oOh! & Junkee’s Student Study Busts Gen Z Buying Myths

oOh! & Junkee’s Student  Study Busts Gen Z Buying Myths
SHARE
THIS



The myths around buying habits of the often misunderstood Gen Z and the influence marketing has on them have been dispelled by a new, comprehensive study of young Australians conducted by oOh!media and it’s youth publishing platform Junkee Media.

By combining the new research report Y Gen Z are Next – an oOh! and Junkee Media’s report into Australia’s youth – with Quantium’s data, oOh! has found that young Australians have more disposable income and brand affinity than typically thought. 

Screen Shot 2017-05-29 at 11.23.19 am

The two rich data sources also show that the hard to reach Gen Z market, in particular students, are willing to connect with brands and are positively influenced by marketing, particularly branded content via social channels and Out Of Home media. This generation are not saving for a house or a car, they are saving and spending on life experiences.

Screen Shot 2017-05-29 at 11.24.08 am

Y Gen Z are Next, launched by Junkee at the Millennial Marketing Conference in Melbourne, found:

  • 82% of Gen Z’s get more local, national and international news from social media than newspapers and TV news programs
  • Facebook is their main social media channel – 99% of Gen Z use it every day
  • Snapchat is their second most used – 84% use it every day, with Instagram third at 79%
  • 98% use their mobile phone to access news and entertainment content
  • 78% have searched for information after seeing an OOH advert
  • 14% of monthly income is saved for travel, while 8% of income is spent on fashion and 20% on events and entertainment
  • 27% of students earn more than $30k per year
  • 55% of full time students have a part time job, and 10% of part time students have full time jobs
  • 40% rent a home, while 49% live at home (14% of those pay rent)

Screen Shot 2017-05-29 at 11.24.18 am

Using these insights and combining with Quantium data, shows that students: 

  • Like shopping for newer, modern brands with an online presence – 2.3x more likely to shop at Asos, 2.2x at UniQlo, and 1.9x at Zara.
  • · Have a high affinity for budget-conscious travel brands like Hostel World (3.6x), Airbnb (1.7x), AirAsia (1.9x).
  • Stick to their budgets by buying in bulk and there is a big opportunity for more established brands to engage with these audiences

 Michaela Chan, CMO of oOh!media, said the insights gained from the Y Gen Z are Next study combined with Quantium data, equips advertisers with the critical insights they need to know to create deeper connections with this audiences. 

“There used to be this perception that students don’t spend money and are immune to marketing messages, but our research shows they are receptive to brand messages, just not in traditional ways, and their buying habits show they simply don’t spend money the way young people did in the past.

“For example the study shows that they are more likely than other generation to engage with brands through social media, will consume branded content as long as it’s relevant and interesting and are engaged by Out Of Home advertising – with 78 per cent of them saying they’ve searched for more information online as a direct result of seeing an Out Of Home ad. 

“Understanding the buying habits of young people, in this case students and using Quantium data, we can see that when compared to the average Australian, there’s higher levels of spend for certain brands, particularly those that offer experiences like travel, live sporting events and music and food festivals. 

“They’re also big drivers of the access economy and have a much lower affinity for brands in the hardware and home decorating space.

“Due to the exclusive nature of the Quantium data coupled with the Y Gen Z are Next insights, oOh! are the only Out Of Home provider that can paint a really vivid picture of the spending habits of these young Australians and in turn, allows advertisers to understand this audience on a much deeper level than was previously possible.

The Y Gen Z are Next research is a collaboration between oOh! Locate’s Study offering, Junkee Media, and Pollinate Research. It is the largest research undertaking since oOh! acquired the Junkee Media business in 2016 and demonstrates oOh!’s strategy to become a new media player enabling marketers to engage with a broad range of audiences through a diverse range of platforms.

Please login with linkedin to comment

ikon group sydney MYOB

Latest News

THIS
  • Advertising
  • Marketing
  • Media

Meet Your Judges For The 2018 B&T Awards!

B&T is calling this year's awards judges probably the finest ever assembled. As a chamber choir, arguably less so.

by B&T Magazine

B&T Magazine
CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’
  • Media

CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’

CBS Studios International has announced an agreement with Working Dog Productions for the exclusive, worldwide format rights to comedy quiz show Have You Been Paying Attention? Now in its sixth season, HYBPA? is broadcast on the CBS-owned Network Ten in Australia, and is the number one quiz show and the third-highest-rated overall show on the […]

Delacon Appoints Kenshoo Sales Chief As Director Of Operations
  • Marketing
  • Technology

Delacon Appoints Kenshoo Sales Chief As Director Of Operations

Call analytics provider Delacon has appointed Ezri Lerba to the newly created position of director of operations to manage partnerships and business development. Lerba joins Delacon after more than eight years with marketing technology company Kenshoo where he most recently held the role of director of sales across Australia and New Zealand. As first boots […]

Abstract spherical technology network background.
  • Advertising
  • Marketing
  • Media
  • Opinion
  • Technology

Why Tech Is The Best Thing That Happened To Agencies

In this opinion piece, Schedugram CEO Hugh Stephens (pictured) tackles the complexity of agency business models. Agency models are high touch, human resource heavy and require the constant balancing and correcting of clients to account managers. With too many clients, staff will struggle under the workload (a big part of high agency attrition rates) or […]

Opinion

by B&T Magazine

B&T Magazine
Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids
  • Advertising
  • Campaigns
  • Media

Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids

This year Sanitarium Weet-Bix via The Mix Agency, Shopitize and The Kanga Group, is celebrating 90 years of Australian breakfasts. Sanitarium is celebrating by inviting Aussie kids (young and young-at-heart) to help them celebrate with the release of limited edition birthday packs and personalised Weet-Bix bowls. From Kalgoorlie to Kiama, Bowen to Broome and Darwin […]

Admation Agency Management Software Integrates With Mediaocean Finance Software
  • Media
  • Technology

Admation Agency Management Software Integrates With Mediaocean Finance Software

Automaton integrates finance software with admation – its agency management and workflow solution to enhance productivity for ad agencies. Automaton is always evolving admation, its agency project management and approval workflow software, to enable ad agencies to better manage their creative projects and resources. The business recently completed phase one of its integration with Mediaocean’s […]

Indie Agency KWP! Snares Tourism NT’s Creative Account
  • Advertising

Indie Agency KWP! Snares Tourism NT’s Creative Account

Tourism NT has appointed KWP! as its lead strategic and creative agency. The independent agency, with offices in Darwin and Adelaide, has won the two-year contract following a competitive pitch in September this year. As the lead agency, KWP! is required to formulate sound strategic insights based on ongoing analysis of market research, consumer insights and […]

by B&T Magazine

B&T Magazine
McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game
  • Campaigns

McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game

Most army recruitment ads tend to steer clear of the blindingly obvious of military life – you get a gun to shoot the enemy or you get shot yourself. More so, agencies aren’t overly keen on promoting recruitment ads that are heavy on the guns or violence, preferring lifestyle or technical aspects of military life. Not so McCann’s new action-packed spot for the US […]

by B&T Magazine

B&T Magazine
Are You Dragging The Wrong People Into Pointless Meetings?
  • Opinion

Are You Dragging The Wrong People Into Pointless Meetings?

Donna McGeorge (pictured below) is a speaker and  mentor who helps people make their work work. McGeorge is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In her latest guest post for B&T, McGeorge offers her tips on avoiding every workers’ hell- the pointless meeting… We all complain about having to attend too […]

Opinion

by B&T Magazine

B&T Magazine
Francis Leach Joins The New Daily As Sports Editor
  • Media

Francis Leach Joins The New Daily As Sports Editor

Famed sports reporter Francis Leach has joined online publisher The New Daily as sports editor. A prolific broadcaster, journalist and program host, Leach brings his encyclopedic knowledge of sport and no-holds-barred critical analysis to the role. “Let’s face it, sport these days is big business. I’m interested in connecting and contextualising sport with the big […]

AIME Appoints Eleven To Champion 2019 Vision
  • Advertising
  • Media

AIME Appoints Eleven To Champion 2019 Vision

Eleven has been appointed to manage all PR for the Asia Pacific Incentives Meetings & Event (AIME) 2019, the leading show for the business events industry. Selected by Talk2 Media & Events, Eleven will drive a global PR campaign, working with sister agency FleishmanHillard, to leverage international media networks across Asia Pacific, Europe, Middle East […]