Hyper Connectivity

Hyper-Connectivity – That’s the drive of Generation Z

Our market is changing – our offers, visions, technical innovations, as well as our customers. And this is often neglected, especially in the right target group approach. Followingly, we will summarize the results of a recent study, explain what is behind “hyper-connectivity” and what tomorrow’s customers really want.


by Kathrin Eubisch
CMO und Content Marketing Managerin Evernine Group


For many of our customers and above all marketers, it is difficult to define their own target group. they must know how old their target group is, in which media it is, what is the target group thinking and the most important point ever: what does the target group really want.


In an international study by A.T. Kearney, Generation Z, Generation X and Millenials were asked about their consumption behavior and their preferences. Thus “our” future customers, which will comprise about a third of mankind over the next ten years. In addition to new values ​​and demographic change, the study has identified the “hyper-connectivity” as one of the most important drivers on the way to the future consumer world and in particular affects the so-called “Generation Z” born between 1998 and 2016. Hyper connected? This target group is moving a lot in social media. As early as 2016, nearly 2.8 billion people were connected to one another via social networks and nearly half of all respondents were active there.


But what actually characterizes this target group in its consumption? Can this be clearly defined?


Our colleagues at MyBusinessFuture have analyzed this issue even further. Would you like to know more? You can find more information in this article Why customers demand authenticity.


Source of title image: iStock / fildendron.