The most important things you need to know about Zoomers vs Millennials.
Zoomers vs Millennials: Does it really matter?
Here’s the thing: If you want to get the most bang for your (small business) marketing buck, you need to know where and how to allocate those funds. Namely, what’s worth your time, money, and effort?
Should you focus more on TikTok or Facebook? PPC ads or print ads in the weekend paper? Will email marketing be more effective or should your efforts go to social media? Heck, generational differences even influence linguistic choices! (Think using the term “blimey” versus “yasss”.)
In other words, generational insight helps you figure out:
✅ Which channels you should use to reach your desired audience.
✅ The types of content you need to attract and engage.
✅ How to write in a way that’s appealing to your target market.
Long story short, it’s all about—and comes down to—marketing.
But first, how is a generation shaped? (And does geography matter?)
There’s more to a generational cohort than their collective “age range”—the 15 year interval from one generation to the next. Rather, every cohort draws upon differing experiences and defining moments, be they economic, social, or technological. And it’s a generation’s shared sense of history (and the challenges that define that period) that shapes their shared views, priorities, attitudes, and even buying behavior.
For example: A generation that grows up in a post-war era versus one that grows up during a period of economic prosperity.
But here’s what makes generational cohorts even more interesting: You can’t apply characterizations straight across the board just because people were born during a specific period of time. Regional and even country-specific factors have to be taken into account.
China, Japan, and India, for example, have different histories and events that influenced their demographic cohorts’ perspectives in a way that might have no impact on someone growing up on the other side of the world.
Is generation Z the same as Millennials?
So, with all that said and done, just how different can these two cohorts really be? After all, they’re both “young”, they’re both digitally savvy. Can’t we just assume that they share the same core characteristics?
Well, no. There are actually nuanced differences between Gen Z and Gen Y—enough to make or break a marketing campaign, especially if you’re a small business working with limited resources.
So what makes Zoomers different from Millennials? Let’s take a closer look.
Zoomers vs Millennials: Must-know statistics
Go straight to what you’re looking for:
- A quick overview of Zoomers vs Millennials
- Device use: What do they use most?
- How does technology use differ between Gen Z and Gen Y?
- How does TV use change from one generation to the next?
- How does Gen Z consumer behavior differ from Gen Y?
- How does Gen Z influence family purchasing decisions?
- What do Gen Zers spend their money on?
- Zoomers vs Mllennials on customer service
- What are their preferred communication channels?
- How do Gen Z consumers choose brands?
- Zoomers vs Millennials’ views on privacy
?️ An overview of Zoomers vs Millennials
|• Most have Baby Boomers as parents||• Most were raised by Gen X parents|
|• Millennials grew up during an economic boom||• Generation Z grew up during an economic recession|
|• Gen Y are mobile trailblazers||• They are “true digital natives”|
|• Millennials prefer Facebook and Instagram||• Gen Z prefer Snapchat and Instagram|
|• As consumers, they choose brands that share their values||• As consumers, they choose brands they deem to be authentic|
|• Their focus is on gaining experiences||• Their focus is on saving money|
|• Millennials tend to be idealistic||• Generation Z tend to be pragmatic|
Source: Visual Capitalist
?️ Which devices do Gen Z and Gen Y use most?
|Most Used Devices||Generation Y||Generation Z|
|Smartphone||14.8 hours||15.4 hours|
|TV||14.8 hours||13.2 hours|
?? How does their use of technology differ?
|Generation Z||Generation Y|
|Zoomers can use a whopping 5 screens simultaneously.||Millennials can use 2-3 screen at one time.|
|Gen Z tend to communicate with images (e.g. memes) and prefer visual content.||Millennials tend to communicate with text (writing) and process information through verbal and written language.|
? How does TV use change from one generation to the next?
|Weekly TV Use||Generation Z||Generation Y||Generation X||Baby Boomers|
|Average hours per week||13.2||14.8||19.7||24.1|
?️ How does Zoomer consumer behavior differ from Millennials?
On online shopping:
- 74% of Millennials shop online once a month when there are discounts or when they are given freebies.
- 63% of Gen Z only shop online for practical purposes.
On word of mouth promotion:
- 89% of Gen Z consumers would personally promote a brand they enjoyed transacting with.
On loyalty programs:
- 45% of Millennials appreciate loyalty programs.
- 30% of Gen Z consumers appreciate loyalty programs.
- 60% of Gen Z prefer a cool product.
- 77% of Millennials prefer a cool experience.
- Gen Z are more likely to buy sustainable products.
- Gen Z are more economical and price-sensitive but they are still willing to spend on expensive, higher quality products. To Gen Z, “luxury” isn’t linked to a brand name—it’s what jives with their identity, beliefs, and what sets them apart.
On payment preferences:
- 19% of Gen Z are willing to buy on credit.
- 30% of Millennials are willing to buy on credit.
? How does Gen Z influence their family’s purchasing decisions?
Gen Z exerts great influence on their family’s purchasing decisions. Here’s where they have the most say:
? What do Gen Zers spend their money on?
When it comes to their own money, Gen Zers aged 16 and above are most likely to spend on:
- Beauty products
- Car expenses
- Eating out
As for younger Gen Z consumers, they prefer to spend their pocket money on:
- Toy brands
? Zoomers vs Millennials on customer service
- 75% of Millennials would rather solve problems by themselves.
- 41% browse FAQ pages first before turning to customer support via social media.
- 25% of them expect a response from customer service within 10 minutes.
- When it comes to customer service, 74% of Millennials say that their standard is “higher than ever” compared with just 62% of Gen Zers.
- 75% of Millennials are willing to pay more for great customer service.
- 69% of Gen Z is willing to pay more for great customer service.
? What are their preferred communication channels?
On online advertising:
- 71% of Millennials would click on digital ads.
- 59% of Gen Z would click on digital ads.
- 52% of Zers frequently engage with companies that place ads online.
- Across other age groups, an average of just 30% would engage with companies that place online ads.
✔️ How do Gen Z consumers choose brands?
On purpose and agency:
- 88% of Gen Zers feel that their generation has the power to transform the world for the better.
- 83% believe that they can personally make a difference on issues important to them.
- Gen Z prefers purpose-driven companies, with 90% saying companies should act on those issues.
- 93% say that if a company makes a commitment, then it should have the appropriate programs and policies to support that commitment.
- 75% will do research to check whether a company is walking the talk.
? Zoomers vs Millennials on privacy matters
On trusting companies:
- 63% of Gen Zers say they trust companies.
- 71% of Millennials trust companies.
On how companies use their data:
- 55% of Millennials are comfortable with how companies use their personal information.
- 44% of Gen Zers are comfortable with how companies use their personal information.
On earning their trust:
- 56% of Gen Z say that companies that show social responsibility strengthen their trust.
- 62% of Millennial say that companies that show social responsibility strengthen their trust.
- Millennials vs Gen Z: How Their Customer Care Preferences Compare
- How is Generation Z shopping?
- Gen Z shopping trends uncovered
- Generation Z Characteristics and Buying Behaviour
- Millennials vs. Gen Z: How Are They Different?
- Generation Z infographics
- Gen Z Is Most Easily Influenced By Online Advertising, Study Finds
- What purpose-driven companies need to know about Gen Z