRITIES TOP INFLUENCERS MICRO INFLUENCERS
+250K REACH +50K REACH 10-50K REACH
ONE SIZE DOESN’T FIT ALL

22. KEY TAKEWAY POINTS
• Gen Z is hard to engage and the right approach needs to
be taken to be effective
• Social Influencers can be authentic
• Brands should be braver and more open towards
communicating with Gen Z

23. THANK YOU
FIND US
buzzoole.com
JAMES SHARMAN
james.sharman@buzzoole.com