Millennial and GenZ Females

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01

Millennial and Gen Z Female Media Usage

Gen Z women prefer YouTube, Instagram and Snapchat while for millennial women Facebook still rules, followed by YouTube. Both Gen Z and millennial women are open to seeing branded content on social media.

Preferred Social Media — Gen Z

  • According to a survey where 65% of the respondents were female, Gen Z's preferred media channels are YouTube, Instagram, Snapchat, Facebook, Twitter and Pinterest. Gen Z uses Facebook much less than millennials.
  • Tik Tok is an up-and-coming social platform for Gen Z.

Preferred Social Media — Millennials

  • Millennial women are most likely to use Facebook, followed by Instagram, Twitter, and Pinterest.
  • Millennials in general prefer YouTube, Facebook, Instagram, Twitter and Pinterest. More women than men use Facebook, and more men than women use YouTube.

Gen Z's Use of Social Media

  • Gen Z uses social media for brand discovery, primarily Instagram followed by Facebook. However, before making a purchase, most members of Gen Z will look for further information on YouTube.
  • Gen Z women are most likely out of all generations to follow influencers on Instagram.
  • Gen Z women use social media even when shopping in stores, to share their experiences or ask for advice.
  • One of the most popular retail categories for Gen Z women to follow on social media is beauty.
  • Gen Z is interested in trying new technologies like augmented reality.

Millennial's Use of Social Media

  • Millennials tend to use more social media platforms regularly than Gen Z.
  • On social media, Millennial women are most likely to share personal photos/videos, funny things, product/service recommendations, educational information and resources, and news stories.
  • 60% of Millennial women enjoy sharing significant life events on social media.
  • Millennial women prefer image-based product discovery on social media, with Instagram being their preferred channel to encounter branded content.
  • Millennials use their laptops only slightly more than their mobile phones to access the internet.
  • Millennial women use social media to obtain inspiration for beauty, food, and home.

Research Strategy

The research team was only able to provide limited insights into the social media habits of women for each generation. Therefore, we supplemented with information about both sexes in each generation. Since women are the primary users of social media, we believe these findings are still extremely relevant.
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Part
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US Millennial Women Psychographics

Millennial women are frugal but are willing to splurge on quality products that they believe contribute to their well-being. They are concerned about social issues and the environment, and they are open to seeing branded content on social media, particularly when that content is humorous or highlights a social good.

Values

  • Millennial women believe their job, education, clothing, social group, vehicle ownership status and home ownership status contribute to their identity.
  • Millennial women believe the most important issues facing them today are weight acceptance, wage equality, domestic violence, economic hardship, quality healthcare and quality childcare.

Habits/Lifestyle

  • Millennial women plan their purchases and are frugal. However, they are willing to decrease spending on what they consider non-essential items so they can spend more on the things they value and they believe improve their emotional well-being.
  • 94% of millennial women spend an hour or more per day shopping online, with most doing the majority of their online shopping from their smartphones.

Purchase Drivers

  • Believing that they are getting the best price for a product is a purchase driver for millennial women, as 74% of them compare prices when shopping online.
  • However, they are also willing to pay more for convenience.

Preferred Brand Characteristics

  • Millennial women are less brand loyal than previous generations, however, they are loyal to brands they believe provide quality products.
  • Millennial women are looking for brands that "give back to society," as well as those that are environmentally-friendly.

Marketing Preferences

  • 81% of millennial women report that social media is the best way for brands to reach them.
  • In terms of the type of branded content they want to see on social media, 57% would prefer to see social good and humor, 36% cause-related content, 33% motivational content, and 30% real-life content.
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Part
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US Get Z Women Psychographics

Gen Z females value convenience, which is one reason they love Amazon. They value brands that take social stances and have an authentic brand voice.

Values

  • Gen Z women value convenience and speed, sometimes even over price.
  • Gen Z females believe their jobs, education, clothing and social groups most define their identity.

Habits/Lifestyle

  • Gen Z women love Amazon; 64.3% of them have purchased something on Amazon in the last six months and 72% of them use Amazon to discover new products and brands. They rely heavily on Amazon's free, two-day shipping. Shockingly, 93.3% of Gen Z females spend almost $100 on Amazon every month.
  • Gen Z prefers to use their smartphone over other devices. Gen Z females are "most inclined to use their devices to text or chat."

Purchase Drivers

  • Gen Z women look for brands that have a social impact. 65% of Gen Z women surveyed said that they "expect brands to take a stand on social issues." The social values of Gen Z women directly impact their purchasing decisions.
  • The opinions of family and friends are a significant purchasing driver for over half of the purchases of Gen Z females. Conversely, the celebrities are less influential with this cohort.

Preferred Brand Characteristics

Marketing Preferences

  • Almost all (97%) of Gen Z women enjoy seeing branded content on their social media, and 89% of them enjoy interacting with that content.
  • Gen Z females appreciate targeted, digital ads.
Sources
Sources