2020
9
UK Technology Habits of Generation Z Market Report 2020
2020-10-09T04:01:52+01:00
OX989528
2195
125761
[{"name":"Gen Z","url":"https:\/\/store.mintel.com\/industries\/demographics\/gen-z"},{"name":"Technology","url":"https:\/\/store.mintel.com\/industries\/technology"}]
Report
en_GB
“Video calling has been a key tool for Generation Z as the COVID-19 lockdown stopped them from in-person social interaction, and many in the age group say they are likely…

UK Technology Habits of Generation Z Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Technology Habits of Generation Z – Incl Impact of COVID-19 – UK market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Generation Z are driving the shift away from traditional TV viewing to streaming services and video-sharing websites. As such, 77% of this age group watch content from video-sharing websites more frequently than TV from a set-top box and 24% have a subscription to a video-sharing website like YouTube Premium. It is therefore becoming increasingly difficult for companies to reach Generation Z through TV advertising. Services such as YouTube TV could play an important role for advertisers in the future as a means of reaching Generation Z on a platform they use frequently.

Expert analysis from a specialist in the field

Written by Zach Emmanuel, a leading analyst in the Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Video calling has been a key tool for Generation Z as the COVID-19 lockdown stopped them from in-person social interaction, and many in the age group say they are likely to continue to use it in the future as a result of the pandemic. Video calling platforms must grasp the opportunity to encourage this by continuing to add new features and mechanisms to prompt regular usage, such as social gaming experiences and prompting users to schedule future calls with the people they’re interacting with
Zach Emmanuel
Technology Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • COVID-19: Market context
          • Economic and other assumptions
            • Products covered in this Report
            • Executive Summary

                • Impact of COVID-19 on the technology habits of Generation Z
                  • Figure 1: Short, medium and long-term impact of COVID-19 on the technology habits of generation Z, 16 September 2020
                • The market
                  • In-person social interaction still much more important than online for Generation Z
                    • Importance of video calling during lockdown to combat loneliness
                      • Streaming services thriving during lockdown
                        • TV viewing among 16-24 year olds continues to drop significantly
                          • Companies and brands
                            • Instagram adds Reels to compete with TikTok for Generation Z
                              • iOS 14 includes new privacy feature but will impact advertisers
                                • Fitbit’s new flagship smartwatch can support Generation Z struggles during COVID-19
                                  • The consumer
                                    • High ownership of smart earbuds in Generation Z
                                      • Figure 2: Technology products owned by Generation Z, July 2020
                                    • Almost four in 10 Generation Z consumers have a voice-controlled speaker at home
                                      • Figure 3: Technology products in the home, July 2020
                                    • Many of Generation Z are not regular TV watchers
                                      • Figure 4: Generation Z’s daily usage of technology products, July 2020
                                    • Increased usage of technology products across the board since COVID-19
                                      • Figure 5: Impact of COVID-19 on Generation Z’s daily usage of technology products, July 2020
                                    • Generation Z favour smartphones over tablets for vast majority of activities
                                      • Figure 6: Generation Z’s preferred device for particular activities, July 2020
                                    • iPhone SE to engage Generation Z but lack of 5G could be problematic
                                      • Figure 7: Generation Z’s interest in buying technology devices in next year, July 2020
                                    • Vast majority of Generation Z prefer streaming services to traditional TV
                                      • Generation Z indicate ongoing interest in video calling
                                        • Over half of 16-23 year olds are concerned about too much technology usage
                                          • Figure 8: Attitudes towards streaming services, video calling and too much technology usage, July 2020
                                      • COVID-19 and Technology Habits of Generation Z

                                        • Impact of COVID-19 on the technology habits of Generation Z
                                          • Figure 9: Short, medium and long-term impact of COVID-19 on the technology habits of generation Z, 16 September 2020
                                        • Impact on companies and brands
                                          • Instagram Guides start on Wellbeing theme during COVID-19
                                            • Fitbit’s new flagship smartwatch can support Generation Z during COVID-19
                                              • Impact on consumers
                                                • Increased usage of technology products across the board since COVID-19
                                                  • Gen Z will continue to embrace video calling after the pandemic
                                                  • Issues and Insights

                                                    • How COVID-19 is impacting the technology habits of Generation Z
                                                      • Spreading news and resources on digital addiction to build Generation Z’s knowledge
                                                        • Generation Z becoming increasingly hard to reach with traditional TV ads
                                                        • The Market – Key Takeaways

                                                          • Generation Z feeling the stresses of limited social interaction
                                                            • Generation Z most prominent in shift away from traditional TV
                                                            • Market Background

                                                              • In-person social interaction still much more important than online for Generation Z
                                                                • Figure 10: Activities that Generation Z most enjoy, July 2020
                                                              • Importance of video calling during lockdown to combat loneliness
                                                                • Streaming services thriving during lockdown
                                                                  • TV viewing among 16-24 year olds continues to drop significantly
                                                                    • Figure 11: Average minutes per day spent watching broadcast TV, 2010-19
                                                                  • Generation Z’s technology purchasing likely to be relatively resilient
                                                                  • Companies and Brands – Key Takeaways

                                                                    • Brands prioritise wellbeing during COVID-19
                                                                      • Apple develops privacy features for iOS, spelling bad news for advertisers
                                                                      • Launch Activity and Innovation

                                                                        • Instagram adds Reels to compete with TikTok for Generation Z
                                                                          • Instagram Guides start on Wellbeing theme during COVID-19
                                                                            • iOS 14 includes new privacy feature but will impact advertisers
                                                                              • Some positivity for Generation Z
                                                                                • Fitbit’s new flagship smartwatch can support Generation Z’s struggles during COVID-19
                                                                                  • Stress tracking and possible illness prediction
                                                                                    • Appeal of the Fitbit Sense to Generation Z
                                                                                      • Fortnite adds direct payments but is then removed from App Store and Google Play
                                                                                      • The Consumer – Key Takeaways

                                                                                        • Smart earbuds high in Generation Z’s interests
                                                                                          • Generation Z have clear preference for video-sharing websites ahead of TV
                                                                                          • Impact of COVID-19 on Consumer Behaviour

                                                                                            • Increased usage of technology products across the board since COVID-19 outbreak
                                                                                              • Growth in technology usage despite mental health concerns
                                                                                                • Figure 12: Impact of COVID-19 on Generation Z’s daily usage of technology products, July 2020
                                                                                            • Ownership of Technology Devices

                                                                                              • High ownership of smart earbuds in Generation Z
                                                                                                • Partnership between smart earbuds manufacturers and fashion retailers to engage Generation Z
                                                                                                  • Battery life key to convincing Generation Z away from AirPods
                                                                                                    • Lower-end and refurbished tablets can appeal to Generation Z
                                                                                                      • Figure 13: Technology products owned by Generation Z, July 2020
                                                                                                    • Almost four in 10 Generation Z consumers have a voice-controlled speaker at home
                                                                                                      • Figure 14: Technology products in the home, July 2020
                                                                                                  • Usage of Technology Devices

                                                                                                    • Many of Generation Z are not regular TV watchers
                                                                                                      • Casting social media to TV could be a key selling point
                                                                                                        • Figure 15: Generation Z’s daily usage of technology products, July 2020
                                                                                                      • Generation Z favour smartphones over tablets for vast majority of activities
                                                                                                        • Figure 16: Generation Z’s preferred device for particular activities, July 2020
                                                                                                    • Interest in Buying Technology Products

                                                                                                      • iPhone SE can engage Generation Z but lack of 5G could be problematic
                                                                                                        • 5G smartphones with exclusive games could move Generation Z away
                                                                                                          • Figure 17: Generation Z’s interest in buying technology devices in next year, July 2020
                                                                                                      • Attitudes towards Technology

                                                                                                        • Vast majority of Generation Z prefer streaming services to traditional TV
                                                                                                          • Traditional TV channels on video-sharing websites potentially key for advertisers
                                                                                                            • Generation Z indicate ongoing interest in video calling
                                                                                                              • Generation Z the ideal audience for gaming and calling experiences
                                                                                                                • Over half of 16-23 year olds concerned about too much technology usage
                                                                                                                  • Figure 18: Attitudes towards streaming services, video calling and too much technology usage, July 2020
                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                  • Abbreviations
                                                                                                                    • Consumer research methodology

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