- Introducing the different age groups
- Younger people have shorter attention spans
- Gen X loves email and SMS marketing
- Millennials are influenced by imagery
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Introducing the different age groups
- Silent Generation. Those born between 1928 and 1945.
- Baby Boomers. Those born between 1946 and 1964.
- Generation X (‘Gen X’). Those born between 1965 and 1980.
- Millennials. Those born between 1981 and 1996.
- Generation Z (‘Gen Z’). Those born between 1997 and 2012.
- Generation Alpha (‘Gen Alpha’). Those born between 2013 and the present day.
Younger people have shorter attention spans
It’s estimated that a Gen Zer’s average online attention span is eight seconds, four seconds shorter than a Millennial. Why are attention spans getting shorter? Access to technology. It’s now easier than ever for people to find the information they need online, meaning anything slow or overly long is quickly pushed aside. This makes it more critical than ever to ensure your website loads quickly, and shoppers can find the information they need. If not, they’re likely to leave your site.
Gen X loves email and SMS marketing
Gen X is often overlooked when compared to Millennials and Gen Z. However, this age group has a lot of purchasing power, with many at the peak of their earning potential. While Gen X uses social media and messaging apps, one of the easiest ways to reach shoppers is through email and SMS marketing. Gen X uses email more than its younger peers and is the most likely of the cohorts to take advantage of text messaging. Effective email marketing campaigns mean you can keep Gen X up to date with your latest product launches and reward brand loyalty with exclusive offers.
Millennials are influenced by imagery
Millennials were the first generation to grow up with social media and the internet. As a result, this advertising cohort quickly got used to visuals, photos and advertisements online. The top three social media platforms used by Millennials are Facebook, Instagram and YouTube – all reliant on images and videos. High-quality photos and videos on your social media profiles and eCommerce website can tell Millennials a lot about the products you sell, making them more likely to buy. While images are great, they need to be authentic. User-generated content (UGC) can be a great way to do this, with UGC being 20% more influential than all other types of media.
More older people are getting online
Gen Z are less likely to be brand loyal
In the past, when customers found a product they liked, they stuck with it for decades. Now that a wider range of items is available online, younger customers are more likely to be choosy. According to Statista, 60% of Millennials consider themselves brand loyal, while 40% of Gen Zers say they are. So if you’re trying to encourage Gen Z to buy from your business, you might need to work a little harder to provide exceptional customer service and a solid user experience. Another interesting fact to ponder is that while eight out of ten Gen Zers like the idea of loyalty programmes, only five out of ten are members. This means that if you provide a loyalty programme or rewards scheme, you need to remove potential barriers to entry and give your customers offers they can’t say no to.
Don’t count out Generation Alpha just yet
The oldest of the Generation Alpha cohort aren’t quite in double digits yet. However, just because they aren’t old enough to own a bank account, doesn’t mean they don’t have influence. Generation Alpha has grown up with eCommerce, smart speakers, and social media and is easily coming to grips with technologies including augmented reality and artificial intelligence. As a result, these customers will have a lot of spending power, a large degree of impact and high expectations. The children of today will be the shoppers of tomorrow, so it pays to futureproof your eCommerce strategy to offer a great customer experience.
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As a Paid Media Analyst, I help out on the day-to-day running of client accounts and campaigns. When I’m not out running or staying active, I spend a lot of time working in sketchbook where I explore new design ideas and compositions.
Astha Awasthi has specialist knowledge in Paid Media.
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