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.”

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.