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Inside Gen Z, Tomorrow’s Tech Consumer

CTA Staff| February 09, 2024

Overview Find out what you don’t know about Gen Z, those aged 11 to 26. While some are teens, others are already living on their own. This generation represents a quarter of the U.S. population, according to the U.S. Census Bureau and, as they age, the tech industry must be vigilant to changes in tech habits and preferences. Is your business ready? CTA’s latest study explores generational similarities and differences that may help inform strategic decision-making.

On one end of Gen Z, teens are in high school and college, using technology in their parents' household and likely driving parents’ purchases. On the other end, half the generation is likely to be juggling financial priorities that include rent and bills as they look to, and purchase, tech for use at work or in their homes.
 
Despite the generation’s wide ranges in life experience and personal buying power, some commonalities exist across Gen Z. The CTA research team has examined the Gen Z cohort in the new 57-page report, Exploring Technology Preferences Among Gen Z. Here’s an overview of findings.   
 

Commonalities Across Gen Z

 
CTA’s research includes these findings:
 
  • 86% of Gen Z are likely to agree that technology is essential to their lives, significantly higher than older generations.
 
  • Six in ten Gen Z report they are early adopters of technology, often buying as soon as the latest offering is available.
     
  • 41% of Gen Z say they are willing to ”splurge” on the latest technology.
     

Considerations for Gen Z Engagement

 
CTA’s Gen Z report indicates that social media are top channels for driving discovery of new products among this cohort. Also:
 
  • For audio tech, in particular, leverage social media to drive awareness and interest, emphasizing quality, durability, price and features.
 
  • When promoting subscription services, focus on content offerings and excellent user experiences of the platform.
     
For more industry intelligence including consumer research, retail forecasts and key trends, CTA offers an extensive collection of reports spanning years. To stay informed, check out our Resources topic page.

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