Research geography: 15 cities of the Russian Federation with a population of at least 1 million people.
Number of participants: 1500 people.
Age of participants: 18–35 years (Generation Y) and 14–17 years (Generation Z).
Research period: April – May 2017.
Case: VT-metall
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Millennials tend to be conservative in their choices, while centennials tend to try out new products.
Generation Y (44%) prefers well-known brands that have long established themselves on the market. And if suddenly the information from the brand seems contradictory, 43% of "Y" will discuss the issue of purchasing the product with family and friends.
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Generation Z (27%) is more likely to buy new products – of course, if the price is reasonable (39% of respondents in both samples pay attention to this). Interestingly, 47% of respondents are interested in innovative developments by brands, even when this is just a marketing ploy by the manufacturer.
Millennials choose domestic brands, centennials choose foreign ones .
Generation Y (18%) buys products made in Russia. And generation Z (40%) is more interested in products of foreign brands, which make it easier to stand out from the crowd.
At the same time, every second representative of both generations buys goods in foreign online stores (eBay, AliExpress, Asos, etc.). 41% of respondents in both groups use Russian online trading platforms.
Millennials make thoughtful choices, while centennials are more likely to make impulse purchases .
39% of Generation Y representatives plan their purchases in advance. This is explained by the fact that more than half of millennials are married (52%), have a steady income (64%) and plan their expenses.
Generation Z often makes purchases spontaneously (44%). Such spontaneity is typical for centennials, who are regulars at shopping centers, where they simply spend their free time.
Millennials prefer to use search engines, while centennials search for what they need through YouTube.
60% of respondents of Generation Y search for products using browsers. But every second representative of Generation Z searches for information on YouTube. This was one of the main findings of the study. Centennials use YouTube as a leading platform for any category. By the way, there is also a general increase in the share of video content on the Internet. Moreover, “funny content of information” is turning into a separate format – 25% of respondents want to see exactly such materials.
Millennials are planning large purchases, while centennials are more willing to invest in their education.
60% of Y respondents plan to buy a car in the next 5 years. The next most popular is traveling (55%), followed by purchasing a home (38%). This distribution of goals is due to the fact that among the "Yers", as already noted, many are married and have a stable income.
As for Generation Z, they agree to invest in their own education (43%) and travel (41%).
For small purchases for the soul, both generations choose clothing, footwear, electronics and printed literature. Among other goods, the "Y" generation buys cosmetics (21%) and food products (17%), while the "Z" generation is more willing to buy sports goods (15%).
Millennials use instant messengers for communication, while centennials more often meet in person with friends.
Differences between Generations Y and Z: Results of a Large Study
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55% of the Y-generation respondents exchange information via instant messengers, the most popular of which is WhatsApp.
Representatives of Generation Z (66%) meet their friends in person. This is due to the age of the centennials – 78% of them are schoolchildren.
If a brand needs fruitful communication with the audience, Generation Z is given the opportunity to communicate and discuss issues in special groups. Moreover, social networks are considered the most popular platforms for both generations. The unrivaled leader is VKontakte (for Y - 99%, for Z - 100%), followed by Instagram (Y - 67%, Z - 61%).
Millennials tend to double-check information, while centennials trust reliable sources.
Generation Y prefers to verify information (40%) and believes that information should not be imposed by advertising or be someone’s subjective point of view (an opinion shared by 37% of respondents).
Generation Z (40%) believes that the authority of information sources such as a website, blog, channel or program is enough to trust their content. Interestingly, centennials are more willing to trust information: the more communication channels are involved in the transmission, the more truthful the information is considered from the point of view of Z.
A common trend among millennials and centennials is that they value quality in content above all else.
Representatives of generations Y (59%) and Z (51%) get acquainted with the content and believe that this is the main way of transmitting information. But the text in their understanding must necessarily be "catchy" and meaningful. Both generations practice "diagonal" reading, therefore, to attract the audience's attention, the content must be accompanied by "pictures", graphs, tables, and so on.
