Sports Sponsorship
Marketing deal would cost around US$51.8-million over three years and aim to boost international tourism. But critics are unconvinced.
CONSUMER HABITS
Gen Z consumers spend a quarter of every waking hour on their phones
By our News Team | 2022
Study finds that a significant percentage of 18 to 26-year-olds check their smartphones upwards of 30 times an hour.
For African marketers, connecting with Gen Z consumers, in particular, requires a strategy focused heavily on reaching them through their mobile devices.
Just how important mobile interactivity is to this audience has again been emphasised by a study released yesterday (Tuesday) that analyses the mobile phone habits of South Africans aged 18-26.
According to the research, which was done by local company Adoozy Power, almost 30% of respondents said they spent at least a quarter of every waking day on their mobile device and checked their phone upwards of 30 times an hour.
A further 25% of those questioned said they checked their phones at least 10 times an hour, which likely equates to around five minutes an hour, or 80-90 minutes per waking day. This is the same as spending an entire rugby or soccer game on their mobile device – every day of the year.
Photo by Oladimeji Ajegbile from Pexels
Rather skip meals than be without mobile connectivity
In addition, almost 40% said they’d rather skip meals for the day than run out of phone power, while almost a third (30%) reported that they fall asleep with their phone every day. And, clearly not wanting to spend valuable time away from their device, an astonishing 85% of 18 to 26-year-olds in the survey admitted to using their phone while on the loo.
The study of mobile phone habits among Gen Zs was conducted by Adoozy, a technology start-up that hires out charged mobile power banks to consumers via a network of automated kiosks.
“Our research emphasises the extent to which mobile devices are a way of life for young South Africans,” says Kegan Peffer, CEO of Adoozy.
“A smartphone is more than a must-have, it’s an inseparable extension of their being. Anyone who wants to interact successfully with this audience for any purpose whatsoever – business, leisure, education or on social issues – needs to understand that and embrace the mobile-first culture.”
Customer Experience
Changing consumer expectations mean many CX strategies won’t win and retain customers in this new business environment, study finds.
Retail Industry
Organisation’s mission is to offer education, insights and events that help drive the evolution of the retail industry around the world.
Travel and Tourism
Sector must take advantage by finding fresh routes to traveller engagement and new ways of building customer experiences.
Conferences and Exhibitions
More than 300 exhibitors representing 15 African countries are already registered, along with 275 buyers from 45 countries.
E-commerce
Global e-commerce giant is said to have postponed SA launch to late 2023 and paused Nigerian market entry until further notice.
Podcasting
On a continent where huge numbers of young people are embracing non-traditional mediums, the rise of podcasting seems assured.
The Metaverse
Nearly half of executives interviewed by Deloitte say they face difficulty with developing or implementing the technology.
African Marketing News
Issue 4 2022 of Strategic Marketing for Africa, the magazine for deep-thinking industry professionals, provides key 2023 insights.
Consumer Trends
Study identifies ‘global macro movements’ across human behaviour that will shape business, culture and society in the coming year.
Digital Advertising
The Department of Justice is seeking a breakup of Google’s business that brokers digital advertising across much of the internet.