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 generation Z folks have grown through varied times, and their minds are shaped by offbeat experiences. Your boss is about to ask you how to market to Generation Z. Our custom research, speaking, and strategic consulting deliver innovative, practical solutions that drive results. DNA’s age group comparison reveals: Mobile data usage is drastically different even between Millennials and Generation Z. By using this site, you agree to our. And, 25% had a smartphone before the age of 10! (212) 419-8286 More than any other generation, Gen Z say mobile is the most important device to get online (78%). And those weren't the only mobile apps where usage increased. We lead national and international Gen Z, Millennial, and generational studies for our clients every day. 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. 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. Easy access to the internet and mobile devices is one reason. Try our corporate solution for free! Gen Z spends between six and nine hours per day consuming media. That makes them an important generation for many mobile marketers to target. More than 80% of every generation uses social media at least once per day. 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. However, multi-device usage tends to be common among all generations and marketers and brands should adapt strategies that consider various screens equally. They live stream video, chat with their parents, and manage their schoolwork—all from one 3×5 mobile device. We found that 44% of Gen Z are on their smartphone after midnight once a week to several times a week. An invaluable resource to help you navigate and lead through these times of change. 98% of Gen Z own a smartphone and on average receive their devices by the age of 10 years. Let us know how we can help you. 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. They may be the ones driving the conversations between brands and consumers. There are a few important implications. 26.11.2020 09:45:00 EET | DNA Oyj. 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? For this cohort, their smartphones are absolutely central to their lives. 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. 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. 88% of Gen Z reports having access to a desktop or laptop computer at home. It is commonly known that young people spend more time online with their phones than older age groups. As part of our 2018 State of Gen Z™ study, we wanted to explore this concept of “living digital lives” even further. long-term effects of spending so much time looking at a screen? Gen Z spend an average 4 hours and 15 minutes per day on mobile with 95% of them owning a smartphone. Compared to 2015, Gen Z are now spending 1.13 minutes more on their mobile devices. 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. However, millennials tend to be slightly more business-oriented (31%) than Gen Z (29%). With the data we have, our team has some theories on why Gen Z guys might have a higher preference for Android smartphones. We also keynote events around the world, helping businesses better understand their customers and workforce. The two generations share similar opinions when it comes to technology, with the majority believing that there is too much choice online. The world is always awake, and smartphones facilitate Gen Z’s connection to it. Both millennials and Gen Z have strong entrepreneurial ambitions with the majority of them looking to achieve more in life and seeking challenges. Stay tuned as we share our insights into how to effectively engage Gen Z on their phones. Now, this split is a little more nuanced when we look at gender. Another really interesting thing about Gen Z and their smartphones is how much they are on them after midnight. The mere mention of this group of 2.1 billion individuals born between 1995 and 2010 sends shivers up your spine. Keep the conversation going. 72 percent of Generation Z have access to all mobile wireless services including voice, messaging, and data. 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. 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. 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. Only 17% use their phones for shopping, though there is a divide in gender. 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. In the US, spending power of Gen Z is estimated at $44 billion per year. 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. So, this power group may be content creators or consuming a lot of content, tweeting more, and perhaps more vocal online. But their gaming habits are slightly different from those of millennials. Mustafa Ozkan and Betul Solmaz / Procedia - Social and Behavioral Sciences 205 ( 2015 ) 92 – 98 93 1. When this generation starts to enter the workforce, with more demands on their time, they may change their after-midnight habits. We hypothesize it’s because there are more options for customization and more third-party apps. You can opt out anytime. Generation Z has $200 billion in spending power and are expected to account for about 40 percent of the consumer market by 2020. However, when it comes to gaming apps, they fall behind. Knowing which ecosystems Gen Z uses most frequently is helpful for developing apps, building websites, creating marketing campaigns, and so much more. Generation Z is more likely to use social media to fill time and be entertained rather than connect with friends. Interestingly, mobile (43%) was preferred to view streaming services such as Netflix compared to TV (27%) among the younger generations. Being connected 24/7 is their norm. The largest share (59%) of Gen Z respondents said they use their YouTube app a lot more than they did a year prior. The gender differences regarding technology usage are very interesting and something we hope to study more in the future. 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! The Center for Generational Kinetics solves tough generational challenges with iGen, Millennials, Gen Y, Gen X and Baby Boomers. As a researcher, I’m very interested in this group. 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. In contrast fewer millennials increased their usage on these apps that much—though the figures are still significant. In fact, 55% of Gen Z is on their phone five hours or more a day. Around 58% also play games on their mobile while 36% use theirs for schoolwork, and 28% to study on their own time. Design with a mobile-first philosophy. “Those 25 and older spend 30% longer in their most … Respect among their peers is a big part of their identity with 73% having the need to feel respected. We are passionate about sharing our latest generational discoveries! While Millennials experienced the internet in its infancy (remember giant boxy monitors and desktop computers?? With Gen Z, that's an anachronistic dream, thanks to Google and the omnipresent smartphone. 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.” Gen Z respects reasonable parameters. 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. 52% are also using an ad blocker and 50% have deleted cookies. However, one universal concern will have to be addressed by the industry among customers’ or consumers’ privacy 52% of Gen Z reports that their smartphone is their most important internet device. Send us an email or give us a call and we’ll be happy to provide a little information for you to review. For example, they might be on their mobile phone and their laptop while also streaming music using their smart speaker. 73% of Gen Z-ers use their internet-connected devices primarily for texting and chatting. ), Gen Z has always had technology right at their fingertips. Millennials spend an average of 5.2 hours a day consuming content on their phones, compared to 5.9 hours for Gen Z. 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. Share. 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. 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. How does after midnight usage impact sleep, mental health, learning, work, relationships, etc.? Gen Z also tend to be more interested in gaming, modern art and extreme sports than millennials. We found that overall 59% have iPhones while 39% have Android. send you a link to our latest Gen Z and Millennials at Work Special Report as a thank you! The survey 1,000 UK consumers found that the smartphone is by far the most popular method of content consumption. Keep reading to see what we uncovered. 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%. 45 percent of Generation Z in the U.S. receive a mobile service plan between the ages of 10 and 12. They are developing tech habits that will likely carry forward. Compared to older generations, Gen Z generated a 30% higher engagement rate in non-gaming apps. 78% of them consider their mobile devices their most important device to go online compared to 74% of millennials. We were shocked by the answers in our latest survey! © 2020 The Center for Generational Kinetics. They live stream video, chat with their parents, and manage their schoolwork—all from one 3×5 mobile device. 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. 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. Streaming and entertainment make up more than half of mobile device usage among Generation Z. 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. However, millennials outscore Gen Z for local issues, gardening and gambling. 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