Generation Z seeks fun and relies on influencers when shopping
It appears those born in the mid-90s or later - have unique shopping habits... steered to a large degree by social media.
In the second of a three-parter on Generation Z,.. Kim Da-mi highlights what they buy and what influence their purchasing decisions.
'Tea bags' for brewing ramen and fish cake broth, rather than tea, have made it onto Generation Z's shopping list.
When shopping for food, rather than buying regular milk, they're choosing milk that's flavored like their favorite childhood ice cream.
“Generation Z have also become funsumers,... a combination of the words ‘fun’ and ‘consumers’, who value fun and excitement when choosing what to spend their money on... like buying just the sauce from these famously hot noodles.”
Food is more than just something to eat. Generation Z nowadays looks for fun and new experiences when buying food.
For more shopping tips, the so called Digital Natives also rely on influencers on social media instead of celebrities.
Gen Z-ers, who say they cannot live without YouTube, seek and select information from influencers... that they possibly see more often than their own relatives.
They prefer the influencers' personal reviews and opinions over celebrities' perfect, flawless advertisements.
"The influencers they see on social media seem and sound more personal, approachable and genuine than celebrities... because they can actually communicate through likes and comments. Feedback, reactions or communication with celebrities is almost impossible.”
Generation Z is expected to become the largest group of consumers by 2020, and marketers need to take note of their wants and desires.