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Report: What Gen Z Really Wants

A new report shines some light into the browsing and buying habits of Generation Z. 

A – Z impact

The Gen Z: Decoding the Digital Generation report by AdAdge and UNIDAYS surveyed 20,000 young people across Australia, New Zealand, the UK and US.
 
Some of the results may surprise you.

Offline en masse

It turns out that while 98% of respondents have a smart phone, just 22% use it to purchase. Gen Z-ers do however use their phones for browsing and price comparisons (59%).
 
Furthermore, more than half (56%) don't click on website ads, and almost two-thirds (74%) don't watch video streaming shows.

The takeaway? 

Contrary to common wisdom, Gen Z (those born between the mid 1990s and early 2000s) enjoy offline habits, such as shopping in bricks-and-mortar stores and reading printed books.
 
The reports authors recommend marketers looking to harness the buying power of Gen Z (worth US$143 billion) will need to adopt an online and offline strategy for the kids.

Learn with SMK through November

Start your SMK: Digital Excellence 7-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

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SMK Editor

November's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

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