What kind of group portrait does the $4.4 trillion Generation Z on Snapchat portray?

Snapchat has presented a new picture of AR technology, creation, and ecology, and has drawn a foreseeable business future based on AR to players and brand owners. Taking the new generation of Spectacles as an example, it carries all-round application scenarios such as learning, shopping, art experience and games, meeting the fun and exciting needs of Generation Z players and inspiring the imagination of this group of global creatives.

(AR environment in Snap's new generation of Spectacles glasses)

Some of the Generation Z members who are playing with AR black technology with Snap are adventurers, rule breakers, and creative artists. They are all different people, so you might as well ask their most loyal partner Snapchat about these little-known facts about Generation Z.

Behind the hot AR, Generation Z takes the "C position"

AR has a natural affinity for Generation Z. They are not only the main user and consumer groups of AR, but also the main force of AR creation. Snapchat has conducted in-depth research on platform users in collaboration with multiple institutions, depicting the current group portrait of Generation Z in terms of social interaction and consumption.

Snapchat's previously released "Snap Consumer AR Report" predicted that by 2025, 75% of the world's population will become regular AR users, reaching 4.3 billion people, of which the younger generation will account for the majority. Among the young users of Generation Z, Snapchat has obvious advantages in both user scale and user stickiness, and even dominates the social methods of young people in Europe, the United States and the world.

Generation Z is one of the most important consumer groups in the AR industry. Snapchat predicts in its Generation Z White Paper that their spending power will grow exponentially by 6 times, from $4,670 in 2019 to $3 trillion in 2030. In terms of consumption methods, Generation Z, who are born with creative Buffs, have a high degree of perception of sensory and visual enjoyment. Text has long been unable to satisfy their social expression, and AR and imaging are their way of expression. Similarly, ordinary advertisements can no longer attract them, and only "out-of-the-box" creativity based on AR technology can catch their attention.

It is worth noting that Generation Z is also the core group of AR creativity. The report "The Role of Generation Z in Shaping the Digital Economy" released by the Oxford Economics Research Institute in March this year pointed out that the creativity of Generation Z is the core of the AR era. With the help of a series of digital tools such as AR lenses, filters, emoji emoticons, video face-changing tools and short videos, Generation Z has played AR in a "trick". Research by Snap and JWT Intelligence also found that 51% of Generation Z believe that they are more creative than the previous generation.

Therefore, for AR agencies and brand owners, only by understanding Generation Z can they tap into this huge potential "treasure".

( Some AR filter effects on Snapchat)

Generation Z is online 24/7 , what are they doing?

Generation Z is inseparable from the Internet, and the environment they grew up in is full of technological products. Snapchat and the authoritative online consumer research platform Global   Web   According to the report "National Youth: Global Trends of Generation Z" released by Index, 97% of Generation Z have already achieved mobile phone freedom, and more than 64% of Generation Z expressed their dependence on the Internet and social software.

For Generation Z, the Internet and social applications are their "personality show" for expressing their own values, and also their "playground" for exploring new things and meeting new friends. 64% of them like to pursue freshness and excitement, 48% are not afraid of risks and challenges, and 47% are fashionable and trendy. They all want to be the brightest. Take American college students as an example, and see what they like to do on Snapchat.

● In the early morning, I opened Snapchat to check my friends’ latest updates. A friend posted a funny video with a game filter. It looked very interesting and I wanted to take a video to use as an emoticon package, but I downloaded the game first to play.

● During the break, I took a Snap Map to see where everyone was. Just as I was about to share the emojis I just took, a friend posted an AR dining video of the cafe at the school gate and invited everyone to study there, because 79% of us believe that learning is important.

● At lunch time, open Snap Scan to take photos of the ingredients and unlock 4,500 nutritious recipes from around the world. You should know that more than 170 million Snapchatters use the scan function to enjoy delicious moments every month.

● Afternoon leisure, the AR special effects of "Game of Thrones" in New York's Times Square are so cool. Invite a few friends to watch a drama. 49% of us are heavy fans of video apps.

● On the way home, I saw an AR image posted by an Australian friend on Snapchat that simulated the impact of climate change on the coral reefs of the Great Barrier Reef. I could only sigh that I was deeply shocked, so I quickly scanned a shared bicycle for low-carbon travel.

● At night, I open Snapchat for the Nth time and see the latest Fendi sunglasses and Marc   Jacobs crossbody bag, with Snap   Try on AR filters online and recommend the same items to your friends online. Trying on and purchasing online is the choice of 81% of Sapchatters.

It is not difficult to find that this seemingly complex group is actually a group of young people who like to communicate through visual images by sending emoticons, videos and photos, and are keen on online music, online movies, video games, and cutting-edge technology experiences.

( Some wearable effects on Snapchat)

How do the wealthy Generation Z perceive brands?

The rapidly developing digital age has profoundly influenced the consumption behavior and choices of Generation Z. According to the "Snapchat Generation" report, there are more than 200 million gamers on Snapchat, of which 82% started playing games because of the influence of people around them, especially friends on social platforms. Nearly 70% of Snapchatters said they like to play with friends and family. Planting grass is a step that brands cannot ignore. If you want to attract fans of Generation Z, you need to find effective social marketing channels. They also show a clear difference in content orientation from their "predecessors", that is, they are more willing to immerse themselves in stories and experiences, and constantly look for groups and objects that are consistent with their self-expression.

The results of a brand preference study of 12,000 users commissioned by Snapchat and conducted by research firm Kantar also show that in Australia, 65% of Generation Z like to express their identity through brands, while this proportion is only 40% among Generation X and Baby Boomers. They value the values ​​conveyed by brands and appreciate real and unpretentious brand stories.

Today, Generation Z is showing strong spending power. Research shows that although most of them are not yet fully financially independent, 92% of parents believe that their children will directly influence the willingness of family consumption. Snapchat's research also shows that Snapchatters have a spending power of up to $4.4 trillion, which is also an important motivation for many brands to turn their attention to Snapchat to attract young people.

Amway Z generation, the path for brand owners to “rise”

Among many application categories, 92% of Generation Z like social apps, which determines that if brands want to influence this group, boring texts and overwhelming advertisements have long lost their effectiveness. They need to find breakthroughs from social and creative aspects, design creativity more diverse, and interactive gameplay more vivid. Currently, more than 100 million people shop using AR functions, and AR is also having a direct impact on consumer decisions. In Snapchat's "2021 Consumer AR Global Report", interacting with products with AR functions can increase conversion rates by 94%. If 3D/AR is provided, Generation Z will be more interested in online shopping and more confident in purchasing. In addition, 2/3 of consumers said that they are willing to place orders quickly after interacting with brands through AR.

As Snapchat's layout in the AR ecosystem becomes more and more mature, AR lenses such as 3D Body Mesh, body tracking lenses, and clothing simulation will effectively increase consumer purchases. AR filter ads are an effective tool for creative marketing on the Snapchat platform. Brand owners use them to show their brand stories and creativity to attract young people. Fashion brand American Eagle's sales increased by $2 million using Snapchat AR filters. Eyewear brand Zenni achieved an advertising return rate of more than 7.9 times by creating a trial filter for AR glasses.

(AR try-on filter on Snapchat)

The virtual scenes created by AR have also attracted fans of game manufacturers. When Lilith, a well-known domestic game manufacturer, went overseas, it established an official Snapchat account and successfully created a variety of filters based on game content and tasks. Recently, it also used Snapchat's powerful AR filters to bring the game experience into the real world.

(Gaming AR filters on Snapchat)

After Lilith "PICKed" Snapchat's creative camera marketing, the download volume and ROI of its game "AFK Arena" increased significantly overseas, and Snapchat became its top 3 marketing channel. When the social appetite of Generation Z is firmly grasped, it will not be difficult for brand owners to successfully have a stable "happiness".

Snapchat

Generation Z

AR