KEEN ON CREDIBILITY
GZM are far more confident in the credibility of content on publishers’ websites than they are of social content. But it isn’t going to happen through social because GZMs are skeptical of what they see there and won’t share content. Instead, publishers need to build 1:1 relationships with subscribers by bringing them directly to their site and leveraging their credibility.
PERSONALIZATION IS PARAMOUNT
GZM users want more authentic personalized web experiences and emails: over half say they want to receive personalized emails from publishers they trust. They are more likely to subscribe to an email
newsletter if they know the content will be
personalized to their interests.