Marzipan

Tag: Reports

  • Meet Generation Z

    A new report published by Think with Google lifts the lid on Generation Z, the newest generation of tech savvy, mobile wielding, video consuming kids to hit the streets.  The in-depth audience report conducted by Ipsos  delivers revealing insights about the social media habits of the 13 – 17yrs olds outlining what they consider cool and what devices you’ll likely to find them on. It’s a must for social media strategists and digital marketing managers alike. 

    “While millennials were mobile pioneers, teens are mobile natives,” Google writes in the study. Unlike previous generations that learnt how to use new digital, mobile and social products later in life, these teenagers’ have had mobile technology embedded in their lives since birth. 78% of all US teens now have a mobile phone and the age at which they first receive them is getting younger and younger. 
    The report shows that across all races and demographics 12 is now the average age that many kids receive their first mobile phone. Almost four years earlier than their millennial counterparts, bringing with it social status and benefits of cool together with a daunting sense of peer pressure: 
    “Teens are equal parts aware of and wary of their dependence on technology—meaning their online lives are both spontaneous and carefully curated”


    Snapchat, and Instagram are the coolest platforms for these young teens to express themselves. Facebook is still a daily habit for most teens for consumption and stalking, but they rarely post and it’s not seen as “cool”. Generation Z are also shifting from texting to messaging apps to communicate, 52% prefer options like Snapchat and WhatsApp to communicate. 
    The report is a great read for digital marketers and social media managers planning their next campaign strategies.

    You can download the report here.

  • Authenticity in the age of social

    Global Web Index have released another insightful social media report for 2018 and it’s jam packed with useful information for digital marketers.

    Social provides the most important insights on the world of social media, from the very latest figures for social media engagement to the key trends within the social space and a comprehensive view of which social platforms are most popular. In particular the report focuses in on the power of recommendations which got us thinking… How can a brand stay authentic with it’s social messaging?

    Brand discovery is where peer-to-peer recommendations on social media have the most impact – as much as 27% of Millennials cite this as a way of discovering new brands. Younger audiences tend to fall back on the #authenticity of content created by their peers with similar interests in their decision-making process.

    Elsewhere, a fifth of internet users say that lots of “likes” or good comments on social media would increase their likelihood of purchasing a product, climbing to almost a quarter of Millennials and Gen Zers

    Without a doubt, this provides great direction to brands which can tap into such content when building their ongoing marketing and content strategies.

    We’ve previously talked about the need for digital marketers to consider influencer marketing for their campaigns. Every brand should by now know the concept of influencer marketing, but many don’t know why it’s so important. The figures above help provide data to back up the case.

    The extent to which younger age groups value their peers’ opinion is shown in the GWI report: 4 in 10 Millennials and Gen Zers say they are easily swayed by other people’s opinion, but this figure drops sharply among Gen X and Baby Boomers.

    Having an authentic voice will provide trust, underline your authority in a market and build stronger pathways to purchase with your customers. An authentic brand voice, that stays true to it’s potential and doesn’t react to a situation will provide your brand or start up the foundation it needs to grow and sustain a valuable social media community.

    You can read the GWI report in full here.