Table of Contents
Executive Summary
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- Impact of COVID-19 on the technology habits of Generation Z
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- 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
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- Figure 2: Technology products owned by Generation Z, July 2020
- Almost four in 10 Generation Z consumers have a voice-controlled speaker at home
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- Figure 3: Technology products in the home, July 2020
- Many of Generation Z are not regular TV watchers
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- Figure 4: Generation Z’s daily usage of technology products, July 2020
- Increased usage of technology products across the board since COVID-19
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- 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
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- 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
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- 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
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- Figure 8: Attitudes towards streaming services, video calling and too much technology usage, July 2020
COVID-19 and Technology Habits of Generation Z
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- Impact of COVID-19 on the technology habits of Generation Z
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- 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
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- 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
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- Generation Z feeling the stresses of limited social interaction
- Generation Z most prominent in shift away from traditional TV
Market Background
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- In-person social interaction still much more important than online for Generation Z
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- 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
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- 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
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- Brands prioritise wellbeing during COVID-19
- Apple develops privacy features for iOS, spelling bad news for advertisers
Launch Activity and Innovation
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- 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
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- 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
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- Increased usage of technology products across the board since COVID-19 outbreak
- Growth in technology usage despite mental health concerns
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- Figure 12: Impact of COVID-19 on Generation Z’s daily usage of technology products, July 2020
Ownership of Technology Devices
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- 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
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- Figure 13: Technology products owned by Generation Z, July 2020
- Almost four in 10 Generation Z consumers have a voice-controlled speaker at home
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- Figure 14: Technology products in the home, July 2020
Usage of Technology Devices
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- Many of Generation Z are not regular TV watchers
- Casting social media to TV could be a key selling point
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- Figure 15: Generation Z’s daily usage of technology products, July 2020
- Generation Z favour smartphones over tablets for vast majority of activities
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- Figure 16: Generation Z’s preferred device for particular activities, July 2020
Interest in Buying Technology Products
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- iPhone SE can engage Generation Z but lack of 5G could be problematic
- 5G smartphones with exclusive games could move Generation Z away
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- Figure 17: Generation Z’s interest in buying technology devices in next year, July 2020
Attitudes towards Technology
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- 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
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- Figure 18: Attitudes towards streaming services, video calling and too much technology usage, July 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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