Millennials believe email marketing is more acceptable than do their Gen Z counterparts, according to the latest edition of Deep Focus' Cassandra Report. But Gen Z—the younger of the two so-called "digital native" generations—is much more tolerant of online advertising on the whole. Twenty-eight percent of Gen Z consumers surveyed said they want marketers to reach them with online ads, compared with 16 percent of millennials who feel the same.
The New York-based digital agency's research particularly zeroes in on the behaviors and attitudes of Gen Z, or those born after 1998. Brands that are not paying close attention to this new wave of kids "are losing an opportunity to anticipate the future of consumer behavior," said Jamie Gutfreund, Deep Focus CMO.
Deep Focus said it interviewed 901 Gen Z consumers, ages 7 to 17, in compliance with the Children's Online Privacy Protection Act, while also surveying 500 of their parents. For millennials, the agency interviewed 1,203 people who are between 18 and 34 years old.
The infographic below highlights a breadth of the Cassandra findings in terms of what marketers need to know about the key differences between these two emerging groups of consumers.