Retail

Social Media Is King For Gen Z Influence

Imagine growing up in a world where the internet — and the good and bad parts of it — has always existed.

That’s the reality for those born in the mid-to-late 1990s, the group known as Generation Z, or “Gen Zers,” for short.

As such, it should come as no surprise that social media has had a large influence on this group of young consumers. Research from Yes Lifecycle Marketing showed an astounding 80 percent of Gen Zers are influenced by social sites when shopping. The numbers move down to 74 percent of millennials, 58 percent of Generation X and 41 percent of baby boomers whose purchases are influenced by social media.

Among the social media channels available today, Gen Zers are more likely to gravitate towards Instagram (44 percent), Snapchat (21 percent) and YouTube (32 percent). By comparison, older shoppers such as baby boomers (38 percent) and Gen Xers (44 percent) look to Facebook for shopping influences.

Within the research report, Yes Lifecycle Marketing shares important insights on targeting messaging to the different generations of shoppers.

“When targeting Centennials, cross-channel is key. These shoppers expect quality experiences across the board, including in-store and direct mail,” said the report. “But the kicker is that they’re also more likely to use social media and mobile when shopping, because they consider these channels equally as important as email. This means that marketers must create a consistent and cohesive cross-channel experience with messaging that focuses on your product or services’ quality, not price.”

Within the research, analysts confirm social media is becoming a more impactful channel for marketers and retailers when it comes to promotional outreach efforts. As such, marketers are having to rework the way the industry approaches its efforts, now more than ever before.

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PYMNTS STUDY: THE CROSS-BORDER MERCHANT FRICTION INDEX – JUNE 2020

The PYMNTS Cross-Border Merchant Friction Index analyzes the key friction points experienced by consumers browsing, shopping and paying for purchases on international eCommerce sites. PYMNTS examined the checkout processes of 266 B2B and B2C eCommerce sites across 12 industries and operating from locations across Europe and the United States to provide a comprehensive overview of their checkout offerings.

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