It may not be groundbreaking knowledge that Generation Z - those born between 1997 and 2012 - are constantly on their cell phones. But it is surprising that young people spend more than five hours a day on their mobile phone screens. That's not even counting 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 behaviour 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 mobile phones, which corresponds to a 90 percent workload. By far, the 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, a fifth of the participants in the study 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 a third of the young people surveyed.
On the other hand, gaming and streaming - music, series and films - are very popular. While there are no differences between the sexes in terms of average mobile 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 to get in touch with 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 the screen time and real mobile phone use on the basis of screenshots of the participants aged between 13 and 19 years. 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. 95 adolescents participated.
The Gen-Z-Report can be downloaded from the Website of Xeit can be requested.