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The Generation Z Study of Tech Intimates is an annual study created to better understand the emerging technology, network and communication needs of today’s savviest generation. Reflecting the global perspectives of eight tech-leading cities around the world, the findings here can inform your strategy, product development and activation.
TIME AS CURRENCY
Gen Zers use their devices to spend, save and waste time, increasing usage and keeping an always-on mindset.
Gen Z is the mobile-first generation that appears to live equally in the digital world as in the real one. Smartphones, the devices of choice, are always close by and within reach. With a phone to keep them connected, Gen Z is full of dichotomies: their device distracts them from boredom and gives them something to do during downtime, yet it saves time by being efficient.
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PLACE: A HYPERCONNECTED ECOSYSTEM
A virtualized world where enhancement, entertainment and expression dominate.
The smartphone is the social hub of Gen Z, the epicenter of everything. It creates a universe, a virtualized space where they engage, making them smarter, more effective and more connected.They want their connections to work well and quickly. In this space, they are entertained, through activities like music, gaming or texting. Importantly, within their “bubble,” Gen Zers also express themselves to friends through frequently creating and sharing content.
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ATTITUDE OF TECH-SAVVY, OBSESSIVE SOPHISTICATES
Smart, opinionated and attached, Gen Z finds fulfillment in their devices.
Gen Z is an interesting mix of tech savvy, smart and dependent. They have many interesting ideas for the future of technology, admire the Apple brand, prefer YouTube overall and understand that they live in a post-privacy world. Their phones make them feel secure, and they form rituals and habits related to using their devices more and more. Technology is essentially an indistinguishable part of their identity and intertwined in their daily life. It gives them comfort, purpose and focus.
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In-depth perspectives
“I definitely use my phone more on the weekends.” (Female, Stockholm)
Learn how Gen Zers use their devices more on the weekend, maximizing free time.
Weekday vs. Weekend
“First thing I do in the morning is check Snapchat, scroll Instagram and see if I have new notifications.” (Female, London)
Gen Zers use their devices differently during the day compared to at night. Mornings are for checking messages and social media, while during the evenings video dominates.
A.M. vs. P.M.
“Since I’m not in school, it’s probably more now…” (Female, Stockholm)
Similar to increased usage during the weekend, during the summer or holidays, Gen Zers use their smartphones more.
Usage Varies
“It (my phone) enhances my social life… it definitely helps it.” (Female, New York)
Gen Zers feel their smartphones make them more connected and social, which affects their friendships in a positive way.
Enhancement
“I love using my phone. I can feel isolated if I’m with other people but when I’m alone, it makes me feel connected to people.” (Female, London)
Gen Zers have close, complex relationships with their smartphones. They describe them as everything from healthy to being best friends or part of a married couple.
Relationship to Smartphones
“My phone is always with me.” (Female, New York)
Smartphones are always close at hand, usually in pockets, providing distraction and comfort.
Smartphone Proximity
“Sometimes I’ll use my phone to order food when I’m too lazy to go out and buy it.” (Male, Stockholm)
Some Gen Zers pay for things with their phones; however, many are too young and don’t have a credit card.
Making Purchases
“I’m not really concerned with privacy issues. I think my phone is secure. It doesn’t concern me.” (London, Female)
Privacy was not a major concern for many respondents. They seem to expect loss of privacy as part of being in the internet age.
Privacy
“It scares me how dependent I am on my phone that when I’m without it, it really scares me.” (Female, New York)
Gen Zers describe how they are dependent and addicted to their smartphones. While they appreciate all that they offer, several feel they use them too much.
Addicted to Smartphones
“I definitely feel a lot safer when I have it on hand.” (Male, Korea)
Having their smartphones close by makes Gen Zers feel safe and secure. It creates feelings of comfort and confidence.
Smartphones Equal Safety
“Apple. I’m an Apple user.” (Female, Korea)
Apple is considered one of the most innovative companies and the brand Gen Z overwhelmingly relates to.
Favorite and Most Innovative Smartphone Brand
“If I have a thought or a word it will transfer to my phone.” (Female, Korea)
Gen Z is full of creative ideas about how technology will advance in the future. From invisible phones to adjustable ones, this group is easily able to think ahead.
Future Innovations
“I admire the U.S. or China.” (Female, New York)
The U.S. and China are generally considered the most innovative countries, although several respondents noted Japan, Sweden and South Korea.
Most Innovative Countries
“Batman because he has all the gadgets. My phone has apps.” (Female, New York)
Batman, Spider-Man and Iron Man are all superheroes used to personify smartphones. From having lots of impressive gadgets and being connected to the city to using technology to achieve goals, these superheroes are associated and linked to devices.
Superheroes
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