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Technology Habits of Generation Z - UK - September 2019

“Growing up with constant connectivity and universal smartphone use has seen Generation Z integrate digital communication and technology into every aspect of life. Social media platforms and messaging apps dominate smartphone use, while gaming is extremely popular across all devices. With creativity and expressing identity priorities for Gen Zers, brands must look beyond traditional advertising and towards more engaged, interactive campaigns that place the emphasis on user content”.

– Matt King, Category Director - Technology

This report examines the following issues:

  • Can new platforms challenge the dominance of the leading social media brands?
  • Advertisers cannot rely on traditional methods to reach Generation Z

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Table of contents

  1. Overview

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

          • The market
            • Appearance is important to over eight in 10 Gen Zers
              • Figure 1: Importance of appearance, June 2019
            • The risk of technological overload
              • Figure 2: Online attitudes of Generation Z, June 2019
            • A third of Gen Z prioritise having the latest technology
              • Figure 3: Priorities of Generation Z, June 2019
            • Children’s live television viewing has halved since 2010
              • Figure 4: Average daily minutes of TV viewing, 2010-18
            • Companies and brands
              • Rebrand sees TikTok rapidly build a large Generation Z base
                • Facebook continues to innovate to attract younger users
                  • Instagram hides public likes count to remove pressure
                    • The consumer
                      • Smartphone ownership is almost universal among Gen Zers
                        • Figure 5: Personal device ownership, June 2019
                      • Most Gen Zers are living in technologically engaged homes
                        • Figure 6: Household device ownership, June 2019
                      • Gaming is the most popular digital activity across devices
                        • Figure 7: Digital activities performed by Generation Z, June 2019
                      • YouTube remains the most popular platform among Generation Z
                        • Figure 8: Social networks accessed at least once a week, June 2019
                      • Social media stories are as popular as traditional posts
                        • Figure 9: Social media activities, June 2019
                      • Only 18-19 year olds are likely to buy technology devices themselves
                        • Figure 10: Buying technology devices, by age, June 2019
                      • Recommendations from friends and family are most important for Gen Z
                        • Figure 11: Researching new technology products, June 2019
                      • What we think
                      • Issues and Insights

                        • Can new platforms challenge the dominance of the leading social media brands?
                          • The facts
                            • The implications
                              • Advertisers cannot rely on traditional methods to reach Generation Z
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Appearance is important to over eight in 10 Gen Zers
                                      • A third of Gen Z prioritise having the latest technology
                                        • Children’s live television viewing has halved since 2010
                                          • Rising mobile focus of digital advertising is making Gen Z more accessible
                                          • Market Background

                                            • Generation Z accounts for 15% of the UK population
                                              • Figure 12: Age structure of the UK population (projected), 2019
                                            • Appearance is important to over eight in 10 Gen Zers
                                              • Figure 13: Importance of appearance, June 2019
                                            • The risk of technological overload
                                              • Figure 14: Online attitudes of Generation Z, June 2019
                                            • A third of Gen Z prioritise having the latest technology
                                              • Figure 15: Priorities of Generation Z, June 2019
                                            • Children’s live television viewing has halved since 2010
                                              • Figure 16: Average daily minutes of TV viewing, 2010-18
                                            • Rising mobile focus of digital advertising is making Gen Z more accessible
                                              • Brands must look beyond follower numbers when it comes to influencers
                                                • Figure 17: Top 5 Instagram influencers, by cost per post, 2019
                                                • Figure 18: Top 5 Instagram influencers in the beauty sector, by cost per post, 2019
                                              • Influencers on fringe platforms provide opportunities for targeting
                                              • Companies and Brands – What You Need to Know

                                                • Rebrand sees TikTok rapidly build a large Generation Z base
                                                  • Facebook continues to innovate to attract younger users
                                                    • Spotify looks to boost integration with Facebook and Instagram
                                                      • Apple and Google continue to upgrade digital addiction tools
                                                        • Instagram hides public likes count to remove pressure
                                                        • Launch Activity and Innovation

                                                          • Rebrand sees TikTok rapidly build a large Generation Z base
                                                            • Advertisers on TikTok encouraging creative interaction
                                                              • Figure 19: Content created and uploaded online in the last 12 months, by age, December 2018
                                                            • Facebook continues to innovate to attract younger users…
                                                              • …while fake news remains a major concern
                                                                • Spotify looks to boost integration with Facebook and Instagram
                                                                  • Apple and Google continue to upgrade digital addiction tools
                                                                    • iOS 13 update boosts media editing tools
                                                                      • Android 10 introduces focus mode to aid concentration
                                                                        • Figure 20: Android Focus Mode
                                                                      • Instagram hides public likes count to remove pressure
                                                                        • Fairphone to launch third edition of its environmental smartphone
                                                                          • Figure 21: The Fairphone 3 smartphone
                                                                      • The Consumer – What You Need to Know

                                                                        • Smartphone ownership is almost universal among Gen Zers
                                                                          • Eight in 10 Gen Zers personally own three or more devices
                                                                            • Most Gen Zers are living in technologically engaged homes
                                                                              • Gaming is the most popular digital activity across devices
                                                                                • Generation Z are prioritising short-form videos
                                                                                  • YouTube remains the most popular platform among Generation Z
                                                                                    • Female Gen Zers more likely to use Instagram and Snapchat
                                                                                      • Social media stories are as popular as traditional posts
                                                                                        • Only 18-19 year olds are likely to buy technology devices themselves
                                                                                          • Recommendations from friends and family are most important for Gen Z
                                                                                          • Device Ownership

                                                                                            • Smartphone ownership is almost universal among Gen Zers
                                                                                              • Figure 22: Personal device ownership, June 2019
                                                                                            • Eight in 10 Gen Zers personally own three or more devices
                                                                                              • Figure 23: Repertoire of personal device ownership, June 2019
                                                                                            • Gen Z females more likely to own smartphones and laptops
                                                                                              • Laptop ownership peaks with young adults at nearly nine in 10
                                                                                                • Figure 24: Personal device ownership, by age, June 2019
                                                                                              • Most Gen Zers are living in technologically engaged homes
                                                                                                • Figure 25: Household device ownership, June 2019
                                                                                            • Digital Activities

                                                                                              • Gaming is the most popular digital activity across devices…
                                                                                                • …but social media and messaging are close behind
                                                                                                  • Generation Z are prioritising short-form videos
                                                                                                    • Figure 26: Digital activities performed by Generation Z, June 2019
                                                                                                  • Most activities are carried out more on smartphones…
                                                                                                    • …but longer form video lends itself to larger screens
                                                                                                      • Figure 27: Digital activities performed by Generation Z, by device, June 2019
                                                                                                    • Half of 18-19 year olds are using smartphones for banking
                                                                                                      • Figure 28: Revolut’s rainbow card campaign
                                                                                                  • Social Media Activity

                                                                                                    • YouTube remains the most popular platform among Generation Z
                                                                                                      • Facebook is not as popular as Instagram or Snapchat among Gen Zers
                                                                                                        • Female Gen Zers more likely to use Instagram and Snapchat…
                                                                                                          • …while nearly all 16-19 year old social media users are using YouTube regularly
                                                                                                            • Figure 29: Social networks accessed at least once a week, June 2019
                                                                                                          • Social media stories are as popular as traditional posts…
                                                                                                            • …and are the most popular way to share content for Gen Z girls
                                                                                                              • Gen Zers are keen to use social media logins with third parties
                                                                                                                • Gen Zers are happier sharing news and good causes than political views
                                                                                                                  • Figure 30: Social media activities, June 2019
                                                                                                              • Purchasing Technology Products

                                                                                                                • Only 18-19 year olds are likely to buy technology devices themselves
                                                                                                                  • Figure 31: Buying technology devices, by age, June 2019
                                                                                                                • Most buying devices for themselves are using money they have earned
                                                                                                                  • Figure 32: Paying for technology devices, June 2019
                                                                                                                • Recommendations from friends and family are most important for Gen Z
                                                                                                                  • Professional reviews and user reviews are equally popular
                                                                                                                    • Figure 33: Researching new technology products, June 2019
                                                                                                                  • Over half of Gen Zers research three or more sources before purchasing
                                                                                                                    • Figure 34: Repertoire of research sources, June 2019
                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                    • Abbreviations
                                                                                                                      • Consumer research methodology

                                                                                                                      Technology Habits of Generation Z - UK - September 2019

                                                                                                                      £1,995.00 (Excl.Tax)