Generation Z (born after 1995) is the most digitally connected in human history according to JWT. Gen Z tends to regard most electronic devices as important, whether or not they are used frequently. TV and smartphones are used equally by the Gen Z cohort and they have a strong aversion to giving up their technology, particularly mobile devices.
Girls generally feel stronger than boys about giving up things: Almost all girls (95%) would be upset if they had to give up their Internet connection, compared to 85% of boys. A similar gap separates giving up texting friends (81% for girls vs. 70% for boys). Boys, however, are almost twice as likely to say they would be upset if they had to give up video games (40% for girls vs. 73% for boys).
Although they lead independent digital lives, Gen Z is still closely tethered to parents when it comes to shopping. Kids have plenty money of their own to spend—but they seek parental approval and need practical assistance for online shopping. More than 8 in 10 teens will check with parents to see if they can afford a purchase and will hold off if it’s not appropriate. Thus brands will need to address both cohorts when messaging products that target this generation.