Generational Theory for Online Shopping: Bad Habits

In our last piece, we already talked about the importance of generational theory in marketing in order to segment your audience intelligently. Now let’s dig a little deeper into the digital environment and how perceptions of online spending differ between generations of users. In addition, let’s take a closer look at the consumer behaviour of Xers, Millennials, and Zoomers in the context of spending on bad habits (gambling, binge buying, useless purchases, etc.).

Generation’s digital behaviour

Even the older generations have adapted to online shopping and are spending heavily online. However, their behaviour and habits in a web environment are quite different from offline shopping. Let’s take a closer look at the generational characteristics of digital purchasing decisions. 

X — Xers

• Still watch TV and are loyal to TV advertising, but they have a good understanding of modern technology and actively use the Internet. 
• Attitude towards brands is not as loyal, so it’s important to stay visible to customers and remind them of yourself at all times: banners, context, video, and e-mail newsletters.
• As they are not yet firmly entrenched in the webspace, some online financial transactions may cause them concern. Show that you are a trustworthy brand and be sure to provide all accounting documents, receipts, and proof of payment afterwards. 

Online advertising strategies that work for Xers

1. E-mail newsletters
2. Advertising on social networks, and online games such as “Cards” or “Take care of the Farm”
3. Coupons for discounts and promotions
4. Detailed description of products and services with all the benefits
5. Clear algorithm of actions (step-by-step instructions before buying a product/service)

Y — Millennials

• Egocentric, highly dependent on likes, followers, and gadgets, which causes a severe lack of live interaction.
• Heavily influenced by social media, they may choose their lunch spot or hairdresser based on Instagram photos and Facebook posts. 
• Do a lot of their shopping online, while chatting with friends, listening to music, and running errands.
• The main channel for communication is Instagram.

Online advertising strategies that work for Millennials

1. Advertising on social networks Facebook, YouTube, and Instagram
2. Recommendations from friends or influential bloggers
3. Positive feedback on special services
4. Emphasis on the benefits to the world, and the environment, giving part of the profits to charity
5. Unobtrusive

Z — Homelanders

• Rarely use search terms, and get the information from YouTube videos. 
• Order goods and services online, most often using a smartphone.
• Perceive information at high speed, but it is very difficult to hold the attention of Generation Z — it is possible only for something unique and impressive.
• Have favourite bloggers — micro-influencers with between 1,000 and 100,000 subscribers who are trusted. They can influence Gen Z’s buying decisions. Therefore, a powerful marketing channel would be bloggers and Influencers. 
• Rife with peculiar vocabulary, which adults often scold them for. But in promotional campaigns, it is better to talk to them in their language. And be sure to use emojis! 
• Do not like to read, they do not absorb text well. Their main sources of information are photos, videos, and audio. 
• Texts should be shorter, graphics brighter, and more interesting, because they only have an 8-second average attention span.
• Put the emphasis on sustainability, healthy living, and improving our natural environment.

Online advertising strategies that work for Zetas

1. Social media advertising: TikTok, YouTube, Instagram
2. Minimum text, the basis of advertising — photos, videos
3. Recommendations through popular bloggers
4. Tracking trends and using them in advertising
5. Emphasis on freedom of expression and tolerance
6. Interactivity, the shortest possible route to targeted action

The attitude of different generations towards “scandalous” shopping

Surely we all have our little shopping-related sins. Some of us buy unnecessary but very cool things, some are prone to impulsive spending that hurts the family budget, while others spend all their money on gambling and betting. Yes, it can be bad in worldly terms, but for marketers and affiliates, it’s a great opportunity to find the right approach to promoting offers. Spoiler alert: pay attention to the iGaming, e-commerce and dating verticals.

X — Xers

• Not prone to impulse purchases, but instead like to save and distribute debts as soon as possible. That’s why it’s worth emphasizing the benefits of gaming offers in the long term. For example, let the user know that with a win in your app, they can pay off their loans.
• Like to show off and usually opt for options that are not the most reliable, but the most exceptional. Show that your offer will help them stand out. Use words like “unique prize”, “the lucky one”, and “a chance is given to a special player”.
• Value things as a symbol of success and victory: cars, flats, jewellery, just money. The desire for the coveted jackpot can make them truly addicted to gambling and betting.
• All gambling/betting services will be thoroughly checked by them for quality. Be sure that your website’s registration, payments, links, and buttons work flawlessly. Meanwhile, emphasizing the bookmaker’s worldwide reputation and professional awards.

Y — Millennials

• Any advertising aimed at self-identification works well with this generation. This can be done with the statements like “you are a winner” and “you are great”. 
• The main goal of the Y generation is to make the world a better place. Consequently, the message that a casino or betting site has become more convenient, comfortable, and ergonomic will get their attention.
• Densely affected by FOMO, so are definitely prone to on-the-spot decisions and impulsive spending. Grab their attention with the words “quickly”, “now”, and “immediately” and offer shortcuts: buttons to the registration form, easy-to-use payments, clear and short descriptions, and step-by-step instructions.
• Anything you want to offer Millennials should not be something one-time, but a way of life. It’s better to demonstrate an attitude of “life is a game” and “live today”.
• Users of iPhones and all Apple products. Keep this in mind when offering Millennials something to win. They are real experts in gadgets and are constantly in need of new technology, apps, mobile versions, chats, etc.

Z — Homelanders

• The Internet is filled with the personal data that they care about. For Zoomers, security comes first. Safe gaming, reliable transfers, safe money in the account, protection against fraud and hacking, and privacy of personal data — all these matters for Gen Z.
• Suffer from lack of face-to-face communication. They are real fans of live-streaming bloggers and live content on social networks. It also makes them a prime target audience for the dating vertical. At the same time, Zoomers often promote child-free values, so they are more likely to be interested in speed dating apps or one-night stands.
• Very science-oriented. They like scientific proof of facts, numbers, and formulas. For example, “stats say that 25% of new players win!”.
• Emphasize environmentalism. You can point out that virtual casinos leave no harmful environmental footprint. It is also a great idea to use more “natural” colours on landing pages, emails, and banners: green, brown, and beige.
• Like to buy all sorts of weird products simply because it’s cool and viral on the Internet. That’s why marketplaces and services with useless goods are so active in the age of the youngest generation.

Final thoughts

In today’s world, most purchases are made online, so it is crucial for marketers to study consumer habits and online behaviour. Segmenting your audience is an important part of any promotional campaign. Try to take heed of the needs of your target audience and also try to influence their common bad shopping habits. We wish you to improve your promotional skills across all generations and increase your conversions.