What the rise of gen Z means for user research?


2 min read

Words by Wonderful Digital

Gen Z’s are already the highest educated generation ever and are on track to become the largest cohort of consumers by 2026 – so it’s vital they are on your market audience radar. Armed with these insights, we need to adapt our craft to their needs in a sink of swim situation.  


Identifying Gen Z

These savvy individuals are technology dependent, with social media their adopted religion. With an average of eight hours online per day, they lean on social networks for consuming not only material possessions, but social expectations too. While frequent communication keeps this generation connected, with consistent access to the internet from a young age it's no surprise feelings of distraction, stress, and anxiety envelopthem like a tsunami.


Addiction or a way of life?  

Whether its habit, necessity or boredom, these individuals rack up ten-plus hours of total screen time each, per day. From staying in the loop to finding dinner recipes, gen Z feels they can’t escape the online world, with a longing for alternatives to tech. They know they are addicted and find the habit hard to break - some even resorting to digital detox periods as an extreme measure to control behaviour. Today’s work placessees a vast number of Gen Z’ers sitting before screens for the 8 hour work day, followed by social media time at home - leaving little time for much else.


Getting in with Gen Z

This Gen Z phrase means playing the role and accomplishing the goal. Cutting to the chase and staying relevant is pivotal in bridging the gap between your world and theirs. But be careful, Gen Z’s short attention span demands polished, entertaining, and engaging content and respecting their boundaries is a must. Be sure to curate your research sessions to their liking, and make qualitative techniques your friend, to dive deeper into their story.