New report gives valuable insights about how to build a winning Gen Z strategy for mobile apps

App Annie is a company that looks into mobile analytics and data, and recently it released a new report revolving around Generation Z. Roughly quoting, this is the age group that comes in the bracket of 1995-early 2000s, and this is one-third of the world’s total population. Now, this group is large and almost 98% of people in Gen Z are habitual of using a mobile phone since their early childhood. Most of the people in Gen Z have been using a mobile phone since they turned ten, and in some cases, even younger than that.

They are responsible for a good $143 billion annual revenue generation from mobile apps. So, App Annie believes that studying the habits of these people is necessary to understand the trends for mobile apps, businesses, and from a marketing point of view.

App Annie’s CEO Ted Krantz says that the company is trying to connect brands to the mobile preferences of the consumers in Gen Z because of their powerful hold on the mobile industry.

Snap Inc.’s Product Marketing Manage Skye Featherstone is also of the same opinion. They also think that it is important to understand the preferences of Gen Z consumers to improve the reach of brands and businesses, which in turn will be important to tailor marketing strategies in 2021.

So, they conducted a study on Gen Z consumers of Android phones in selected markets in the US, UK, Brazil, South Korea, Turkey, Germany, France, Indonesia, Mexico, and Japan to find out the trends in q3 of 2020.

App Annie suggests that most of the Gen Z consumers spent around 4.1 hours per month on non-gaming apps in the third quarter of 2020.

Amongst these non-gaming apps, TikTok and Snapchat seem to be quite high on the most used apps-list amongst 9 out of 10 markets that were surveyed. This shows that Gen Z consumers are greatly into media sharing apps.

In the q3 of 2019, the Gen Z consumers showed interest in Finance and Shopping apps, but in the q3 of 2020, this interest has spiked and there has been a 60% growth Year-over-Year for these apps. This trend of online shopping and e-commerce grew so strong due to the coronavirus pandemic also. But it gave Finance apps like Venmo and DANA to become the most used apps by Gen Z consumers in the q3 of 2020. This trend shows that brands and businesses should try to capture the attention of these consumers by mobile-first bank strategies in 2021 and beyond.

Another important insight that this report gives is that amongst the top 20 shopping apps, Gen Z consumers are less like to use them. The most used fashion apps by this group of consumers include Mercari, Shopee, ASOS, and Shein.

Also, Gen Z’s interest is more directed towards non-gaming apps with an estimate of 20% more sessions per user in the top non-gaming apps in comparison to the Millennials.

However, it does not mean that Gen Z consumers are not into gaming at all. But amongst different gaming categories, App Annie’s report suggests that the hard-core action genre which includes games like PUBG, and Free Fire are more likely to capture the interest of Gen Z. More than 25% of the Gen Z consumers have been found out spending their time on games like these.

Some of the other popular games that Gen Z users seemed fairly interested in including casual arcade games like Among Us! Match-3 games like Toon Blast and Candy Crush Saga, simulation games like Minecraft and Roblox.

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