Image Source: Pew Research Center
Its been known since the beginning shift of the digital world and its relentless growth that young consumers are typically the most digitally connect. Yet, after conducting studies researchers have found that Gen Z women (mid-1990’s to early 2000’s) generally prefer products that offer the latest technology, but interestingly enough are very ambivalent to them despite their partake in use. Gen Z women’s interest and adaption of new digital technology is “eight percentage points more than American women overall, and five points more than millennial women” (Mahoney).
Despite this prominent trend of Gen Z women being one of the most adaptive users of innovative technology changes, marketers looking to sell their products have also noticed these women are much less likely to want to always be reached and hold strong opinions that new technological advancement is greatly hurting society (opinions you wouldn’t expect from a group that greatly uses new technology).
After noticing these kinds of demographic and psycho-graphic trends in Gen Z women, what does this mean for marketers, advertisers, researchers, inventors etc. who are looking to target their products to this large market segment? Well to start, they will have to begin focusing on digital devices and other services that Gen Z women can appreciate and view as a solution to some of their opinions. This could include devices that are aware and programmed to reflect this groups desire for privacy at times and helps diminish their skeptical view on technology’s overall well-being to humanity.
“Only 34% of Gen Z women say they’re optimistic about tech’s impact on society, 15 points below U.S. women overall, and 16 points below millennials” (Mahoney). Large technology companies will have to gradually adjust their products in order to stay ahead of this curve in the market. Tech giant Apple has already shown some progress towards this factor by incorporating applications on their market dominating product, the iPhone, which allows users to monitor and track their daily time spent on the device, which essentially helps counteract Gen Z women’s view of the problematic amount of time spent on digital devices.
It is clear how much time and money is implemented on researching different market segments in order for these companies to develop products that not only appeal to these groups, but understand their opinions and viewpoints especially on the digital age’s effect on society. If these businesses are looking to continue to gain the approval and use of specific groups for their products, innovation and recognition must come into play.