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Gen Zers Prefer Personalization Over Privacy, Listen To Social Influencers

June 24, 2019 Victoria Pallien

Generation Z

Gen Zers are the most tech-involved consumers yet, with more than half of this generation noting they spend at least five hours a day on their smartphones.

Young Consumers Crave Interaction

According to Cognizant’s reports, Gen Zers, who are consumers between the ages of 15 and 22, look for interaction with digital content. 55% of Gen Zers said they’d like to influence the content of a movie or show, like the plot, characters or how it ends.

Young consumers’ craving for interaction resulted in the popularity of Netflix’s Black Mirror: Bandersnatch episode, which allowed viewers to select alternate pathways and endings.

Gen Zers Need Personalization

The Gen Z segment is heavily interested in personalization, so much so that they’ll give up their privacy to see content catered to them. These individuals are tired of generic ads tailored to appeal to broad audiences.

38% of Gen Zers want online ads to be related to their browsing histories and entertainment preferences, and 32% say they aren’t worried companies will use their data in a harmful way.

Influencers Land Gen Z Sales

Influencers Gen Z Sales

Almost 25% of Gen Zers site social media personalities as a major influence on their buying habits, proving influencers have a major pull and can be smart marketing investments for brands targeting young consumers.

Plus, 35% of Gen Zers believe user-generated content (UGC), which may include influencer content, will gain more credibility in the coming years than content that comes directly from companies and brands.

Marketers Should Use Tailored Approaches To Reach Gen Z

It’s clear Gen Zers enjoy interacting with digital content and learning about products or services through social media influencers. By targeting Gen Zers with tailored content and ads, brands can establish their awareness with this audience. Meanwhile, leveraging influencers’ aid may help reach the sale objectives.

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About the Author

Victoria Pallien

Victoria Pallien is a Marketing Communications Writer at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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