연예인보다 크리에이터 믿고, 재미를 산다... Z세대의 소비트렌드 It would appear that members of so-called Generation Z, born in the mid-90s or later... have shopping habits different from the older generations... steered to a large degree by influencers on social media.
In part two of a three-part series on Generation Z,.. Kim Da-mi looks at what they're buying and how that's influenced.
'Tea bags' for brewing ramen and fish cake broth, rather than tea, have made it onto Generation Z's shopping list.
When shopping for food, rather than buying regular milk, they're choosing milk that's flavored like their favorite childhood ice cream.
“Generation Z have also become funsumers,... a combination of the words ‘fun’ and ‘consumers’, who value fun and excitement when choosing what to spend their money on... like buying just the sauce from these famously hot noodles.”
Food is more than just something to eat. Generation Z nowadays looks for fun and new experiences when buying food.
For more shopping tips, the so called Digital Natives also rely on influencers on social media instead of celebrities.
Gen Z-ers, who say they cannot live without YouTube, seek and select information from influencers... that they possibly see more often than their own relatives.
They prefer the influencers' personal reviews and opinions over celebrities' perfect, flawless advertisements.
"The influencers they see on social media seem and sound more personal, approachable and genuine than celebrities... because they can actually communicate through likes and comments. Feedback, reactions or communication with celebrities is almost impossible.”
Generation Z is expected to become the largest group of consumers by 2020, and marketers need to take note of their wants and desires.
Kim Da-mi, Arirang News.
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