MNI Targeted Media Releases Data to Help Marketers Win Gen Z-ers

STAMFORD, Conn. , May 08, 2018 -- MNI Targeted Media Inc., a division of the Meredith Corporation and a targeted media strategy, planning and buying company, today announced it released data on Gen Z which will help marketers gain insights on the habits, interests and activities of Gen Z. Supporting the data, MNI Targeted Media Inc. has issued a paper, “Generation Z: Unique and Powerful”. 

Gen Z is influential in ways we are just beginning to see. This generation makes sophisticated choices about identity, purpose, and values. They’ve spent their lives surrounded by digital content and they know how to filter anything that lacks the right tone, language, and relevancy. They are a generation driven by values, with 68 percent identifying that doing their part to make the world a better place is important to them, and this directly impacts their buying behavior. They are financially savvy—their formative years were dominated by the Great Recession—with 72 percent of persons surveyed agreeing that price is the most important factor when making a purchase, and 60 percent having a savings account, more than any other generation at this age (according to GenZGuru.com).

The Generation Z study findings include:

• By 2020 they will account for 40 percent of all consumers.
• They influence nearly $4 billion in discretionary spending.
• Over 50% state that knowing a brand is socially conscious influences purchase decisions
• 56 percent consider themselves to be socially conscious.
• 83 percent turn to newspapers for trusted information and content, and 34 percent turn to magazines.
• Gen Z uses streaming audio (4.8 hrs./week), social media (4.6 hrs./week), streaming video (4.2 hrs./week), websites (4.2 hrs./week), and magazines (1 hr./week).
• Streaming video (55 percent), newspapers (44 percent), digital video (42 percent), and magazines (34 percent) are the types of media respondents use without interruption most often.
• 47 percent intentionally put their phones away at least once a day.
• 48 percent agree that advertising helps them learn about new products.
• 47 percent appreciate relevant ads and 44 percent expect ads to be relevant to them.

Gen Z has a complicated relationship with technology—54 percent look forward to continued enhancements that will make life easier. Fifty percent wish they had more time away from technology, and 48 percent wish they put their phones down more and think they use social media too much. Additionally, 61 percent think their generation would benefit from unplugging more and that technology and social media can get in the way of interpersonal relationships. Finally, while 90 percent agree that media helps them keep in touch with what’s going on in the world, 76 percent also feel that media can be overwhelming.

“This generation is always ‘on’ and they expect everything to be available in seconds,” said Vicki Brakl, VP Marketing of MNI Targeted Media Inc. “Marketers who consistently provide value and relevancy in their messaging, and their corporate actions, will earn Gen Z’s respect and dollars.”

To get this paper and a presentation of the study, please visit: https://insightlab.mnitargetedmedia.com/?article=generation-z-unique-and-powerful.

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About MNI Targeted Media Inc.
MNI Targeted Media Inc., a division of the Meredith Corporation, specializes in offering clients a range of targeted advertising products and solutions across media platforms, categories, and audiences.

Media Contact
Lacy Talton
PR Director
Blast PR on behalf of MNI Targeted Media Inc.
[email protected]