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Mobile Marketing

Gen Z – Will the Smartphone Generation Change the Way We Work

App developers looking for total market
domination should forget all about Baby Boomers, Generation X, and Millennials.
Sure, these might be huge and potentially lucrative audiences but the only market
that is completely absorbed with their smartphones is Generation Z – and they
are about to change everything.

Are Generation Z?

Generation Z (the demographic group that
followed the much-maligned millennial), were born around the turn of the
century and were technologically weaned on smartphones at the expense of more
cumbersome laptop and desktop devices. For them, the Internet and the digital
services they access are primarily delivered via a mobile device and they
haven’t known anything different.

Market Penetration

Smartphone ownership amongst Generation Z
is off the scale. In the US, it is estimated that 96 percent of Internet users
in the US between the ages of 16 and 20 own a smartphone. Perhaps even more
surprisingly, the US is actually lagging behind the rest of the world with 98
percent of their counterparts in Europe, Latin America, and the Asian Pacific,
and a staggering 99 percent of the same demographic in the Middle East and
Africa access digital services via their smartphone.

And Generation Z certainly knows how to use
their smartphones, with the average user glued to their device for more than
four hours every day.

a Laptop?

While the laptop still has some clout in
more mature digital markets, a third of Gen Z Internet users in the United
States still prefer to access the web in a less mobile fashion, its influence
in emerging markets is on the wane (if it ever existed). In APAC and MEA
regions, 80 percent of Generation Z cites their smartphone as their primary
device for accessing the Internet and online services.

When 80 percent of Internet users have no
connection (physically or emotionally) to a traditional computer – change is

Let’s face facts, if by the time you have
reached the age of 20, you have managed to manage your digital life on a
smartphone screen, the (in)convenience of a bulky laptop becomes a very
difficult proposition to sell. As mobile devices become more powerful, screen
size increases and app developers re-imagine the old way of doing things to
suit the smartphone environment – why would anyone ever want to go back to
using a piece of technology that needs its own bag to carry it around or is
actually tethered to a desk? 

the Foldable Smartphone Isn’t a Gimmick

First Creativity

For those of us who are slightly longer in
the tooth, Gen Z’s apparent addiction to their mobile devices might seema little unusual (it may even appear
to be a complete waste of time) but when you take the time to study what they
are actually doing, you’ll see the generational divide isn’t so wide.

They are communicating with their friends
and wider social networks, they are engaging with businesses and other
organization, they are being entertained, and they are being creative. The only
thing that is different from the old way of doing things is the interface by
which they are connecting and engaging with the world.

New Way of Working

It’s all too easy to dismiss the younger
generation (every generation has done it) but Generation Z will, we believe,
completely change the shape of the way we do business in the future – and the
smartphone (and associated devices) will be at the heart of this change.  The good news for Gen Z (and the bad news for
everyone else) is it will be the older generation that has to catch up.

Smartphone: The Millennial in Your Pocket

As Generation Z enters the workforce, they
will take their smartphone habits with them. Why should they be hunched up over
a desk, staring at a device that looks like it should be in a museum when they
can lounge on a sofa or stand-up at communal poseur table?

Expect a big boom in the office furniture
industry as organizations completely reshape their offices of the future around
the needs of the Generation Z workforce. We can expect office spaces to foster
a more collaborative, creative environment – where the smartphone brings
everyone and everything together.

But what about all those other jobs that
you just cannot do on a smartphone you might ask?

Sure there will be one or two larger
screens dotted around the place – but it’s not just Generation Z who will be
disrupting your workplace, AI might just do away with many of those laborious,
computer jobs we love to hate.

Will the spreadsheet still rule the roost
in tomorrow’s game of office politics – I hope not. 


In the not too distant future, expect the
market to be flooded with a range of disruptive productivity apps to serve the
changing market.

Will this mean the end of Word, Excel,
PowerPoint, and all those other everyday Office tools that we take for granted
in today’s computer-led office environment. Perhaps not immediately but change
is coming and the most dangerous thing anyone in business can say is
“We’ve always done it this way.”

The future belongs to Generation Z and those
of us who are Generation Z at heart.

The next big question is: What comes after

Your Productivity App for Generation Z

Pre-loading your productivity app to
specific smartphone devices, networks or SIM cards, is the best way to ensure Generation
Z engage with your service straight out of the box.

Talk to a pre-loading expert at Digital
Turbine today about how we can help you become part of the Generation Z
workplace revolution.

Marissa Camilli

By Marissa Delisle

Marketing Specialist

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