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The next Generation, Z’s mobile habits

Millennials and Gen Z spend 46 percent more time every day with their devices than they do with TV.

The next Generation, Z’s mobile habits

The youngest of this generation’s representatives would rather lose their wallet than their smartphone. Even if they remember the world before smartphones, they no longer live in those times.

Are you interested how these important consumers are driving the future of mobile advertising? The findings might surprise some.

Z-s are conscious app consumers
Though people of varied generations are „greedy” mobile users, Gen Z or the new Mobile Prodigies can't be outgrown. Six of the 10 respondents questioned said they downloaded one or more apps a week. However, Mobile Prodigies' desire for new apps results in significant fluctuation. They'll get rid of the ones that don't meet their needs just as quickly as they download them.

They don’t overshare
Mobile Prodigies live their lives on smartphones, are active on social media and with apps – but they aren't usually extroverts. More than 80 percent will delete apps that ask for too much data, but 60 percent would share their location, fitness or sleep data in order to be served advertising more relevant to their needs and desires.

Gen Z want to be treated individually
Grouping Mobile Prodigies of a certain age group into a single mass doesn't mean they think and act alike. They all have distinct minds and thoughts. And they favour brands that treat them that way. Eighty percent of the Gen Z expect to be served ads tailored to where they are and their specific interests. Give them something that reflects their individuality and predicts what they will follow next, and they will grant you for it through purchases and loyalty.