The era of millennials is gradually making way for Generation Z. This is more than just a newly coined term, as businesses are evolving to meet the needs of this upcoming generation. Organizations are striving to understand their lifestyle and habits, particularly how Generation Z is reshaping technology consumption.
Generation Z is experiencing game-changing technological advancements at what appears to be the peak of innovation. This significantly impacts their views on innovation, business, and lifestyle. Generation Z believes that smart devices should always be within arm’s reach, spending an average of over 3 hours on smartphones. This sets the tone for the way they solve problems, access information, build networks, communicate, learn, make purchases, and earn a living.
Who are the Gen Z?
Generation Z is the demographic cohort succeeding the millennials, typically born between the 1990s and mid-2000s. They are most comfortable with technology and social media, having used the internet and smart devices from a young age. Marketers are just beginning to understand this generation and its differences from the millennials.
What do they believe in?
Generation Z has been shaped by unique experiences, shaping their outlook on the world, money, and technology. They view technology not just as a necessity, but as a way of life and an extension of themselves, with smart devices keeping them connected to the world. Raised by Gen X parents, they have a pragmatic approach to problem-solving and tend to prioritize security and stability over risk-taking.
How does Gen Z perceive technology?
Studies show that Generation Z treats technology as an integral part of their lives, with a massive 96% owning a smartphone and spending around 6 hours per day online. Technology is seamlessly integrated into every aspect of their communication, and they exhibit a strong understanding of cutting-edge technologies and their applications.
How do they communicate?
Generation Z prefers video calls through apps like FaceTime, Snapchat, Skype, and Google Hangouts, favoring sound, movement, and full sight. They prioritize real-time communication with their close circles, intertwining their personal lives with digital experiences and online presence.
What are the tech gadgets and information sources they use?
Social media and messaging apps: Gen Z engages in spontaneous interactions, relationship-building, and communication through messaging apps like WhatsApp, WeChat, Snapchat, Facebook Messenger, Skype, iMessage, and FaceTime. They take their social media profiles and engagement seriously and explore platforms like Instagram, Twitter, and YouTube extensively.
Virtual Reality and Augmented Reality gadgets: Virtual reality devices like Oculus Rift and Google Cardboard are gaining popularity, with AR usage increasing among Gen Z. They are intrigued by AR/VR gadgets and intelligent devices due to the immersive experience and visual entertainment they provide.
Wearables, smart clothing, and hearables: Gen Z is open to futuristic wearables like smartwatches and eye gears, as they are attracted to innovative technologies that offer practical benefits. They are a prime target market for products like smart connected clothing and hearables.
What companies should consider when dealing with Generation Z
Companies must understand how this generation behaves in the workplace and their life priorities to effectively engage with them as employers or service providers. Gen Z prefers practical and relevant products, with a strong entrepreneurial spirit and a focus on authenticity in communication. They seek technology-based entertainment and prioritize work-life balance, driving a need for flexibility and transparency in both work and life.
Generation Z has a deep understanding of technology and its impact, seeking fulfillment through physical, mental, and social well-being. Organizations need to make genuine efforts to communicate with Gen Z to achieve sustainable growth driven by change and progress.
