2018-Z世代报告（英文版）-4mb

Criteo Gen Z Report Summary

Core Content

Criteo's Gen Z Report provides insights into the shopping behaviors and preferences of Generation Z across multiple countries, including the US, UK, France, Germany, Brazil, and Japan. It highlights how this generation, being digital natives, is reshaping the retail landscape through their unique relationship with technology and the real-world shopping experience.

Key Findings

• Gen Z is the new generation of shoppers: They are replacing Millennials as the most influential group in retail, with a strong emphasis on real-world experiences, even though they are heavily influenced by technology.
• They have significant spending power: Despite being young, Gen Zers spend a considerable amount on various categories, both online and offline.
• They are highly engaged with social and mobile platforms: Platforms like Snapchat, Instagram, and Facebook are integral to their daily lives, and they spend more time on mobile devices than any other generation.
• They crave tactile experiences: While they enjoy the convenience of online shopping, they still value in-store experiences for product discovery and authenticity.
• They are omnishoppers: They frequently engage in different shopping behaviors, such as webrooming, showrooming, and scan & scram, indicating a preference for a blend of online and offline shopping.
• They are dissatisfied with online experiences: A significant portion of Gen Z finds online shopping lacking in terms of discovery and engagement.
• They expect relevance and personalization: Gen Z values personalized experiences, discounts, and unique products, and they are more likely to engage with brands that offer these.

Main Points

Who is Gen Z?

• Gen Z is the newest generation of shoppers, typically aged 12–25.
• They were born into the digital age, with social media and smartphones being central to their lives.

Tech & Tactile

• They use smartphones extensively but still desire in-person interactions with products.
• Online shopping lacks the tactile experience they seek, leading to a preference for physical stores.

Social and Mobile Influence

• Social media and mobile devices are the primary tools for their shopping decisions.
• They spend over 23 hours per week on video content, showing a strong preference for visual engagement.

Real-World Retail

• In-store shopping is valued for its experiential and discovery aspects.
• They are motivated to visit stores for aesthetics, unique products, and to understand trends.

Omnishopping Behavior

• They compare products across platforms and are more likely to research online before purchasing in-store.
• They prefer to see products in-store and then buy online (showrooming) or from other retailers (scan & scram).

Retailer Expectations

• Gen Z wants personalized experiences, limited-edition merchandise, and authentic brand stories.
• They value discounts, free return shipping, and high-quality product images and descriptions.

Key Recommendations for Retailers and Brands

• Enhance real-world retail experiences: Create visually appealing stores and offer unique, high-quality products.
• Improve store design and display: Make sure products are presented in an attractive and informative manner.
• "Uniquify" your product mix: Offer exclusive or limited-edition items to stand out from competitors.
• Enhance online shopping experience: Use dynamic content, high-quality images, and videos to provide a more engaging and informative online shopping experience.
• Leverage data for personalization: Use technology to deliver tailored marketing and product recommendations that align with their preferences.

Conclusion

Gen Z is a powerful and influential demographic in the retail industry, characterized by their tech-savviness, desire for real-world experiences, and demand for personalization. Retailers and brands that adapt to these preferences by blending digital innovation with physical retail experiences are more likely to succeed in capturing this generation's loyalty and spending.