The majority of people in the UK can’t imagine a life without the internet.1 They spend hours surfing, streaming, shopping or browsing social media each day. And for most of that time (60%), they’re using a mobile device.
In fact, a survey of 1,000 UK consumers found the younger generations prefer to access information and interact with others via their phone.2 Millennials spend just over five hours a day on their mobile (5.2 hours). For Gen Z, it’s just under six (5.9 hours).
Recent research explained the strength of Gen Z’s connection to their smartphones in more detail. The study of 4,000 people between the ages of 13 and 22 across nine cities showed respondents check their mobile every three minutes on average, although almost a quarter (24%) check as often as every two minutes.3
The same report suggests that the device is an important part of their lives. Connectivity and the tools that enable Gen Z to stay in touch with others, are vital to them. So much so, nearly two-thirds would ‘find it difficult to live without their smartphones’.4
Source: 2018 Global Digital Report – We are Social and Hootsuite
Source: LivePerson Study, October 2017
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So how does Gen Z’s relationship with technology more broadly impact on them and others? According to one study, growing up as a digital native in an on-demand economy has created an ‘always-on, on-demand’ generation.
We all benefit from having information and services at our fingertips, whether that’s streaming a movie, booking an e-ticket, connecting with friends in real-time or ordering a product for fast delivery. But Gen Z has grown up in this fast-paced environment and expects instant access to a world of choice. Analysts predict it will make them more demanding consumers.
Many people of this generation are also used to being in the spotlight and sharing their experiences through social media. Sometimes, they feel pressure to demonstrate they’re leading a rich and interesting life. This creates what is referred to as ‘the Instagram effect’ on consumer spending.5
SOURCES:
1. The Ipsos MORI Almanac, December 2017
2. Adobe Reveals Gen Z are the UK's Biggest Content Consumers, Engaging with over 10 Hours of Online Content a Day, August 2018
3, 4. The Generation Z Study of Tech Intimates Report, October 2017
5. Fung Global Retail & Technology – Gen Z: Get Ready for the Most Self-Conscious, Demanding Consumer Segment, August 2016