The future of digital platforms : An exploration of Generation Z’s needs and expectations

Sammanfattning: In today’s platform economy, the postal industry has been disrupted with emerging technologies and changing consumer needs. While the physical letter volumes continue to decrease, postal operators seek new sources of customer value through digital innovations. Digital mailbox is an example of a multisided platform that creates value by connecting two or more customer groups and facilitating interaction or transactions between them. In order to successfully attract both supply and demand to these platforms, the platform provider needs to understand both sides of the market The purpose of this study was to increase the understanding of the needs and expectations of the biggest consumer group of the future, Generation Z, regarding their interaction with different sectors in the Finnish society. Furthermore, the research aim was to shed light on the possible implications that these needs and expectations would have on platform providers. The context for the study was Finland. The study was conducted as a case study for PostNord, a communications and logistics supplier in the Nordics. A qualitative research design included conducting 12 semi-structured interviews with Generation Z representatives, born between 1995 and 2001. Additionally, a mirroring workshop with industry experts was conducted in order to include the perspective of the case company. The results were analysed using a thematic analysis method. The findings of this study show that Generation Z’s choice for device and channels is contextual, depending on the importance and urgency of the matter. Gen Z prefers to receive their communication on one platform instead of many, and often on mobile application. This generational cohort has high expectations regarding the speed of the communication. They expect fast responses that also enable a meaningful dialogue, yet on their own terms. The findings indicate that Gen Z values the human element even in digital communication. They want to receive information that is not only relevant to them, but arrives on the right time and comes from a competent, familiar source. These findings have implications on not only PostNord as a platform provider, but all the potential ecosystem partners.