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1、Reaching Gen Z in the new digital paradigm.GenerationInfluence:Click here or press enter for the accessibility optimised versionGen Z and technology:The first generation to be digital-first.Throughout history,generations have been defined by the advent oftechnology.From the transistor and the person
2、al computer to theInternet and the iPhone,innovation and invention have served asdriving forces that inform generational identity.In todays rapidly evolving digital world,that identity is apparent in theway different generations use the Internet,the way they value itsimportance,and the overall role
3、digital experiences play in their lives.For example,a Baby Boomer born in the 1950s will experience theInternet and the wider digital world differently than a Millennial born inthe 1980sthey have different levels of familiarity with the web,andits played a vastly different role in each of their live
4、s.But one generation trumps them all when it comes to both digitalfluency and dependency:Gen Zthe generation born between 1996and 2015.This generation has never known a world without theInternet,and in many ways,theyre at the leading edge of shaping itsfuture.Gen Z was born into a world that was alr
5、eady online,where thefoundation of todays digital ecosystem was already visible.As such,this generation sees the web as the starting line,its an intrinsic part oftheir everyday lives.Given this omnipresent role of connectedtechnology,Gen Zs expectations for the digital world far exceed thoseof any g
6、eneration that has come before them.Who is Gen Z?Today,Gen Z accounts for 40%of global consumers,andas members of this generation graduate from university,join theworkforce,and increasingly realise their colossal buying power,theyare changing the way we all identify with and are influenced by theInt
7、ernet and the larger digital world.Organisations of every size and across every industry should take note,and seek to understand how they can engage with these fast-moving,digital-savvy trailblazers.This report,which examines the way Gen Z,aswell as other generations,engage and interact online,aims
8、to aid inthat understanding and provide insight into the types of digitalexperiences demanded by online audiences today.Acceleration in a time of uncertainty.2020 saw an already-crowded digital marketplace grow even largerwith a surge in online activity due to Covid-19.As businesses aroundthe world
9、moved the majority of their activities online,the dividebetween physical and digital began to break down faster than ever forall of us.Almost overnight,organisations were thrust into rapid digitaltransformation.While the shift was abrupt,it has also yielded somepositive,albeit hard-won results.Busin
10、esses that have been able to keep upby moving quickly to aneCommerce model or upgrading to a more performant website orhosting providerhave been able to expand their footprint andaccelerate in uncertain times.By building digital experiences that allowthem to tap into larger,more engaged audiences,th
11、ese businesses cansurvive in the new digital paradigm and thrive.One crucial audience segment they have to capture?You guesseditGen Z,which has transitioned into this new digital reality like a fishinto water.In many ways,Gen Z was already living in a digital-firstworld,the rest of us have simply be
12、en forced to catch up.Now,Gen Zsees the online experience as more than just a convenient option;digital has been tested and vindicated as the best way forward foreverything from buying groceries to making new friends.Just as previous iterations of this report have shown,Gen Z is notinterested in tur
13、ning back or slowing down.This is a generation on themove,with distinct preferences for the future.Wondering how to speakto Gen Z?Personalise,entertain,and engage.If youre not providingGen Z with the entertaining,engaging digital experiences they expect,someone else most certainly isthe endless amou
14、nt of choiceavailable on the Internet is not lost on this generation.If 2020 has taught us anything,its that Gen Zs version of a digital-firstworld is the new digital paradigm.The only real choice you have is toget on board and meet this generation where they are.GenerationInfluence.An international
15、 study comparing Gen Z withother generations.Click here or press enter for the accessibility optimised versionGeneration Influence.Generation Influence is the third annual,international study of Gen Z,conducted by The Center for Generational Kinetics(CGK)andcommissioned by WP Engine,examining the ne
16、w expectations for theweb held by Gen Z.Armed with this information,marketers anddevelopers will be better equipped to build digital experiences thatspeak to younger generations such as Gen Z,who are constantlypushing the limits of technology.The specific goals of this years study were to understand
17、 how differentgenerations expect,demand,and intend to experience the Internet andwebsites,both now and in the future,through a comparativegenerational analysis of data from 2017,2018,and this year.Identity and influence.The below sections will examine these results through the lens ofIdentityhow eac
18、h generation identifies with the digital world andhow they see their identity reflected in itand Influence,how thedigital world influences each generation as well as the influence theyhave on it.Research methodology.WP Engine and The Center for Generational Kinetics jointly led thisresearch study,wh
19、ich was administered to 1,528 Western European(UK,France,Netherlands,Belgium,Switzerland,and Ireland)respondents ages 14-59,including a 500-person oversample in theUnited Kingdom.How long is a generation?If you ask a person what generation they are in,you might not alwaysget the same answer.Accordin
20、g to CGK,a generation is a group ofpeople born around the same time and raised around the same place.People in this“birth cohort”exhibit similar characteristics,preferences,and values over their lifetimes.For the purposes of this report,itsimportant to understand how we define generational age group
21、sbased on the year they begin and end.Who is Generation Z?Gen Z is defined as those between the ages of14-24,Millennials are defined as those between the ages of 25-43,GenX is defined as those between the ages of 44-55,and Baby Boomers aredefined as those between the ages of 56-74.The sample was wei
22、ghtedto the current census data for age,gender,and region.If yourewondering what comes after Gen Z,its Generation Alpha.While theyarent a part of this particular data set,we look forward to includingthem in future research.The survey was conducted online from September 19,2019,to October1,2019,and h
23、as a margin of error of+/-3.1 percentage points.Note:“Total Sample”in any graph represents the sample as a whole.Inan instance that a chart total for a single select question does not addto 100%,please note that this is due to the minimal effect of rounding.Identity.Click here or press enter for the
24、 accessibility optimised versionExamining how Gen Z identifies with the digital world,as well as howtheir own identities are reflected through digital experiences,is key tounderstanding what Gen Z cares about and the way this generationprefers to engage and interact online.In the following sections,
25、wellunpack survey results that speak specifically to the way digital informsGen Zs identity and the implications these trends hold for the future.The most Internet-dependent generation.Gen Z is inextricably tied to the digital world,and the way they identifywith it is rooted in their deep connection
26、 and familiarity with theInternet.This generation spends more time connected to the web thanany other generation(on mobile devices in particular),and by theirown admission,they are the most dependent on it.Just as in years past,a majority(60%)of Gen Z said they couldnt gomore than four hours without
27、 Internet access before becominguncomfortable.By contrast,22%of Boomers said they could go up to24 hours without accessing the Internet at all.This huge contrast between the generations is a testament to theoverlap Gen Z sees between the digital and physical worlds,which theyview as one.Other genera
28、tions are more likely to“sign-off”or evenprefer time away from their screens,while Gen Z is online throughoutthe day.The concept of signing on or off is archaic to Gen Z.For them,whathappens online reverberates everywhere,and this“always-on”mentality is a key ingredient of their identity as true dig
29、ital natives.Gen Z also represents a shift when it comes to what they depend onthe Internet for,which is primarily entertainment and access to theirfriends.This is a major divergence from preceding generations,who allrely on the Internet primarily for access to information.While these trends have re
30、mained similar over the course of the study,the implications for marketers are just as clear.Engaging Gen Z withentertaining content,and video in particular,across different channels,is one of the most effective ways to get and keep their attention.Gen Z is leading this charge,and as they shift thei
31、r attention toconsumer content,they will undoubtedly want a video-infusedentertainment experience to follow them.Video continues to skyrocket as the preferred format for online content,and not just among Gen Z.Across all generations,survey respondents said they believe video will dominate the Intern
32、et in the next five years,with all of us ultimately relyingmore on video than text.A cohort of creators.Gen Z also views online entertainment as a two-way street.Theirfluency in all things digital means theyre extremely capable contentcreators themselves.From Instagram to TikTok,Gen Z is wellaccusto
33、med to curating their own personal brand through digitalcreativity,and they view the content theyre presented with through ahighly discerning lens.Marketers should embrace the idea that Gen Z loves to create and givethem opportunities to do so within the digital experiences theyprovide.Harness their
34、 enthusiasm for social media by providing themwith content they can create and share.Across all generations,when asked what they would most like to createand share online,Gen Z leads in almost every category,including photoediting,gaming,video editing,and video blogging(Vlog).These choices are a cle
35、ar reflection of Gen Zs digital confidence as wellas an indication of their technical capabilities.They simply feel morecomfortable jumping into each of these buckets as creators,not justparticipants,and using the web as their canvas for creativity.This creative spirit is also visible in the way Gen
36、 Z shares online,including everything from images and memes to videos and music.They are open and enthusiastic about sharing their own content,aswell as content from other sources.52%of Gen Z is comfortable sharing images publicly online,43%publicly share selfies,38%publicly share news articles,and
37、36%sharevideos publicly online(while more than half do so privately).Across most categories,Gen Z leads all generations when it comes tosharing content online and creating their own language or Gen Z slang.This is reflected through the ease at which they navigate digitalchannels to create and find w
38、hat they ultimately share with the world.For marketers,this means giving Gen Z the opportunity to sharecontent they discover through digital experiences as well as contentthey create(personalised images,videos).If you can leverage Gen Zspenchant for sharing,their evangelism will amplify your brand.T
39、he Internet as a driving force for good.Some of Gen Zs openness towards the web,despite the traditionalsecurity and privacy concerns held firmly by other generations,isrooted in their overall opinion of the Internet as a force for good in theworld.Here,too,they separate from the other generations,wi
40、th awarm embrace of the digital world that is free from much of theskepticism found among Millenials,Gen X,and Boomers.Call them young at heart,but Gen Zs insistence that the Internet canbe harnessed for good is a persistent thread across many of theironline preferences.Its also a trait they activel
41、y foster,pushing formore authenticity in online interactions,and supporting social causesin their online habits.When it comes to the Internet overall,78%of Gen Z believe it has madepeople more connected.With regards to emerging,Internet-connectedtechnologies like artificial intelligence(AI),more tha
42、n half(51%)of GenZ believe its use will have a positive impact on the world.The power of predictive.Gen Z also has the highest expectations for these technologies in thefuture.81%of Gen Z believes biometrics will see increased adoption inthe next five years,while 79%believe all software and websites
43、 willincorporate digital learning/AI capabilities.Gen Z is also more enthusiastic about leveraging newtechnologies like voice and predictive personalisation to powerdigital experiences.More than any other generation,one of the defining characteristics ofGen Z is that they prefer the Internet and con
44、nected devices to becomemore predictive in the future,ultimately predicting what they need atall timesand providing it.For Gen Z,personalisation isnt creepy,its a desirable prerequisite for atrusted brand.Today,40%of Gen Zmore than any other generationwill leave awebsite if it doesnt predict what th
45、ey like,want,or need.In five years,55%of Gen Z believes the Internet will be so predictive,it willdetermine what they do on a daily basis.68%believe all websites willsoon talk to one another,creating a personalised experience acrossevery site,application,and even appliance.A digital representation o
46、f self.Based on their strong connection to the web,Gen Zs identity is deeplyintertwined with the digital world.Because the Internet plays such astrong role in their lives,its not surprising that Gen Z views what theydo online as their digital identity,and to a greater extent,their identityoverall.Th
47、is is clearly reflected in Gen Zs prodigious content creation outlinedin previous sections,but its also apparent in the way Gen Z feels directand personal involvement in activities,even if they only occur online.For example,74%of Gen Z believe they can be part of a socialmovement even if they only p
48、articipate through social media.Equally compelling,51%of Gen Z is friends with someone they onlyknow online and have never met in person,and stunningly,almost aquarter of Gen Z(22%)trusts someone they meet online more thansomeone they meet in person.This high level of trust is again,rooted in Gen Zs
49、 desire for authenticityand their view that the real and digital worlds are one.Just as they see the web as a digital representation of themselves,GenZ expects others to present themselves authentically in the digitalrealmit should be the same.Failure to do this,through inauthentic ortone-deaf conte
50、nt,will send Gen Z elsewhere in a heartbeat.Trust,sharing,and authenticity are all key components of Gen Zsoverall identity.Marketers should approach their efforts with this inmind,and create digital experiences that allow Gen Z to be creative,engage on a personal level,and most importantly,be thems
51、elves.As seen in years past,more than any other generation,Gen Zwants brands to be truthful with them.Across the board,Gen Ztrusts companies more that use images of real customers in theirads and they prefer those endorsements over a celebrity or paidspokesperson.Influence.Click here or press enter
52、for the accessibility optimised versionExploring the way Gen Z is influenced by the digital world,as well ashow they influence the rest of us,is a study of their digital identity inaction.In the following sections,well unpack survey results that offer aview into the influence Gen Z wields across the
53、 digital world,as well asthe elements of digital experiences that most influence them.The most entrepreneurial generation ever.To get a sense of Gen Zs influence as a generation,this massivesegment of consumers already represents an estimated global buyingpower of$150 billion.As mentioned in previou
54、s sections,they alsoaccount for 40%of global consumers and have an indirect spendingpower of$600 billion.In addition to being highly attuned to how theyspend their money,Gen Z is also eager to make it,and they have ashrewd sense of the business world as a digital-first generation.As far as their bus
55、iness acumen is concerned,year-over-year,Gen Zremains the most optimistic generation with regards to starting abusiness.This is undoubtedly tied to Gen Zs high level of digital literacy,theirinstinctive understanding of branding(forged over a decade of socialmedia consumption),and their embrace of t
56、echnology.While retailremains the first choice for every generation when asked which type ofbusiness they want to start,Gen Z is the only generation that choosestechnology more than the resta clear indication of where they feelthe most comfortable.WordPress as an engine for Gen Z success.Gen Z is al
57、so an incredibly resourceful generation,and they rely heavilyon the web as a primary source of education This is a generation ofself-starterstheir favorite social platform is YouTube,where how-tovideos are a huge category of interestand their“can-do”spirit isrooted in the wide expanse of information
58、 available on the web.Gen Z feels so confident in the educational potential of the web that61%of them would rather have unlimited access to the Internet than auniversity degree.They see the Internet as the place to learn and theplace to build their businesses,and theyre doing both to bring theirentr
59、epreneurial vision to life.Because Gen Z prefers self-serve,practical solutions,its not surprisingthat this generation has firmly established WordPress as their platformof choice when it comes to building and launching new websites.WordPress is conducive to self-learners,which resonates with Gen Z,a
60、nd the ability to build sites quickly,with easy options for adding videoand social content,is a huge WordPress benefit that Gen Z increasinglyvalues.Additionally,WordPress is open source,which means its free fromupfront licensing costs that would require early capital from a businesslooking to get i
61、ts brand off the ground.With WordPress,Gen Zor anyself-startercan dive headfirst into website creation and establish anonline presence,which in todays digital paradigm is every businessfront door.This easy access point into the market is on Gen Zs radar,and they arenow a close second to Millennials
62、in WordPress adoption,with 67%having personally used,worked with someone else,or hired someoneto use WordPress for their own websites.In fact,Europe leads allgeographies surveyed in the use of WordPress across all generations.Gen Zs preference for WordPress is a telling sign for the future,whereesta
63、blished businesses are already adopting WordPress at a rapidpace.Now,as Gen Z builds its entrepreneurial empire and continues tobuild out their personal brands,WordPress will play an increasinglycrucial role for their businesses and the digital experiences theyprovide to customers.Leading in product
64、 innovation.Make no mistake,armed with powerful technology and the digitalprowess to use it in new and creative ways,Gen Zs entrepreneurialspirit will have a massive influence on the way we all do business.Buttheir influence will also extend to the product level,as theirpreferences permeate the mark
65、et.For example,62%of Gen Z,compared to 40%of Boomers,are morelikely to buy a product if they can customise ita direct link betweentheir digital habits and physical preferences.Gen Z wants theopportunity to customise and personalise products online before theybuy them.Withhold this from Gen Z at your
66、 own peril,as its clearly somethingthey want.40%of Gen Zmore than any other generationwill forgosecurity/privacy concerns and provide their data if they receive apersonalized experience in return.Another digital-physical connection?Online feedback translates directlyto sales.Touching again on trust
67、and authenticity online,Gen Z ishighly influenced by likes and positive product reviews.68%of Gen Z,compared to 40%of Boomers,are more likely to buy aproduct if they know others like it,and early a quarter(24%)believe theopinions of online influencers more than their family or friends.This means cus
68、tomer feedback channels may need a second look,asreviews do,in fact,matter.Beyond that,tapping into the evangelism ofonline influencersnot necessarily celebritiesis key to reaching Gen Zin a format they find palatable.The social quotient.Gen Z is also highly influenced by social issues,particularly
69、as thoseissues play out on social channels.Their preferences here,too,have asignificant effect on the products they buy.More than any other generation,Gen is more likely to buy productsfrom a company that contributes to social causes.That said,togetherwith Millennials,they are also the most forgivin
70、g when it comes to acompany that supports social causes with which they dont agree.Thetakeaway for marketers?Be anything but silent.Gen Z wants to seebrands take a stand,and will reward it more than they will punish it.Highly selective.Cautiously loyal.As much of this report has made clear,Gen Z is
71、a highly selectivegeneration,with deeply-held digital preferences that go beyond theirscreens and influence their everyday lives.While they are forgiving of brand missteps and show brand loyalty tosome degree,their brand loyalty is also contingent on things likeregular use,and overall alignment with
72、 their lifestyle.This too touches on Gen Zs desire for authenticity,their awareness ofsocial issues,and their easy navigation of the digital world.Gen Z isaware of the choices at their fingertips,and they choose products thatfit their needs and meet them on their terms.Brand loyalty wontsustain itse
73、lf for Gen Z,you must continually earn their business.Gen Z are the pioneers in our new,digital world.Young people have always embodied the zeitgeist of society,profoundly influencing trends and technology adoption alike.As weforge ahead in our lives,working from home,shopping for groceriesonline,an
74、d learning in front of our screens,Gen Z will increasingly taketheir place in the drivers seat of society.Their influenceas the first generation of true digital nativesis nowradiating outward at a faster pace than other generations of youth intheir time,precisely because it is digitally-based.Theyve
75、 never drawn adistinction between the physical and digital worlds.For them,whetheronline or offline,the critical element is that they can seamlessly movebetween both of them.Gen Z is leading this shift in behavior with their digital fluency,and indoing so,they are articulating nothing less than a ne
76、w paradigm fordigital experiences.At the core of this new paradigm,in life and indigital,lies a set of valuestech-savviness,connectivity,authenticity,and a desire to have a positive impact on the world that will mostcertainly influence behavior,technology,and society in radically newand exciting way
77、s.As weve seen in past studies,if this generation of pragmatists,self-starters,and entrepreneurs,finds it doesnt exist,Gen Z wont waitaround for something to happen.They will build it.About WP Engine.The WP Engine WordPress Digital Experience Platform gives companiesof all sizes the agility,performa
78、nce,intelligence,and integrations theyneed to drive their business forward faster.WP Engines combinationof tech innovation and an award-winning team of WordPress expertsare trusted by over 100,000 companies across 150 countries to providecounsel and support,helping brands create world-class digitale
79、xperiences.About The Center for Generational Kinetics.The Center for Generational Kinetics(CGK)is the leading research,speaking,and strategy firm focused on Millennials,Generation Z,andsolving generational challenges.CGKs team of PhD researchers,strategists,and keynote speakers help leaders around t
80、he world solvetough generational challenges in areas ranging from employingmultiple generations and recruiting Gen Z to selling and marketing toMillennials and across generations.Each year,CGK works with over 100 clients around the world,from carmanufacturers and global hoteliers to insurance compan
81、ies,hospitalchains,and international software firms.CGKs team is frequentlyquoted in the media about the effect of generational differences andemerging trends on everything from shopping and parenting to workstyle and social media.Learn more about CGK at GenHQ.com.Click here or press enter for the accessibility optimised versionThank you for readingGenerationInfluence:Reaching Gen Z in thenew digitalparadigm.Take control of your digital vision today with WP Engine.CookiesTermsPrivacyP O W E R E D B Y