SMC Report Shows Over Half Of Gen Zs Don’t Care Much About Data Privacy

SMC Report Shows Over Half Of Gen Zs Don’t Care Much About Data Privacy
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



Selligent Marketing Cloud, the omnichannel marketing and customer experience platform, has released a report unpacking the critical issues brands need to address to effectively engage Generation Z (Gen Z) customers.

Gen Z (born between 1997 and 2010) is finally emerging in the consumer marketplace. Having grown up with more access to technology than any other generation before them, Gen Z sees technology as less of a “shiny” object and more of an extension of modern life.

As such, Gen Z’s relationship to data is also different, and privacy isn’t much of a priority. In fact, the report reveals that only half of Gen Z respondents say they have control over their personal data.

This generation is also rewriting the rules when it comes to consumer engagement in areas like technology, shopping, media and brand loyalty. The report finds:

  • 75 percent of Gen Z respondents say they shop on smartphones, compared to 69% of millennials
  • 49 percent of Gen Z respondents say they obtain news and information from YouTube, compared to 37 percent of millennials
  • 55 percent of Gen Z respondents want to wait until technology is proven to work before they adopt, compared to 47 percent of millennials

Going forward, it’s vital marketers forge a new toolkit aimed at reaching and engaging with Gen Z exclusively. By learning and understanding this generation’s motivations, behaviours and preferences, they can better create strategies that drive this significant consumer segment to action.

“Phygital” retail experiences matter to Gen Z

For retailers, having a presence across digital and physical channels is no longer enough to reach the youngest generation of consumers. Gen Z expects technology to enhance their physical experiences rather than replace them.

Interestingly, this age group shows a clear preference for in-store shopping over millennials in several categories, including electronics (43 percent vs. 37 percent) and clothing (43 percent vs. 40 percent). Gen Z also visits physical stores more often than any other age group: 59 percent visit a store at least once a week, the report reveals.

Retailers, therefore, need to reinvent the shopping experience, merging the physical (brick-and-mortar) with the digital (online/web) in a way that appeals to Gen Z – a process newly coined as “phygital”. This term often goes hand in hand with “digitalisation at the point of sale” – the fusion between eCommerce and physical stores.

An educated, skeptical audience wants more from media

Rather than turning to traditional media brands, Gen Z is more likely to seek information on social-media platforms than older generations. In fact, almost half (49 percent) say they are more likely to make a purchase after seeing a post or ad on social media than through any other channel (SMS, website or email). When searching for information, Gen Z turns to influencers on platforms like TikTok (23 percent – twice as many as other generations) or YouTube (49 percent compared to 37 percent for millenials).

“This generation was raised with social media and can, therefore, adapt to various formats and types of content more easily. For this reason, companies have a unique opportunity to merge advertising and content strategies for this audience, as well as create and integrate different touchpoints with their consumers,” said Anne Jarry, marketing director Europe and North America at Selligent.

“In a trusted environment, delivering highly relevant messages, such as personalised videos embedded in a newsletter or a live-streamed event on TikTok, is much more appealing to Gen Z than other generations. This generation requires an entirely new approach and opens up opportunities to brands that are worth capturing.”

“The Gen Z transformation is upon us, and marketers must be ready. Those who haven’t evolved their marketing strategies to connect with this consumer segment are already falling behind. Gen Z’s behaviour and motivations are different from their predecessors. They consume information, interact online and even shop differently, therefore, it’s critical for marketers to adapt. As a generation that desires control, brands need to empower Gen Z to effectively capture their unique preferences and form relationships, especially as third-party cookies phase out entirely, making personalisation even more vital to reaching Gen Z,” said Ramses Bossuyt, global VP of client success at Selligent.

Please login with linkedin to comment

selligent marketing group SMC

Latest News

Study: 37% Of Aussies Admit To Reading Gossip Mags; With Adelaide Women Their Biggest Fans
  • Media

Study: 37% Of Aussies Admit To Reading Gossip Mags; With Adelaide Women Their Biggest Fans

A new survey conducted by magazine and newspaper subscription service Readly found that celebrity gossip mags are a popular guilty pleasure with more than a third of Australians (37 per cent) indulging in the habit. Perhaps unsurprisingly the biggest cohort of gossip and entertainment magazine readers were women (41 per cent) aged 30-39 followed by […]

Fabulate Names Marie Galinsky As National Sales Director
  • Marketing

Fabulate Names Marie Galinsky As National Sales Director

Market leading Australian content marketing platform Fabulate has named Marie Galinsky (pictured) to oversee its rapidly expanding national sales operation in the role of national sales director. Galinsky’s promotion will see her lead Fabulate’s growing sales team and comes just six months after she joined the content marketing startup to lead its Melbourne sales operation. […]

adidas And Indigenous Football Australia Team Up To Give Opportunities To Indigenous Children
  • Campaigns

adidas And Indigenous Football Australia Team Up To Give Opportunities To Indigenous Children

A new partnership between adidas and Indigenous Football Australia, which oversees the strategy and expansion of Australia’s most successful and longest-running Indigenous football initiative, John Moriarty Football, will ensure more Indigenous children in remote and regional communities benefit from the power of football. The partnership will see adidas and Indigenous Football Australia (IFA) work together […]

Australian Studio Start Beyond Appoints Angus Stevens As Chief Executive Officer
  • Technology

Australian Studio Start Beyond Appoints Angus Stevens As Chief Executive Officer

Start Beyond, Australia’s leading producer and distributor of VR and AR immersive learning solutions, today announces the internal promotion of Angus Stevens (pictured) to CEO. Stevens, who joined the business in 2016 as one of the founding members, is moving on from his current position of managing director effective immediately. In his new role, Stevens […]

Triple M Comes Out On Top Amongst Footy Shows In Survey 4 Results
  • Media

Triple M Comes Out On Top Amongst Footy Shows In Survey 4 Results

Triple M has recorded the largest commercial AFL and NRL metro footy audience, delivering almost double the listeners of any other commercial competitor, according to today’s Survey 4 radio ratings results. Triple M’s AFL coverage across Melbourne, Adelaide and Perth reported a cumulative audience of 679,000, while Triple M’s NRL coverage has an audience of […]

VMG Appoints Brendan Harper As Frontier Media Queensland GM
  • Media

VMG Appoints Brendan Harper As Frontier Media Queensland GM

Independent Australian-owned media company VMG has announced the appointment of Brendan Harper (pictured) as general manager and group business director to lead media planning & buying agency, Frontier Media in Queensland. His appointment follows the departure of Queensland director Alexandra Paton, who has been with Frontier Media for more than 15 years. Harper holds extensive […]

Havas Australia Appoints OIS As Third-Party Verification Partner
  • Advertising

Havas Australia Appoints OIS As Third-Party Verification Partner

Havas Australia has appointed OIS, leaders in out-of-home (OOH) verification, as its independent, third-party verification partner across digital, programmatic, and classic out-of-home client campaigns following a competitive review. Australia is among the top 10 global out-of-home markets by size and one of the most advanced, highlighted by leading adoption rates of digital and more recently, […]

BetterBriefs Unveils New Best Practice Guide Addressing Industry Shortcomings
  • Media

BetterBriefs Unveils New Best Practice Guide Addressing Industry Shortcomings

BetterBriefs will today unveil a new best practice guide, The best way for a client to brief an agency, co-authored by Mark Ritson and in partnership with the IPA, at the IPA Business Growth Conference. After shocking the world of advertising last October with the painful and alarming truths about the enormous misalignment between marketers […]

OLYMPUS DIGITAL CAMERA
  • Advertising
  • Opinion

Why Trust, Not Crypto, Is Today’s Most Valuable Online Currency

In uncertain times, trusted sources become even more significant in the world of media. Elise Bennett (pictured), head of account management (APAC) at Outbrain, reveals what advertisers need to know about the new trust exchange. Instability breeds uncertainty. From bushfires to the pandemic and war, there’s been plenty of both to go around in recent […]

Nine’s Radio Stations Bag Best Ever Survey 4 Results
  • Media

Nine’s Radio Stations Bag Best Ever Survey 4 Results

GfK Survey 4 of 2022 reveals that Nine’s talk stations achieved a cumulative audience of 1.873 million – up 9.1 per cent on Survey 4 of 2021. It’s the highest ever Survey 4 audience for the network, and comes off the back of record audiences in Surveys 1, 2 and 3. Sydney’s 2GB is a […]