I-Digitalization iguqule imikhuba yethu yokuthenga, kodwa lolu shintsho selubonakale kakhulu phakathi kwe-Generation Z. Labo abazalwa phakathi neminyaka yama-90s nasekuqaleni kwawo-2010 bakhule bezungezwe ubuchwepheshe, baba abomdabu bangempela bedijithali futhi bashintsha imithetho yegeyimu kokubili ezitolo ezibonakalayo kanye ne-inthanethi. Izinkampani, amabhrendi, namabhizinisi e-e-commerce ayaphoqeleka ukuthi asungule kabusha iminikelo yawo ukuze axhumane, akholise, futhi agcine leli qembu elifunayo nelishintsha njalo.
Qonda ngempela I-Generation Z ithenga kanjani ezitolo eziku-inthanethi Kwenza okungaphezu kokuhlaziya izibalo zokuthengisa: kuhilela ukuhlaziya izisusa zabo, ukukhathazeka, ukwesaba, izinto eziza kuqala, iziteshi eziyintandokazi, nendlela ezisebenzisana ngayo nemikhiqizo. I-Omnichannel, umthelela wenkundla yezokuxhumana, ukushesha, kanye nokucatshangelwa kwezimiso zokuziphatha ngezinye zezinto ezibalulekile ezithonya izinqumo zabo zokuthenga. Uma umgomo wakho uwukudonsa ukunaka kwalaba bantu abasha, ubagcine, futhi ubenze babuye, kubalulekile ukuqonda ngokugcwele lokho abakufunayo nalokho abakwenqabayo.
Obani abathengi beGeneration Z?
Isizukulwane Z sakhiwe abafana namantombazane abazalwa cishe phakathi I-1997 ne-2012. Bayisizukulwane sokuqala esingakhulanga nje nge-inthanethi nama-smartphones, kodwa sijwayele ukusetshenziswa kwabo kusukela ebuntwaneni. Idijithali iyingxenye ye-DNA yayo. U-77% wentsha ephakathi kweminyaka engu-16 nengu-24 ubudala e-Spain ithenga ku-inthanethi., isibalo esiqhubeka sikhuphuka minyaka yonke, ngokwezifundo zamuva zikazwelonke nezamazwe ngamazwe.
Into exakayo ukuthi nakuba abantu abaningi bethanda ukuthenga ku-inthanethi, abakuphiki okwenziwa ngokomzimba. Ngaphezu kwe U-67% uvakashela njalo izitolo ezibonakalayo, isibalo esifana nesezinye izizukulwane. Okugqamayo wukuthi le ntsha isebenzisa zombili iziteshi ngendlela ehambisanayo nejwayelekile. Ku-Z, uhambo lokuthenga isiteshi: Bafunda, bacwaninge, futhi baqhathanise ku-inthanethi, kodwa bayakujabulela ukuthinta, ukuzama, noma ukucosha umkhiqizo esitolo esivamile uma kungenzeka.
Imikhuba yokuthenga ku-inthanethi nokungaxhunyiwe ku-inthanethi: i-omnichannel kanye nesipiliyoni se-phygital
Lokho okubizwa nge-“phygital” kuwumkhuba omkhulu ekuthengeni kwe-Generation Z. Leli gama, elihlanganisa okomzimba kanye nedijithali, libonisa ukuziphatha okuxubile kwaleli qembu: emikhiqizweni enegama, i U-52% uncamela isitolo esisemthethweni, abafuna ukwelashwa komuntu siqu nokuqondile, kuyilapho bethola imikhiqizo eminingi noma amasekeni abayikhetha kakhulu izimakethe zedijithali njenge-Amazon, i-Wallapop noma i-Vinted.
Benzani ngaphambi kokuthenga? I-Z ayiqhubeki ekuthengeni okungahleliwe. Bahlaziya, baphenye futhi bafune ulwazi kumawebhusayithi, izinhlelo zokusebenza futhi ikakhulukazi ezinkundleni zokuxhumana. Bayayazisa imibono yabathonya abancane, isithunzi somkhiqizo, ukubuyekezwa okuvela kwabanye abasebenzisi, kanye nokubeka izinto ngale ezimbuyiselweni, ekuthumeleni, nasezinqubweni zokukhokha. Funda ukuthi ungathenga kanjani ku-ChatGPT Kungaba isu elikusiza ukuthi uqonde kangcono izinqubo zakho zokuthatha izinqumo. Ama-Micro-influencers dlala indima ebalulekile, njengoba abantu abasha bethemba kakhulu labo abanemiphakathi emincane, eyiqiniso.
Esinye isenzakalo esiphawulekayo yi- webrooming: umkhuba wokusesha imikhiqizo ku-inthanethi bese uyithenga esitolo esiphathekayo. Cishe eyodwa U-34% weGeneration Z wenza lolu hlobo lwenhlanganisela ngokwezifundo eziningana. Lokhu kuziphatha kuphoqa izinkampani ukuthi zinikeze ulwazi olungenazihibe futhi olungaguquki kuzo zonke iziteshi.
Inkundla yezokuxhumana: injini yethonya nokutholwa
Izinkundla zokuxhumana aziwona nje umbukiso, kodwa amandla angempela okuthola nokuthenga izinqumo kubantu abasha. Ngokusho kwedatha yakamuva, U-70% weGeneration Z wenza izinqumo zokuthenga ezithonywa yilokho abakubona ezinkundleni zokuxhumana. njenge-Instagram, TikTok noma i-Pinterest. Lapha awutholi kuphela imikhiqizo, kodwa futhi Baxhumana ngokuqondile nemikhiqizo, babambe iqhaza ekuthengeni bukhoma, thola ukwesekwa kwesikhathi sangempela futhi ubone izibuyekezo noma izincomo ezivela kontanga yabo.
I-Las shopping social noma ezentengiselwano zomphakathi zikhula ngenani lama-31% ngonyaka, nangaphezulu U-83% weGeneration Z uthenge okungenani kanye ngezinkundla zokuxhumana. Kubo, ukuxhumana okuqondile, imilayezo yomuntu siqu, kanye nokushesha kuyizici ezihlukanisayo uma kuqhathaniswa neziteshi zendabuko. Kubalulekile futhi ukugqamisa ukungabaza kwabo: ngenkathi bethemba abagqugquzeli, futhi bayakwazisa ubuqiniso futhi bakhathazeke ngokuvikeleka kwedatha yabo yomuntu siqu.
Yiziphi izinhlobo zemikhiqizo namasevisi iGeneration Z ekhethayo?
Lesi sizukulwane sitshala kakhulu electronics, ubuchwepheshe, imfashini, izicathulo kanye nokuphila kahle. Idatha yakamuva ibonisa ukuthi:
- U-52% wama-Z ubeka phambili ukuthengwa kwezinto zikagesi nobuchwepheshe (omakhalekhukhwini, amagajethi, imidlalo yevidiyo)
- Ama-37% ancamela impilo nokuphila kahle (izimonyo, ukuzinakekela, ezemidlalo)
- U-50% uthenge izingubo eziningi nezicathulo ku-inthanethi kuneminye imikhiqizo
- La ukuthenga imikhiqizo eseceleni (i-elekthronikhi, izingubo zokugqoka, izimoto) iyakhula, ikhuthazwa kokubili ukonga kanye nokuqwashisa ngokuziphatha kanye nemvelo
Ngaphezu kwalokho, i imodeli yokubhalisa Iyazuza phakathi kwabantu abasha, abazazisa izinzuzo zokukhokha imali yokufinyelela imikhiqizo noma amasevisi (ukusakaza, ukuthumela, ukubuyiselwa kwemali, njll.) kanye nokuthola izinzuzo ezikhethekile, njengezaphulelo noma imikhiqizo elinganiselwe.
Amamodeli okukhokha nokulindelwe: isivinini, ukuguquguquka, nokuphepha
Esinye sezici ezaziswa kakhulu yi-Generation Z ngu ukushesha kanye nokuvumelana nezimo ezinkokhelo. Indlela Thenga Manje, Khokha Kamuva (BNPL) noma okuthi “Thenga manje, khokha kamuva” kunokusetshenziswa okuhlanganisiwe (kufika ku-62% asebevele bakusebenzisile) futhi u-44% bancamela lesi simiso ngokuthenga kwabo okuvamile. Okuncanyelwayo kwe izikhwama zedijithali (okufana ne-Bizum, i-Apple Pay noma i-Google Pay) kucacile: u-82% uyazisebenzisa ngisho nakhona U-65% uzoyeka ukuthenga uma engayitholi indlela yokukhokha ayikhethayo..
Izimiso zokuziphatha, ukusimama kanye nesibopho somphakathi esinqumweni sokuthenga
I-Generation Z ingesinye seziningi uzibophezele ezimisweni zokulunga, ezemvelo kanye nezobulungiswa bezenhlalakahle. Abafuni kuphela ukubonakala obala kuma-brand, kodwa U-33% uzoyeka ukuthenga enkampanini uma kungahambisani namanani ayo, ikakhulukazi ezindabeni ezinjengokusimama, ukuphathwa kwezisebenzi, ukucwasa ngokobuhlanga, nokulingana.
Lokhu kukhathazeka kuhumusha imikhuba yabathengi: bathenga imikhiqizo ethembekile (izimonyo ezingenalo unya, izingubo ezigaywe kabusha, ukudla kwe-vegan, njll.) futhi bakhethe ukuthenga isandla sesibili ukunciphisa umkhondo wabo wemvelo futhi wonge imali. Amabhrendi axhumana ngokwethembeka futhi abonise ukuzibophezela kwawo azuza amaphuzu phakathi kwaleli qembu, elifuna ubuqiniso nokuvumelana phakathi kwalokho okushiwoyo nalokho okwenziwayo.
Ukwethembeka, ukwethemba, kanye nokuzizwisa komuntu siqu: inselele entsha yemikhiqizo
Ngokungafani nezizukulwane ezedlule, i-Young Z ayithembekile ngokukhethekile ohlotsheni olungaphandle kwesiko. Ukwethembeka kwabo kuncike ekwethembeni, ulwazi kanye nesevisi yamakhasimende. Umbiko we-PYMNTS Intelligence ugqamisa lokho U-43% wama-Z uncamela ukuthenga ngokuqondile ezinkampanini, ukwazisa ukubeka izinto obala nokwethemba ngaphezu kwenani, ngokungafani nezinkulungwane zeminyaka noma ama-baby boomers, abeka umnotho kuqala.
Ukuze ugcine lawa makhasimende, amabhrendi kufanele adlulele ngale kwezaphulelo namaphromoshini aphuma kanye. Ukunakwa komuntu siqu, a isevisi yamakhasimende eshesha futhi eneziteshi eziningi (okuhlanganisa ingxoxo ebukhoma nezimpendulo zenkundla yezokuxhumana) kanye nekhono lokwenza imikhiqizo ibe ngeyakho noma imilayezo kuyisihluthulelo sokufinyelela ukuxhumana okufunwayo ngokomzwelo. Thola amathiphu okuthenga ngokuphepha futhi ukunikeza ulwazi oluyingqayizivele kuwebhu amasu asondeza abathengi abasha.
Ukuqamba okusha: Amafomula amasha namathrendi ekuthengeni ku-inthanethi Z
Ukuqamba okusha kungenye into ebalulekile kuzibalo zokuthenga zama-Z. Amanye amafomula aphumelele kakhulu yilawa:
- Ukuthenga Okubukhoma: Ukuthenga bukhoma ngenkundla yezokuxhumana lapho abagqugquzeli noma abathengisi ngokwabo bekhombisa futhi bahlole imikhiqizo, bephendula imibuzo ngesikhathi sangempela.
- Ukuthenga ngezwi: ukusetshenziswa kwabasizi abafana ne-Alexa, i-Siri noma i-Google Assistant ukusesha, ukuqhathanisa nokuthenga imikhiqizo. Yena Ama-68% anentshisekelo yokuthola izincomo ze-AI noma abasizi be-virtual, kuyilapho abangaphezu kwesigamu sebevele bethenge ngezwi.
- Izitolo ze-P2P (peer-to-peer): amamodeli angenabo abaxhumanisi lapho abathengi ngokwabo bengathengisa futhi bathenge ngokuqondile, bashintshisane ngolwazi, imikhiqizo noma amasevisi, bakhuthaze indawo yokusebenzisana kakhudlwana futhi ehlukaniselwe amazwe.
- Izindawo zokuthenga ezingokoqobo: Izikhala ezihlanganisa okomzimba nokubonakalayo, ezihlinzeka ngokukhululeka, ezokuzijabulisa, kanye nolwazi lobuchwepheshe, lapho ama-Z aya khona eyothenga, ahlanganyele, futhi adale okuqukethwe kwedijithali.
