In addition to the perspective of the new generation growing up with technology, their consumption habits also differ. Here are the common characteristics of the new generation of consumers between the ages of 15 and 25.
Realistic consumers who value quality, originality, and innovation
Generation Z, born in a period of financial turmoil, is a pragmatic and cautious consumer. They prefer products that value them. The new generation is innovative and entrepreneurial. So they look for products that help them express themselves.
High sense of social equality and responsibility
The new generation is an adaptable, open-minded, and responsible generation who wants to make the world a better place. To gain the respect and loyalty of the new generation, brands need to demonstrate their commitment and create a business model built on sustainability and equity.
The next generation is embracing mobile payments such as mobile apps and mobile wallets.
In recent years, the popularity of mobile applications has been increasing and great results are being achieved. Companies with a mobile application have a great advantage over companies without an application. Mobile apps convert 157% more than a web session on mobile.
In recent years, even the use of mobile wallets such as Apple Pay and Android Pay has increased tremendously.
Social media plays an important role
In the digitalized world, consumer habits shifted to social media. The new generation is born with a phone in their hands, and they have a completely different approach to social media and digitization in general. They use social media to get inspiration, research products, and connect with their favorite brands.
According to a study, 60% of Gen Z in the US use Instagram to discover new brands, products, and services. 48% of Americans aged 18-34 shop on social media.
Influencers have a great influence
Compared to older age groups, a new generation of customers is less likely to trust companies. Instead, they choose to follow influencers on Instagram and YouTube with high followers and reach.
Therefore, retailers are increasingly understanding the importance of moving from traditional digital marketing to influencer marketing.
Priorities video content
For the new generation of consumers, watching videos and getting information about products and services with visual content is a priority instead of reading books, newspapers, and magazines. It is predicted that these consumers will mainly benefit from video content in their preferences in education and other areas of life in the future.
Reliability and transparency are important
The new generation of consumers, who attach importance to reliability and transparency, have a constantly questioning nature due to their dominance of technology and information. By commenting on the products or services they have experienced, they defend their complaints or satisfaction more clearly than other consumer generations.
Feedback is very valuable
Another prominent common aspect of the new generation of consumers is that they give importance to online feedback about products and services. Most of the new generation of consumers read online reviews about products before making a purchasing decision.
Priority environmentally friendly products
The new generation of consumers pays much more attention to the effects of the product they buy on the environment and society. Most of these consumers state that they feel good when they prefer environmentally friendly products.
Priority personalized products
We are faced with a consumer phenomenon that is more conscious and only focuses on what it needs and wants to meet its needs within its budget. Especially the generation between the ages of 18-25 focuses on flexible and affordable personalized structures, products, and services.