Gen Z shoppers are less agreeable to the opinions of others
Strategic marketing consultancy Sooth released a number of interesting statistics about Gen Z consumer behavioral drivers obtained by applying AI-driven psychographic models to data sourced from surveys, social conversation and media usage across over 200 million people.
Social media
Gen Z consumers routinely use a high volume of social media accounts, with over 40% using at least seven accounts on a regular basis. About one-quarter of those heavy social media users have 11 or more accounts.
However, Sooth analysis indicates Gen Z consumers are predominantly engaged on TikTok and Snapchat, with all of their top 10 favorite social media activities taking place on those two platforms.
In fact, Sooth data shows that TikTok is the primary source of information for more than one in four Gen Z consumers. In addition, close to half (46%) of Gen Z consumers are more apt to choose a brand based on the ability to buy directly through social media channels
Interpersonal relationships
Only 27% of Gen Z consumers say they’re “in a relationship,” according to Sooth analysis, with dating being a relatively low priority in this generation’s early adulthood.
And Gen Z consumers are 73% less likely than other generations to be regular partygoers, and also far less likely be spending their time socializing in a bar.·
Furthermore, Sooth data shows Gen Z consumers are 43% less agreeable to the opinions of others than older generations. They are also highly skeptical of consumer opinions, making them 19-31% less likely than other consumers to research products, services, travel or financial decisions online.
Gamification
Gen Z consumers are three times as likely as other consumers to be a video gamer, and are 55% more likely than older consumers to choose a brand because it provides the opportunity to play a game or win a prize.
Survey reveals online shopping habits of Gen Z
According to the recent Q1 2023 Consumer Trends Report from e-commerce platform Jungle Scout, 43% of surveyed Gen Z consumers start their online product searches on TikTok, a higher number than those who start on Google. Despite inflation, 32% of Gen Z respondents shop online at least once daily. This frequency compares to 25% of millennials, 15% of Gen X, and 7% of baby boomer respondents.
Related news
Beauty care travels at breakneck speed
Beauty care is one of the fastest growing markets in…
Read more >6 in 10 Gen Zs prioritise user experience and trustworthy reviews
Over 75% rely on reviews and customer service when shopping,…
Read more >Five global digital consumer trends
Euromonitor International’s annual report gives an insight into the trends…
Read more >Related news
FAO: global food prices increased for the second month in April on a monthly basis
In April, global food prices rose for the second month…
Read more >Beauty care travels at breakneck speed
Beauty care is one of the fastest growing markets in…
Read more >The solvency of Hungarians has improved again, but it may be too early to rejoice
At the beginning of this year, the solvency of Hungarians…
Read more >