We've all heard plenty about millenials (or Generation Y), those born between 1976 and 1994. But as that generation continues to age, marketers are starting to shift their attention to the next generation—Generation Z, those born in 1995 or later. Some of them are already old enough to be in college, and it won't be long before they have careers and families.
At 25.9 percent, per research by agency Sparks & Honey, Generation Z makes up the largest population demographic, so its appeal to marketers is obvious. And while this group shares some qualities with its predecessor, there are also some distinct differences between Generation Z and millenials.
Millenials grew up alongside the Internet. Generation Z is immersed in social media, relying on it for socializing and also for school, with 52 percent using social media for typical research assignments, and around one-third working with classmates and watching lessons online, according to Sparks & Honey's data.
As Generation Z's influence inevitably grows, marketers will be forced to adapt to engage this audience in new ways. For instance, those who are 19 and younger prefer social networks like Snapchat, Secret and Whisper, as a quarter of 13- to 17-year-olds have left Facebook this year, stated Sparks & Honey. Marketers who are ahead of the game are adapting already.
Learn more about Generation Z via interactive marketing vendor Marketo's infographic below, which is based on Sparks & Honey's work.
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