Your Audience is Getting Younger. Are You Keeping Up?

Your Audience is Getting Younger. Are You Keeping Up?


Even though everyone from young to old is online today, there is no arguing that the youth are the major consumers of digital content. Millennials and Gen Zers constitute a significant chunk of website visitors to an average website. Most millennials, who were considered very young not so long ago are already in their thirties. The new crowd that is online is Generation Z. In fact, research suggests that 40% of the people online are made up of the Millennials and Gen Z. 

This makes it very important for you to understand this demographic and cater to their online behavior. These are the people that are going to see your content, judge it, and to quite an extent help it propagate.

So understanding this new generation of audiences, their beliefs and value systems, behaviors, perceptions, etc. is critical to your business growth online. This can help you cater to their particular needs as website visitors.

Who qualifies as a Millennial or a Gen Zer?

Millennials are those people who were born between 1981 and 1996. Generation Z belongs to those born between 1997 and 2011. As you can probably tell, most of these people were born into technology. They have seen the internet and digital technologies around them from the time they were born or from a very young age.

Using technology comes very easily to them. They have learned to use the computer at a young age and have handled smartphones ever since they were invented. They feel at home in the digital world. Social media, digital platforms, and digital communication are routine for them. They use the internet not just for information but also for entertainment, socializing, and shopping. 

Social Media

Millennials and Gen Zers, in general, are quite active on social media. However, millennials and Gen Z use different social media platforms. Facebook, YouTube, and Instagram are the top three platforms preferred by millennials. Gen Z favors, Snapchat, YouTube, and Instagram. 

Fewer Gen Zers have an account on Facebook whereas most millennials use Facebook regularly. At the same time, while millennials spend 2.4 hours every day watching YouTube videos, Gen Z spends 3.4 hours. 

For both millennials and Gen Zers, the attention span on social media is on the lower side ranging from just 8 to 12 seconds.

How to use this information?

Now that you know the social media behavior of this demographic, use it to your advantage. While planning the social media marketing strategy, if your target audience is majorly this demographic, the above information will tell you that their preference is video content. They want content that is engaging, too, or else they are simply going to move on to the next available content.

Even when it comes to this audience being your website visitors, make sure you give them content that they can quickly identify with and find relevant. If you make them work to find relevant information on the website, you’ve already lost their attention.  

Digital Communication

For millennials and Gen Zers, faster and instantaneous communication is a priority. Hence, more than email, they prefer instant messaging services. WhatsApp, Snapchat, Instagram DMs, Facebook Messenger, etc. are the communication channels they prefer. 

There is also a growing tendency to prefer texting over actual phone calls. They basically want to have a say in which mode of communication works best for them. For example, they might want their queries addressed via text messages but would prefer invoices for their purchases to be emailed to them.

How to use this information?

If you want to get your message across to this demographic, you need to use the communication channels that they are most likely to frequent. Wherever you can, give them an option to get information over instant messaging or emails.

When this generation of the audience turns up as website visitors, making this experience interactive by having chatbots can be a great idea. For customer services and helpdesks, instant messaging can be much more successful than email or calls.

Online Buying

For millennials and Gen Zers, online shopping is almost second nature. They are very comfortable ordering the products they need online and having them delivered to their doorstep. Compared to people older than them, who might still prefer brick-and-mortar shops, this demographic has normalized online shopping. 

However, they are quick to judge, too. If a particular website does not give them a good experience as visitors, they immediately dismiss the website and move on to the next. They are also vocal about their online experiences. They are prone to leaving candid, honest feedback and reviews about the products or services they buy as well as their experiences as a website visitor.

How to use this information?

This generation is all about user experience. They don’t just want the products you have. They also want a good shopping experience. Detailed, informative product pages, search options, filter options, easy checkouts, etc. are a few things you must ensure for your website visitors. 

This demographic also loves social proof. So, if you have product reviews or have lots of buyers, these details should be displayed on the website right where the visitors can see them. If your business has reviews on independent review platforms, that’s even better.

Focus on Values

The Millennials and Gen Zers use the internet to get what they need. But they are also quite aware of the source which fulfills their needs. So, they want to know the attitudes and values of the businesses they interact with. And they analyze whether they identify with these attitudes and businesses.

This new generation looks for inclusivity and diversity. They look for brands that are responsible or even environmentally friendly. They want brands that support eco-friendly, inclusive, and sustainable solutions.

How to use this information?

Businesses need to consider these values in their branding voice and their processes. All the good initiatives by the business need to be highlighted in order to strike the right chord with this generation. All relevant information needs to be present on the website for visitors to see and verify. 

Conclusion

The Millennials and Generation Z have the ability to drive the markets right now. Businesses need to really understand this generation of consumers to adapt to the changing markets. Soon, an even younger generation is going to join forces and make their presence felt on the internet. Keeping up with the times and thoroughly understanding the changing preferences of the demographic is critical to a successful business. 

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