With the progress of science and technology and the continuous upgrading of consumption levels, consumers are paying more and more attention to using new technologies to create a more convenient and quality life experience for themselves, and these products have become an important magic weapon for everyone to enhance their inner happiness. With the acceleration of computer digital technology and product iteration, brands are also concerned about the increasingly personalized and diversified consumption propositions of users, among which "Generation Z" (born from 1995 to 2009) has risen to become a new consumer force. In the face of the continuous iteration and updating of new computer digital products, what are the consumption habits of this generation of consumers? What are their features during the buying process? How can new technology products meet the consumer demand of Gen Z? Let's take a look at the things you don't know about the new computer digital products.
The frequency of Z generation replacement is faster, and the replacement cycle of "new products" becoming "old products" is 1 year
Recently, iResearch released the "Computer Digital New Product Content Marketing White Paper", in which the average replacement cycle of computer digital is 1-2 years, but from the first time consumers understand the new product to the final decision to place an order, the average time is 7.9 days, and the decision-making time in the face of high-end products needs to be longer. The "Jingdong Z Generation Computer Digital Product Demand Research Report" jointly studied by Jingdong and Zero Point Count shows that although the Z generation group has a strong enthusiasm for new computer digital products and pursues the ultimate consumer experience, it will also do its "homework" carefully before placing orders. Computer digital products after 1 year of use is an important node for the Z generation to replace, in the 1-year economic conditions permitting, the replacement frequency of post-95 is higher than that of post-00s. When buying computer digital products, from planting grass to finally placing orders, Generation Z makes longer decisions to buy, especially after 00, the decision time is relatively longer, and the decision time after 90 is the shortest, and the order is more decisive.
As a productivity leader, laptops and tablets that continue to iterate on and update and improve the efficient experience are the categories that users buy the most in two years. In addition, projectors that can significantly improve the quality of life and action cameras that record a better life are increasingly popular with consumers, and the arrival of the meta-universe era and the demand for more immersive experiences have promoted the performance of the VR glasses category and showed strong growth potential.
Quality innovation has its own propositions, and Generation Z pays more attention to notebooks/tablets, headphones, action cameras and other categories
For Generation Z, the pursuit of individuality and the emphasis on quality are their attitudes to life and a distinctive label in their daily consumption. The report shows that consumers in high-tier cities pay more attention to productivity tools such as notebooks/tablets, smart watches, drones and black technology products, female consumers pay more attention to smart speakers, projectors and other products that enhance the sense of social atmosphere, while Z generation users, in the face of computer digital categories, are different from the stereotype of mass impulse consumption and rapid taste of new ones, and they who have curiosity about life moments will pay close attention to headphones, action cameras, computer peripherals and other products, love to taste early but not risky. Will do detailed information retrieval and comparison, and even present a wait-and-see attitude towards new products, do not do the first batch of mice, let the new products "fly for a while" in the heat of discussion, showing a new generation of young people in the computer digital category of rational consumption of the new fashion.
Specifically, the Z generation, who are keen to chase the new generation, is not the same when choosing new computer digital products, and their consumption behavior has its own propositions and distinct personal characteristics. For example, socialites who are willing to share pay attention to the consumer satisfaction brought by the ultimate experience of chasing functions, sports cameras, e-sports routes and other products account for a high proportion; in the eyes of the Kryptonian people, "value is justice", pleasing high-value appearance can attract their attention; and the performance party pays special attention to product parameters, even if the computer digital new products love deeply, they will also combine the performance of product parameters to carefully think about and then place orders, and the action camera ranks first in the list; for users who pursue cost-effectiveness, the best of the best is the first priority, home projection, High-end computers have attracted much attention; pragmatic and practical just needs to be purchased on demand, and has a high demand for products such as Type-C monitors.
Service has become a key decision-making factor for chasing new products, and logistics speed is the key driving force for new product orders
Faced with an increasing abundance of consumption options and more convenient consumption methods, Gen Z is showing a more mature consumption attitude. They not only focus on the new brand, performance parameters, appearance and word-of-mouth evaluation and other products themselves, pre-sale consultation, sale distribution, after-sales protection and other services at the time of purchase have also become their special attention factors, if they can enjoy warranty or full insurance replacement service when placing an order, they are more attractive. It is worth mentioning that due to the high user reputation in terms of large-name new product aggregation, product experience, logistics speed, service guarantee, etc., nearly 70% of consumers said that they would be more trusted to buy in Jingdong when purchasing new computer digital products.
Nowadays, with the wave of consumption upgrading rushing forward, the consumption power of Generation Z is expressing their distinctive consumption concept and life attitude with its most dynamic and diversified side. As a gathering place for new products, JD.com will also bring new and interesting computer digital products to the younger generation of consumers in the future, as well as a better and intimate service experience. At present, the Jingdong Computer Digital New Product Award is just in time, not only the computer machine, intelligent digital and other categories of more than 100 of the latest fashion products are available, as well as the highest 24 periods of interest-free, 30 days worry-free trial of Pico new products and other surprise benefits, the frontier of the new chase on the now, hurry up!