““Gen Z are energetic, prepared for new challenges, and are dedicated for helping the world. “

Know Your Customers: Gen Z Market Research

How well do you know Gen Z? At Vox Pops International, we set out to explore this dynamic generation through video market research, uncovering key insights into their behaviours and preferences. For our monthly pool, we solely focused on this generation, asking them about their media consumption, their phone usage and how they perceive themselves.

Who are Gen Z?

Gen Z, born between 1996 and 2010, describes themselves as energetic, unique, and socially aware. Unlike previous generations, they’re less concerned with traditional responsibilities and more focused on individuality. One participant noted that Gen Z goes out less than their parents did, contributing to changes in social spaces like nightclubs. They are a generation for interest for brands as a growing consumer power.

The Digital Generation

Raised in the digital era, technology feels like second nature to them as Gen Z are constantly connected. Media consumption dominates their day, with some reporting screen times of up to 16 hours! Popular apps like TikTok, YouTube, and Instagram are their go-to sources of entertainment, while Netflix leads in streaming over traditional TV. This isn’t surprising as Gen Z are the most popular generation on TikTok.

When asked if they could live without their phones, the answer was a clear no. “Terribly. I can’t go anywhere without it,” one participant explained. Their phones are essential for staying connected, navigating life, and consuming media.

Phone Preferences and Storage

When it comes to mobile networks, brands like Vodafone, EE, O2, and Lebara are common choices among Gen Z, with affordability being a key factor. We also noticed a gender divide in phone storage—while girls typically stored around 20,000 photos, boys stored significantly fewer. Many participants relied on extra iCloud storage or family plans to keep their data safe, yet a few were unsure if their photos and phones were backed up.

Key Takeaways for Brands

Gen Z’s attachment to technology, particularly mobile devices, presents unique opportunities for brands. To engage this tech-savvy generation, marketers must focus on digital-first strategies and create content that resonates with their online habits.

By leveraging video research, like the vox pops interviews we conducted, brands can gain authentic, actionable insights into Gen Z’s behaviours and preferences. Understanding their media consumption and mobile reliance is key to building connections that last. Engaging this generation is vital for brands who want to stay ahead of trends and tap into the culture.

Get in touch to find out about our next pool shoot!