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tool and they multi-task across five
screens at once.
The study also found Gen Z lacks
situational awareness because they
rely on devices to give them directions.
That’s not to say they’re provincially
bound; their social circles are global.
Gen Z likes to make things and co-create, cannot afford the necessary devices and
but they are physically less active than
other generations.
Importantly for marketers, though,
they are agile and fast when it comes
to communicating. They also use more
visuals to converse than did previous
generations. They like to shop online
and they expect quick delivery.
Certainly, Gen Z’s global preferences
for communication, research and
purchasing are defined by technology.
But what about those who live in countries
– including many in Africa – that do
not provide easy access to the kind of
technology that shapes the lives of Gen
Z in other places? What about those who
data? Does this make Gen Z any less
significant to marketers in those countries?
Technology matters, but
there’s more to it
“The average age in Ethiopia is 17-years-
old, so you’ve picked the perfect place
for the story,” says CEO of Addis
Ababa-based communications and public
relations company, 251 Communications,
Addis Alemayehou. “What’s more, 54%
of the population is under the age of 20,
which makes it an important sector for
marketers to engage with and build
brands around.”
One of the things that distinguish
Ethiopian youth from those in other places
is, he says, limited online activity due to
low Internet penetration. There are only
3,7-million Internet users in the country,
which equates to 3,6% of the population.
Their adoption of
technology may
vary by country
So, while members of the country’s Gen Z
are eager to participate in social media, it’s change,” observes Alemayehou. “This
not easy to do.
Access to technology is limited,”
agrees Alemayehou. “But bear in mind
that Ethiopia has high potential for
economic growth, which means this might
change soon.”
Although there is much higher Internet
penetration in Mauritius, where 42,5% of
the population has online access, young
Mauritians are also less widely influenced
by technology than members of Gen Z in
highly developed countries.
“We need to take into consideration
lifestyle and cultural aspects of Gen Z in
Mauritius, which are quite different to
those in other countries,” says Ranjana
Foogooa, Managing Director of Mauritian
digital marketing agency, Sphere Media
Technologies. “We should also not
forget the buying power of the classes in
Mauritius, which contributes to whether
or not young people have smartphone
and data packages.”
But where Mauritian Gen Zs are
connected via smartphones, there is,
she says, little difference between
them and their contemporaries in many
other countries.
“They are the first to adopt new
technology and we see this group as the
influencers,” explains Foogooa. “They
react very fast to messages, promotions,
and even social and political happenings.
They feel empowered to share their views
in all sectors and use social media to voice
their opinions.”
The power of influence
Globally, Gen Zs are considered powerful
influencers. Because they are entirely
at ease with technology, their opinions
influence household buying decisions.
However, they also rely heavily on
the opinions and approval of their
contemporaries and idols.
“Before adopting change, Ethiopian
youngsters first need to see someone else
they value, and are close to, accepting the
person could be a friend, a family member
or someone else they look up to. Gen Zs
are always seeking approval. Whatever
change they accept has to look good in
the eyes of others.”
Nigeria has an Internet penetration
of 46,1%. According to a statement
released by Facebook earlier this year,
it has 16-million active users in Nigeria,
7,2-million of whom visit Facebook each
day – 97% of those access the social
media site via mobile devices. As such,
says Alonge, the best way to deliver
content to Nigerian youngsters is via social
media to handheld mobile devices. But
take care of how it is done.
“Allow feedback and engagement,”
he advises. “Listen and let them elect
their own champions to propagate
Issue 4 2016 strategicmarketingafrica 31