Contents
- Who are zoomers?
- Characteristics of Generation Z
- Consumer habits
- How businesses can work with zoomers
Who are zoomers?
Zoomers, or Generation Z, represent a group of individuals born between 1997 and 2012. This generation is also known by various names such as Zs, centennials, digital natives, homeliners, and iGen, which relates to their unique connection with the digital world and high technology. Zoomers are the first fully digital generation whose lives are inextricably linked to the internet, smartphones, and various gadgets. As of 2019, zoomers became the largest demographic group on the planet, accounting for 32% of the total population. According to Khoros data from 2020, they also represent 40% of global consumers and are expected to set key consumer demand trends by 2030.
Characteristics of Generation Z
Zoomers possess unique traits that distinguish them from other generations. The Pew Research Center, for instance, defines them as individuals born between 1997 and 2012, while other research organizations, such as McCrindle and RuGenerations, may broaden or narrow this range. However, the main factor that unites all zoomers is the influence of historical and sociocultural events on their development.
Main characteristics of zoomers:
- Digitalization: Zoomers grew up in the era of digitalization and are well-versed in modern technologies.
- Online life: They actively use the internet for communication, shopping, and entertainment.
- Clip thinking: They consume information in the form of short content and quickly switch between tasks.
- Ambition: They strive for self-development and wish to change the world for the better.
- Health awareness: They pay attention to both physical and mental well-being.
- Personal values: They value comfort, freedom, and personal space.
Consumer habits
According to NielsenIQ, in 2023, zoomers have shown themselves to be rational consumers. They plan their purchases, often choose specific brands, and strive for savings. About 60% of zoomers compare prices, and a third of them study promotions and product reviews before buying. On average, they spend around 16,600 rubles per month on everyday goods.
Consumer preferences of zoomers:
- They prefer quality products and value emotional aspects when choosing.
- They heavily trust recommendations from friends and family but are less trusting of influencer opinions.
- They tend to shop online and expect various payment methods and convenient services.
- They actively participate in loyalty programs and expect exclusive access to new products.
- They value brands that act socially responsibly and share values close to their worldview.
How businesses can work with zoomers
As Generation Z becomes an increasingly significant consumer group, businesses need to adapt to their unique needs and characteristics. It is important to have an online presence and communicate with them on an informal level. Zoomers prefer easy and accessible content that is easy to digest, so short and bright messages are key to capturing their attention.
Recommendations for businesses:
- Create short and bright content that is easy to perceive.
- Use recommendations from bloggers and influencers to promote your products.
- Encourage user-generated content to strengthen trust in your brand.
- Enhance customer experience through simplicity and convenience of interaction with your business.
- Be open and honest, showcasing the brand's social responsibility.