Gen Z respects reasonable parameters. 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%). When this generation starts to enter the workforce, with more demands on their time, they may change their after-midnight habits. 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. Gen Z are 36% more likely than the average to watch a vlog and 26% more likely to use streaming services on mobile. A new generation has arrived. With a global data stream, there’s always something happening. 78% of them consider their mobile devices their most important device to go online compared to 74% of millennials. So, putting together all this data, we find that this generation is always on, always connected. 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. 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. 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? Being connected 24/7 is their norm. 98% of Gen Z own a smartphone and on average receive their devices by the age of 10 years. You can opt out anytime. Sign up for CGK’s updates and get all our brand new findings.We’ll also Generation Z is the first generation to grow up with the internet and smartphone technology as a part of their childhood. We found that overall 59% have iPhones while 39% have Android. The survey 1,000 UK consumers found that the smartphone is by far the most popular method of content consumption. Generation Z's buying and decision-making process are different. In fact, 55% of Gen Z is on their phone five hours or more a day. That’s according to a new report from Snapchat examining user behaviours and key differences between Gen Z and millennials. We lead national and international Gen Z, Millennial, and generational studies for our clients every day. An invaluable resource to help you navigate and lead through these times of change. That makes them an important generation for many mobile marketers to target. 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. So, this power group may be content creators or consuming a lot of content, tweeting more, and perhaps more vocal online. You know it’s coming. As part of our 2018 State of Gen Z™ study, we wanted to explore this concept of “living digital lives” even further. “Those 25 and older spend 30% longer in their most … Let us know how we can help you. 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. long-term effects of spending so much time looking at a screen? 52% of Gen Z reports that their smartphone is their most important internet device. 78% of them consider their mobile devices their most important device to go online compared to 74% of millennials. The largest share (59%) of Gen Z respondents said they use their YouTube app a lot more than they did a year prior. In the US, spending power of Gen Z is estimated at $44 billion per year. The generation Z folks have grown through varied times, and their minds are shaped by offbeat experiences. Generation Z, or those between the ages of 18 to 23, are emerging as an even more voracious user of digital technology. 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. They may be the ones driving the conversations between brands and consumers. While Millennials experienced the internet in its infancy (remember giant boxy monitors and desktop computers?? 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. 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. 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. Gen Z also tend to be more interested in gaming, modern art and extreme sports than millennials. 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. 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. Gen Z uses an average of five different screens (smartphone, TV, laptop, desktop and tablet) compared to millennials, who switch between three. However, when it comes to gaming apps, they fall behind. 72 percent of Generation Z have access to all mobile wireless services including voice, messaging, and data. 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. Gen Z spend an average 4 hours and 15 minutes per day on mobile with 95% of them owning a smartphone. In contrast fewer millennials increased their usage on these apps that much—though the figures are still significant. 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. Millennials spend an average of 5.2 hours a day consuming content on their phones, compared to 5.9 hours for Gen Z. 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. Share. Our custom research, speaking and strategic consulting deliver innovative, practical solutions that drive results. Follow The Center on Instagram @TheGenHQ or on Twitter @GenHQ. Interestingly, mobile (43%) was preferred to view streaming services such as Netflix compared to TV (27%) among the younger generations. Only 17% use their phones for shopping, though there is a divide in gender. Gen Z spend an average 4 hours and 15 minutes per day on mobile with 95% of them owning a smartphone. However, one universal concern will have to be addressed by the industry among customers’ or consumers’ privacy Easy access to the internet and mobile devices is one reason. ), Gen Z has always had technology right at their fingertips. They also stick to fewer platforms for longer periods of time. They have a 97% smartphone penetration, globally. 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. By using this site, you agree to our. The gender differences regarding technology usage are very interesting and something we hope to study more in the future. Knowing which ecosystems Gen Z uses most frequently is helpful for developing apps, building websites, creating marketing campaigns, and so much more. 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. Gen Z is growing up remarkably different from other generations—including Millennials—due to powerful digital tools and transformative tech innovation. However, millennials tend to be slightly more business-oriented (31%) than Gen Z (29%). 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. Around 58% also play games on their mobile while 36% use theirs for schoolwork, and 28% to study on their own time. Our custom research, speaking, and strategic consulting deliver innovative, practical solutions that drive results. 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. These power users experience a complete digital/physical overlap, living in two worlds simultaneously. (GlobalWebIndex) 9. 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? However, this isn’t all that they use their phones for. Generation Z has $200 billion in spending power and are expected to account for about 40 percent of the consumer market by 2020. 26.11.2020 09:45:00 EET | DNA Oyj. 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! 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. This competition for Gen Z’s attention is just heating up! You know Generation Z is a huge group with spending power of over $143 billion in the United States alone. Millennials and Generation Z interact more through phones and apps than in real life, report finds. 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. 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. This site uses cookies to give you a better experience. However, millennials outscore Gen Z for local issues, gardening and gambling. Now, this split is a little more nuanced when we look at gender. But their gaming habits are slightly different from those of millennials. According to the research, Generation Z spend a whopping 10.6 hours engaging with online content every single day. Around 2 in 5 admit to being easily influenced by other people’s opinions – 17% higher than the global average. Generation Z is more likely to use social media to fill time and be entertained rather than connect with friends. Among the most common activities online they visit social networks, use messaging apps, watch videos and use search engines. Streaming and entertainment make up more than half of mobile device usage among Generation Z. 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. 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. More than any other generation, Gen Z say mobile is the most important device to get online (78%). Gen Z spends between six and nine hours per day consuming media. 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. 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. 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%. DNA’s age group comparison reveals: Mobile data usage is drastically different even between Millennials and Generation Z. A bead of sweat drips down your forehead. It is commonly known that young people spend more time online with their phones than older age groups. 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. In-trip smartphone usage is more common for boomers (54%) and Gen X (65%) and highest for Gen Z (76%) and millennials (73%). 98% of Gen Z owns a smartphone; they also expect to get their first smartphone younger than any other generation. 73% of Gen Z-ers use their internet-connected devices primarily for texting and chatting. Their outlook of the world is as unique as their perspective of money and technology. Another really interesting thing about Gen Z and their smartphones is how much they are on them after midnight. 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. For this cohort, their smartphones are absolutely central to their lives. Keep the conversation going. The two generations share similar opinions when it comes to technology, with the majority believing that there is too much choice online. And, 25% had a smartphone before the age of 10! Send us an email or give us a call and we’ll be happy to provide a little information for you to review. 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 … It’s not a sequential progression of one screen and then another; it’s a multi-layered experience. Being connected 24/7 is their norm. 12. Respect among their peers is a big part of their identity with 73% having the need to feel respected. Design with a mobile-first philosophy. Or they might be playing a game online with friends, but their friends live in Korea and China. Compared to older generations, Gen Z generated a 30% higher engagement rate in non-gaming apps. They live stream video, chat with their parents, and manage their schoolwork—all from one 3×5 mobile device. © 2020 The Center for Generational Kinetics. In fact, we found in our 2018 State of Gen Z™ study that 95% have a smartphone. 88% of Gen Z reports having access to a desktop or laptop computer at home. We were shocked by the answers in our latest survey! 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. 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. Stay tuned as we share our insights into how to effectively engage Gen Z on their phones. Mobil Addiction and Generation Z The usage of Internet, which has become revolutionary in communication, has shown a rapid increase in the last As privacy concerns have become a growing concern among generations, 60% of Gen Z users have previously used a private browsing window. These are all big things we will be looking at in the coming years as we study Gen Z. With the data we have, our team has some theories on why Gen Z guys might have a higher preference for Android smartphones. The mere mention of this group of 2.1 billion individuals born between 1995 and 2010 sends shivers up your spine. 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.” (GlobalWebIndex / BrainBoxol) 8. This includes much of the time spent on social media. The always-on generation is spending much time consuming music (69%), films (61%) and food/drink (58%). Both millennials and Gen Z have strong entrepreneurial ambitions with the majority of them looking to achieve more in life and seeking challenges. More than 60% are also concerned about the Internet eroding their personal privacy. For example, they might be on their mobile phone and their laptop while also streaming music using their smart speaker. Generation Z use their top apps with 15% more frequency than other generations. 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. Keep reading to see what we uncovered. 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. Another 65% of both cohorts are also career-oriented. 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. The world is always awake, and smartphones facilitate Gen Z’s connection to it. They are developing tech habits that will likely carry forward. As a researcher, I’m very interested in this group. Social networking apps still dominate, followed by messengers, music and shopping apps. We are passionate about sharing our latest generational discoveries! 45 percent of Generation Z in the U.S. receive a mobile service plan between the ages of 10 and 12. Mustafa Ozkan and Betul Solmaz / Procedia - Social and Behavioral Sciences 205 ( 2015 ) 92 – 98 93 1. 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. How does after midnight usage impact sleep, mental health, learning, work, relationships, etc.? All rights strictly reserved. Smartphone usage varies widely across generations, with 63% of Gen Z travelers looking for inspiration on mobile compared to 8% of boomers. 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? 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. Compared to 2015, Gen Z are now spending 1.13 minutes more on their mobile devices. Smartphone use is pretty much ubiquitous in this generation and about half of them are connected online about 10 hours a day. Your boss is about to ask you how to market to Generation Z. It’s particularly true in … We hypothesize it’s because there are more options for customization and more third-party apps. 52% are also using an ad blocker and 50% have deleted cookies. The statistic depicts the hours per day spent by Generation Z users on their mobile devices in the United States in 2015. 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. 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. We found that 44% of Gen Z are on their smartphone after midnight once a week to several times a week. More than 80% of every generation uses social media at least once per day. Therefore, media consumption for Gen Z… send you a link to our latest Gen Z and Millennials at Work Special Report as a thank you! Try our corporate solution for free! And those weren't the only mobile apps where usage increased. However, multi-device usage tends to be common among all generations and marketers and brands should adapt strategies that consider various screens equally. There are a few important implications. 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