Inside The Mind’s Of Gen Zs And Millennials
The Brag Media has released a new study detailing the habits and behaviours of Australia’s youth.
The music publisher connected with over 5,000 Australian music fans, predominantly Gen Z and Millennials, to ask them about their spending habits, financial literacy and more. The Brag Media survey also uncovered their love for travel, food, online shopping, and other forms of entertainment.
“Millennials and Gen Z are no longer the ‘future’. They now make up more than 40 per cent of Australia’s working population and are voracious consumers who do not hesitate to spend money when it comes to their passions, including travelling, entertainment, and online shopping,” said The Brag Media CEO Luke Girgis (feature image).
“In fact, their spending is projected to grow in 2020 to more than $1.4 trillion annually and represent 30 per cent of total retail sales.
“Australian young people’s #1 interest is music, and music fans in particular are the early adopters and the tastemakers for the rest of the population. As a platform that connects daily with these people, we wanted to know what their interests were beyond music.
“Through The Brag Media survey, we gained crucial insights into their broader purchasing and lifestyle choices. The results are particularly helpful for businesses or organisations looking to authentically connect with these groups. While, it has never been easier than ever to reach young Australians, actually engaging with them has never been more challenging.”
Key insights regarding Gen Z and Millennials
- The vast majority of respondents – 88 per cent – shop online. Around 23 per cent say they shop online at least once a week, while 45 per cent say they shop online at least once a month.
- Millennial respondents say they receive an average of 19.5 parcels a year and Gen Z an average of 15.4 per year, compared to the average of 2.3 parcels per year for all Australians.
- Gen Z and Millennials love to travel. 47 per cent of respondents travel internationally annually, compared to 27 per cent of the general public. 88 per cent of them take at least one domestic holiday per year, compared to 61 per cent of Australians. 82 per cent book all their travel online.
- The overwhelming majority of Gen Z and Millennials go to the cinema, sporting events or music concerts more than 7 times a year.
- They are increasingly interested in self-improvement via higher education and workshops 30 per cent of respondents have paid for online education if they believed it to be valuable. 30 per cent have attended one or more seminars on self- improvement. Over 80 per cent of Gen Z respondents are looking to complete formal study in the next five years.
- 52 per cent have chosen their own super fund rather than going with their employer’s default fund.
- 77 per cent when driving or public transport is not an option, they use Uber rather than taxis or car share programs.
- 75 per cent are saving, overwhelmingly to travel. This is followed by saving to buy a vehicle or purchase a house. 83 per cent hope to eventually purchase their own home.
- Internet access is overwhelmingly via mobile (over 77 per cent). Pricing is key to decision making. For mobile service and home internet, major telcos are the most used services, however satisfaction levels are higher with the smaller providers.
Implications for brands and marketers
“A common theme from the survey results was that younger people strongly lack faith in traditional institutions and they overwhelmingly say a company’s positive or negative impact on society can make or break their relationship with brands,” said Girgis.
“This demands a new approach – the old ways don’t work anymore. Today, marketing isn’t about creating awareness – it’s about creating relationships.”
- 42 per cent deepened a business relationship because they perceive a company’s products or services to have a positive impact on society and/or the environment.
- 77 per cent say they have stopped or lessened a business relationship because of the company’s ethical behaviour.
- 24 per cent will end relationships with a company because of insistent tracking of their online shopping behaviour.
- 36 per cent started/deepened a relationship because they believed a company was ethical
- Display ads and pre-rolls are losing their effectiveness. 82 per cent will skip a video ad if given the option; 63 per cent will abandon content if they can’t skip the ad; 32 per cent use an ad blocking software to avoid ads.
“As Australia’s largest Music Media publishers, it is glaringly clear to us that content marketing has changed the advertising game forever. Our survey indicates that content marketing has double the aided and unaided ad recall of display ads,” said Girgis.
“However, it needs to be done well and be strategically managed.”
“One way to do this is through leveraging the passion of music lovers. A recent PwC survey shows that respondents spanning three generations and five continents all say music expresses more about who they are as people than their hometowns, religions, political beliefs, race, cultures or social media profiles. This makes connecting with these audiences via popular music platforms, such as The Brag Media, an obvious choice for marketers. The close connection people have with music makes it more than mere entertainment – it actually represents how Millennials and Gen Z see themselves,” Girgis said.
Please login with linkedin to comment
The Brag MediaLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.