Is Mobile the most important channel for Gen Z?

19 February 2018 / Brían Taylor

It’s well known that Gen Z prize their smartphone as their lifeline to their friends, family and the rest of the world. It’s hardly surprising that 97% of Gen Z asked own a smartphone. The second most popularly owned tech device was a laptop at 75%, followed by tablets at 42% ownership - only 27% own a desktop computer (below). With penetration nearly at absolute for mobile, it is arguably the most important tool to consider in a marketing repertoire and deserves a dedicated device roadmap.

Generation Z device ownership

It’s vital to remember Z are a cohort of millions of individuals whose interests, attitudes and digital lifestyles overlap and diverge at multiple touchpoints. Their mindsets when using mobile are fluid and shift from moment to moment. Of course, this isn’t unique to a Z audience, but considering Z-specific activities when planning your mobile strategy will prove beneficial.

For example, Z might first be driven to use their smartphone to get directions to a venue, then to broadcast their experience to their friends, and a few hours later, to consume content from others who shared the event with them. The bottom line is that within mobile there are hundreds of combinations of circumstances that influence how well brand content will penetrate at any one moment.

Two mobile phones connected by three lines

Don’t neglect the bricks and mortar, nor traditional media. Now more than ever a multifaceted marketing approach is needed as competitors saturate the digital space, particularly social feeds.

The online and offline worlds increasingly overlap; customers browse mobile whilst in bricks and mortar stores. When Z are in a purchasing mindset, or at a certain location (a shopping mall, a bar, at the gym...) certain genres of ads stand a better chance of penetration. Deliver an effective in-feed snack advert during a supermarket shopping trip, for example, and you might pique that interest. Context is key.

To get to know more about building a mobile strategy specifically for Generations Y and Z, check out Jaywing’s ‘Mobile Millennials’ publication.


Key brand points

1. Understand the volume and type of mobile interactions you are currently getting within your digital estate and understand what the opportunity is.

2. Define the mobile ambition: on device, on-site and in-feed are useful starting points to think beyond just “mobile first”.

3. Get the basics right. Ensure your site is lightweight and optimised for mobile, consider Accelerated Mobile Pages (AMP) to improve speed and listings, and audit and review mobile App-Store listings.


To access the full report 'Nine questions brands want to ask about Gen Z - answered', download your free whitepaper today.