• by Jack Loechner , Staff Writer @mp_research, May 17, 2018

MNI Targeted Media Inc. has issued a paper, “Generation Z: Unique and Powerful” which will help marketers gain insights on the habits, interests and activities of Gen Z. According to the Study report, Gen Z makes sophisticated choices about identity, purpose, and values. They’ve spent their lives surrounded by digital content and they know how to filter anything that lacks the right tone, language, and relevancy. They are a generation driven by values, with 68% identifying that doing their part to make the world a better place is important to them, and this directly impacts their buying behavior. 

 “They are financially savvy, (according to GenZGuru.com) says the report. Their formative years were dominated by the Great Recession, with 72% of persons surveyed agreeing that price is the most important factor when making a purchase, and 60% having a savings account, more than any other generation at this age 

 The Generation Z study findings include:

• By 2020 they will account for 40% of all consumers
• They influence nearly $4 billion in discretionary spending
• Over 50% state that knowing a brand is socially conscious influences purchase decisions
• 56% consider themselves to be socially conscious
• 83% turn to newspapers for trusted information and content, and 34% turn to magazines
• Gen Z uses streaming audio (4.8 hrs/week), social media (4.6 hrs/week), streaming video (4.2 hrs/week), websites (4.2 hrs/week), and magazines (1 hr/week)
• Streaming video (55%), newspapers (44%), digital video (42%), and magazines (34%) are the types of media respondents use without interruption most often
• 47% intentionally put their phones away at least once a day
• 48% agree that advertising helps them learn about new products
• 47% appreciate relevant ads and 44% expect ads to be relevant to them

 Gen Z has a complicated relationship with technology, as 54% look forward to continued enhancements that will make life easier. 50% wish they had more time away from technology, and 48% wish they put their phones down more and think they use social media too much. 

 Additionally, 61% think their generation would benefit from unplugging more and that technology and social media can get in the way of interpersonal relationships. Finally, while 90% agree that media helps them keep in touch with what’s going on in the world, 76% also feel that media can be overwhelming.”

 Vicki Brakl, VP Marketing of MNI Targeted Media Inc., says “This generation is always ‘on’ and they expect everything to be available in seconds… marketers who consistently provide value and relevancy in their messaging, and their corporate actions, will earn Gen Z’s respect and dollars.”

 To get this paper and a presentation of the study, please visit here: