The App Gen Z Says They Can’t Live Without

What are the apps the mobile-addicted generations can’t live without? We found out, and Gen Z can live without some of the social media that Millennials still rely on…

Despite a growing movement to limit smartphone addiction, there is no doubt that Gen Z and Millennials are chained to their phones. According to Ypulse research, 85% of 13-17-year-olds and 99% of 18-36-year-olds have a smartphone—and they’re looking at their phones over a hundred times a day. And they know they’re hooked. Three in five say they’re addicted to their phones, and 86% say they always have their phone within reach. From our mobile behavior research, we know that apps dominate young consumers’ attention on their phones. Their time is split between social media apps and other apps, with just 6% of their time on mobile spent on mobile sites accessed through their browsers. Half of 13-36-year-olds tell us they have between 11 and 30 apps downloaded on their phones, and 30% say they have more than 30.

As always, the competition to capture their attention on phones is cutthroat. From HQ Trivia to the Fortnite, there always seems to be a new power player sucking up their mobile time. But while phone fads may come and go, these mobile-addicted generation see some apps as necessary to their everyday existence. In our survey on mobile behavior and app use, we asked 1000 13-36-year-olds, “What is the one app you couldn’t live without?” Here’s what we heard from Gen Z and Millennials (spoiler, they aren’t the same)…

*This was an open-end response question to allow us to capture the full range of apps that Millennials and Gen Z say they can’t live without—without our preconceived ideas shaping their responses. As with any qualitative question, the responses include those that are top of mind and those that are most…

 
 

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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