Customer Insights: 5 Ways Millennials And Generation ‘Z’ Differ

by | Jun 28, 2017 | Market Research

Understanding differences between target demographics is crucial for segmenting how you deliver a personalised, effective customer experience. Generational differences affect people’s lifestyle choices and values. If a business has a customer base consisting largely of ‘generation Z’ individuals (people born after 1995), for example, this should inform UX design and customer experience strategy.

Younger customers and user bases consist of Generation Z individuals and ‘millennials’ (people who reached adulthood around the year 2000). What are the differences between the two?

The Differences Between Post-Millennials And Gen Z

1. Generation Z Has Less Focus

The development of high-powered mobile devices means that large segments of Generation Z have grown up in an ‘instant’ culture of on-demand content and immediate gratification. So much, hyper-stimulating information is available to Gen Z that their attention spans are often shorter than their older peers.

2. Gen Z Are More Adept At Multitasking

It’s not all negative, though: Gen Z has grown up with technology and a Gen Z young adult can create a document on their phone, edit it on a desktop while listening to music and texting friends in-between. Technology has given Gen Z this ability to switch between work and play fluidly, allowing flexibility.

3. Generation Z Is Less Price-Conscious

Millennials grew to adulthood in the build-up to the 2008 global financial crisis that sparked a recession. Consequently, they are more price-conscious and are more likely to shop sales and seek discounts than Gen Z members of similar affluence. Gen Z also tends to be swayed more easily by persuasive advertising than millennials, having grown up in a heavily branded culture.

4. Gen Z Enters The Workforce Faster

Having witnessed the struggles of their older peers to repay costly student loans, many Gen Z members are more likely to seek employment straight out of school, training on the job. They are often happy to train online and study while they acquire practical skills in the workplace.

5. Gen Z Has A More Global Outlook

Although millennials grew up through the creation of the Internet, Generation Z grew up at a time when digital became omnipresent. Because of this, Gen Z has grown up with greater access to global pop culture, fashion and information about international current events.

Given the significant differences in formative environments, there are notable differences from generation to generation. That’s why detailed, targeted customer research is key.

Contact Interact RDT for help with actionable research into your target market.

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