Have you ever heard of TikTok, Discord, Kik and Bitmoji? If you’re Gen Z (born 1997 – 2012) then you most likely use these apps according to a new How to Win Gen Z report from App Annie. It examines Gen Z across countries and categories revealing this generation’s favourite apps and how brands can best attract this increasingly important demographic. Gen Z are not only about to enter the work force, but are also now the largest population on Earth and the mobile-first generation. More pertinent for online merchants, the report also reveals the Top 10 Shopping Apps Gen Z most likely to use.
Regardless who you speak to in the UK, Amazon and eBay are the top marketplaces of choice but not for Gen Z. Wish is way above the established players, perhaps because Gen Z are willing to trade slower delivery speed in favour of knock down prices. But Depop rules the roost with ALiExpress, Shpock and Gumtree all appearing higher up the rankings then Amazon and eBay who come in at 8th and 10th in the top 10 shopping apps for Gen Z.
Gen Z’s purchasing power is set to take off as they now begin to enter the workforce and are still forming brand preferences so represent an opportunity for marketers hoping to effectively engage this group. But first, companies need to understand how this demographic uses smartphones and apps.
Some noteworthy UK statistics about Gen Z that show the unique behaviours facing publishers and brands:
- Gen Z engagement is deeper; they have 55% more sessions per user in top non-gaming apps, with 125 sessions per month per app.
- Gen Z spends 3.1 hours per user per month per top non-gaming apps.
- Gen Z behaviour and favourites vary by market—for example, Gen Z users in the UK spend 40% less time in games than the global average.
Top 10 Shopping Apps Gen Z most likely to use
Of course online shopping doesn’t necessarily start on shopping apps and the report dives deep into the other apps that Gen Z use. If you want to advertise then Paid Search on search engines may not be the way forward. Marketers need to start engaging with Gen Z on their platforms of choice whether that be social and communication, gaming or entertainment.
“Gen Z is the first generation to grow up on mobile. They already influence $600B in spend in the US alone—companies need to aim for them now or risk missing the target tomorrow. As the mobile landscape becomes more complex, App Annie is committed to helping customers get the critical insights and outcomes they need to fuel long term success.”
– Ted Krantz, CEO, App Annie