If you’re an advertiser who wants to target Gen Z, then you’re in luck.
Time and again, we see advertisers miss the mark when it comes to targeting the youngest generation of consumers. It’s not because their adverts are bad per se. But their ads are out of touch with their target audience.
Here at Fanbytes, we benefit from being not much older than the people we are advertising to. But we don’t want to stop there.
We own several Snapchat channels with 100,000s of views, and that resource allows us to collect the opinions of 1,000s of teenagers (especially girls).
Over the last fortnight, we have surveyed 6,252 teenagers and young adults about this and compiled them the data into a 23 page report, which we’re giving away entirely for free.
We were particularly interested in identifying the most that are users were willing to spend, what kinds of things they would spend the most on, and what was important to them in making spending decisions. We also wanted to identify any important differences on the basis of gender and age.
In this article, we summarise some of the most interesting insights from the data. To access the full report, click the button at the bottom of the page.
Because of the contents of our channels (which focus on makeup, fashion, and couples) 80% of our 6,252 respondents were female. That leaves 19% who were male, and 1% who selected “other” or preferred not to say.
Although Snapchat claim to be a viable advertising platform for people aged 26+, our survey suggests that this makes up a much smaller core of active Snapchat users than the company has argued.
80% of respondents were aged between 13-17, 17% were aged 18-25, and the remaining 3% were aged 26+.
In general, boys were more willing to spend money on themselves than girls, and boys were also more willing to spend money on others: 33% of boys were willing to spend $500+ on themselves, compared to just 13% of girls. Similarly, 7.7% of boys were willing to spend $500+ on others, compared to 3.0% of girls.
In fact, the most common spending cap for boys of all ages was $500+. Whereas, for girls aged 13-25, the most common figure was $50-100.
There was also a significant gender divide when it came to what kind of items girls and boys were willing to spend the most on.
Boys preferred tech, with 26% of tech-lovers were willing to spend $500+.
Girls preferred fashion. Only 15% of people who preferred fashion were willing to spend $500+, while the largest proportion of fashion-lovers would cap their spending at $50-100.
At the other end of the spectrum, 13% of girls had the lowest budget (of just $5-20), compared to 6% of boys.
The most popular reason for girls and boys to spend the most was “deals or discounts”, but this option was more popular with women than men. Over 54% of the girls who answered the survey said so, compared to 42% of boys.
Similar proportions of girls and boys (approx. 7-9%) claimed that celebrity endorsement was the most important factor in getting them to part with their money, although on average this faded in importance as age went up.
In person recommendations were most important to 18-25 year olds, and least important to 26+ year olds.
There were some subtle differences in what made people part with their money depending on what kind of product they were likely to spend the most on.
For example, celebrity endorsement was considered most relevant for people willing to spend on fashion and travel. Good reviews were more important to those willing to spend on tech. Deals and discounts, meanwhile, were most important to those willing to spend those on fashion or food and drink.
When considering a purchase, there was a trend among girls and boys of all ages to suggest that “quality” was the most important factor, with a vast majority (63%) choosing this over the other options. Price was the second most popular reason (chosen by 22%).
Only 6% considered their purchasing decisions were influenced by whether or not an item was “part of a trend”. (In reality, our work at Fanbytes would suggest that whether or not an item was trending was a far more influential part of purchasing decisions than this data suggests, which may mean it’s impact is mostly subliminal!)
These factors were fairly consistent across age and gender, although boys were a little more likely than girls to claim they prioritised quality over price.
In conclusion, there are several key takeaways from this poll. These three are among the most useful.
Users that actively follow Snapchat channels are heavily weighted towards the 13-18 age group.
This demonstrates the power of the platform for anyone who wants to target teenagers, but it should not be the first choice for those with an older target audience.
Across the board, deals and discounts were deemed the most persuasive reason to make people part with their money, and quality was the most important aspect of a product’s desirability. Marketers can benefit from stressing both factors in their adverts.
Boys tended to prefer tech, and reported a willingness to spend more money on themselves and others than girls, who tended to prefer fashion.
This likely comes as no surprise, but it’s worth noting that channels with a female- and male-dominated audience could be a fantastic place to advertise fashion and tech, respectively – regardless of the actual content of the channel.
Sometimes by advertising in less obvious places, where your audience is but you’re competitors aren’t, you can get even better results than using (for example) a popular fashion channel.
If you'd like to get your hands on the full report, so you can draw your own conclusions, simply click the button below:
If you'd like to talk to someone at Fanbytes about running a survey on one or more of our channels, or you'd like to talk about marketing to Gen Z, feel free to schedule a call by clicking here: