3 lessons app marketers can learn from Gen Z dating trends
I’ve spent much of the last seven years helping companies adapt to demographic shifts as baby boomers began retiring and Gen X and millennials became the primary focus of marketers. But in demography, as in marketing, change is the only constant. And today a new generation — 86 million strong and with money to spend — is beginning to enter the workforce. It’s Generation Z (loosely defined as those born in the 1990s and 2000s), and it’s their turn to shape marketing’s future.
What can forward-looking app marketers learn from Gen Z? One natural place to look is online dating trends. The dating industry is never far from the fingertips of a young generation that uses tech in every aspect of their lives. So we conducted a study with Qualtrics Research to better understand how Gen Z adults (18- to 24-year-olds) make one of the most personal decisions — who to date. And the insights we discovered should make any marketer want to swipe right.
Video drives awareness
As anyone who regularly visits the Play store or App store knows, competition is fierce among apps. So to succeed with an app, you have to drive awareness before intent develops. And guess where 41% of 18- to 24-year-olds learn about dating apps? Through online video sites. That’s over 57% more than 25- to 34-year-olds, highlighting just how different Gen Z’s digital behavior is from earlier generations.1