Gen Z is our fastest growing audience

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LinkedIn reports that Gen Z is its fastest growing audience and shares tips to help marketers reach that first mobile generation.

Generation Z, also called “Zoomers”, is made up of individuals of age 9 to 24.

There is currently 78 million Zoomers on LinkedIn, the majority of which reside in the United States.

Gen Z engagement on LinkedIn – as defined by the total number of engagements – is 2.7 times higher that at the beginning of 2020,

Most Gen Z users on LinkedIn join the website right out of high school. Among those who continue their studies at university, 20% enter a field related to the business.

Zoomers eclipsed Millennials to become the the most mobile workforce segment:

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  • 71% of Gen Z’ers spend over an hour on social media every day.
  • 63% visit LinkedIn more than once a week.
  • 74% say they spend their free time online.
  • 66% report the use of several connected devices at the same time.
  • 75% say they use their smartphones more often than computers or other devices.
  • Gen Z’s daily use of social media is almost one hour more than the average Millennial.

One particularly interesting finding in the LinkedIn report is that Gen Z is interested in SEO.

According to the top ten LinkedIn Learning courses Gen Z viewed, there are a number of skills that they want to learn that can help them build a career online.

In the table below, you’ll see that three of the top ten courses relate to HTML, Python, and SEO, all of which can be used together to create a terrific online marketing skill set.

Screenshot from: linkedin.com/business/marketing/blog/trends-tips, November 2021.

Here are other highlights from LinkedIn’s Gen Z report that are relevant to marketers.

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LinkedIn Report: Generation Z in the Workplace

Generation Z workers will represent 27% workforce by 2025, therefore, LinkedIn recommends getting along with them now and starting to connect with them.

Relationships are key, as Zoomers are more willing than any other generation to change jobs – 54% of them are considering quitting their jobs to find something better.

To that end, 41% of the global workforce is considering quitting, according to data from LinkedIn.

Since September 2021, there has been a 54% increased year-to-year job transitions. Among the Gen Z population, job transitions are on the rise 80% Year after year.

Ultimately, Zoomers are looking for things like anyone else in the job market today which is success and financial security.

They are well aware of what awaits them, because 77% “Think they will have to work harder than those of previous generations to have a satisfying and fulfilling professional career”.

How can businesses and marketers reach this generation and make a lasting connection?

Here’s what LinkedIn recommends.

Points to remember for marketers

LinkedIn recommends the following strategies to move brand development and content creation in a direction that Gen Z appeals to.

  • Know their skills: “Adaptability”, “Creative skills” and “Presentation skills” are the top skills of Gen Z today and the fastest growing.
  • Go mobile: Generation Z greatly prefers mobile devices to others.
  • Create interactive content: Gen Z likes to control the content they consume. More than half would like to control the plot of what they broadcast.
  • Collaborate rather than control: The ideal Gen Z leader is a collaborator, not a controller, commander or director.

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These are the highlights of Part 1 of a three-part report from LinkedIn on the demographics of Gen Z. Part 2 will be released in December.

Source: LinkedIn Marketing Blog


Featured Image: April 1993 / Shutterstock


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