How Influences on Consumer Behavior Vary Across Generations

Understanding Influences on Consumer Behavior Across Generations

In a recent survey conducted by Asmarl, a marketing research company based in Shibuya, Tokyo, the dynamics of influence on consumer behavior across different generations were examined. With the survey's results publicly shared on October 24, the study targeted three different age groups: Generation Z (ages 20-25), Generation Y (ages 33-38), and Generation X (ages 50-55). The survey sought to explore how the rise of social media and platforms like YouTube have altered the traditional sources of influence on consumers.

Changing Media Influence

The findings highlighted a notable shift in the media's influence on purchasing decisions. As digital platforms become more prevalent, traditional media such as television commercials and drama series appear to have diminished impact. Interestingly, the survey results indicated that the more a respondent's generation ages, the less likely they are to be influenced by these forms of media. For instance, when asked about their reference sources for everyday purchases, 20.0% of Generation Z stated they greatly consider media, while only 9.2% of Generation X felt the same. This points to a significant 10-point gap between the two generations.

The Power of Personal Connections

Despite the increasing variety of information sources, respondents indicated that they still heavily rely on in-store information and recommendations from family and relatives for their purchases. Both Generation Y and Generation X expressed that personal connections significantly shape their purchasing decisions. Interestingly, while Generation X used to be more reliant on television, their current rate of media consideration has dropped, evidencing a cultural shift.

Previously, during their prime purchasing years, Generation X had a media reference rate of 12.9%; however, this has now decreased to 9.2%. Such a trend raises the question: Is it possible that the generation widely watching television is contributing to its declining influence?

Generational Comparison of Media Consumption

The survey also analyzed media consumption frequency. When evaluating TV watch rates, it showed that 85.5% of Generation X regularly watches TV in real time, compared to only 65.5% of Generation Z. Meanwhile, Generation Y showcased a strong engagement with social media and YouTube at rates of approximately 83.5%. Notably, women in Generation Y are particularly heavy users, with 87.0% stating they frequently engage with these platforms.

Reference Sources for Purchasing

The survey also asked participants to identify media and people they relied on during their purchasing process. They found that both currently and historically, individuals lean towards figures like family and friends for suggestions. Notably, for Generation Z, data shows reliance on celebrities and influencers is increasing progressively in both product and food purchases, exhibiting a differences from prior generational influences.

Conclusion

The findings from Asmarl’s survey not only shed light on the changing landscape of marketing and media influence but also emphasize the persistent and evolving role played by personal relationships in consumer behavior. Generational differences in media consumption and influence must be taken into account while formulating marketing strategies that cater to diverse age groups effectively. This enables brands to connect with each generation on a more personal level, addressing their unique preferences and behaviors in an increasingly fragmented media environment.

As the survey leaves various avenues for future exploration, it encourages businesses to rethink how they engage different generations, especially amidst the dynamic digital landscape.