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UK Technology Habits of Generation Z Market Report

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 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

For this report, Generation Z has been defined as those aged 6-18 at the time of writing. However, the consumer data is based on a sample of 12-18-year-olds as this is currently considered to be the core group for marketers and brands.

  • Generation Z – born 2000-12
  • Millennials – born 1980-99
  • Millennials (younger) – born 1990-99
  • Millennials (older) – born 1980-89
  • Generation X – born 1965-79
  • Baby Boomers – born 1946-64
  • Swing Generation/World War II – born 1945 or before

What you need to know

Generation Z has grown up with constant access to technology and digital media, and this therefore plays a central role in how its members communicate and build social relationships. Mobile phone ownership is similar to that of Millennials when they were the same age, but the key difference is that almost all of these devices are now smartphones. This gives the owner access to an app ecosystem that supports instant group messaging, media sharing and music and video consumption.

Brands have been forced to adapt to these changing habits by ensuring they remain ahead of the latest trends in methods of communication and engaging with content that this group uses. In particular, it has opened up a new era of brand promotion where online influencers can offer a direct link to a specific audience, and a presence on social media gives brands a human connection.

Expert analysis from a specialist in the field

Written by Andrew Moss, 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.

Generation Z is characterised by having grown up with near-constant access to technology and a wealth of digital services in their everyday life. They are heavy users of instant messaging services, and these are likely to play an important role in the future of how brands interact with customers. Meanwhile, concern over digital addiction has seen tech companies attempt to promote healthy digital behaviours. Ultimately, improvements in this area can be expected to create a more engaged and receptive consumer. Andrew Moss
Consumer Technology Analyst

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Table of contents

  1. Overview

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

          • The market
            • Constant digital exposure
              • The relationship between technology, experiences, and brands
                • Influencers offer key marketing for brands
                  • Digital advertising goes mobile
                    • Digital addiction increasingly a concern
                      • Figure 1: Generation Z online behaviours, June 2018
                    • Companies and brands
                      • Twitter combatting fake news
                        • Spotify updates mobile app to give users greater control
                          • Facebook adds measures to educate and protect users
                            • Exclusive features push users to the Apple ecosystem, for fear of missing out
                              • The consumer
                                • Nearly all have access to a smartphone
                                  • Laptops a popular option for older Gen-Zers
                                    • Multiple avenues for media consumption through personal and household devices
                                      • Figure 2: Personal and household ownership of technology devices, June 2018
                                    • Gaming leads digital activities
                                      • Social media access
                                        • Messenger apps an opportunity for extending reach
                                          • YouTube most likely to be accessed
                                            • Figure 3: Social networks accessed at least once a week, June 2018
                                          • Stories encourage a constant digital presence
                                            • Social media for social change
                                              • Figure 4: Activities performed on social media, June 2018
                                            • eSports a rapidly growing market
                                              • Influencers have wide-reaching appeal
                                                • What we think
                                                • Issues and Insights

                                                  • Media viewing habits changing the way brands reach consumers
                                                    • The facts
                                                      • The implications
                                                        • Digital addiction and a toxic online environment
                                                          • The facts
                                                            • The implications
                                                            • The Market – What You Need to Know

                                                              • Constant digital exposure
                                                                • The relationship between technology, experiences, and brands
                                                                  • Digital advertising goes mobile
                                                                    • Brands must demonstrate social responsibility
                                                                      • Digital addiction increasingly a concern
                                                                      • Market Background

                                                                        • Constant digital exposure
                                                                          • The smartphone generation
                                                                            • Seeking unique experiences
                                                                              • Figure 5: How Generation Z would spend £1,000, by age, June 2018
                                                                            • The relationship between technology, experiences, and brands
                                                                              • Influencers offer key marketing for brands
                                                                                • Figure 6: Top 5 Instagram influencers in the beauty sector, by cost per post, 2018
                                                                              • Digital advertising goes mobile
                                                                                • Brands must demonstrate social responsibility
                                                                                  • Social networks facilitate the spread of misinformation
                                                                                    • Digital addiction increasingly a concern
                                                                                      • Controlling negative experiences and cyberbullying
                                                                                        • Figure 7: Generation Z online behaviours, June 2018
                                                                                    • Companies and Brands – What You Need to Know

                                                                                      • Social networks combatting fake news
                                                                                        • Spotify updates mobile app
                                                                                          • Apple expands FaceTime to support groups
                                                                                            • Facebook tackles social media addiction
                                                                                            • Launch Activity and Innovation

                                                                                              • Combatting fake news
                                                                                                • Facebook
                                                                                                  • Twitter
                                                                                                    • Spotify updates mobile app to give users greater control
                                                                                                      • Snapchat uses visual search to aid product discovery
                                                                                                        • Apple’s iOS 12 promotes social connectivity, digital assistant interaction, and wellbeing
                                                                                                          • Exclusive features push users to the Apple ecosystem, for fear of missing out
                                                                                                            • Taking another shot at voice control
                                                                                                              • Combatting digital addiction
                                                                                                                • Facebook adds measures to educate and protect users
                                                                                                                • The Consumer – What You Need to Know

                                                                                                                  • Nearly all have access to a smartphone
                                                                                                                    • Multiple avenues for media consumption
                                                                                                                      • Portable gaming devices have more diverse appeal than static consoles
                                                                                                                        • Gaming leads digital activities
                                                                                                                          • Messenger apps an opportunity for extending reach
                                                                                                                            • YouTube most popular social networking site
                                                                                                                              • Stories encourage a constant digital presence
                                                                                                                                • eSports a rapidly growing market
                                                                                                                                • Device Ownership

                                                                                                                                  • Nearly all have access to a smartphone
                                                                                                                                    • Figure 8: Personal and household ownership of technology devices, June 2018
                                                                                                                                    • Figure 9: Ownership of smartphones, by age, June 2018
                                                                                                                                  • Laptops a popular option for older Gen-Zers
                                                                                                                                    • Figure 10: Ownership of laptops, by age, June 2018
                                                                                                                                  • Multiple avenues for media consumption through personal and household devices
                                                                                                                                    • Males key owners of static consoles, but portable consoles have more diverse appeal
                                                                                                                                    • Digital Activities

                                                                                                                                      • Gaming leads digital activities
                                                                                                                                        • In-app purchasing a familiar activity for this generation
                                                                                                                                          • Figure 11: Digital activities performed by Generation Z, June 2018
                                                                                                                                          • Figure 12: Digital activities performed by Generation Z, by device, June 2018
                                                                                                                                        • Social media access
                                                                                                                                          • Messenger apps an opportunity for extending reach
                                                                                                                                            • Instant chat to support brand communication
                                                                                                                                              • Automated chat services
                                                                                                                                                • Gen-Zers continue the push towards video streaming
                                                                                                                                                • Social Media Platforms

                                                                                                                                                  • YouTube most likely to be accessed
                                                                                                                                                    • Instagram just in the lead of the big three networks
                                                                                                                                                      • Fringe networks
                                                                                                                                                        • Rejection of social media
                                                                                                                                                          • Figure 13: Social networks accessed at least once a week, June 2018
                                                                                                                                                      • Social Activities

                                                                                                                                                        • Stories encourage a constant digital presence
                                                                                                                                                          • Figure 14: Activities performed on social media, June 2018
                                                                                                                                                        • AR and the rise of filters
                                                                                                                                                          • Social media profiles follow users across the web
                                                                                                                                                            • Brand marketing doesn’t mean marketing the product
                                                                                                                                                              • Figure 15: Brand marketing on social media
                                                                                                                                                            • Social media for social change…
                                                                                                                                                              • …but fake news is a significant concern
                                                                                                                                                              • Technology Habits

                                                                                                                                                                • Influencers have wide-reaching appeal
                                                                                                                                                                  • eSports a rapidly growing market
                                                                                                                                                                    • TV is still the preferred choice for media consumption
                                                                                                                                                                      • Gen-Zers embrace streaming
                                                                                                                                                                        • Streaming preferred method of paying for video content
                                                                                                                                                                          • Access to music helped by streaming
                                                                                                                                                                            • Figure 16: Generation Z technology behaviours, June 2018
                                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                            • Abbreviations
                                                                                                                                                                              • Consumer research methodology