As for the Korean digital expression and the types of activities that they want to participate in online than in real life, in fact, one of them is to participate in social justice. [0:08:09.08] 72% of people think that compared with what they do in real life, they can only participate in social justice online. [0:08:22.08] compared with more than half of people who disagree with someone in real life, they are more likely to disagree with someone online. [0:08:36.02] now there is another very interesting area. Another area where the soul of generation Z can be explored is that more than half of generation Z only know people and friends online. Met them directly. [0:08:56.03] this is an amazing statistic, which is very special for generation Z. [0:09:03.00] the other is 47%, so almost half of generation Z will say something they shouldn’t say online, and its value has dropped to 27% among the boom generation. Online comfort, almost the same as real life. [0:09:29.05] and I think the last really interesting statistic is that almost a quarter of generation Z people agree with the statement that they trust people they meet online more than people they meet in reality. [0:09:46.07] I think it is more likely to trust someone online than to meet someone directly. This is a surprising statistic. [0:09:57.08] maybe that’s because of the rich information that people can use online. Quoting, canceling and confirming facts are much easier than before, and easier than what we can do in real life. [0:10:17.05] one of the interesting things we did in this study last year was that we wanted to investigate how many entrepreneurs there are in this generation. The good news is that about half of Americans intend or may start doing business at some time in the future. [0:10:38.09] although that number is actually lower than that of the previous year, the number of generation Z is lower than that of other generations. [0:10:50.00] in fact, considering the fact that Pan American University and many generation Z are going to graduate from University, one of the things we see is about careers. They want to work, they go out and hang their own turf. Therefore, it will be very interesting to look at these data next year and determine the actual growth of generation Z. [0:11:17.08] I repeat, generation Z is more entrepreneurial. Although this number is less than that of last year, it is still much less than that of other generations. [0:11:34.02] I don’t think there is anything to say about this, but the name of the game is online. More than 60% of Gen Z people may do something online. [0:11:47.05] in fact, this figure applies to every generation. Especially considering the situation today, it is expected to increase next year. [0:12:00.01] another interesting thing about generation Z is that we have added many of them. [0:12:10.05] brands do not define them. In some aspects, we do not define that because the brand of the product or its brand, the possibility of buying something is very low. [0:12:26.00]56% of generation Z are more comfortable than attractive. In fact, only 48% of generation Z use brands to define their lifestyle. [0:12:40.08] now, you move the gear to the influence side of the equation – the other side of the equation, and what do you do online? How can we get their attention? In addition, how to finally break through the support and loyalty between generation Z and give people inspiration? [00:13:00.07] we try to understand various products through this year’s research, and investigate our preferences for this product from the perspective of online sales. [0:13:15.08] in fact, these products are purchased offline rather than online
The three main products travel, activities and books are more likely to be purchased online than they actually are. [0:13:34.06] interestingly, there are foods at the bottom of the catalog. [0:13:40.04] considering the events in the past few weeks, it is expected that the number in the report will increase sharply next year. [0:13:53.09] from the perspective of consumers, another important issue related to these products for generation Z is the uniqueness of the product. [0:14:03.08] they care about customization. In fact, three quarters of them like to be able to customize products, but in the boom generation, the proportion is slightly higher than half. [0:14:17.01] another interesting thing is that if they know that other people like the product, they are more likely to buy the product for a long time than the boom generation. Male [0:14:27.06] now they can say that they are easily influenced by others, but in fact, I think this is related to the long-term conversation between us and generation Z. Use and run the product. [0:14:48.02] when buying online, all generations prefer to buy through websites rather than through apps. [0:14:59.09] otherwise, the only area is edible food. Once again, considering the global epidemic, I think it is very likely that all the restaurants we buy do not have apps. Next year, you will see websites outperform apps in almost all categories. [0:15:29.06] another interesting thing is that in the next 10 years, 60% of generation Z actually expect that all shopping will be done online. [0:15:44.06] and wow, you know, when you take out the crystal ball, it will happen faster than we thought. I repeat, this is what happened in the past few weeks. [0:15:59.02] if many of us are building websites for generation Z, what would you do? [0:16:06.09] what is the best way to attract their attention? [0:16:10.02] and this is one of the amazing generational divisions that we have for this study over the past three years. This is what Gen Z wants to enjoy most. [0:16:23.01] this means that your products, services and companies should be interesting, interesting and attract their attention. So millennials, Gen X or boomers. [0:16:50.03] another interesting thing is that the younger generation related to websites are more likely to want to have a network that always predicts their likes, wants or needs than networks that can maintain anonymity. [0:17:08.00] so we are approaching. This figure is slightly higher than last year, close to the 50\/50 split, but interestingly, the number of baby boomers is declining sharply. [0:17:21.00] they prefer to remain anonymous when working online. Thirdly, generation Z has no such preference. [0:17:32.02] another interesting point is what do they pay attention to in terms of network products? [0:17:38.00] quality products, customer service, excellent comments. [0:17:42.00] although these are obvious, it is interesting that generation Z zag wants excellent websites. [0:17:51.01] compared with many other fields, it is more important for them to trust the company. [00:18:03.02] from the perspective of advertising, for us as marketers, the most trusted advertising in every generation is the advertising whose image has been completely eliminated and the actual customers appear. [0:18:15.06] although this is almost true on the whole, it is especially true for genz. [00:
And then there are more specific and practical findings that can help marketers. [0:22:53.02] this research has been carried out for three years every year. We tried to refresh it and change the study by up to 50%. So we have a good tracking problem, starting from the origin of the whole research. After a few years, in order to maintain the relevance, there is something new. [0:23:14.04] so what I want to suggest to the brand is based on the results of this study. In the past two studies, we have seen a very obvious generation gap between generation Z and everyone else, that is, they want to be happy. [0:23:36.09] we asked this question in two different ways. It’s entertainment, not information. So they want entertainment, and all the other generations want to receive information. [0:23:48.03] in the whole questionnaire, I raised this question in two different ways, so I got two different parts. [0:23:57.09] one question is: \
. [0:27:31.05] and the fifth place is actually an excellent website. Gen Z actually likes brands with excellent websites more than other generations, so it’s interesting. It will be helpful to everyone Host -john hessinger, WP engine[0:27:53.08] – this is great information. You may have actually addressed several other issues. I want to answer this question in 30 seconds. [0:28:03.06] I also want to give you a chance to know the launch of this product. How does Gen Z react to brands that behave like people on social media? [0:28:14.09] I think you just touched it a second ago. What is the 30 second elevator sound effect about the informal communication style of the brand? Eric Jones, WP engine [0:28:22.00] – do not use celebrities, but use actual customers. Please do not touch them in any way. Citations should be actual real citations, not fake marketing language. [0:28:33.04] again, what I want to suggest is not a brand language, but a daily language. Host -john hessinger, WP engine[0:28:40.02]- great. Eric, I really appreciate it Thank you for your insight and Q & a session. [0:28:46.02] I want to give you a chance to actually answer questions. When will it be available for public use? Please give me the plug. Eric Jones, WP engine [0:28:52.05] – therefore, our research will officially start on July 7, so we can go to the website. It can be used in three different regions: Britain, Europe and the United States. [0:29:05.06] the United States and Australia have three different incisions, so there are specific incisions for these three regions. [0:29:14.00] I also want to ask if anyone is interested. I am interested in actually providing a complete presentation to your brand or agency. John hessinger, WP engine [0:29:24.09]- excellent and always amazing thinking leadership. Thank you for taking the time today. [0:29:30001] thank you to all of you. Thank you for your questions and have a good time. Enjoy the rest of summit. Thank you. [00:29:41.03]
