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1. Generation Z –
«Lieber YouTube statt Beratung»
Studie. Namics Insights.
Dr. Martina Reitmeier. Principal Consultant.
Christopher Kindl. Junior Consultant.
MÜNCHEN, 15. MAI 2018

2. Different approaches.
WHY DO WE NEED TO UNDERSTAND GENERATIONS?

3. Namics.
Snapchat
Picture SquareVideo… …
Apple iOS
Search
3

4. Namics.
Snapchat Apple iOS
First name
Last name
Company
add phone+
add mail+
add address+
New ContactCancel DoneAdd Friends
ADD FRIENDS CONTACTS SNAPCODE
4

5. Namics.
Snapchat Apple iOS
Madonna Bolling
Joella Cutting
Karisa Boley
ContactsGroups +Trophy Case
☎ 😈
✨
👆
📼
📠
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
All
Stanford Sabol
Pattie Sabol
Lawanna Negrete
Ahmad Heer
Coreen Gamino
Eva Rosel
5

6. Namics.
14 years 20 years 30 years 40 years 50 years 60 years 70 years 80 years
Snapchat
Apple iOS
Source: Statista, 2017; 83% of the users are between 14 and 19 years old
Excluding age by user interface design
6

7. Namics.7
One of the most popular apps
*Snapchat reaches the overall 13th place in the Apple App-Store and the 17th place in the Google Play Store
1
High engagement rates
**Used more than 25 times to create and receive messages during a day2
***Snapchat established using face filters, sketches and emoji icons for
pictures. Furthermore Snapchat introduced self-deleting messages
Shape communication
3

8. Namics.
Customers /
Users
Analyze
Assess & Ideate
Pitch & Initialize
Implement & Test
Our approach for digital projects
8

9. Namics.
Research &
Insights
Analyze
Assess
& Ideate
Pitch &
Initialize
Test
TechTrend Reports
Customer Benchmarking
Innovation Labs User Story Benchmarking
In-Depth Interviews
Experimental Approaches
Delphi Workshops
UX WorkshopFocus Groups
Personas
Storyboards
Mindmapping
Customer Journeys
Insights Roadmap
Backlog Priorization
Ideation Workshop
Key Insights Generation
Brainstorming
Low-Fi-Prototyping Hi-Fi-Prototyping
User Flows Wireframes
Video-PrototypingStakeholder Priorization Workshop
Eye Tracking
Tree Testing
AB Testing
Mouse Tracking
Emotion Tracking
Standardized Questionaires
Virtual Focus Groups
Walk Through
Think Aloud
9

10. Who is Generation Z?
INSIGHTS QUALITATIVE STUDY.

11. Namics.
Current generations in our society
1940 1950 1960 1970 1980 1990 2000 2010 2020
Baby Boomers Generation X Generation Y Generation Z Generation Α
11

12. Namics.
Formative experiences that changed people’s behavior
1940 1950 1960 1970 1980 1990 2000 2010 2020
Baby Boomers Generation X Generation Y Generation Z Generation Α
Terrorist Attacks
11. September
Global
Economy Crisis
Post-War Years
Fall of the
Berlin Wall
Oil Crisis
Rise of
Techology
Same-sex
Marriage
End of
Vietnam War
Social media
12

13. Namics.
n=15 participants
40% female, 60% male
Germany/Switzerland/Austria
60-120 min face to face
n=15 files
7 days 15 categories
Media consumption on smartphones
In-Depth Interviews Electronic Diary
n>1000 participants
Validation of Hypotheses
Cluster or Factor Analysis
Survey
QuantitativeQualitative
Insights on Gen Z’s buying behavior of electronics
13

14. Namics.14
T A S K S G A I N S
P E R S O N A
P A I N S
Lukas Preusker, 17
M o s t I m p o r t a n t A p p s
Finish School with good grades to
continue his studies at a university.
Maintaining the relationship to his friends
as a primary activity online or offline.
Using his smartphone as a daily
companion for organizing his day-to-day
tasks, being entertained and consuming
content.
Dependent on parental payment method
for online shopping.
Desired product should be available online
or offline immediately. Not only to have it,
much more to test it and feel it.
Limited to his budget. Important income
channels are given money during
Christmas time or on his birthday
Quick and easy access to products
and content from anywhere at
anytime.
Being able to consume tailored-made
content that fits to his interests and
hobbies.
Being able to maintain a very fast
responding culture in the messaging
and social media context.
D e v i c e s
Snapchat, Instagram, Youtube, Spotify, WhatsApp,
Quizlet, Netflix, Pinterest, Browser (Chrome/Safari),
Mail
Weekly upload pictures
Followers
Following
0
10
10
10
1000
1000
I n s t a g r a m
Daily received Snaps
Daily send Snaps
0
10
100
100
S n a p c h a t
n = 15 interviews and electronic diaries
75%
Friends
10%
Personal
Interests/Hobbies
10%
Fun/Humor
5%
Celebrities &
Influencer

15. Namics.15
P E R S O N A
Lukas Preusker‘s Instagram Network
Personal Interests
& Hobbies
Fun & Humor
Celebrities
& Influencer
Leica Camera (Corporate)
861k Followers
Street Photo International
502k Followers
Candide Thovex (Professional Skier)
506k Followers
Odyssey BMX
426k Followers
9gag
44.3m Follower
Swissmeme
583k Follower
7Sekundenvideoz
2m Followers
Banksy (Street Art Artist)
2.1m Followers
Scottycranmer (BMX Professional)
530k Followers
n = 15 interviews and electronic diaries

16. Namics.
1. Awareness 2. Information 3. Evaluation 4. Purchase 5. Post-Purchase
Lukas Preusker‘s Customer Journey....

17. Namics.17

18. Namics.
It starts in the real world. Surrounded by his friends after school or in class.
His friends are using a new product. Conversation begins and he receives a brief experience report
about the product.
18

19. Namics.
He switches to the virtual world and starts searching for the product…
As a first evaluation step he uses YouTube to experience the product in an authentic way.
„UE Boom Review“
„Best Speakers 2017“
„UE Boom vs. JBL Speaker“
19

20. Namics.
In order to compare, he watches more than one review…
Different reviews from different YouTubers shape his image of opinion and give him a credible
impression.
UE Boom: The Best Bluetooth Speaker?
UE Boom: JBL Flip 4 vs. UE Boom 2
UE Boom Bass Test
20

21. Namics.
He switches to the virtual world and starts searching after the product…
As a first evaluation step he uses YouTube to experience the product in an authentic way.
„UE Boom Review“
„Best Speaker 2017“
„UE Boom vs. JBL Speaker“
n = 15 electronic diaries
21
n =15 electronic diaries
Minutes on YouTube/Day

22. Namics.
What differs YouTube reviews from corporate or a merchant’s website?
UE Boom: The Best Bluetooth Speaker?
„Content from
independent people“
„High expertise, because of
the time spent with the
device“
„On-demand with the most
realistic experience“
22

23. Namics.
Wenn ich an einem neuen Kosmetikprodukt
interessiert bin, auf das ich gerade im Internet
gestossen bin, verschicke ich gleich eine via
Snapchat eine Videobotschaft an meine Freundin,
in der ich ihr mitteile, dass mich das Produkt
interessiert. Ich frage sie dann, wie sie das findet.
– Katharina, 18 Jahre, Österreich
I think that the people in YouTube videos are much more
competent than the sales staff in the store. When talking
to sales I always have the feeling they want to sell the
most expensive products.
– Adam, 15 Years Old, Switzerland

24. Namics.
After getting a good idea of the functionalities of the product, he starts to compare
prices…
To do this, he calls up his known set of online-shops and price portals
99.-
109.-
89.-
24

25. Namics.
Parents‘ Credit Card
1234-1234-1234-1234
- Unfavourable payment method
- Create Account
After checking the availability online, the journey continues in the real world…
89.-
h Store
Stationary Trade
- Buying fast
- Look & Feel
- Shopping experience
Buy Online
25

26. Namics.
After purchasing, they share experiences with their friends…
Stationary Trade
ard
34
… celebrating the new purchase
Discussions
Messenger
n =15 electronic diaries
26

27. Namics.
After Sales Actions…
Stationary Trade
ard
34
… Celebrating the new purchase with close friends and sharing first experiences
Discussions
Messenger
72
n =15 electronic diaries
Snaps/Day

28. Namics.
One of the key activities in snapchat is to achieve a certain
social level. If you achieve a flame with one of your friends it
means that you answer their snap within a day. The person
you chat with the most, gets a unique social level that you
can only have with one person.
– Theresa, 16 Years Old, Austria

29. Namics.
The three Micro-Moments
in the Journey
Q U A L I T A T I V E I N S I G H T S

30. Namics.
Micro-Moments in the journey
1. Awareness 2. Information 3. Evaluation 4. Purchase 5. Post-Purchase
!
Interest in functionalities that match personality &
lifestyle:
Young people discuss products that play an important role in
their social activities and their free time.
Technical details are quite important and products are
compared based on certain functionalities.
30

31. Namics.
Micro-Moments in the journey
1. Awareness 2. Information 3. Evaluation 4. Purchase 5. Post-Purchase
!
Closing the evaluation phase with YouTube reviews:
All participants that plan to buy consumer electronics
finish their evaluation with a bunch of reviews.
They are the driving force and have the biggest
influence on buying a product or not.
31

32. Namics.
Before I decide on a product, I go to YouTube and watch
how the product really works. This gives me security and
I can experience the product in the most realistic way.
– Timo, 17 Years Old, Switzerland

33. Namics.
Micro-Moments in the journey
1. Awareness 2. Information 3. Evaluation 4. Purchase 5. Post-Purchase
!
Payment method as the most critical pain point:
Method of payment forces 90% of the participants to
change to offline channels, because they want the
product as quickly as possible.
Furthermore, a significant part of the participants
highlighted that it’s necessary for them to feel and test it
before they made the final purchase decision.
33

34. Lets discuss Generation Z
OUR SUMMARY.

35. Namics.
Video content beats text.

36. Insights from YouTuber
“AskSwitzerland”
EXPERT VIEW

37. Namics.37
55‘470Followers on YouTube
8‘077‘416Overall Views on YouTube
Primary Content: Street Interviews and Political Statements
Other Channels: Snapchat, Instagram and Facebook

38. Namics.
Which age groups do you
interact with the most ?
38

39. Namics.39

40. Namics.
Brand placement is natural.

41. Namics.
What kind of advertising
works best on YouTube ?
41

42. Namics.42

43. Namics.
Efficient information filtering
skills.

44. Namics.
Gen Z’s daily social media behavior / day
Received Whatsapp Messages Average time spent on Instagram
Average time spent on YouTubeSent Whatsapp Messages Sent Snapchats
Received Snapchats
2 1’200
105
0min 60min
33min
1 38
19 21min 72
77
0 429
0 4330min 83min
44

45. Our Learnings
KEY IMPLICATIONS.

46. Namics.
Implications
1. Ideal target group for data
driven insights
2. High acceptance for brand and
product placement
3. Timing of messages is crucial:
Meet the sweet spot
46

47. Thanks. Namics.
© NAMICS AG 2018

48. Namics.
Key elements that form a person’s attitude
SocietyIndividualFamily Friends
1.Time (e.g. age or in relation to task / event)
2. Generational Characteristics (Value System, Media Usage Mentality)
3. Biological Predisposition & Familiar Environment
4. Intraindividual Differences (Personality Traits & Life Events)
Source: Statista, Twenge & Campbell, 2008; Urick, 2012
48