Special Effects App- Gen Z

Delivered April 5th, 2018. Contributors: Les, Kathleen M., Caitlin T., Jane L., Emily F., Chelsea L., Chaitanya G. and

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Generation Z - US population and Psychographics

The U.S. Generation Z population aged 10-17 years old represent 26% or 85,142,176 members of society. The "U.S. Total Population Clock" count was multiplied by Nielsen's estimate that Gen Z was 26% of the population. Children that have grown after the 2008 recession tend to be more cautious, frugal, and are more ethnically diverse in the U.S.

Gen Z watched their parents struggle to keep their homes and to survive financially. They learned to rely on social media for information and entertainment. These technologically adept individuals are going to be very different from their Millennial parents in how they think and interact with the world around them.

Frugal trends can be seen by the 60% of Gen Z with savings accounts. These thrifty individuals have been found to be self-reliant "digital natives" who socialize, have fun, and learn in a digital world. They are "cyber savvy" with economic influence as determined by the National Retail Federation (NRF).

"HRC Retail Advisory surveyed 3,100 Millennial and Gen Z consumers" to find out who influenced Gen Zers to purchase items. 61% were following friends advice and 13% listen to bloggers and YouTube videos.

Psychographics for the Z Generation has been compiled from research provided by the news, studies by the U.S. Census, IBM research, HRC Retail Advisory Survey, Psychology Today articles, and social media reports. 

These six terms were designed to show how the newest generation has evolved from their Millennial parents. Leaders from 2016 held five focus groups to uncover the mindset of Gen Z students displayed below:

DIY: DO IT YOURSELF
 Parents of Gen Z listened to their parents by graduating from High School, participate in community service, and attend a four-year university. Unfortunately, the promised jobs and successful careers did not reward the Millennial to the degree that they expected. The children learned not to follow those rules. They are more self-reliant and can research anything because their parents were more like consultants than supervisors.  The group can be more radical and is ethnically diverse as a whole.

GPA: GRADE POINT AVERAGE
The significance of the Grade Point Average has been increasing for high school and college-bound students over the past 40 years. There was a Bates College study that found that all a GPA means is that you will be successful in school but not for standardized test scores.    
Students who place too much importance on GPA will experience anxiety even though requirements at some colleges are lower because of enrollment. Family stress accounts for the other pressure that teens experience today.

FYI 
Adults are no longer necessary for teens to obtain information. Since Gen Z has never known a time without social media, they are sending and receiving more data than any group before them. Information overload has taken a toll on their psyches. Their brains have to process 10,000 bits of data every day. There is a major concern about some "fake" or damaging lies that is seen on social media sites. "A wealth of information creates a poverty of attention" per Herbert Simon. They need to develop filters for false information and to reject "friends" who can be cruel.

FOMO and FOLO
"The fear of missing out" and "the fear of living off-line". Angst and depression can be felt by Gen Z folks as they watch others lives online. They seem to experience a form of paranoia over what they perceive they are "missing out" on something. We are becoming more socially aware while losing our own self-awareness. Nike's logo "Just Do It" could be helpful for showing teens that are missing out on what is in their control.

OJT: ON-THE-JOB TRAININGGen Z people are planning to go to college; however, they also plan to begin working earlier than their parents did. They are going to do massive online and open courses internships, certificate programs, and gigs. Learning on-the-job is as important as earning a CPA to them. As Aetna's slogan says, "You don't join us. We join you" would be a good way to show them that you know vocational or tech schools can a good choice. Employers are adjusting their expectations these days.

OMG: OH MY GOSH
Emotions are high with Gen Z folks because they have more fake and disingenuous communications in social media. Impulsive remarks on Instagram or Twitter can generate a lot of emotion. Teens use terms like excited, positive, motivated, carefree, curious, or lazy to define themselves. Coca-Cola had a slogan: "Make It Real" and students claim to want authenticity, but might be more subject to false information. "Emotions make a wonderful servant but a poor master".

Gen Z will become the largest voting demographic of the 2024 elections. Their willingness to organize and mobilize is evidenced by recent current events. The group can be more radical and is ethnically diverse as a whole.

Conclusion:Gen Z are self-reliant individuals with a digital awareness, and ready to work attitude that is pragmatic and realistic. Children that have grown after the 2008 recession tend to be more cautious, frugal, and are more ethnically diverse in the U.S.

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Generation Z - Apps

IntroductionChildren ages 10-17 have unique habits concerning their app and mobile device usage. They rely on friends to guide which apps they use, they see value in push notifications, and typically view social media ads as a negative (though they also are fairly likely to engage if it is something that they are already interested in). Any attempt to advertise to this generation needs to address the features that make them a unique group of consumers, such as a focus on personalization, a preference for videos over images, and a preference for certain social media outlets over others for marketing.
How generation z chooses appsGeneration Z typically relies on word-of-mouth suggestion from friends in order to choose which apps they will install, with 62% of those in Generation Z reporting that they discovered the last app they installed through a friend.  However, it is worth noting that the definition of "friend" may be different for those in this age range, and it may also refer to an online follower. They also find out about apps from Facebook or Instagram, though they report that they only install apps due to those platforms 9% of the time. Beyond that, they also report finding apps from online blogs, podcasts, and videos 7% of the time, from app store and Google searches 6% of the time, from online advertising and social influencers 3% of the time, from events and app referrals 2% of the time, and from Twitter and TV advertising 1% of the time.
How generation z uses appsGeneration Z differs from prior generations in what they use their apps for. Calling email an out-dated form of communication, they do prefer messaging apps that provide push notifications, as they are three times likelier to open a chat message if they receive a notification. That being said, they also expect apps to send relevant and personalized notifications. Open rates for personalized notifications are four times higher than rates for non-personalized content. Generation Z is open to engagement using instant messaging and push notifications, and banner ads and promoted chats may be valuable in engaging with this generation. 
Social media marketing and generation zMarketing to Generation Z over social media is complex, given that they do engage with marketing, but they also make every attempt to avoid online advertising, with 69% utilizing methods to avoid advertisements. 82% of those in Generation Z will skip online advertisements whenever possible, and half utilize ad-blockers. Many of the reasons that users dislike online advertising are rooted in negative end-user experience, so utilizing advertising more accepted by Generation Z is also valuable. For example, Generation Z far prefers video advertising to images and may respond more positively to video advertisements made with the smartphone in mind.

As for social media marketing specifically, Generation Z again reports mixed feelings. Social media marketing can be successful, given that 60% of those in Generation Z are likely to buy or download impulsively, but only if they see a product that already appeals to them. While 73% of Generation Z claims there are too many ads in their social media feeds, they do not feel as strongly about branded adverts on Facebook, Twitter, and Instagram as compared to Snapchat and YouTube, where adverts are far more disliked.
ConclusionGeneration Z has many preferences and habits that should affect any proposed marketing strategy. They enjoy social media with a focus on personalization and far prefer to download apps based on word of mouth and suggestions from friends. However, if social media marketing is utilized, Facebook and Instagram are fairly successful in advertising apps, with Generation Z citing those platforms as the source of their downloaded apps 9% of the time. In general, while social media marketing can be advantageous, it must be approached cautiously. Facebook, Twitter, and Instagram may be preferable to Snapchat and YouTube, as they are less disliked, and video advertisements are preferable to images.

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Best practices - App Download Campaigns

Best practices for running a successful app download campaign include smart budgeting, choosing a platform or platforms, mastering app store optimization, and taking an omnichannel marketing approach. To build this list, I combined a number of high-quality sources from industry experts on the topic that either identify these as best practices and/or provide examples of the practices being used to great success. You'll find a deep dive of my research below.
methodologyIn order to identify best practices for app download campaigns, my colleagues and I researched this topic with an emphasis on identifying resources published within the preceding 24 months. As the app advertising sector is constantly evolving, it is critical to locate the most recently published information on this topic. While there is no pre-existing list of "best practices" for app download campaigns, we identified a number of advertising practices that were repeatedly recommended across multiple reputable publications. Coupled with statistics and quantitative explanations for the results achieved by utilizing these practices, we have concluded that these recommendations can be considered "best practices" in this sector. Additionally, the resources identified for this project are focused on app download campaigns in the United States.
best practices1. Budgeting: When planning an app download campaign, the company should understand how much it will cost to earn their desired rank. To do this, you must know how many downloads you need to break into the desired ranking, as well as the average cost-per-install (CPI). The CPI is dependent on factors such as the app category and the platform, but averages around $1.24 for iOS and $0.53 for Android. Budgeting for a campaign also includes knowing how much to charge for your app and how much you can cut the cost, if necessary. 

2. Choosing a platform: There are many platforms for running an app install campaign, with Facebook and Twitter being the most popular. When choosing a platform, one must take into account factors like cost, target market, demographics, etc. Instagram is another great platform for app promotion, according to this article; it's particularly useful for tactics such as influencer marketing, running contests, using hashtags, and sharing video (the tactic used by Spotify in its highly successful app download campaign). It's also important to understand the key elements of advertising on social media, such as the difference between paid and organic promotion. Using both tactics effectively can boost app awareness and downloads. 

3. Mastering ASO: App store optimization is key to running a successful app download campaign. Successful ASO requires a thorough understanding of the keywords customers are using to find the app, how the number of downloads and reviews affects app rankings, and a strategic use of titles and descriptions for the app listing. Best practices include: making sure the app name is unique; including relevant keywords; a clear and accurate description; two to three screenshots or a video; and having positive app ratings. 

4. Omnichannel Marketing Approach: Social media is far from the only channel on which you can effectively promote an app. Television and in-store ads can be used to target customers. Having an effective website is also key to advertising, with search engine optimization to accompany it. In addition, you can use traditional public relations to promote an app, such as hosting a launch party or promoting the app through the media. When they align with your app's target audience, influencer and celebrity endorsements can also be a powerful advertising tactic; influencer marketing delivers 11 times higher ROI than traditional digital marketing, and 49% of people say they rely on influencer recommendations before making a purchase decision. Finally, make use of Search Ads on the App Store to directly promote the app; early research suggests that 50% of consumers click on the ads they see. 
ConclusionTo wrap up, best practices for running a successful app download campaign include smart budgeting, choosing a platform or platforms, mastering app store optimization, and taking an omnichannel marketing approach. 

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Demographics - Instagram

In this article, we provide a breakdown of the individual and corporate user demographics of the photo-sharing social network Instagram. Our breakdown includes disaggregation by age, sex, education, and income level, as well as stylized business facts relevant to Instagram’s popularity and reach as a platform.

 INSTAGRAM OVERVIEW 
Dubbed IG, this popular photo and video-sharing social networking service has come to occupy a major space online. Roughly one-third of online adults report using Instagram. 32% of users of social media are Instagram users.

This piece focuses on the demographic profile of Instagram in the United States. The American market composes the dominant share of Instagram’s users, 77.6 million or roughly 80% (though by no means that of sole significance). 

 AGE 
Instagram’s age distribution skews towards a youthful population. 59% of users are ages 18-29, 33% are between 30-49, 18% are from 50-64, and 8% are 65 or older. 
IG is a dominant player within its target age group, where 32% of teenagers in the United States list IG as their most important social network. 

 SEX 
Although popular for both genders, Instagram has 7% more female users than male users. 31% of IG’s users are American women, 24% are American men (the remaining identify as other).

 EDUCATIONAL LEVEL 
Instagram users tend to be more educated than the average American, where 41% have a high school degree or below, although this could largely be a reflection of internet users. 27% of United States Instagram users have a high school degree or below, 37% have some college education, and 33% have a college degree or higher. 

 INCOME LEVEL 
Instagram users’ pockets were described as “pretty deep” based on a 2016 breakdown of their income by the Pew Institute. 38% of IG users make below $30k/yr, 32% make between $30-50k/yr, 32% make between $50-75k/yr, and 31% make over $75k/yr. 

 CORPORATE 
Social media enables unprecedented corporate marketing opportunities. 70.7% of American businesses used IG in 2017 [2]. 48% of U.S. brands incorporated Instagram into their marketing scheme in 2017 [2]. 96% of fashion brands in the United States are on Instagram. 

In conclusion, the demographic profile of a typical Instagram user is a young relatively educated and well-off American woman, with some interest in fashion and/or social media. On the other hand, the “typical user” profile may have limited value altogether in analyzing companies like Instagram innovating based on the diversity and magnitude of users. 

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Demographics - Snapchat

In short, the answer to your question is that seventy percent of Snapchat users are female, the majority are between 18 and 24 years old, and the majority of users have a college degree. Also, thirty-percent of all users make between $30,000 and $49,999 each year, which makes sense given the average age of the majority of users. 

Below is a detailed account of our findings. 

No pre-compiled data was available for all parameters including age, sex, education level and income level; therefore, research was carried out on the overall Snapchat demographics. Percent distribution for age, sex, and education level for the United States only was directly found through preliminary research. 

AGEIn March 2017, twenty-three percent of Snapchat users are between 13 and 17 years old. Thirty-seven percent are between 18 and 24 years old. Twenty-six percent are 25 to 34 years old. Twelve percent are 35 to 54 years old, and two percent are over 55. These percentages add up to 100 and cover the United States user base. As of January 2018, the penetration rate among those aged 12-17 in the United States was 18%. The user base in America was made up of those aged 18-24 at 78%, those between the ages of 25-29 at 54%, those aged 30-49 at 26%, 50-46 at 10%, and over 65 at 3%.

GENDERAccording to my research, 70% of Snapchat users are female. Thirty percent are male. While these figures are from 2013, they are the most recent comprehensive stats that are available since they came directly from the CEO, Evan Spiegel. Updated figures from either the CEO or an outside source are not publicly available. The majority of our research identified recent sources from within the past two years that referred to the 2013 statistic. However, a Harvard survey was conducted in 2015 that revealed that women aged 18-29 used Snapchat at 42% in contrast to 31% of men.

EDUCATION LEVELAccording to my research, 23% of all Snapchat users have not yet graduated from high school. Thirty-seven percent of users are currently attending college. Forty percent have graduated from college. Out of those who attend college in the United States, 77% use Snapchat at least once a day. Overall, 24% of those in the United States who completed high school or less use Snapchat, 31% of those who went to college use it, and 26% of those who continued their education past college use the app.

INCOME LEVELThere is no data available on the percent distribution of Snapchat users based on their income levels. However, statistics were found on what percent of particular income groups make use of Snapchat in the United States only. My conducted research concluded that 23% of Snapchat users make less than $30,000 annually. Thirty-three percent make between $30,000 and $49,999 per year. Twenty-six percent of users make between $50,000 and $74,999 annually. Thirty percent make over $75,000 per year.

CONCLUSIONIn conclusion, the majority of Snapchat users are female, have graduated from college, and earn between $30,000 and $49,999 each year. My research led me to the conclusion, however, the scope of demographics of Snapchat users is quite broad (not including the gender category). There are users of all ages, education levels, and income levels.

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Best in class - App Marketing Strategies

While there are numerous app marketing strategies that can be utilized when promoting the downloading and use of apps, there are four current strategies that are best in class at gaining and preserving the app users of today. These methods have been utilized by companies  throughout the United States and shown their success through increased app usage and increased overall return on investment. 
Social Media Ads
The first of the best app marketing strategies is the use of social media ads to increase exposure and encourage app downloads and use. Currently in America, 69% of individuals use social media, and around 75% of those who use Facebook log on daily. According to businesses who have utilized social media ads, the ads have "been 'very effective'" in bringing exposure to their business. 

One example of a United States company successfully utilizing this strategy is PopCap Games with their app Bejeweled. Utilizing social media through Instagram, PopCap was able to connect with Instagram influencers in order to spread the use of their app with the "hashtag #shinyplace". This successful strategy helped to raise the Bejeweled app's ranking exponentially in the "U.S. Apple App Store." According to one study, social media ads prompt users to download apps 49% of the time.
Search Ad DiscoverabilityAnother app marketing strategy that is extremely important is the improving of app discoverability through search ads. Although "40% of smartphone users browse for apps in app stores," 50% of individuals who have downloaded apps based on viewing ads say that the ad was one that showed up in online searches.  Since search ads appear in consumer browsers as they are actively seeking out related information, it allows for apps to appear precisely when the individual most needs that app and is most likely to proceed to download.
According to studies, "one in four app users discover apps through a search engine," making this a highly effective method to increase app downloads and discovery.
User EngagementAn integral part of app marketing strategies is retaining users through ensuring user engagement. On average, nine out of ten Android apps do not retain daily users for longer than a month. App marketing strategies to increase daily engagement include timed reminders, making a game out of regular use, and offering challenges to keep users from getting bored. However, it is important to balance out notifications to ensure they are not being sent so often as to be disruptive, which could end up with users uninstalling rather than engaging with the app. Research suggests that even if app users have stopped interacting with the app, they can be encouraged to come back with marketing offers such as discounts or receiving special app content for returning to use the app more often.
Useful and User-Friendly ContentFinally, one of the most important app marketing strategies is creating an app that is both useful and user-friendly that makes individuals want to use it as often as possible. If an app has flaws such as freezing or glitching, "44% of users will delete" that app. Therefore, it is incredibly important to ensure the app works and does not frustrate the consumer. 

One U.S. company who has utilized this strategy successfully is Starbucks, who have focused on building an app that is both personalized to their customers and makes paying and ordering their drinks easier. By "delivering relevant messages and notifications to the customer on a regular basis," Starbucks has managed to create an app that keeps customers interacting with it on a regular basis. Subsequently, this has lead to 11 million individuals downloading the Starbucks app and just over 20% of the daily Starbucks transactions being carried out on the app.
ConclusionThough there are many possible strategies for app marketing, these four focus on both increasing online presence in all forms to increase the chances of the app being discovered, and ensuring that users stay engaged with the app as often as possible.

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Top Gen Z and Millennial Influencers - US

OverviewGen Z is defined as anyone between the age 10-17 in 2018. The top 4 Gen Z influencers based on Time most influential teens in 2017 and also considering the number of followers on Instagram are Millie Bobby Brown, Maddie Ziegler, Kaia Gerber, and Willow Smith. The most widely used definition of millennial is considered as age between 22-37 in 2018. According to Pew research anyone born between 1981 and 1996 is of the millennial generation. 
Here the top 4 influencers, were chosen on the basis of the highest number of Instagram followers, and they are Selena Gomez, Ariana Grande, Beyonce, and Taylor Swift. 
Below you can find a deep dive into my research, including links to each influencer's Instagram accounts. Due to the way Snapchat is set up, with no public profiles, we are unable to provide links to their Snapchat accounts. 

Top 4 gen z influencersThe top 4 Gen Z influencers are based on Time 30 most influential teens in 2017, followed by numbering them according to the number of Instagram followers, the top 4 are
1. Millie Bobby Brown 
   Age- 14 
2. Maddie Ziegler 
    Age-15    
3. Kaia Gerber 
    Age- 16
4. Willow Smith 
     Age- 17     

Millie Bobby Brown Millie Brown is an English actress and model aged 14. She rose to spotlight due to her role as Eleven in the Netflix science fiction drama series "Stranger Things". Since her debut in July 2016, she has "signed with IMG models" and has appeared on "the covers of Entertainment Weekly, InStyle, and more." 
She has 15.6 million Instagram followers as of 5th April 2018.

Maddie Ziegler Maddie Ziegler is an American dancer, actress and model aged 15. She made her debut on big screen in 2017's "The Book of Henry." She has also starred in Dance Moms which kick started her career. She also released her memoir, named "The Maddie Diaries. "
She has 11.3 Million Instagram Followers as of April 5, 2018.

Kaia gerber Kaia Gerber, age 17, is an American model signed with IMG models. She is the daughter of famous supermodel Cindy Crawford and Rande Gerber. She appeared on the cover of Vogue Paris with her mom at the age of 14. 
She has 3.1 Million Instagram Followers as of April 5, 2018.

willow smith Willow Smith, age 17, is an American singer, actress and dancer. She rose to prominence in 2010 with her breakout single “Whip My Hair,”. 
She has 2.8 Million Instagram Followers as of April 5, 2018.

Top 4 millennial influencersThe top 4 millennial influencers were chosen on the basis of highest number of Instagram followers. According to Pew research, millennial is "anyone between 1981 and 1996" or anyone within age group 22-37 in 2018. The top 4 millennial influencers are 
1. Selena Gomez: 
   Age-25
     
2. Ariana Grande:
     Age-24

3. Beyonce:
    Age-36

4. Taylor Swift:
     Age- 28     

selena gomezSelena Gomez, age 25, is an American singer and actress. She achieved wider recognition after appearing in the children's series Barney and Friends. She has won several music awards including ALMA Award and American Music Award.
She has 135 Million followers on Instagram as of April 5, 2018.

ariana grandeAriana Grande, age 24, is an American singer and actress. She began her career in 2008 in the Broadway musical 13. She has won many awards including American Music Award, MTV video music award etc.
She has 118 Million followers on Instagram as of April 5, 2018.

BEYonceBeyonce, age 36, is an American singer, songwriter, and actress. She rose to fame in late 1990s as lead singer of the R&B girl-group Destiny's Child. She has won many awards including American Music award, 2011 Billboard Music Awards, World music awards etc.
She has 113 Million followers on Instagram as of April 5, 2018.

taylor swiftTaylor Swift, age 28, is an American singer and songwriter. She is known for narrative songs about her personal life which has gained widespread fame and attention. Her first debut album was released in 2006 and was at number 5 in Billboard 200. She has won many awards including 10 Grammy Awards, American Music Award, Billboard Music award etc.
She has 107 Million followers on Instagram as of April 5, 2018.

ConclusionBased on Time 30 most influential teens and highest number of followers on Instagram, the above mentioned are the top 4 Gen Z and top 4 millennial influencers of 2018. In highest number of Instagram followers, Cristiano Ronaldo is the second most followed but as US is considered, thus he is excluded. Also, Kim Kardashian has third highest followers, but her age doesn't fit the millennial generation thus she was excluded too. The above mentioned have influenced the US and people worldwide in 2018.