Canada Attitudes towards Tech: Gen Z vs Millennials Market Report 2022
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Description
“Both Millennials and Gen Z are heavily plugged-in generations, but there are a few differences between them when it comes to their approach to technology. First, it’s worth pointing out that while Gen Z are digital natives, most Millennials are not, and this informs the speed at which each generation adapts to new tech. Lifestages are the other half of the puzzle. Millennials are a split generation. Many older Millennials are married, homeowners, have children or are some combination of the three, while many younger Millennials are closer to Gen Z in their lifestages. These things affect the types of tech each demographic is willing to invest time and money into.”
– Michael Lloy, Senior Tech & Media Analyst
This Report looks at the following areas:
- How Gen Z and Millennial consumers acquire their tech.
- Gen Zs’ and Millennials’ knowledge and participation levels regarding the metaverse.
- Barriers to purchasing and upgrade technology on a regular basis.
- Devices Millennials and Gen Zs prefer to do some common activities on.
- General attitudes towards tech and media from Gen Z and Millennials.
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- What you need to know
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Executive Summary
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- Top takeaways
- Market overview
- Gen Z and Millennial tech trends outlook
- Figure 1: Category outlook, Gen Z and Millennial tech trends, 2022-27
- Opportunities
- Lean into a combination of mobility and visual fidelity for younger consumers
- Young men are avid desktop users, which can help with targeting
- Challenges
- Can more integration with creators solve the metaverse slump?
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The Target Audiences – By the Numbers
- Teenage years still play an important role in developing tech habits for Gen Z, while Millennial habits are more developed
- Gen Z is a smaller generation than Millennials
- Figure 2: Share of Canadian population, by generation, 2021
- Marketing to Millennials is tough because they are a “split” generation, transitioning through lifestages
- Figure 3: Marital status, by generation, 2022
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- Figure 4: Parental status, by generation, 2022
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- Figure 5: Home ownership, by generation, 2022
- Gen Z and Millennials are both more ethnically diverse than Canadians overall
- Figure 6: Ethnic origins, by age, 2016
- Diversity among future generations is projected to increase
- Figure 7: Canadian population age projections, yearly, 1981-2040
- Teenage years still play an important role in developing tech habits for Gen Z, while Millennial habits are more developed
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Market Factors – Economic Indicators
- Inflation is a top-of-mind concern for most Canadians
- Figure 8: Canadian Consumer Price Index, 2020-22
- Most Canadians are worried about inflation, while Millennials in particular are worried about interest rates
- Figure 9: Canadian market concerns (net any rank), by generation, 2022
- Household savings are falling rapidly
- Figure 10: Canadian household savings rate, Q1 2019-Q1 2022
- Canada’s ageing population will likely put pressure on Millennial households
- Figure 11: Canadian population age projections, yearly, 2000-40
- Global uncertainty, chip shortages and supply chain issues persist
- Inflation is a top-of-mind concern for most Canadians
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Competitive Strategies
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- Meeting the needs of young consumers via the lens of the Identity Trend Driver
- Work Louder has created a fully customizable modular keyboard to support each individual user
- Figure 12: Work Louder Instagram post, 2022
- Meeting the needs of young consumers through the lens of the Surroundings Trend Driver
- Will Canadians turn to tech to solve the housing crisis?
- Figure 13: Unique Stay Canada Fibonacci house Instagram post, August 2021
- TELUS’ Mobile Health Clinics show consumers it cares
- Figure 14: TELUS Mobile Health Clinic Twitter post, October 2021
- Meeting the needs of young consumers via the lens of the Technology Trend Driver
- The future is here with “live shopping”
- Figure 15: Livescale Instagram post, August 2021
- L’Oréal went live
- Figure 16: L’Oréal’s Beauty Festival Instagram post, June 2021
- Walmart explores metaverse trademarks
- Meeting the needs of young consumers through the lens of the Wellbeing Trend Driver
- Samsung gamifies health and turns it into a competitive, but friendly social experience
- Figure 17: Samsung Galaxy Watch 4 Instagram post, August 2021
- Meeting the needs of young consumers through the lens of the Experience Trend Driver
- Spotify has acquired the music trivia game Heardle
- Figure 18: Spotify Heardle Instagram post, July 2021
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Attitudes towards Tech: Millennials vs Gen Z – Fast Facts
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Basic Attitudes towards Tech
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- Over a third of young Canadians still find new tech confusing
- Figure 19: New tech confusion, by generation (% any agree), 2022
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- Figure 20: Samsung Canada Freestyle Instagram post, January 2022
- Figure 21: New tech confusion, by generation and gender (% any disagree), 2022
- Gen Z want to reduce screen time to better their mental health
- Figure 22: Tech integration vs limitation (% any agree), by generation, 2022
- Young men across generations are the primary drivers for tech integration
- Figure 23: Tech integration (% any agree), by gender and generation, 2022
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- Figure 24: LG Fridge Instagram post, June 2022
- Young South Asian consumers also drive tech integration, but also wouldn’t mind reducing screen time
- Figure 25: Gen Z and Millennial tech integration vs limitation (% any agree), South Asians vs overall, 2022
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New Tech Ownership and Purchase Habits
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- Gen Z Canadians are more likely to receive new tech as a gift
- Figure 26: New tech purchase source, by generation, 2022
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- Figure 27: RBC iPad Facebook post, June 2022
- There is no gender split among young consumers who buy tech with their own money
- Figure 28: New tech purchase source, by generation and gender, 2022
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- Figure 29: Samsung Canada Instagram post, June 2022
- Gen Z and younger Millennials are more excited by new tech
- Figure 30: Having new technology is exciting (% any agree), by generation, 2022
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- Figure 31: Samsung Facebook post, March 2022
- Figure 32: [CES 2002] #YouMake Project: Make it your own | Samsung, January 2022
- Ensure insure for Gen Z men
- Figure 33: Device insurance is typically a good investment (% any agree), by generation, 2022
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- Figure 34: Samsung Nigeria Instagram post, September 2022
- Young men are more likely to view new tech ownership as a status indicator
- Figure 35: New tech attitudes (% any agree), by generation and gender, 2022
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- Figure 36: Samsung Canada Instagram post, June 2022
- Young South Asian Canadians are significantly more likely to pursue the newest tech
- Figure 37: New tech attitudes of Millennials and Gen Z combined (% any agree), Asians vs overall, 2022
- Despite more positive attitudes towards new tech, the majority of young Canadians wait to upgrade
- Figure 38: Device upgrade frequency, by generation, 2022
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- Figure 39: Device upgrade frequency, by generation and gender, 2022
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Tech Purchase and Upgrade Barriers
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- Cost and value are major hurdles for most Canadians when it comes to upgrades
- Figure 40: Device upgrade barriers, by generation, 2022
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- Figure 41: “Lacklustre value” as a reason for not upgrading mobile devices more regularly, by generation and gender, 2022
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- Figure 42: Sony Twitter post, March 2022
- When approaching Gen Z men, make it new, but not too new
- Figure 43: “Learning curve” as a reason for not upgrading mobile devices more regularly, by generation and gender, 2022
- Privacy isn’t a top-of-mind concern for young Canadians when it comes to upgrading their mobile devices
- Figure 44: Privacy on iPhone |Data Auction | Apple, May 2022
- Brands need to work to change perceptions of smart home tech among young Canadians
- Figure 45: Smart home tech is too expensive (% any agree), by generation, 2022
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- Figure 46: Connected Home 3.0 | LG Canada (English), May 2022
- Supply chain issues are affecting younger Canadians more
- Figure 47: Tech shortage (% agree), by generation, 2022
- Young men feel more affected by ongoing tech shortages
- Figure 48: Tech shortage (% agree), by generation and gender, 2022
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Streaming Habits
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- Gen Z Canadians have warmed up to streaming as a business model
- Figure 49: Subscription service attitudes (% any agree), by generation, 2022
- …nearly half of young Canadians would be interested in some form of streaming service bundle
- Figure 50: “I would be interested in a streaming video bundle” (% agree), by generation, 2022
- Canada’s younger generations are all pretty engaged with video entertainment media
- Figure 51: Streaming media activity, by generation, 2022
- Young men access YouTube on a more diverse selection of devices
- Figure 52: Watching YouTube, by device, by generation and gender, 2022
- Gen Z is significantly more open to watching movies and TV shows via mobile device and laptops…
- Figure 53: Movie and TV device activity, by generation, 2022
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- Figure 54: Samsung Canada Tab S8 Instagram post, February 2022
- …but, at the same time, TV and movies are becoming less relevant to younger consumers
- Figure 55: “I spend more time on social media than watching TV/movies on average” (% agree), teens, by age and gender, 2022
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- Figure 56: Teen advertising memory, teens 13-17, 2022
- Sports gambling is driving mobile sports engagement for younger Millennials and Gen Z
- Figure 57: Sports viewing consumption device preference, by generation, 2022
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Work and Play
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- Younger generations have a higher preference for portability in gaming
- Figure 58: “I prefer handheld or mobile gaming to console or PC gaming”, by generation, 2022
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- Figure 59: “I prefer handheld or mobile gaming to console or PC gaming”, by generation and gender, 2022
- Outside of mobile gaming, console brand is significantly important to young men
- Figure 60: Console brand preference (% any agree), by generation and gender, 2022
- Multiplayer gaming activity declines more steadily with age than single player
- Figure 61: Gaming activity, by generation and gender, 2022
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- Figure 62: Steam Play Together Sale Twitter post, February 2022
- Gen Z men prefer PC gaming to console gaming, but this trend reverses with age
- Figure 63: Male gaming device preference, single player vs multiplayer, by generation, 2022
- Older Millennial women are more avid single-player mobile gamers, while younger women engage in multiplayer on a wider variety of devices
- Figure 64: Female gaming device preference, single player vs multiplayer, by generation, 2022
- The launch of the iGO Gaming market has resulted in a spike of mobile device gambling among young men
- Figure 65: Gambling device preference, by generation, 2022
- While most young consumers prefer to work or study via laptop, this preference is pronounced among Gen Z consumers
- Figure 66: Work/study device preference, by generation, 2022
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Social Media and Communication Habits
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- Gen Z prefers visual platforms
- Figure 67: Social media daily usage, by platform and generation, 2022
- As a result of higher engagement with visual platforms, more Gen Z and younger Millennial consumers are video chatting
- Figure 68: Video chatting device preference, by generation, 2022
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- Figure 69: Samsung Fold 3 Instagram post, September 2021
- Gen Z and young Millennials are utilizing social media to talk to their peers
- Figure 70: “I talk to my friends through social media more than I do through texting/IM apps” (% agree), by generation, 2022
- Still, the majority of young Canadians prefer to message their friends and family on a mobile device
- Figure 71: Social media messaging device preference, by generation, 2022
- Mobile phones are the device of choice for all generations, but gender dynamics play a small part in preference
- Figure 72: Social media browsing device preference, by generation and gender, 2022
- Posting habits generally mirror browsing habits for young Canadians
- Figure 73: Social media posting device preference, by generation and gender, 2022
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- Figure 74: Samsung TikTok video, March 2022
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Spotlight On: The Metaverse
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- What is the metaverse?
- Figure 75: metaverse knowledge and participation, by generation, 2022
- Women across generations are driving a lack of knowledge on the metaverse
- Figure 76: “I have not heard of or know nothing about the metaverse”, by generation and gender, 2022
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- Figure 77: “I have heard of the metaverse and know a lot about it”, by generation and gender, 2022
- Only about one in seven consumers can even envision themselves participating in the metaverse regularly
- Figure 78: “I can see myself participating in the metaverse regularly” (% agree), by generation, 2022
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- Figure 79: “I can see myself participating in the metaverse regularly” (% agree), by generation and gender, 2022
- At its core, metaverse still seems to be in a conceptual phase to both consumers and brands
- Figure 80: Nokia metaverse Twitter post, May 2022
- Figure 81: LG metaverse Twitter post, January 2022
- Metaverse may have an authenticity issue
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Mintel Trend Drivers
- Abbreviations and terms
- Abbreviations
- Terms
- Data sources
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.
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