The generation Z folks have grown through varied times, and their minds are shaped by offbeat experiences. First of all, companies and marketing leaders must understand that because Gen Z lives on their smartphones, every interface they design needs to work seamlessly on mobile. For example, they might be on their mobile phone and their laptop while also streaming music using their smart speaker. This new reality of 24/7 connectedness also brings up other questions, such as: what are the long-term effects of spending so much time looking at a screen? Our custom research, speaking, and strategic consulting deliver innovative, practical solutions that drive results. A bead of sweat drips down your forehead. More than nine-in-ten Millennials (93% of those who turn ages 23 to 38 this year) own smartphones, compared with 90% of Gen Xers (those ages 39 to 54 this year), 68% of Baby Boomers (ages 55 to 73) and 40% of the Silent Generation (74 to 91), according to a new analysis of a Pew Research Center survey of U.S. adults conducted in early 2019. 78% of them consider their mobile devices their most important device to go online compared to 74% of millennials. More than any other generation, Gen Z say mobile is the most important device to get online (78%). By using this site, you agree to our. When marketing to this generation it is important to remember most of the content they consume is via YouTube, Snapchat, and Instagram because they love visuals. Compared to 2015, Gen Z are now spending 1.13 minutes more on their mobile devices. App Annie has released a report on Generation Z, How to Build a Winning Gen Z Strategy on Mobile, that reveals the mobile habits of this generation to help businesses understand and cater to this group. 45 percent of Generation Z in the U.S. receive a mobile service plan between the ages of 10 and 12. The majority of Gen Z smartphone users (64%) say they are constantly connected online with 57% admitting that they feel insecure without their mobile phone. Both millennials and Gen Z have strong entrepreneurial ambitions with the majority of them looking to achieve more in life and seeking challenges. 52% of Gen Z reports that their smartphone is their most important internet device. Streaming and entertainment make up more than half of mobile device usage among Generation Z. The survey 1,000 UK consumers found that the smartphone is by far the most popular method of content consumption. Mustafa Ozkan and Betul Solmaz / Procedia - Social and Behavioral Sciences 205 ( 2015 ) 92 – 98 93 1. Now, this split is a little more nuanced when we look at gender. According to self-proclaimed millennials vs gen Z expert Jason Dorsey, “the age at which you get your first smartphone is more important than the age at which you get your driver’s license.” Stay tuned as we share our insights into how to effectively engage Gen Z on their phones. Gen Z are 36% more likely than the average to watch a vlog and 26% more likely to use streaming services on mobile. In fact, we found in our 2018 State of Gen Z™ study that 95% have a smartphone. We also keynote events around the world, helping businesses better understand their customers and workforce. 26.11.2020 09:45:00 EET | DNA Oyj. Right now, we can’t say for sure whether or not Gen Z’s mobile phone usage is completely generational or if it’s also partially due to their life stage. The gender differences regarding technology usage are very interesting and something we hope to study more in the future. Gen Z uses an average of five different screens (smartphone, TV, laptop, desktop and tablet) compared to millennials, who switch between three. But even more shocking, 29% say they are on their phone after midnight every night! (GlobalWebIndex) 9. Keep the conversation going. Gen Z also tend to be more interested in gaming, modern art and extreme sports than millennials. Generation Z and millennials are driving growth in mobile video usage, with 73% of young consumers saying they're watching more video on their smartphones this year than in 2019. In-trip smartphone usage is more common for boomers (54%) and Gen X (65%) and highest for Gen Z (76%) and millennials (73%). The world is always awake, and smartphones facilitate Gen Z’s connection to it. Among the most common activities online they visit social networks, use messaging apps, watch videos and use search engines. Millennials and Generation Z interact more through phones and apps than in real life, report finds. Around 2 in 5 admit to being easily influenced by other people’s opinions – 17% higher than the global average. Marketplace | News & Insights | Data | Events, Leading UK Mobile App Development Company, We build mobile & web apps that people love, US BASED AWARD WINNING Mobile App, WEB & ECOM, Apple announces Josh Elman to head app discovery, WhatsApp makes it easy for shoppers to check out multiple products, Spotify insights reveal major podcast advertising opportunities, Shopping app installs surged during Black Friday, Ad market bouncing back faster than expected fueled by digital video. 98% of Gen Z owns a smartphone; they also expect to get their first smartphone younger than any other generation. Compared to older generations, Gen Z generated a 30% higher engagement rate in non-gaming apps. (212) 419-8286 For example, a makeup influencer in England might be live streaming on Facebook at 6pm their time, so a Gen Zer in America will stay up to watch. Another really interesting thing about Gen Z and their smartphones is how much they are on them after midnight. Share. Gen Z spends between six and nine hours per day consuming media. As true digital natives, Gen Z uses mobile phones to hail a ride to a movie theater and order products from China and to effortlessly send selfies to friends around the globe. Respect among their peers is a big part of their identity with 73% having the need to feel respected. As a researcher, I’m very interested in this group. However, multi-device usage tends to be common among all generations and marketers and brands should adapt strategies that consider various screens equally. Understanding how much Gen Z uses their phones, and the AMOUNT of things they use it for is crucial to know when you ask them to “put their phones away.” This generation expects to use their phones in every aspect of … Knowing which ecosystems Gen Z uses most frequently is helpful for developing apps, building websites, creating marketing campaigns, and so much more. Second, companies and marketing leaders need to understand their website, advertising, email, and any other type of media they’re using is almost exclusively being viewed in a small-screen environment—generally with other screens surrounding, all in active use. Generation Z is more likely to use social media to fill time and be entertained rather than connect with friends. The always-on generation is spending much time consuming music (69%), films (61%) and food/drink (58%). It is commonly known that young people spend more time online with their phones than older age groups. However, millennials outscore Gen Z for local issues, gardening and gambling. Being connected 24/7 is their norm. As a percentage of total mobile phone app usage, games make up only 4% of Millennial mobile app usage, while for 45 to 54 year olds games make up almost 8%. The Center for Generational Kinetics solves tough generational challenges with iGen, Millennials, Gen Y, Gen X and Baby Boomers. More than 80% of every generation uses social media at least once per day. Smartphone use is pretty much ubiquitous in this generation and about half of them are connected online about 10 hours a day. © 2020 The Center for Generational Kinetics. They are developing tech habits that will likely carry forward. As the first generation to come of age in the era of the smartphone, ownership of these devices is near ubiquitous among today’s youngest digital consumers. We were shocked by the answers in our latest survey! While Gen Z mobile usage is jumping between screens, 78% still prefer using their mobile devices over everything else, and spend an average of 15.4 hours a week on their phones. They live stream video, chat with their parents, and manage their schoolwork—all from one 3×5 mobile device. Only 17% use their phones for shopping, though there is a divide in gender. Gen Z respects reasonable parameters. Recruiting, training and leading the next generation Download our free whitepaper to explore the latest research on how to recruit, train and lead Gen Z. And, 25% had a smartphone before the age of 10! That makes them an important generation for many mobile marketers to target. Easy access to the internet and mobile devices is one reason. The mere mention of this group of 2.1 billion individuals born between 1995 and 2010 sends shivers up your spine. These are all big things we will be looking at in the coming years as we study Gen Z. And those weren't the only mobile apps where usage increased. Millennials spend an average of 5.2 hours a day consuming content on their phones, compared to 5.9 hours for Gen Z. Your boss is about to ask you how to market to Generation Z. Send us an email or give us a call and we’ll be happy to provide a little information for you to review. Gen Z spend an average 4 hours and 15 minutes per day on mobile with 95% of them owning a smartphone. They also stick to fewer platforms for longer periods of time. It’s particularly true in … Cutting the data across genders, we found that 65% of girls are on their phones five or more hours a day while only 50% of guys are their phones five or more hours a day. However, one universal concern will have to be addressed by the industry among customers’ or consumers’ privacy Generation Z is the first generation to grow up with the internet and smartphone technology as a part of their childhood. Generation Z has $200 billion in spending power and are expected to account for about 40 percent of the consumer market by 2020. So, putting together all this data, we find that this generation is always on, always connected. The two generations share similar opinions when it comes to technology, with the majority believing that there is too much choice online. Among the main reasons for using ad blockers are too many ads (49%), irrelevant ads (48%), intrusive ads (45%) and ads taking up too much screen space (40%). As privacy concerns have become a growing concern among generations, 60% of Gen Z users have previously used a private browsing window. They are absorbed in an online world—to the extent that we’re starting to say they are “living digital lives,” rather than simply saying they are immersed in digital technology. We hypothesize it’s because there are more options for customization and more third-party apps. Social networking apps still dominate, followed by messengers, music and shopping apps. Heather Watson, CGK’s Behavioral Designer, explores the intersection between behavioral economics and generational technology adoption and habit formation as it drives experience, purchases, and emerging trends. Generation Z use their top apps with 15% more frequency than other generations. Gen Z spend an average 4 hours and 15 minutes per day on mobile with 95% of them owning a smartphone. ), Gen Z has always had technology right at their fingertips. These power users experience a complete digital/physical overlap, living in two worlds simultaneously. Around 58% also play games on their mobile while 36% use theirs for schoolwork, and 28% to study on their own time. With Gen Z, that's an anachronistic dream, thanks to Google and the omnipresent smartphone. When we talk about Gen Z living digital lives, the amount of time they spend on their mobile phones is a major driver of habits and behaviors —and they are spending a lot of time on their phones. In a recent blog about gaming apps within mobile device use, we discussed our finding that people older than 45 made up nearly a third of the mobile gamers. Smartphone usage varies widely across generations, with 63% of Gen Z travelers looking for inspiration on mobile compared to 8% of boomers. We lead national and international Gen Z, Millennial, and generational studies for our clients every day. While Millennials experienced the internet in its infancy (remember giant boxy monitors and desktop computers?? However, this isn’t all that they use their phones for. However, millennials tend to be slightly more business-oriented (31%) than Gen Z (29%). This includes much of the time spent on social media. With a global data stream, there’s always something happening. Mobil Addiction and Generation Z The usage of Internet, which has become revolutionary in communication, has shown a rapid increase in the last It’s not a sequential progression of one screen and then another; it’s a multi-layered experience. As true digital natives, Gen Z uses mobile phones to hail a ride to a movie theater and order products from China and to effortlessly send selfies to friends around the globe. Generation Z's buying and decision-making process are different. When this generation starts to enter the workforce, with more demands on their time, they may change their after-midnight habits. An invaluable resource to help you navigate and lead through these times of change. In the US, spending power of Gen Z is estimated at $44 billion per year. Eighty-nine percent (89%) of Generation Zers, 88% of millennials, 81% of Generation Xers, and 86% of baby boomers use social media daily, but why? The statistic depicts the hours per day spent by Generation Z users on their mobile devices in the United States in 2015. 88% of Gen Z reports having access to a desktop or laptop computer at home. You know Generation Z is a huge group with spending power of over $143 billion in the United States alone. 73% of Gen Z-ers use their internet-connected devices primarily for texting and chatting. Therefore, media consumption for Gen Z… So, this power group may be content creators or consuming a lot of content, tweeting more, and perhaps more vocal online. For this cohort, their smartphones are absolutely central to their lives. But their gaming habits are slightly different from those of millennials. Here’s Why Millennials Don’t Want to Work at Car Dealerships, Exciting New CGK Research Studies – Now Available Online, After Six Months of Only Virtual Events, In-Person Presentations Are Finally Returning. Try our corporate solution for free! In this article, you’ll learn about Generation Z’s characteristics and preferences, and 10 vital strategies to use when marketing to the generation after Millennials. This site uses cookies to give you a better experience. In fact, 55% of Gen Z is on their phone five hours or more a day. Generation Z, or those between the ages of 18 to 23, are emerging as an even more voracious user of digital technology. That’s according to a new report from Snapchat examining user behaviours and key differences between Gen Z and millennials. Follow The Center on Instagram @TheGenHQ or on Twitter @GenHQ. This means it’s very likely that in one household there could be eight screens going at the same time—and this is the kind of digital environment Gen Z is growing up in. DNA’s age group comparison reveals: Mobile data usage is drastically different even between Millennials and Generation Z. Interestingly, mobile (43%) was preferred to view streaming services such as Netflix compared to TV (27%) among the younger generations. However, for the 80% of Gen Z who don’t have full-time jobs, but are in school or working part-time, they might have more free time and suffer fewer negative consequences for staying up on their phones after midnight. When it comes to self-perception, 79% of Gen Z believe it is important to develop new skills through life whilst 77% are seizing opportunities and 74% believe we should strive for equality. Or they might be playing a game online with friends, but their friends live in Korea and China. How does after midnight usage impact sleep, mental health, learning, work, relationships, etc.? They may be the ones driving the conversations between brands and consumers. Our custom research, speaking and strategic consulting deliver innovative, practical solutions that drive results. There are a few important implications. The largest share (59%) of Gen Z respondents said they use their YouTube app a lot more than they did a year prior. Sign up for CGK’s updates and get all our brand new findings.We’ll also send you a link to our latest Gen Z and Millennials at Work Special Report as a thank you! Let us know how we can help you. You know it’s coming. They have a 97% smartphone penetration, globally. We are passionate about sharing our latest generational discoveries! Keep reading to see what we uncovered. 12. long-term effects of spending so much time looking at a screen? Their outlook of the world is as unique as their perspective of money and technology. Generation Z’s enthusiasm for a future with increased mobile payments and uncertainty in the general population provide an opening for companies to explain the system’s value to consumers. In the US, Gen Z constitutes more than a quarter of the population and, by 2020, will be the most diverse generation in the nation’s history. Plus, Android has a lower price point than the iPhone, so it will be interesting to see how this impacts Gen Z’s brand and tech ecosystem preferences as they enter different life-stages. Get your free report on Gen Z and Millennials at Work + sign up for our solutions newsletter for: hbspt.forms.create({portalId:"5146762",formId:"2f9f36b1-08ea-42e3-9cef-ee65ecfff208"}); The Center for Generational Kinetics solves tough generational challenges with Gen Z, Millennials, Gen Y, Gen X, and Baby Boomers. A new generation has arrived. You can opt out anytime. What’s really interesting is that there’s a group of Gen Z (12%) that are on their phone 15 or more hours a day! Another 65% of both cohorts are also career-oriented. With the data we have, our team has some theories on why Gen Z guys might have a higher preference for Android smartphones. According to the research, Generation Z spend a whopping 10.6 hours engaging with online content every single day. Since almost all Gen Z (we were able to survey 13-year-olds and above) have smartphones, in this year’s survey, we asked what type of phones they have: iPhone or Android? 98% of Gen Z own a smartphone and on average receive their devices by the age of 10 years. Generation Z will soon surpass Millennials as the most populous generation on earth, with more than one-third of the world’s population counting themselves as Gen Zers. In addition to Gen Z being on their phone five or more hours a day, they’re also using multiple screens at the same time. “Those 25 and older spend 30% longer in their most … 72 percent of Generation Z have access to all mobile wireless services including voice, messaging, and data. We found that 44% of Gen Z are on their smartphone after midnight once a week to several times a week. We found that overall 59% have iPhones while 39% have Android. (GlobalWebIndex / BrainBoxol) 8. Design with a mobile-first philosophy. 98% of Gen Z Own a Smartphone. In contrast fewer millennials increased their usage on these apps that much—though the figures are still significant. By signing up you agree to our privacy policy. They live stream video, chat with their parents, and manage their schoolwork—all from one 3×5 mobile device. Being connected 24/7 is their norm. And for a sizable segment of Gen Z, there’s almost never a moment when they’re not using their smartphones for something, which is completely unprecedented. In a recent study conducted by Pocket Gems, a mobile gaming company based in San Francisco, they set out to gain a better understanding of how Millennials and Generation Z consume mobile. 59% primarily use their devices to access entertainment, 58% to play games, 36% to do schoolwork, 28% to learn new things, and only 17% for shopping and browsing. Generation Z Means More Digital, Mobile & Social for Financial Marketers Subscribe Now Get The Financial Brand Newsletter for FREE - Sign Up Now For decades, new accounts from younger consumers simply materialized through parents who spoon fed them to whichever institution had their business. However, when it comes to gaming apps, they fall behind. This competition for Gen Z’s attention is just heating up! 52% are also using an ad blocker and 50% have deleted cookies. More than 60% are also concerned about the Internet eroding their personal privacy. All rights strictly reserved. As part of our 2018 State of Gen Z™ study, we wanted to explore this concept of “living digital lives” even further. 78% of them consider their mobile devices their most important device to go online compared to 74% of millennials. Gen Z is growing up remarkably different from other generations—including Millennials—due to powerful digital tools and transformative tech innovation. 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