2022
0
Canada Attitudes towards Tech: Gen Z vs Millennials Market Report 2022
2022-09-28T04:08:25+01:00
OX1100041
3695
156015
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Report
en_GB
“Both Millennials and Gen Z are heavily plugged-in generations, but there are a few differences between them when it comes to their approach to technology. First, it’s worth pointing out…

Canada Attitudes towards Tech: Gen Z vs Millennials Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“Both Millennials and Gen Z are heavily plugged-in generations, but there are a few differences between them when it comes to their approach to technology. First, it’s worth pointing out that while Gen Z are digital natives, most Millennials are not, and this informs the speed at which each generation adapts to new tech. Lifestages are the other half of the puzzle. Millennials are a split generation. Many older Millennials are married, homeowners, have children or are some combination of the three, while many younger Millennials are closer to Gen Z in their lifestages. These things affect the types of tech each demographic is willing to invest time and money into.”
Michael Lloy, Senior Tech & Media Analyst

This Report looks at the following areas:

  • How Gen Z and Millennial consumers acquire their tech.
  • Gen Zs’ and Millennials’ knowledge and participation levels regarding the metaverse.
  • Barriers to purchasing and upgrade technology on a regular basis.
  • Devices Millennials and Gen Zs prefer to do some common activities on.
  • General attitudes towards tech and media from Gen Z and Millennials.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
      • Executive Summary

          • Top takeaways
            • Market overview
              • Gen Z and Millennial tech trends outlook
                • Figure 1: Category outlook, Gen Z and Millennial tech trends, 2022-27
              • Opportunities
                • Lean into a combination of mobility and visual fidelity for younger consumers
                  • Young men are avid desktop users, which can help with targeting
                    • Challenges
                      • Can more integration with creators solve the metaverse slump?
                      • The Target Audiences – By the Numbers

                        • Teenage years still play an important role in developing tech habits for Gen Z, while Millennial habits are more developed
                          • Gen Z is a smaller generation than Millennials
                            • Figure 2: Share of Canadian population, by generation, 2021
                          • Marketing to Millennials is tough because they are a “split” generation, transitioning through lifestages
                            • Figure 3: Marital status, by generation, 2022
                            • Figure 4: Parental status, by generation, 2022
                            • Figure 5: Home ownership, by generation, 2022
                          • Gen Z and Millennials are both more ethnically diverse than Canadians overall
                            • Figure 6: Ethnic origins, by age, 2016
                          • Diversity among future generations is projected to increase
                            • Figure 7: Canadian population age projections, yearly, 1981-2040
                        • Market Factors – Economic Indicators

                          • Inflation is a top-of-mind concern for most Canadians
                            • Figure 8: Canadian Consumer Price Index, 2020-22
                          • Most Canadians are worried about inflation, while Millennials in particular are worried about interest rates
                            • Figure 9: Canadian market concerns (net any rank), by generation, 2022
                          • Household savings are falling rapidly
                            • Figure 10: Canadian household savings rate, Q1 2019-Q1 2022
                          • Canada’s ageing population will likely put pressure on Millennial households
                            • Figure 11: Canadian population age projections, yearly, 2000-40
                          • Global uncertainty, chip shortages and supply chain issues persist
                          • Competitive Strategies

                              • Meeting the needs of young consumers via the lens of the Identity Trend Driver
                                • Work Louder has created a fully customizable modular keyboard to support each individual user
                                  • Figure 12: Work Louder Instagram post, 2022
                                • Meeting the needs of young consumers through the lens of the Surroundings Trend Driver
                                  • Will Canadians turn to tech to solve the housing crisis?
                                    • Figure 13: Unique Stay Canada Fibonacci house Instagram post, August 2021
                                  • TELUS’ Mobile Health Clinics show consumers it cares
                                    • Figure 14: TELUS Mobile Health Clinic Twitter post, October 2021
                                  • Meeting the needs of young consumers via the lens of the Technology Trend Driver
                                    • The future is here with “live shopping”
                                      • Figure 15: Livescale Instagram post, August 2021
                                    • L’Oréal went live
                                      • Figure 16: L’Oréal’s Beauty Festival Instagram post, June 2021
                                    • Walmart explores metaverse trademarks
                                      • Meeting the needs of young consumers through the lens of the Wellbeing Trend Driver
                                        • Samsung gamifies health and turns it into a competitive, but friendly social experience
                                          • Figure 17: Samsung Galaxy Watch 4 Instagram post, August 2021
                                        • Meeting the needs of young consumers through the lens of the Experience Trend Driver
                                          • Spotify has acquired the music trivia game Heardle
                                            • Figure 18: Spotify Heardle Instagram post, July 2021
                                        • Attitudes towards Tech: Millennials vs Gen Z – Fast Facts

                                          • Basic Attitudes towards Tech

                                              • Over a third of young Canadians still find new tech confusing
                                                • Figure 19: New tech confusion, by generation (% any agree), 2022
                                                • Figure 20: Samsung Canada Freestyle Instagram post, January 2022
                                                • Figure 21: New tech confusion, by generation and gender (% any disagree), 2022
                                              • Gen Z want to reduce screen time to better their mental health
                                                • Figure 22: Tech integration vs limitation (% any agree), by generation, 2022
                                              • Young men across generations are the primary drivers for tech integration
                                                • Figure 23: Tech integration (% any agree), by gender and generation, 2022
                                                • Figure 24: LG Fridge Instagram post, June 2022
                                              • Young South Asian consumers also drive tech integration, but also wouldn’t mind reducing screen time
                                                • Figure 25: Gen Z and Millennial tech integration vs limitation (% any agree), South Asians vs overall, 2022
                                            • New Tech Ownership and Purchase Habits

                                                • Gen Z Canadians are more likely to receive new tech as a gift
                                                  • Figure 26: New tech purchase source, by generation, 2022
                                                  • Figure 27: RBC iPad Facebook post, June 2022
                                                • There is no gender split among young consumers who buy tech with their own money
                                                  • Figure 28: New tech purchase source, by generation and gender, 2022
                                                  • Figure 29: Samsung Canada Instagram post, June 2022
                                                • Gen Z and younger Millennials are more excited by new tech
                                                  • Figure 30: Having new technology is exciting (% any agree), by generation, 2022
                                                  • Figure 31: Samsung Facebook post, March 2022
                                                  • Figure 32: [CES 2002] #YouMake Project: Make it your own | Samsung, January 2022
                                                • Ensure insure for Gen Z men
                                                  • Figure 33: Device insurance is typically a good investment (% any agree), by generation, 2022
                                                  • Figure 34: Samsung Nigeria Instagram post, September 2022
                                                • Young men are more likely to view new tech ownership as a status indicator
                                                  • Figure 35: New tech attitudes (% any agree), by generation and gender, 2022
                                                  • Figure 36: Samsung Canada Instagram post, June 2022
                                                • Young South Asian Canadians are significantly more likely to pursue the newest tech
                                                  • Figure 37: New tech attitudes of Millennials and Gen Z combined (% any agree), Asians vs overall, 2022
                                                • Despite more positive attitudes towards new tech, the majority of young Canadians wait to upgrade
                                                  • Figure 38: Device upgrade frequency, by generation, 2022
                                                  • Figure 39: Device upgrade frequency, by generation and gender, 2022
                                              • Tech Purchase and Upgrade Barriers

                                                  • Cost and value are major hurdles for most Canadians when it comes to upgrades
                                                    • Figure 40: Device upgrade barriers, by generation, 2022
                                                    • Figure 41: “Lacklustre value” as a reason for not upgrading mobile devices more regularly, by generation and gender, 2022
                                                    • Figure 42: Sony Twitter post, March 2022
                                                  • When approaching Gen Z men, make it new, but not too new
                                                    • Figure 43: “Learning curve” as a reason for not upgrading mobile devices more regularly, by generation and gender, 2022
                                                  • Privacy isn’t a top-of-mind concern for young Canadians when it comes to upgrading their mobile devices
                                                    • Figure 44: Privacy on iPhone |Data Auction | Apple, May 2022
                                                  • Brands need to work to change perceptions of smart home tech among young Canadians
                                                    • Figure 45: Smart home tech is too expensive (% any agree), by generation, 2022
                                                    • Figure 46: Connected Home 3.0 | LG Canada (English), May 2022
                                                  • Supply chain issues are affecting younger Canadians more
                                                    • Figure 47: Tech shortage (% agree), by generation, 2022
                                                  • Young men feel more affected by ongoing tech shortages
                                                    • Figure 48: Tech shortage (% agree), by generation and gender, 2022
                                                • Streaming Habits

                                                    • Gen Z Canadians have warmed up to streaming as a business model
                                                      • Figure 49: Subscription service attitudes (% any agree), by generation, 2022
                                                    • …nearly half of young Canadians would be interested in some form of streaming service bundle
                                                      • Figure 50: “I would be interested in a streaming video bundle” (% agree), by generation, 2022
                                                    • Canada’s younger generations are all pretty engaged with video entertainment media
                                                      • Figure 51: Streaming media activity, by generation, 2022
                                                    • Young men access YouTube on a more diverse selection of devices
                                                      • Figure 52: Watching YouTube, by device, by generation and gender, 2022
                                                    • Gen Z is significantly more open to watching movies and TV shows via mobile device and laptops…
                                                      • Figure 53: Movie and TV device activity, by generation, 2022
                                                      • Figure 54: Samsung Canada Tab S8 Instagram post, February 2022
                                                    • …but, at the same time, TV and movies are becoming less relevant to younger consumers
                                                      • Figure 55: “I spend more time on social media than watching TV/movies on average” (% agree), teens, by age and gender, 2022
                                                      • Figure 56: Teen advertising memory, teens 13-17, 2022
                                                    • Sports gambling is driving mobile sports engagement for younger Millennials and Gen Z
                                                      • Figure 57: Sports viewing consumption device preference, by generation, 2022
                                                  • Work and Play

                                                      • Younger generations have a higher preference for portability in gaming
                                                        • Figure 58: “I prefer handheld or mobile gaming to console or PC gaming”, by generation, 2022
                                                        • Figure 59: “I prefer handheld or mobile gaming to console or PC gaming”, by generation and gender, 2022
                                                      • Outside of mobile gaming, console brand is significantly important to young men
                                                        • Figure 60: Console brand preference (% any agree), by generation and gender, 2022
                                                      • Multiplayer gaming activity declines more steadily with age than single player
                                                        • Figure 61: Gaming activity, by generation and gender, 2022
                                                        • Figure 62: Steam Play Together Sale Twitter post, February 2022
                                                      • Gen Z men prefer PC gaming to console gaming, but this trend reverses with age
                                                        • Figure 63: Male gaming device preference, single player vs multiplayer, by generation, 2022
                                                      • Older Millennial women are more avid single-player mobile gamers, while younger women engage in multiplayer on a wider variety of devices
                                                        • Figure 64: Female gaming device preference, single player vs multiplayer, by generation, 2022
                                                      • The launch of the iGO Gaming market has resulted in a spike of mobile device gambling among young men
                                                        • Figure 65: Gambling device preference, by generation, 2022
                                                      • While most young consumers prefer to work or study via laptop, this preference is pronounced among Gen Z consumers
                                                        • Figure 66: Work/study device preference, by generation, 2022
                                                    • Social Media and Communication Habits

                                                        • Gen Z prefers visual platforms
                                                          • Figure 67: Social media daily usage, by platform and generation, 2022
                                                        • As a result of higher engagement with visual platforms, more Gen Z and younger Millennial consumers are video chatting
                                                          • Figure 68: Video chatting device preference, by generation, 2022
                                                          • Figure 69: Samsung Fold 3 Instagram post, September 2021
                                                        • Gen Z and young Millennials are utilizing social media to talk to their peers
                                                          • Figure 70: “I talk to my friends through social media more than I do through texting/IM apps” (% agree), by generation, 2022
                                                        • Still, the majority of young Canadians prefer to message their friends and family on a mobile device
                                                          • Figure 71: Social media messaging device preference, by generation, 2022
                                                        • Mobile phones are the device of choice for all generations, but gender dynamics play a small part in preference
                                                          • Figure 72: Social media browsing device preference, by generation and gender, 2022
                                                        • Posting habits generally mirror browsing habits for young Canadians
                                                          • Figure 73: Social media posting device preference, by generation and gender, 2022
                                                          • Figure 74: Samsung TikTok video, March 2022
                                                      • Spotlight On: The Metaverse

                                                          • What is the metaverse?
                                                            • Figure 75: metaverse knowledge and participation, by generation, 2022
                                                          • Women across generations are driving a lack of knowledge on the metaverse
                                                            • Figure 76: “I have not heard of or know nothing about the metaverse”, by generation and gender, 2022
                                                            • Figure 77: “I have heard of the metaverse and know a lot about it”, by generation and gender, 2022
                                                          • Only about one in seven consumers can even envision themselves participating in the metaverse regularly
                                                            • Figure 78: “I can see myself participating in the metaverse regularly” (% agree), by generation, 2022
                                                            • Figure 79: “I can see myself participating in the metaverse regularly” (% agree), by generation and gender, 2022
                                                          • At its core, metaverse still seems to be in a conceptual phase to both consumers and brands
                                                            • Figure 80: Nokia metaverse Twitter post, May 2022
                                                            • Figure 81: LG metaverse Twitter post, January 2022
                                                          • Metaverse may have an authenticity issue
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Consumer survey data
                                                                • Consumer qualitative research
                                                                  • Mintel Trend Drivers
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                        • Terms

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