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POWERSHIFTING NOTES THIS WEEK – JAN 28-31

January 28, 2019

POWERSHIFT MARKETING – THIS WEEK – Here are few marketing tips and research thoughts for this week. As always, contact me if you have any questions or topics you would like me to cover.

NEW SERVICE – Just another pitch for my new proofing and editing service. Check it out here.

DON’T ACCEPT DEBIT AND CREDIT CARDS? It could be time to rethink this approach. The all cash society is definitely on the way out. Roughly 29% of U.S. adults say they make no purchases using cash during a typical week. People who say they make all or almost all of their weekly purchases using cash has decreased to 18%, according to Pew Research. Some businesses are now thinking of becoming cashless establishments. Is this something you should consider? We can help with research to learn if this is wise for your business.

ARE TAXIS AN ENDANGERED SPECIES? The share of Americans who use ride-hailing services has increased dramatically. Today, 36% of U.S. adults say they have used a ride-hailing service such as Uber or Lyft, compared to 15% in late 2015.

MORE INSIGHTS INTO GEN Z – Last week, after I predicted that marketers will need to understand Generation Z (people born in 1996 or before), the Wall St. Journal did an excellent article on seven things that make Gen Z different. As WSJ author Christopher Mims points out, members of the most racially diverse American generation ever, share one thing in common: their world has been defined by connecting online via social media and mobile devices. Here’s a quick recap of the seven things Mims pointed out in his January 26th article (just in case you can’t access it).

1. Gen Z doesn’t distinguish between online and real life. Common wisdom today says that young people don’t hang out with their friends in real life anymore. Perhaps, but Gen Z believes interacting digitally is real life.

2. Privacy online? Gen Z expects that everything typed into a keyboard or captured on a camera will end up on the internet. So, the smart ones never let down their guard.

3. Facebook is out, Instagram is in. I’ve commented on this before but Gen Z says that using Facebook to connect with peers is somewhere between never and no way. As reported in the story, “Facebook for my generation solely exists so that other generations can see that I’m still alive.” Now, this might be good news if you want to reach older consumers, but not if you want to reach Gen Z.

4. Social media is how they stay informed. I’ve commented on this too. Gen Z’s find news almost entirely via social media. Many use Twitter and Instagram to get news. For those with iPhones, Apple News is popular because it means one less app.

5. Video is important, but it isn’t everything. YouTube is huge. For those who are into the culture of influencers, many who spend time on Instagram use YouTube too. Twitter’s ill-fated Vine changed the way this generation views content, leading to a market for subsequent short-form video and apps including TikTok.

6. Gen Z thinks concerns about screens are overblown. If you grew up online, you are not concerned about spending too much time online. Some members of Gen Z believe that the media is obsessed with the negative impacts of tech and doesn’t talk enough about how it empowers their generation.

7. But they’re still susceptible to tech addiction and burnout. Gen Z are acutely aware that their level of online engagement isn’t always sustainable. Some take breaks from social media, others wonder how it’s changing their brains. They also report having trouble knowing where the line between healthy and unhealthy use should be.

Until next week, thanks for reading.

2 comments

  1. Good read about Gen Z. Also seeing more headlines underlining more firms going cashless. Saw it was a racetrack in Florida the other day

    On Mon, Jan 28, 2019 at 8:22 AM Powershift Marketing Blog wrote:

    > powershiftmarketing posted: “POWERSHIFT MARKETING – THIS WEEK – Here are > few marketing tips and research thoughts for this week. As always, contact > me if you have any questions or topics you would like me to cover. NEW > SERVICE – Just another pitch for my new proofing and editing s” >


    • Thanks again for good info. Enjoy your informative posts very much.
      Jodi



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