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Z世代报告:揭示如何制定赢得Z世代的移动策略(中文)

营销老司机 | 25年营销者分享营销的点点滴滴 2020/10/26 15:03
APP ANNIE 非券商

App Annie 发布Z世代报告《如何在移动领域制定制胜的Z世代策略》,报告揭示了这一代的移动设备使用习惯,以帮助企业了解和迎合这一群体。

作为年轻的一代,Z 世代的人口数量现已超越了千禧一代,占据全球人口的三分之一,成为人口数量最多的一代。因此,想触及 Z 世代,需要在他们花费时间最多的地方,也就是移动设备上,展开活动。

98% 的 Z 世代用户拥有智能手机,获得第一部手机的平均年龄为 10 岁。他们也是全球人口数量最多的一代。作为新一代消费者,他们的品牌偏好尚未固定,因此品牌方有机会通过调整自身定位来赢得这个移动原生代的青睐。实际上,在分析的多数市场中,Z 世代用户的增长速度均超过了 25 岁以上群体,凸显了 Z 世代影响力的不断提升。在 Z 世代的成长期接触他们,有助于将客户生命周期价值最大化。

“ Z世代从没见过没有智能手机的世界,他们以移动设备为第一视角看待世界,” App Annie首席执行官Ted Krantz表示, “企业有机会赢得这些新消费者的忠诚, App Annie可以将品牌方与这一代消费者的移动设备使用偏好联结起来。”

利用 App Annie 的人口统计数据,发行商可以快速发现可操作的 Z 世代洞察,进而判断该群体是否可能使用您的应用。

报告中有关Z世代的重要洞察和统计数据包括:

2020年第3季度,Z世代用户平均每月在非游戏应用上花费4.1小时

所分析的十个市场中有九个显示,TikTok和Snapchat是Z世代中最热门的应用,这表明照片和视频优先策略的重要性

在Z世代受众群体中,财务和购物应用类别的使用时长同比增长最为强劲,与2019年第三季度相比增长了60%

在大多数市场中,Venmo和DANA之类的财务应用更有可能被Z世代使用,这表明移动优先的银行更有机会吸引Z世代受众

Z世代使用前20名购物应用程序的可能性低于平均水平,这表明品牌商有机会在此领域扩展对Z世代的覆盖范围

相比更年长的人群,Z世代在非游戏应用中的参与度更高,每个用户在热门应用中的打开次数比25岁以上的群体多出20%

硬核动作游戏类型(由PUBG MOBILE和Free Fire等吃鸡游戏主导)占Z世代玩家花费时间的近25%


App Annie released the Gen Z report "How to Develop a Winning Gen Z Strategy in the Mobile Field". The report reveals the habits of this generation of mobile devices to help companies understand and cater to this group.

As the younger generation, the population of Generation Z has now surpassed the millennial generation, occupying one third of the global population and becoming the most populous generation. Therefore, if you want to reach Gen Z, you need to start activities where they spend the most time, that is, on mobile devices.

Ninety-eight percent of Gen Z users own a smartphone, and the average age to get the first phone is 10 years old. They are also the generation with the largest population in the world. As a new generation of consumers, their brand preferences have not yet been fixed, so brands have the opportunity to adjust their positioning to win the favor of this mobile native. In fact, in most of the markets analyzed, the growth rate of Gen Z users has exceeded that of those over the age of 25, highlighting the growing influence of Gen Z. Contacting them during the growth period of Gen Z will help maximize customer lifecycle value.

“Gen Z has never seen a world without smartphones. They see the world from a mobile device as the first lens,” said Ted Krantz, CEO of App Annie. “Companies have a chance to win the loyalty of these new consumers. App Annie can The brand side is connected with the mobile device preference of this generation of consumers."

Using App Annie’s demographic data, publishers can quickly discover actionable Gen Z insights to determine whether that group is likely to use your app.

Important insights and statistics about Gen Z in the report include:

In the third quarter of 2020, Gen Z users spend an average of 4.1 hours per month on non-gaming apps

Nine out of the ten markets analyzed show that TikTok and Snapchat are the most popular apps in Gen Z, which shows the importance of a photo and video priority strategy

Among the Gen Z audiences, the financial and shopping application categories have the strongest year-on-year growth in usage time, an increase of 60% compared to the third quarter of 2019

In most markets, financial applications such as Venmo and DANA are more likely to be used by Gen Z, indicating that mobile-first banks have a better chance of attracting Gen Z audiences

The likelihood of Gen Z using the top 20 shopping apps is below average, which indicates that brand owners have an opportunity to expand their coverage of Gen Z in this area

Compared with older people, Gen Z is more involved in non-gaming apps, and each user has 20% more open times in popular apps than those over 25.

Hardcore action game types (dominated by chicken-eating games such as PUBG MOBILE and Free Fire) account for nearly 25% of the time spent by Gen Z players


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