Z世代报告（英文版）_25页_4mb

Gen Z Report Summary

Core Content

This report from Criteo explores the shopping behaviors and preferences of Generation Z (Gen Z), focusing on how social media, mobile technology, and real-world retail experiences influence their purchasing decisions. It highlights the importance of personalization, unique products, and an engaging in-store experience in appealing to this demographic.

Main Points

• Gen Z is the newest generation of influential shoppers, making up nearly one-quarter of the US population.
• They are tech-savvy and mobile-first, spending more time on their mobile devices than any other generation.
• Social media and online content are central to their lives, with platforms like Snapchat, Instagram, and Facebook being heavily used.
• Omnishopping is common among Gen Z, who frequently switch between online and offline shopping modes.
• In-store experiences are still important, as they value the tactile and experiential aspects of shopping.
• They prefer personalized and unique shopping experiences, both online and offline.

Key Information

Shopping Habits and Preferences

• 80% look forward to shopping in stores when they have time.
• 75% prefer to do as much online shopping as possible.
• 67% use their phones in-store to research purchases.
• 65% don't like to buy new things unless they can touch them.
• 71% enjoy shopping in stores to understand what's in style.
• 80% like to try new retail stores.

Omnishopping Behavior

• 34% regularly Webroom (research online, buy in-store).
• 17% use Click & Collect (buy online, pick up in-store).
• 27% engage in Scan & Scram (see in-store, buy online from another retailer).
• 15% use Click and Ship (see in-store, buy online from the same retailer).
• 18% engage in Showrooming (see in-store, buy online).

What Matters to Gen Z

• 38% find it difficult to find what they need or love online.
• 35% don't feel comfortable making purchases online.
• Retailer websites are as influential as social media in shaping purchase decisions.
• 62% find available discounts very important.
• 58% value free return shipping.
• 57% are influenced by appealing photos.
• 51% prefer mobile-optimized sites.
• 36% like unique products.
• Product recommendations are also important, with 51% valuing them.

What Gen Z Wants from Retailers and Brands

• Personalized experiences
• Limited-edition merchandise
• Unique products
• Good-looking stores
• Authentic brand stories

Strategies for Marketers

• Leverage real-world retail by creating engaging in-store experiences and combining them with online presence.
• Enhance store display and design to align with the visual preferences of Gen Z.
• "Uniquify" your product mix to stand out and avoid generic offerings.
• Improve the online shopping experience with high-quality product descriptions, images, and videos.
• Use data for personalization, delivering tailored marketing and product content that resonates with them.

Conclusion

Gen Z is a powerful and influential demographic that values both online convenience and in-store experience. To appeal to them, brands must focus on personalization, uniqueness, and an aesthetically pleasing, interactive shopping environment. Marketers should integrate real-world and digital strategies to meet the evolving expectations of this generation.