Z代报告（英文版）_27页_4mb

Criteo Gen Z Report Summary

Core Content

The Criteo Gen Z Report provides insights into the shopping behaviors and preferences of Generation Z (Gen Z) across multiple countries, including the US, UK, France, Germany, Brazil, and Japan. It emphasizes that Gen Z is a significant and influential group in retail, with a strong presence in both online and offline shopping. Despite their digital fluency, they still value real-world retail experiences, and their expectations for personalization and relevance are shaping the future of commerce.

Key Findings

1. Gen Z is a major consumer group

• They make up nearly one-quarter of the US population.
• They have significant spending power across various categories.
• They are omnishoppers, combining online and offline shopping experiences.

2. Social and mobile are central to their lives

• Social media and mobile devices are integral to their daily routines.
• Snapchat, Instagram, and Facebook are heavily used, with 52%, 52%, and 55% of Gen Zers using these platforms several times a day, respectively.
• Gen Z spends more time on mobile devices than any other generation.

3. Real-world retail is important

• 80% look forward to shopping in stores when they have time.
• 75% prefer to do as much online shopping as possible.
• 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.

4. They value personalization and relevance

• They expect personalized experiences in both online and offline shopping.
• 62% like ads that provide value, especially those that offer discounts or remind them of purchases.
• 62% of Gen Zers say available discounts are very important on retailer websites.
• 58% value free return shipping, and 57% are influenced by appealing photos.

5. They are comparison shoppers

• 51% compare products within a site.
• 30% regularly visit multiple websites.
• They often put items in a cart without purchasing right away, indicating a need for a more engaging and seamless experience.

Shopping Habits

Omnichannel shopping

• Webrooming (34%): Research online, buy in-store.
• Click and Collect (17%): Buy online, pick up in-store.
• Scan and Scram (27%): See in-store, buy from another retailer online.
• Click and Ship (15%): See in-store, buy online via the retailer’s own site or app.
• Showrooming (18%): See in-store, buy online.

Challenges with online shopping

• 38% find it difficult to find what they need or love online.
• 35% don't feel comfortable making purchases online.

What Gen Z Wants from Retailers and Brands

1. Personalized experiences
2. Limited-edition merchandise
3. Unique products
4. Good-looking stores
5. Authentic brand stories

Keys to Reaching Gen Z

• Leverage real-world retail by creating novelty and experience through store-in-a-store or physical locations.
• Enhance store design and display to be visually appealing, showcasing products in their best light and demonstrating how they are used.
• "Uniquify" your product mix by offering exclusive or limited-edition items to stand out.
• Improve the online experience with accurate product descriptions, dynamic content, 360° product rotations, video demos, and optimized reviews.
• Use data for personalization to deliver tailored marketing and product experiences, ensuring relevance and value.

Conclusion

Gen Z is a powerful and evolving consumer group that values real-world experiences, personalization, and relevance. While they are heavily influenced by social media and mobile technology, they still seek tactile engagement and authenticity in retail. Retailers and brands must adapt to this generation's needs by combining online convenience with offline experience, creating unique and visually appealing environments, and delivering personalized and meaningful interactions to win their loyalty.