The and centennials, often referred to as absolutely interchangeable with each other by not a few brands are sometimes an apparently unsolvable enigma for brands. Unraveling this enigma (and soon completely abstruse) is precisely the objective of a recent study carried out in Germany by .
In their report, GroupM and Switzerland Phone Number List Onefootball put different product categories under the spotlight, from cosmetics to streaming video services to online payment methods. And while Generation Z reports their interest especially and above all in streaming video platforms (72%), Millennials show particular interest in the food and beverage category (63%).
Conversations are, on the other hand, the particular beacon of millennials (63%) and centennials (68%) when it comes to detecting new products and services. In order of popularity, the Usa B2B List conversations (lifelong word of mouth) are followed by user tests and reviews (58% in the case of Millennials and 56% in the case of, websites and online stores (54% and 58% respectively) and search engines (52% and 49%).
Centennials are also particularly ready to use online videos (59%) and social networks (48%) to discover new products and services.
Generation Y used more caution in their purchases in the last year than Generation Z
When it comes to their buying behavior, millennials appear to be more cautious than the immediately preceding generation (at least during the last year marked by the pandemic) . While only 38% of young people enrolled in Generation Y bought more on the network of networks in 2020 than during the previous year, the percentage shoots up to 52% in the case of centennials.
It should also be noted that Generation Z (54%) is somewhat more predisposed than Generation Y (51%) to purchase branded products . Centennials (18%) are equally more inclined to be than millennials (14%).
It should also be noted that Generation Y pays special attention to the functionality of the products (72%) when setting their gaze on them.
From the GroupM and Onefootball report it is also inferred that younger consumers are not as ready as it seems a priori to choose brands based on the they carry. In fact, only 23% of centennials and 24% of millennials say that brands are a way for them to express their personal values and attitudes.
Even so , both Millennials (39%) and Generation Z (44%) attach great importance to the fact that brands dare to sink their teeth into problems that lacerate and directly touch society.