Germany Gen Z Technology Habits Market Report 2022
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The Germany Gen Z Technology Habits Market Report 2022 identifies consumers’ attitudes towards (new) technologies, the impact of high screen times on their mental wellbeing, while also looking at generational comparison on technologies. This report covers the Generation Z Technologies Germany market size, market forecast, market segmentation and industry trends for the Gen Z technology habits market.
Generation Z is the latest demographic to enter the global consumer market. Their potential buying power, valued in billions, is set to grow as they transition into financial independence. Here are some insightful statistics on how Gen Z, often titled ‘digital natives’ use technology.
Gen Z consume to express their identity – also with regards to consumer technology – giving brands significant leverage to win them over. As their spending power drastically increases as they progress in their careers, creating brand loyalty early on is a key objective for brands.
As Generation Z was born in the digital age, when the internet was already commercialised, they have been exposed to digital technology and online media from an early age. This is also reflected in their consumption of online media.
Social media plays an important role here, taking a significant share of Gen Z’s leisure time and being used for a variety of purposes beyond entertainment and socialising.
Being the digital natives, Gen Z, as our generational comparison on technology has shown, increased their usage of digital and online technologies the most during the initial lockdown. Social media in particular was a valued tool for Gen Z to stay entertained and connected, aiding the growth of platforms such as TikTok and Twitch. Video games and streaming services also experienced unique engagement among Gen Z, seeing markets thriving.
However, the surging screen time is expected to have aggravating mental wellbeing concerns, particularly with regards to social media. Over 90% of Gen Zs use social media on a daily basis. Despite their troubled relationship with social media, this points to an overall pronounced usage long-term. Yet, the social media landscape is evolving rapidly with changing and varying cultures between platforms. To keep meeting the zeitgeist with one’s marketing, brands need to tap into the knowledge of influencers and consider them as strategic partners.
The easing of lockdown restrictions will have seen an increased focus on in-person experiences among Gen Z again. However, with some caution remaining, technology will have kept playing a vital part of Gen Z’s lives, upholding a pronounced usage across all digital media forms and devices.
While social media is a valued tool for Gen Z, their high screen time, as our Gen Z technology habits report proves, sees them experiencing the negative effects that come along with it. Over half of Gen Z feel like they spend too much time online, and even more consider cyber-bullying a serious issue. This opens opportunities for brands to help their audience with a healthy social media usage, for example by launching digital wellbeing campaigns in collaboration with influencers.
According to this Gen Z technology habits report, they experienced the positive and negative sides of social media intensely during the pandemic, increasing demand for a healthy usage. Platforms catering to the wellbeing concerns of their key audience and putting a focus on quality over quantity will have the edge in competing over Gen Z. Although overall usage of technology will decrease compared to the peaks seen during lockdowns, Gen Z will value the strengths of technology. Gen Z will strive to embrace the best of both worlds: The convenience of online and the uniqueness of in-person.
Moreover, generational comparison on technology identifies Gen Z to be among the first to try new technologies, but their limited spending capacity gives them less leeway to buy the devices they want. This raises opportunities in the area of refurbished devices and renting services for technology, which many Gen Z consider a good alternative to buying.
Read on to discover more details or take a look at all of our German Technology and Telecoms Market Research.
Products: Smartphones, Laptops, desktop computers, online banking, social media platforms, and many more.
Brands: Apple, YouTube, Twitch, TikTok, Opel, Spotify, and many more.
This report, written by Jan Urbanek, a leading analyst in the Consumer Technology sector, delivers in-depth commentary and analysis to highlight current trends in the Gen Z Technology Habits market, and adds expert context to the numbers.
Gen Z rely on a wide range of social media platforms and use them for a variety of purposes. While this presents significant opportunities, brands also need to address the negative effects of social media, eg by taking a strict stance against cyber-bullying.
Jan Urbanek
Senior Consumer Technology Analyst
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