sportstyle

What you need to know about the group that makes up a quarter of the population. CONSUMER/TRENDS 24 • January/February 2022 sportstyle • sportstylemag.com GEN EXPLAINED Did you know that nearly 40 percent of team sports players can be attributed to participants ages 12-24? at is the core customer of team dealers and they are part of what is now being called Generation Z. So pay attention: Here is what you need to know about them. • Gen Z is classified as those who were born between 1997-2010 — this year they are between the ages of 11 and 24. ere are 55.2 million of them, comprising 17 percent of the U.S. population. By way of comparison, Baby Boomers make up 22 percent of the population and Millennials 24 percent. • Almost all young adults are on social media — 96 percent of them are on YouTube, 82 percent on Instagram, 69 percent on TikTok and only 63 percent on Facebook and 55 percent on Twitter. Gen Z considers Facebook "outdated." • Gen Z performs research at a similar rate as other shoppers, but less so for footwear purchases. • When purchasing online Gen Z is looking more for availability and ratings/reviews than any other reason. • Paradoxically, Gen Z likes shopping in-store. ey like to see and try on product before buying. In fact, nine out of 10 Gen Z sporting goods shoppers visit a physical store prior to purchasing a product, more so than any other group of shoppers. e reasons: Trying things on, instant gratification and not having to pay for shipping. • It is important to note that because they prefer the in-store shopping experience, seven out of every 10 Gen Z purchases are influenced during the actual shopping experience. In fact, Gen Z is very open to changing their minds before purchasing while in a store. • Unintended purchases occur most often during planned equipment purchases. Gen Z is most influenced by eye-catching displays/ads. What Retailers Need To Know … • Gen Z is a large audience that is and will continue to be critical to the success of the team and sporting goods business. ey currently represent one- in-six of the general population, but are most likely a higher percentage of your customer base. As mentioned earlier, Gen Z accounted for nearly 40 percent of team sports participation in 2020. • Gen Z is still impressionable; some might call them malleable. ey are in the midst of life changes and their self- identity shows both the development and the massive changes they are facing — they tend to describe themselves as Lonely, Overwhelmed, Impulsive and Unique. • e team and sporting goods business must still appeal to Gen Z on the foundational basics of price, selection and quality. But Gen Z is not so unique that all else goes out the window. ere is no need for wholesale change to appeal to them. • Social Media is their entertainment, not TV or even streaming services. is will require some creative thinking on the part of team dealers and their

• Cover