There would be 11 million French people belonging to Generation Z, these young people born after 1995.
Because they grew up with the Internet, they are often described as curious and ultra-connected. At ease with all current codes, they are not easily seduced. This is revealed by a study carried out by Vogz, a platform that connects brands with content creators.
A priority: to preserve their image
Only 27% share content that promotes a product or service purchased on their own social networks…
The Zs grew up with the Internet and they master all its codes. They know what value to give to an opinion on a brand or an influencer post, and how content monetization works.
So they take care of their e-reputation and do not want to associate their image with just any brand. Example with the football player Kylian Mbappé who recently dissociated himself from the French team by refusing to promote online betting sites and junk food.
A search for transparency
The study shows that more than 60% of respondents consult consumer reviews before placing an order. Among them, they are 7 out of 10 to be wary if a product has less than 3 reviews. Note that some media are even more impactful: for 30%, a video review can even influence their decision to buy.
In addition, more than 80% of respondents do not trust the opinions of influencers. The Zs are not easily fooled: they know full well that the opinions of influencers are often remunerated.
Social networks: TikTok at the top of the podium
The study shows that 22.5% are active on TikTok. Available for less than 2 years in France, TikTok is the darling of the Z. It ranks far ahead of Instagram (18.9%) and Snapchat (16.4%). This is why the Meta group (which publishes Facebook) is trying to adapt: after Snapchat’s Story format, it’s around Reels (a copy and paste of the TikTok format) to integrate its applications.
Discover the analysis of the results of the study: https://www.vogz.io/blog/generation-z
Generation Z, A New Era of Buying Process
[étude auprès de 1000 jeunes de 18 à 24 ans pour mieux comprendre les habitudes de consommation en ligne de la génération Z]https://t.co/CN3w5Epsvg– Chob (@choblab) June 21, 2022
At the service of your reputation
See our specialized blog on e-reputation: www.votre-reputation.com
And especially the section Professionals, Companies and Managers.