2022
9
Germany Gen Z Technology Habits Market Report 2022
2022-02-02T16:45:17+00:00
REP8EB54B54_4608_4AA9_9C8A_CAF9AFBA205D
2195
147665
[{"name":"Consumer Habits","url":"https:\/\/store.mintel.com\/industries\/consumers-trends\/consumer-habits"},{"name":"Gen Z","url":"https:\/\/store.mintel.com\/industries\/demographics\/gen-z"},{"name":"Technology","url":"https:\/\/store.mintel.com\/industries\/technology"}]
Report
en_GB
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…

Germany Gen Z Technology Habits Market Report 2022

£ 2,195 (Excl.Tax)

Description

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.

 

Generational Comparison on Technologies in Everyday Life in Germany

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.

How is Gen Z using 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.

How has Gen Z been affected by technology?

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.

What is Gen Z relationship with technology?

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.

Current Market Landscape

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.

Gen Z Technologies Germany Market Share and Key Industry Trends

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.

  • 42% of Gen Z social media users say they value social media more now than before the pandemic.
  • 78% of Gen Z think cyber-bullying is a serious issue for people their age.
  • 65% of Gen Z feel like they spend too much time online in their free time.
  • 39% of Gen Z like to be among the first to try new technologies.

Future Trends in the Gen Z Technology Habits Market

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.

Quickly Understand

  • The short-, medium- and long-term impact of COVID-19 on Generation Z and their behaviours regarding technology.
  • Activities Gen Z pursue on a typical weekday that involve technology including the time they spend with these activities.
  • Ways Gen Z are most likely to get the next technology device they’d like to own.
  • Social media platforms used and reasons for using social media.
  • Behaviours regarding social media and technology, including interest in refurbished devices.

Covered in this Report

Products: Smartphones, Laptops, desktop computers, online banking, social media platforms, and many more.

Brands: Apple, YouTube, Twitch, TikTok, Opel, Spotify, and many more.

Expert Analysis from a Specialist in the Field

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

Jan Urbanek
Senior Consumer Technology Analyst

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • The impact of COVID-19 on Generation Z’s technology habits
    • Market context
    • Graph 1: net monthly household income, by generations, 2021
    • Opportunities
  2. MARKET DRIVERS

    • Graph 2: key economic data, in real terms, 2019-23
    • Demographic overview
    • Graph 3: breakdown of the population by generation, 2019
    • Graph 4: net monthly household income, by generations, 2021
    • Digital consumption
    • Graph 5: online media consumption (in mins), by age, 2018-20
    • Ethical orientation
  3. WHAT CONSUMERS WANT AND WHY

    • Technology device ownership
    • Graph 6: technology devices personally owned, by generation, 2021
    • Graph 7: Gen Z’s preferred devices for digital activities, 2021
    • Ways to get the next owned technology device
    • Graph 8: ways Gen Z are most likely to get the next owned technology device, 2021
    • Technology activities
    • Graph 9: activities done on a typical weekday by Gen Z, NET, 2021
    • Graph 10: time Gen Z typically spend on activities on a weekday, 2021
    • Social media platforms used
    • Graph 11: social media platforms used at least once a week, by generation, 2021
    • Reasons for using social media
    • Graph 12: Gen Z’s reasons to use social media, 2021
    • Behaviours regarding social media & technology
    • Graph 13: Gen Z behaviours regarding digital consumption & social media, 2021
    • Graph 14: Gen Z’s behaviours regarding technology, by gender, 2021
    • Graph 15: Gen Z’s behaviours regarding technology, 2021
  4. LAUNCH ACTIVITY AND INNOVATION

  5. APPENDIX

    • Appendix – abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

Click to show report
Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch