By Kylie Nishite, Account Coordinator, FSB Public Affairs
1. Yes, they check their email.
Generation Z remains active email users despite growing up around social media. Many companies have the wrong impression that the only way to reach or market to Gen Z is through social media platforms. According to a survey conducted by Campaign Monitor, 58 percent of Gen Z respondents check their email multiple times a day and 23 percent say they check their email at least once a day. In a breakdown which highlights the use of email, the study concluded that over half of Gen Z email use was for personal matters, indicating that email is still a valuable tool for communicating with this demographic.
2. They prefer social media and messaging apps to consume news.
You will need to use social media and messaging apps if you want to communicate information to Gen Z via the news. A 2019 report by Reuters Institute concluded that 57 percent of Gen Z turn to social media and messaging apps to consume news. This study suggests smartphones as their first contact with news in the morning based on survey data and qualitative research. Adapting your content to fit the audience’s content preference is essential to successful communication.
3. They have a short attention span.
It is important to keep in mind when communicating with Gen Z that this demographic has grown up behind a screen. The competition to attract the attention of Gen Z has increased as companies and brands come up with new and innovative methods of communication. The Statistic Brain Research Institute Attention Span Statistics states the average attention span in 2015 was 8.25 minutes. It’s likely this time will decrease in the future as the average attention span was formerly 12 minutes in 2000. Gen Z can multitask across multiple screens simultaneously doing many different things while having a full conversation. They can easily gain interest but also lose interest just as quickly. Images and videos are a simple way to elevate or easily explain content. Eye catching visuals are key to grabbing the attention and interest of Gen Z.
4. In person communication is effective.
In person communication with Gen Z is one of the most effective ways to reach them despite the misconception that they prefer a digital world. According to data from LeadSquared, “39 percent of Generation Z say one-on-one communication is the most effective form.” A personal touch can make something seem more meaningful from a company or person. The COVID-19 pandemic has brought our attention towards the importance of in person communication and interaction across all generations. Whether Gen Z is doing online school or starting a job remotely, it’s important to remember that Gen Z prefers in person communication as well.