App Annie: Generation Z is engaging in mobile like no other demographic

Mobile market data and analytics firm, App Annie, has released a report that indexes the mobile behaviour of Generation Z, the mobile-first demographic.

That’s important because Gen Z’s purchasing power is set to take off as they begin to enter the workforce. And whilst older consumers have established opinions and preferences for the brands that they like, Gen Z is still formative and represents a blue ocean opportunity for marketers hoping to effectively engage this group.

Some noteworthy statistics about Gen Z that show the unique behaviors facing publishers and brands:

  • Gen Z engagement is deeper; they have 55% more sessions per user in top non-gaming apps, with 125 sessions per month per app.
  • Gen Z spends 3.1 hours per user per month per top non-gaming apps.
  • Gen Z behavior and favorites vary by market—for example, Gen Z users in UK spend 40% less time in games than the global average.

Gen Z is the first generation to grow up on mobile. They already influence $600B in spend in the US alone—companies need to aim for them now or risk missing the target tomorrow. As the mobile landscape becomes more complex, App Annie is committed to helping customers get the critical insights and outcomes they need to fuel long term success.

Ted Krantz, CEO, App Annie

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