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.

Consumer Habits

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.”