The rise of the so-called Gen-Z, comprising the late ‘90s to the mid-2000s, is changing the way we interact with the internet. Born into a digital age and surrounded by technology, Gen-Zers are innovating and re-establishing the rules of the web.
For starters, they’ve proven to be less dependent on traditional search engine giants and much more reliant on the relevance of content to answer their questions or fulfil their desires. Gen-Zers are more likely to engage with brands using an influencer-based approach, as opposed to interacting with the brand directly. They’re also more inclined to make use of chatbots, rather than engage in conversations with customer service agents over emails or over the phone.
This new generation of consumers has mastered the art of using social media platforms as their go-to resources: Product reviews, online advice, and entertainment. They’re also incredibly alert and aware, and can recognize when something is too good to be true. As a result, they use extensive research, comparison shopping, and shopping in-store, as opposed to relying on inventory images online.
Ultimately, the way in which Gen-Zers are using the internet is shifting the way in which marketers think and operate. They’ve shifted the digital landscape and have rewritten the rules of the internet in the process. It is now businesses that must adapt and customize their online experience based on the needs and wants of the current generation. In order to tap into the full potential that Gen-Z has brought to the internet, companies must be agile and forward-thinking, because as more Gen-Zers grow up tech-savvy, they’re continuing to rewrite the rules of the internet to suit their needs.
