What’s that? Gen C are a psychograhic, rather than demographic, group who are attached to multi-screens. They always feel urgent needs to voice out themselves and be strongly connected on social media. Most Gen C are millennials while 39% are above 35. They are of extraordinary value in SoLoMo marketing.
Powerful vehicle for virality
As a vehicle to maximize brands’ social presence and goodwill, the virality power of Gen C is especially prominent in Hong Kong. Hong Kong is among the top 5 countries in the world where Gen C are particularly engaged on social media.
According to the research conducted by Ipsos MediaCT last year, 97% of Gen C in Hong Kong create and share content, including brand content, on social media at least once a month.
Enthusiastic brand advocates
Percentage of Gen C agreeing that people often sought their opinions before making a purchase almost doubled the non-Gen C. Near 70% like to share with others the brands they are in fond of. More interestingly, Gen C are twice more likely than the non-Gen C to try out new products.
The figures accentuate that Gen C is enthusiastic brand advocates influencing the consumption decisions of other generations. Trying out new products seems also gratify their urge in sharing unique or special experience with friends and family.
Round-the-clock mobile sharing
While only around two-third of Facebook users worldwide access the social network on-the-go, over 80% of the near 3 million Facebook users in Hong Kong do.
Social media users in Hong Kong are exceptional mobile. It means that they can be creating virality at any single moment!
Higher conversions
In their consumption behavior, Gen C are up to 360% more frequent to make regular purchases than non-Gen C especially for electronic gadgets, followed by fashion and cosmetics. This reflects their distinctive consumption pattern in consuming technology and self-expression while also highlighting the overwhelming significance of mobile and social in their lifestyle.
Study also found that nearly 60% have taken action after viewing ads on Youtube, suggesting that social videos are effective channel to arouse their interests and guide them through the paths to purchase.
In sum, Gen C in Hong Kong exert strikingly more influence on social media than those in other countries. SoLoMo taps perfectly their lifestyle and satisfies their needs to feel socially connected and to express themselves everywhere while cultivating their brand loyalty will reap marketers potency of earned power in long run.
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