Ericsson has released a ConsumerLab study The Digital Lives of Generation Z, that reveals the impact of technology on the lives of India’s young mobile users in cities. The survey was carried out on a sample of 3421 kids and teens of age 9-18yr and 1000 parents across 16 cities. What’s interesting is that the report reveals that youngsters are already tech savvy and about 21% kids mirror mobile internet services usage of their older counterparts. Here are few of the other key findings from the report:
- Around 30 million of 69 million urban Generation Z consumers own mobile phones, and 3 million of these use mobile broadband on their phones.
- Kids explore new technology and use mobiles in the same way as their older counterparts.
- Parents using mobile broadband are more likely to introduce their children to the technology.
The report says that Mobile ownership is catching on at an early age, with 30 million out of 69 million urban members of Generation Z owning mobile phones. About 11 million share a mobile device while 28 million kids and teens do not own one at all.
Usage pattern: The report also states that kids and tweens (9-14 year olds) are more likely than teens to stream a video on YouTube once a week. They spend roughly seven hours daily with gadgets on mobile phones, watching TV and using gaming consoles. Out of 15 hours that they are awake, teens and kids spend about 7 hours a day with gadgets using mobile phones, watching TV & gaming. Another interesting finding is that Big c ities drive mobile only internet use, about 45% of mobile only internet users spread across three metro cities with Delhi leading with 23% followed by Bangalore at 12% and Mumbai at 10%. About 58 percent of the Generation Z is willing to give up watching TV in favor of browsing internet on a mobile phone.
Social Media: Generation Z also seems to have adopted social media and the report seems to indicate that they spend about 1 hour 7 mins on Facebook daily out of which 44 mins spent on Facebook is through mobile phones. About 77% kids and teens prefer to vent their frustration on poor service experience over social media which leads them to expect instant resolution of their issues and queries and constant feedback via social media itself.
Parents: The report reveals that about 76 percent of the urban parents expect service providers to provide them with call and message log details of their kids . Also, about 63 percent of parents are interested in an app to block unwarranted content. Interestingly, 30 percent of 9-18 year olds use a privacy screen to prevent others from seeing their phone.