The younger generations represent the next wave of opportunity for B2C technology brands to expand and maintain their relevance. The majority of us take technology for granted, but Gen Z is different. They don’t just use tech; they shape it, living at the intersection of innovation and culture in real time.
Teads’ global study of 4,500 tech buyers identifies this generation as the signal for where brands must focus next to drive growth and loyalty. Understanding Gen Z’s influence is essential for every B2C tech brand, as the findings demonstrate the current convergence of technology, culture, and commerce. However, gaining their trust presents a different challenge. What constitutes meaningful engagement is redefined by their expectations, values, and actions. Teads’ global research in nine markets reveals how Gen Z and other generations interact with brands online, what motivates their decisions, and the locations where marketers need to be present in order to establish long-term relationships.
Advertising Shapes Youth Decisions
It’s easy to assume that young customers, who grew up with social media and the culture of influencers, have turned off brand advertising. Actually, the opposite is true. Advertising from tech companies is the most influential in the decision-making and consideration of people between the ages of 18 and 24, with nearly 4 in 10 describing it as “very influential.” Ads are still a powerful tool for tech companies looking for relevance and impact with young, digital-native audiences. For Generation Z, more digital touchpoints Before making a purchase decision, tech buyers typically engage in two to five digital interactions with brands.
For Gen Z, however, the journey extends
The volume of those interactions to 6-9 times, without a longer journey timeline. The significance of omnichannel brand exposure is highlighted by younger audiences’ increasingly digital-native behavior. In point of fact, the fact that 65% of consumers of technology say they are more likely to make a purchase from a tech brand that advertises both online and on television demonstrates the significance of consistent exposure across all screens.
The Open Internet as the Destination, AI as the Vehicle When discussing technology, AI must be discussed. Across generations, audiences find brand messaging around technology and features more compelling than cost—especially Gen Z and Millennials, who value being first to experience new advancements over finding the lowest deal. AI, in particular, is emerging as a primary driver of interest and purchase intent.
The destination of that message is just as significant. The open internet and walled gardens both have their places. The open internet ecosystem is home to news sites, CTV, and tech sites, three of the top six most influential sources. In addition, not only do ads on publisher platforms perform better than those on social media, but even followers of influencer content prefer to interact with the public internet in order to make purchasing decisions. Being present where it matters for your intended audiences is more important than being everywhere. Brands can influence a tech buyer to take action with the right ad, in the right context, and at the right time, according to our global study. because advertising actually has an impact.