criteo-Z世代报告（英文版）-2018-27页-4mb

Criteo Gen Z Report Summary

Core Content

This report from Criteo explores the shopping behaviors, motivations, and expectations of Gen Z across multiple countries including the US, UK, France, Germany, Brazil, and Japan. It emphasizes the unique role of technology and real-world retail experiences in shaping Gen Z's consumer habits and provides insights for marketers aiming to engage this generation effectively.

Main Points

Gen Z: The New Generation of Shoppers

• Definition: Gen Z refers to individuals born between 1997 and 2012, making up nearly one-quarter of the US population.
• Spending Power: They have significant purchasing power both online and offline, with strong spending across categories like consumer electronics, apparel, and toys/games/sporting goods.
• Influential & Open: They are open to new retail concepts and are influential in shaping brand preferences for future generations.

Technology and Social Media

• Social Media Usage: Gen Z is highly engaged with platforms like Snapchat, Facebook, Instagram, and Twitter. They use these platforms frequently to connect and share content.
• Mobile Commerce: They spend more time on mobile devices than any other generation and are at the forefront of the mobile commerce revolution.
• Content Consumption: They stream more content per week than other generations, including videos, music, and podcasts.

Real-World Retail Experience

• Tactile Preference: Despite their digital savvy, they value the tactile experience of in-store shopping and are more likely to buy after physically interacting with a product.
• Store Aesthetics: They prioritize store design and unique products, considering them important factors for in-store visits.
• Omnishopping: They engage in various shopping behaviors, including webrooming, scan and scram, and showrooming, showing a preference for a blend of online and offline shopping.

Online Experience and Expectations

• Dissatisfaction: They are more dissatisfied with online shopping experiences, citing difficulties in finding desired products and a lack of comfort in making purchases online.
• Personalization: They expect personalized experiences, including tailored ads, product recommendations, and relevant content.
• Website Factors: They value features such as available discounts, free return shipping, appealing photos, mobile optimization, and unique products on retailer websites.

Key Takeaways for Marketers

1. Personalized Experiences: Use data and technology to deliver customized marketing and product experiences.
2. Enhance Real-World Retail: Create engaging and visually appealing in-store experiences that reflect their values and preferences.
3. Incorporate Unique Products: Offer limited-edition and unique merchandise to stand out in a crowded market.
4. Improve Online Experience: Enhance product descriptions, images, and videos to provide a better online shopping experience.
5. Leverage Social Media: Utilize social media platforms to connect with Gen Z and provide relevant content and engagement.

Conclusion

Gen Z represents a significant and influential segment of the market, driven by a blend of technology and real-world experiences. Marketers must adapt to their preferences for personalization, tactile engagement, and unique offerings to successfully connect with this generation.