As the first generation to come of age in the era of the smartphone, ownership of these devices is near ubiquitous among today’s youngest digital consumers. On an average day, they’ll spend over 4 hours online on their smartphones, virtually all of them (98%) say they own one and the smartphone is by far the most popular choice when people are asked to name the most important connected device in their day-to-day lives.

These trends hold true for Gen Zers across all world regions, but there are some key variations to note. It might be almost 80% in APAC and MEA who select their smartphone as their top internet device, but in North America the figure is just over half. In fact, almost a third of North American Gen Zers choose their laptop as their central device – food for thought the next time you hear this group being called the mobile-only generation.

98% of Gen Z Own a SmartphoneExplore data in PRO PlatformDownload The Beginners Guide to Audience Profiling


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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