It may not be groundbreaking knowledge that Generation Z - those born between 1997 and 2012 - are constantly on their cell phones. But it's still surprising that young people spend more than five hours a day on their cell phones. This doesn't even include other screens such as tablet, lapop or TV. The up-and-coming platform is TikTok.
The data comes from an analysis by the Zurich digital agency Xeit, which evaluated the effective smartphone usage behavior of almost 100 Swiss young people over the course of a month and derived findings for marketing.
Nothing works without smartphone and social media
On average, Generation Z spends 37 hours a week on their cell phones, which corresponds to a 90 percent workload. By far, young men and women spend the most time on social media apps such as Instagram, Snapchat and increasingly TikTok, which they use for chatting and networking.
Interestingly, one fifth of the study participants still have the Facebook app installed - even if it is hardly used - while e-mail or an e-mail app is no longer used at all by one third of the young people surveyed.
On the other hand, gaming and streaming - music, series and movies - are very popular. While there are no differences between the genders in terms of average cell phone time and the popularity of social media in general, they are all the more exciting when it comes to gaming and the popularity of the individual social media platforms.
Importance of screen time for marketing
Generation Z is already a significant target group for many industries, and it will become increasingly important in the future. Accordingly, it is central to know and understand the young people, their interests and their online behavior. Which platform is best suited for contacting the young and in what form can be derived from the evaluation. As far as the timing of a possible interaction is concerned, it was also confirmed: Generation Z is almost always accessible.
For the Gen-Z Report has Xeit evaluated screen time and real cell phone usage on the basis of screenshots taken by participants between the ages of 13 and 19. The screenshots of the usage activities regularly sent in by the study participants each show the average weekly screen time and usage time of various apps, over a total period of four weeks. Ninety-five adolescents took part.
The Gen-Z report can be downloaded from the Website of Xeit can be requested.