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LEADER IN SOCIAL ANALYTICS
LEADER IN SOCIAL ANALYTICS
SOCIAL MEDIA INDUSTRY REPORT 2019: HOLIDAY GIFTS: GEN Z AND MILLENNIAL PICKS
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Today’s digital first world is reaching an era when Millennials, the first digitally native generation, is set to overtake Baby Boomers as the largest population in the country by 2020.1 Millennials will have an estimated global annual income of 4 trillion dollars2 by 2030, which presents an undeniable opportunity for marketers and the global economy. However, to address this massive opportunity, brands need to understand what is important to Millennials. Fifty-Seven percent of Millennial women say that their purchase decisions are driven by a brand’s values and stance on issues that are important to them3, while fifty percent of Millennials say that positive customer experience is a factor in their loyalty to brands.4
As Millennials have begun to grow up and join the workforce, Gen Z is the demographic that marketers need to begin to pay attention to as they will command forty percent of all consumer shopping by 20205, with ninety-three percent of parents saying their Gen Z offspring influence household spending. Gen Z, the second digital native group, have never lived in a time where the internet wasn’t constantly available to them, and has an even shorter attention span than the Millennials at 8 seconds6. This means brands have to make these interactions count, and Gen Z is looking for authenticity, as, according to a report by Google7, Gen Z finds influencers more relatable than traditional celebrities.
PREFACE
Social Media Industry Report 2019: Holiday Gifts: Gen Z and Millennial Picks
TABLE OF CONTENTSPreface ...................................................................................................................................2Scope of the Report ...............................................................................................................3Rankings Summary .................................................................................................................3Executive Summary ............................................................................................................... 4Methodology ......................................................................................................................... 4Deep Dive With AI Studio ......................................................................................................5Ranking of Gen Z Brands........................................................................................................6Top 5 Gifts Gen Z ...................................................................................................................6Ranking of Millennial Brands ................................................................................................ 11Top 5 Gifts Millennials .......................................................................................................... 12Parting Thoughts and Lessons Learned ................................................................................ 15
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1 Pew Research—Millennials Projected to Overtake Baby Boomers as Largest Generation.2 Brookings.edu Blog—How to Harness the Spending Power of Millennials: Move Beyond the US3 Businesswire, 20184 Morning Consult, 2018⁵ Crowdtwist White Paper, 2018⁶ Forbes.com⁷ Google—Think with Google: Why YouTube Stars Are More Influential than Traditional Celebrities
Social Media Industry Report 2019: Holiday Gifts: Gen Z and Millennial Picks
Because of the purchasing power of Millennials and Gen Z, we decided to take a slightly different approach this year and look at top Holiday Gifts from a Gen Z and Millennial Perspective, throwing the top 30 Millennials and Gen Z preferred products into our list this year to see who comes out in the top 5 in both the Gen Z and Millennial list, based on our proprietary scoring system that takes into account social metrics such as mentions, net sentiment, impressions and engagements. In addition, we’ve applied the “purchase intent” filter to these brands to identify which ones are getting the most buzz as it relates to Holiday lists this year.
SCOPE OF THE REPORTThe mad men days of advertising where a brand tells the consumer what they want is long gone. Today’s “always-on” consumer is looking for relationships, instant response, and messaging that is customized to them. Take it a step further and the consumer now wants content customized to them, voicing their opinions on why a brand does or does not vibe with their preferences. Brands who adapt to today’s digitally driven world do well, while those who don’t suffer the consequences. This report will highlight which brands are succeeding in social and what can be learned, giving marketers the necessary ammo to succeed and compete in today’s hyper competitive digital environment.
Furthermore, we’ll offer insight into what makes consumers tick, using NetBase’s Next Generation Artificial Intelligence to understand what consumers are excited about this holiday season and putting on their Christmas or Holiday lists, giving insight into shopping trends for 2019.
RANKINGS SUMMARY, GEN Z TOP 5:
Apple Airpods 1 54,608 53,621 471,716,845 69% 50,885
Macbook 2 15,789 15,325 115,798,611 77% 10,055
iPhone 11 3 1,739 1,724 6,035,196 72% 56,952
Hydro Flask 4 9,499 8,873 249,476,176 69% 3,403
Samsung Galaxy S10 5 1,681 1,672 671,300 93% 432
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Apple Watch Series 5 1 875 775 25,576,960 96% 1,642
Instant Pot 2 1,118 896 54,222,484 72% 330
Glossier 3 1,082 1,035 3,307,152 77% 1,030
Amazon Echo 1 4 435 402 53,385,105 77% 43
Fab Fit Fun 5 232 215 153,810 96% 1,121
MILLENNIAL TOP 5:
EXECUTIVE SUMMARY: MILLENNIALS VS GEN ZGEN Z SUMMARY: Apple Products dominate the Gen Z list this year, with 3 of the top 5 brands in the list, with electronics having 4 out of 5 places on the top 5 list. The only other non- electronic brand on the top 5 list is the Hydroflask, a brand synonymous with “VSCO girls.”
MILLENNIALS: The top 5 list for Millennials seems more practical than the Gen Z list, with the new Apple Watch Series 5 on the top of the list, among the new must have kitchen gadget known for convenience, the Instant Pot, to a subscription box known for its great products, community and customer service.
METHODOLOGYIn this report, we looked at 30 of the world’s top Gen Z and Millennial preferred brands and then applied the “purchase intent” theme to identify which ones were getting the most mentions as related to “intent to buy” or “wish for” leading up to the holiday season. We then looked to see how they perform across six key metrics including mentions, posts, potential impressions and sentiment over the past three months leading up to the holiday season, in English only. All brands were ranked per each score, and then given a cumulative score.
Brands that have a high volume of mentions have a good chance of making it to the top ten, but they also need to have high net sentiment and engagements, helping normalize the total score. Brands that lead in volume of mentions are also prone to getting more customer complaints with negative sentiment, therefore, smaller brands who might have less mentions still have the ability to make it into the top ten by doing well in sentiment and engagements.
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DEEP DIVE WITH AI STUDIO
NetBase’s AI Studio, which enables real time theme discovery from any topic, enables us to understand underlying themes around any brand or topic, uncovering insights that identify trends driving consumers’ spending habits.
WHAT’S ON EVERYONE’S CHRISTMAS LIST THIS YEAR?
NetBase’s Artificial Intelligence (AI) Studio enables us to surface themes from the conversation to better understand breakout trends that can guide strategy and provide deep insights into consumer behaviors and preferences.
According to AI Studio, people are waiting until Cyber Monday to buy Holiday Gifts.
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1) APPLE AIRPODS: Consumers don’t just want the new AirPod Pro that is SIRI enabled withactive noise cancellation, they say they “Need” them, with NEED being mentioned over 5,000times in the past 3 months.
TOP 5 GIFTS GEN Z
Kylie Skin 11 96 93 428,798 80% 86
Fjallraven Kanken Backpacks 12 23 22 10,210 100% 14
Timberland Boots 13 11 11 540 100% 7
Nike Airforce1 14 14 14 5,040 0% 5
HP Sprocket Mini Printer 15 2 2 351 0% 3
Apple Airpods 1 54,608 53,621 471,716,845 69% 50,885
Macbook 2 15,789 15,325 115,798,611 77% 10,055
iPhone 11 3 1,739 1,724 6,035,196 72% 56,952
Hydro Flask 4 9,499 8,873 249,476,176 69% 3,403
Samsung Galaxy S10 5 1,681 1,672 671,300 93% 432
X Box One S 6 455 433 8,243,622 94% 113
Playstation 4 Slim 1 tb 7 346 346 382,840 100% 46
Tarte Makeup Palette 8 553 496 22,491,230 -7% 27
Jeffree Star Cosmetics 9 174 168 1,837,008 68% 6,948
Levi 501 Jeans 10 242 242 2,219,391 80% 32
RANKING OF GEN Z BRANDS
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2) MACBOOK: Number two on this list is the Macbook, with the behavior “want” beingmentioned over 2,000 times in a 3 months span. Recording artist and Gen Z influencer TravisMills shares his pic taken with Tim Cook, sharing his love for the Apple brand and how hisMacbook started his career in music via Garage Band. Macbooks have become the figurehead forcreators, the “IT” item every creative needs in their arsenal.
Top Behaviors Cloud Top Hashtags
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3) iPHONE 11: The iPhone 11, mainly it’s new camera capabilities, is trending as a positive attributebeing mentioned over 6,000 times, followed by “battery life” being mentioned over 2,00 times.Pictures taken with an iPhone 6 compared to the iPhone 11 showing the difference in cameracapabilities have been circulated up to 114k times at the time of writing this report. When digginginto the trending widget to identify any breakout terms, #sugardaddy has been mentioned almost4,000 times, with many saying they need a sugar daddy to buy them the new phone.
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4) HYDRO FLASK: The Hydro Flask has gained popularity by being synonymous with the VSCOGirl trend, with the #Vscogirl hashtag being mentioned over 3,500 times in association. A viraljoke referencing the sounds VSCO girls make gives Hydro Flask gets over 40,000 retweets andgives the brand additional visibility. It doesn’t hurt that Niall Horan, ex member of boy band “OneDirection”, is spotted carrying a Hydro Flask, resulting in over 2.5M impressions.
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5) SAMSUNG GALAXY S 10: Last but not least on the top 5 list is the new Samsung Galaxy S10,that gets the most mentions around it’s “DEX support” which means the phone can hook up toan external monitor for a desktop like experience. It also trends for its support of some typesof cryptocurrency.
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RANKING OF MILLENNIAL BRANDS
Apple Watch Series 5 1 875 775 25576960 96% 1,642
Instant Pot 2 1,118 896 54222484 72% 330
Glossier 3 1,082 1,035 3307152 77% 1,030
Amazon Echo 1 4 435 402 53385105 77% 43
Fab Fit Fun 5 295 287 8066233 82% 34
Reusable Straws 6 192 191 157760 100% 6,329
Tommy John 7 232 215 153810 96% 1,121
Fitbit Charge 3 8 59 54 5202213 79% 399
UGG 9 116 116 292490 100% 24
23andMe 10 254 244 481763 6% 3
Lululemon Leggings 11 84 84 3018222 100% 2
SKIMS 12 230 230 73,810 60% 3
Disney Plus Subscription 13 143 143 53,900 51% 5
Bombas Socks 14 41 41 1,523 100% 5
JBL Clip 3 15 3 3 926 100% 1
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1) APPLE WATCH SERIES 5: Apple Watch is the top of Millennials list this year as it has releaseda watch with a compass, elevation tracking and the feature that gets the most mentions in theattribute cloud, the “always on retina display”.
2) INSTANT POT: The instant pot may just be the appliance of the decade, as it is universallyappealing to all with its ease of use, with the word “easy” being mentioned over 2,200 timesin the past 3 months. The top hashtags mentioned in association to the instant pot are #vegan,#glutenfree, and #keto, getting collectively over 1,300 mentions. When digging into the topbrands in association, Amazon, Weight Watchers and Walmart are collectively mentioned over4,000 times.
TOP 5 GIFTS MILLENNIALS
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3) GLOSSIER: Glossier is a brand that consumers love to love, with the word “LOVE”, beingmentioned as a positive emotion over 400 times. When digging into the top productsconsumers love about Glossier, their lip gloss, cloud paint, boy brown and new product futuredew getting the most mentions.
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4) AMAZON ECHO: While some people still worry about privacy issues surrounding the new 3rdGeneration Amazon Echo smart speaker, those on the other side of the fence will buy the newestAmazon Echo just because they can get Samuel L Jackson as the voice on their Alexa.
5) FAB FIT FUN: The quarterly beauty and fitness box that offers full sized products feels likeChristmas comes when the box arrives, according to consumers. This company has built not justa business but a community where subscribers get access to FabFitFuntv, membership perks,and inclusion into the #Fabtfitfun community. When digging into the hashtags for FabFitFun,#fabfitfuncares is mentioned over 800 times with customers giving the customer service team ashout out saying they have awesome customer service.
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PARTING THOUGHTS & LESSONS LEARNED:Research shows that Millennials and Gen Z have different shopping preferences, with Millennials favoring online shopping and Gen Z preferring brick and mortar shopping experiences. While shopping styles and preferences may change as demographics mature, the Holidays are when consumers are looking to spend, and brands get the opportunity to win a consumer’s business. These days, monetary transactions are built on brand loyalty often derived from social interactions. This gives brands the opportunity to ask themselves, have we earned our customer’s business by being a company the consumer feels good about doing business with?
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©2019 NetBase Solutions
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NetBase is the next generation artificial intelligence powered social analytics platform that global companies use to run brands, build businesses, and connect with consumers every second. Its platform processes hundreds of millions of social media and other data sources daily for actionable business insights for marketing, research, customer service, sales, PR and product innovation.
NetBase is recognized by industry analysts and customers as the leader in Social Analytics. NetBase was ranked a category leader by Forrester in the “Forrester Wave: Enterprise Social Listening Platforms, Q3 2018” report.
NetBase was also named a top-rated social media management platform by software users on TrustRadius and a market leader by G2 Crowd.
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