Z世代报告（英文版）

Based on the Criteo Shopper StoryGen Z ReportCriteo surveyed thousands of members of Gen Z in the US, UK, France, Germany, Brazil, and Japan to understand what they think about shopping: what motivates them to shop and what they want from the retail experience. While all countries have different economic factors at play, members of Gen Z share a commonality in their love of real-world retail experience, albeit augmented by technology.They are the most likely to value real-world experiences.They have significant spending power.Key findings about Gen Z: IntroductionMove over Millennials — there’s a new generation of shoppers in stores.They are the most dissatisfied with the online experience.They are the most likely to shop around.They expect relevance from products and marketing.ContentsWho is Gen Z?Get to know the newest generation of influential shoppers.1How social and mobile shape their livesOr, why content and connectivity reign supreme.2Real-world retail matters to them? #DefinitelyGood-looking stores and unique products are on-trend.3Appealing to Gen ZThe path to purchase is paved with personalization.4What Gen Z wants from retailers and brandsTop takeaways for marketers who want to win.5There are 4 distinct generations in commerceBoomers1945-19681969-1983 Gen X1984-1993Millennials1994-2002Gen ZSource: Definitions of these generations vary. For the purposes of this survey, Boomers = 50+, GenX = 35 – 49, Millennials = 25 -3 4, Gen Z = 16 - 24Who is Gen Z?Get to know the newest generation of influential shoppersWhat qualities does Gen Z embody?Engaged & EmpoweredTech & TactileInfluential & OpenThey were children when social media came to the forefront and smartphones were introduced, and the new ways of connecting with each other have huge implications for marketers. They navigate the world with their phones and wouldn’t think of buying without consulting their online and offline network of friends.While the smartphone is their remote control for life, they desire a world beyond the screen. They are more tactile than older generations and personal experience of the world and products is their aim. Online shopping doesn’t fully deliver on their desires: touch and instant gratification.They have strong opinions – formed by peer and social influencers and, due to their facility with technology, they help older generations navigate the connected world. They are in a crucial stage of development for brand preferences as they enter independent life and are open to new retailers and retail concepts.Gen Z is hugeThey make up nearly one-quarter of the US population.Source: The Hartman Group23% 74M 251MThey have significant spending powerSource: Criteo Shopper Story, US 2017 | n=430Numbers are average spend over a 6-month period.Both online and off, the amount they spend across categories is strong.Online SpendOnline SpendOnline SpendOffline SpendOffline SpendOffline SpendConsumer Electronics$182$164$124$125$155$94ApparelToys/Games/Sporting GoodsHow so