Gen Z is the first generation to have grown up with tech as an integral part of their lives, so it’s no surprise that their purchasing behaviours are slightly different from their predecessors.
That means winning big with Gen Z is all about learning what separates them from the rest: how are their needs and motivations different, what do they want from their tech and how can your brand support them?
Why tech is so vital for Gen Z
Which devices and services they’re most likely to spend on
Students’ barriers when it comes to tech purchases
How your brand can become the top destination for Gen Z
…and that’s just the start. Let’s talk about how Gen Z are interacting with tech and why
they’re presenting an opportunity your brand can’t afford to miss.
What’s hot, what’s not?
Gen Z tech purchasing is much more purposeful than previous generations and they buy products or services to fulfill certain roles. So, what are the most in-demand tech items among students?
Top 5 buys in July-September for Gen Z:
Headphones/speakers
Laptops
Mobiles
Music streaming services
Fitness trackers
Unsurprisingly, laptops are the most popular Gen Z purchase. They’re central to studying and career development, with 74% of students saying they use their laptops daily. Interestingly, Gen Z is more likely to use laptops for gaming than any other generation, with 1 in 4 doing so.
Headphones are also trendy items and students are buying these more than any other generation as they use them for a variety of functions; relaxing, socialising, exercising and, of course, enjoying their favourite music and podcasts.
Music streaming services are important to Gen Z, with students being the most likely demographic to use them for streaming, travelling, commuting, socialising and gaming with their friends.
Are you seeing the pattern here? Unlike their predecessors, this cohort is much more concerned about tech that can serve multiple purposes, but they’re still looking for great value before committing to a purchase. Speaking of value…
Money makes the world go round
Gen Z is the latest generation to reach adulthood and, if we’re being honest, they’ve arrived at a pretty difficult time. A global pandemic and a cost of living crisis are just two obstacles they’ve been forced to navigate, both of which have affected their purchasing patterns.
It’s not bad news, though. In fact, it’s far from it—Gen Z is set to spend over £850 million in tech over the coming months, with 80% saying they’ll purchase in the summer. That’s £1 in every £4 spent or, in other words, an opportunity you don’t want to miss.
But how do you ensure that money is spent with you? For every generation, price is the most important factor influencing purchasing decisions. Interestingly though, what comes next for Gen Z is the availability of a student discount—they value this even more than the quality of a product or service. Sounds like a great way to captivate the student demographic, no?
How do students get their digital inspo?
Unlike previous generations, Gen Z visit multiple destinations to find inspiration for their tech purchases. Their preference is online search, followed closely by in-store experiences, likely due to the tactile nature of tech items and the need to try something before committing to a purchase.
Of course, the digital generation can often be found on their favourite social media platforms. For Gen Z, the top 3 platforms to discover new tech products and brands are:
1. YouTube
2. TikTok
3. Instagram
However, students’ influences for purchasing streaming services are a little bit different to the rest of tech. Here, the power of advocacy is much stronger than you might think and Gen Z discover new content based on the recommendations of friends and family, whereas the preference or older generations is TV adverts.
Almost all (96%) of Gen Z say they’re open to new subscriptions and they’re not just talking the talk—they’re walking the walk, too.
Top 3 reasons for Gen Z to consider cancelling a streaming service:
1. Price increases
2. Lack of use
3. Not interested in content