Acxiom：2023年Z世代报告（英文版）（13页）.pdf

1、THE INSIDE TRACK ON GEN Z:DISCOVER WHAT YOUR FUTURE CUSTOMERS VALUELarry BevensPrincipal Consultant,Financial Services SolutionsINTRODUCTIONAll brands should have their sights set on Generation Z,more commonly known as Gen Z.Its the largest generation in the U.S.,with 86 million 8-to-27-year-olds 1.

2、Even if Gen Z only makes up a small proportion of a brands customer base,thats likely to change rapidly as its members emerge into adulthood.People in all generations now expect relevant,respectful,personalized brand experiences.But Gen Z,in particular,is growing up with this expectation,in much the

3、 same way it is growing up with ubiquitous digital and mobile connectivity.And understanding the generations unique values and characteristics helps enable these relevant experiences.The brands that succeed tomorrow will be those that can identify,understand,and engage Gen Zs in a meaningful way as

4、they start their customer journey today.To help brands gain a deeper understanding of Gen Z and specifically its buying behaviors we analyzed demographic,behavioral,and psychographic data from Acxioms InfoBase.Because InfoBase data relates to adults only,we focused on Gen Zs aged 18-27,and their hou

5、seholds.As of 2023,there are more than 16 million households headed by Gen Zs in this age range,with millions more to come soon 2.This report is the result of our analysis,and it forms part of a wider,data-backed series comparing behaviors across multiple generations.So,who are Gen Zs?Lets explore t

6、he preferences,attitudes,and buying behaviors of this emerging group by taking a look at the top 10 insights we uncovered.BABY BOOMERS74 MillionGEN X50 MillionMILLENNIALS83 MillionGEN Z86 MillionBoomers:1946-1964Gen X:1965-1976Millennials:1977-1995Gen Z:1996-20153|The Inside Track on Gen ZINSIGHT 1: