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El 33% de millennials y centennials aumentó su gasto online a raíz del COVID-19 | Baella.com

El 33% de millennials y centennials aumentó su gasto online a raíz del COVID-19

11/8/2020

Los consumidores están cambiado su comportamiento de manera rotunda tras el brote del COVID-19. Liderando estos cambios están los llamados Gen Z y millennials, quienes ante la crisis, han destinado su tiempo a optar por diversas formas de medios digitales en el hogar y móviles para entretenerse.

El 62% de ellos han dedicado su tiempo a redes sociales, el 70% a la transmisión de video y el 59% a los juegos, según el reciente estudio “How Marketers Can Win with Gen Z and Millennials Post-COVID-19” del Boston Consulting Group (BCG).

Según el estudio, en términos de gastos, la generación Z y los millennials están liderando el cambio hacia el comercio electrónico. Desde que comenzó la pandemia, el 33% de estos consumidores han aumentado su gasto en línea frente al 23% de las generaciones anteriores.

En cuanto a qué tipo de productos comprarán, un 10% neto de los consumidores espera aumentar su gasto en alimentos y bebidas envasadas, 12% en productos para el hogar y 6% en productos de salud y cuidado personal. Esta tendencia se proyecta posterior al brote del COVID-19.

“Durante una crisis, las generaciones más jóvenes experimentan cambios más drásticos en el comportamiento y el gasto. Los millennials, están en la cúspide de sus años de mayor compra y aumentarán su gasto per cápita en más del 10% en los próximos cinco años y el de la Generación Z aumentará en más del 70% en el mismo periodo”, indicó Rafael Agudo, managing director and partner del BCG.

En ese contexto, los ejecutivos especializados en marketing deberán definir una estrategia novedosa para estos consumidores que dado su creciente poder adquisitivo van a influir en las generaciones mayores, pues según el estudio, más del 80% de los padres informan que sus hijos influyen en el gasto familiar.

Fuente: Gestión

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