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

Latest News

Image lead story UnLtd’s ‘Big Clash’ Raises Over $120K, With Media Owners & Media Agencies Crowned Champions
  • Advertising
  • Media
  • Technology

UnLtd’s ‘Big Clash’ Raises Over $120K, With Media Owners & Media Agencies Crowned Champions

With over 50 companies taking part, the fourth annual Big Clash cricket tournament has been the biggest yet, raising $124,000. The event once again brought the industry together for a great afternoon of cricket, drinks, music, and charity activations. This year, the event was expanded to have Media Owners, Media Agencies, Techies and Creatives all […]

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”
  • Media

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”

Southern Cross Austereo (SCA) has experienced a negative first half of the 2018 financial year, posting a dramatic drop in overall profit and a slight drop in revenue. The group’s net profit after tax fell 21.2 per cent to $48.5 million in the six months to 31 December 2017 (compared to the previous corresponding period), […]

by B&T Magazine

B&T Magazine
Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman
  • Advertising
  • Campaigns

Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman

Creative digital agency Milkman has helped Lord of the Fries (LOTF) pay homage to two of the fast food outlet’s favourite artists through a series of clever art poster adverts. Milkman re-created the latest album covers of Kanye West and Kendrick Lamar with a LOTR vibe to highlight the brand’s hip-hop roots and its favourite albums […]

Keep Left Wins PR Account For Greening Australia
  • Marketing

Keep Left Wins PR Account For Greening Australia

PR and content marketing agency Keep Left has been selected by proactive conservation organisation Greening Australia to raise public awareness of its flagship programs and national footprint. The relationship began in 2017 when Greening Australia engaged Keep Left in support of Reef Aid, a project launched with corporate partner Virgin Australia to improve water quality […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.