How the smartphone determines the target group of tomorrow

MOBILE ADVERTISING Today's young people are an exciting target group for online advertising. But only those who know what makes this generation tick will ultimately earn their attention.For two days, Cologne will be the center of the digital world: at dmexco, the digital economy will once again focus on future topics. An important topic: Who is the target group of tomorrow and how do you reach them? A current study by Yahoo is dedicated to this question: Generation Z is a target group with completely new needs that brands need to adapt to today.To give brand managers an impression of the reality of life for "Gen Z", Yahoo surveyed 1663 people online about media use, brand use and evaluation as well as the ownership of end devices. The study differentiates between Gen Zs aged 12 to 19 and those over 20 who are online.Generation Z: What doesn't work on mobile failsGeneration Z is self-confident and realistic, but above all more digital than Generation Y, also known as millennials. They didn't have to wait for technological progress, but have been online since their earliest youth. Their most important device is their smartphone. Anything that doesn't work on a mobile device fails with 12 to 19-year-olds. Although three out of four online users also own a smartphone, 89% of Gen Zs already do. And they are online almost continuously throughout the day, with 69% still active online even shortly before going to bed.The increasing mobile trend is also reflected in usage habits. While the average online user spends 3.2 hours a day on stationary devices and only 1.2 hours on mobile devices, the smartphone is very close to the top spot among teenagers: they only spend 2.7 hours a day using a PC or laptop, while mobile devices are already in use for 2.3 hours. Traditional television, on the other hand, is falling far behind in Gen Z and is only used for 1.7 hours - online users spend a whole hour more. There is also an emerging trend towards using fewer devices that combine more functions: Gen Zs already use fewer devices on average (3.73) than online users (4.37).Smartphone generation: Let's not stand stillThe smartphone is indispensable for the younger generation. What is particularly interesting for brand managers here is how Gen Zs use their smartphones. For many, it is primarily a pastime: 60% feel more entertained by their cell phone than by the TV (online users: 21%). In line with this, two thirds (66%) watch online videos on their smartphone every day. A huge increase compared to online users, only 25% of whom watch videos online every day. Life without a smartphone? For Generation Z, it's hard to imagine: almost one in two people feel uncomfortable without access to their cell phone, and among 12 to 15-year-olds, the figure is as high as 59%. 58% of young people don't want to be constantly entertained: they want to realize themselves, while 29% want to know what others are doing. Social networks play a role here. However, they are more than just a point of communication for young people: they mainly discover trends here (29%, Onliners: 16%), but also follow brands (20%, Onliners: 11%). Gen Zs use social networks more intensively overall than online users - especially new generation platforms such as Snapchat, Instagram and Tumblr.Video and vision: how brands conquer the young target groupThe social media market has potential and can help brands reach 12 to 19-year-olds. The Yahoo study shows why Gen Zs are close to a brand: While onliners want to be informed (73%), Gen Zs value a brand's creativity (64%) and entertaining videos (67%). The entertainment factor is particularly important for 12 to 15-year-olds, which is why they prefer to use social networks that offer scope for creativity. However, the web and internet-enabled devices are not only changing the needs of the young target group, but are also influencing the perception of advertising. Although television advertising still reaches most people, the study shows that the impact is dwindling (Generation Z: 61% advertising perception, onliners: 70%) and mobile advertising is perceived twice as often by Gen Zs (20 percent) as by onliners. In order to build on the growing impact of mobile advertising, advertisers need to be proactive as well as creative.three quarters of 12 to 19-year-olds turn to their cell phones out of boredom. In their search for distraction, they often use their smartphones without a specific reason and are open to proactive offers. Brands score points here with authentic and personally relevant content that fits into the existing content environment - humor in particular is very well received. The study shows that brands should use the platforms on which Gen Z is already active: networks such as Tumblr in particular combine creativity and entertainment and thus offer the opportunity to fulfill Gen Z's desire for personally relevant content. Ideally, brands can reach the young target group before they have to become active themselves - and have the chance of undivided attention and a positive perception.