Generation Z, those born after 1998, are the first generation born and raised in a smartphone world. It is perhaps understandable that they would have a unique connection and feelings about technology. Market researchers GfK Consumer Life report that these effects are even more pronounced among Gen Z women, noting that they love new gadgets but question their impact on quality of life.
GfK Consumer Life research found that 56 percent of Gen Z women say they prefer products that offer the latest in technology—eight points higher than all U.S. women, and five points above Millennial women. However, it also found that Gen Z females are cognizant of the downsides of digital devices and services. Overall, just 34 percent of Gen Z women report optimism about the effects of technology on society—15 points below the total U.S. average for women, and 16 points under Millennial women.
Almost two-thirds (61 percent) of Gen Z women say they have difficulty taking breaks from technology, a finding significantly higher (by 20 points) than that of all U.S. women, and 12 points above Millennial women. At the same time, Gen Z women are less likely than their Millennial counterparts (66 percent versus 71 percent) to want to be “always reachable.” GfK points to this as a potential sign of tech fatigue.
Security and privacy are also key themes when it comes to Gen Z women and technology. The survey found that 39 percent say they are “always concerned about [their] safety and security,” and 19 percent are worried about their personal information “getting into the wrong hands.”
“Women and moms of Gen Z depend on apps to juggle their many roles in life—but they also know the downsides of tech too well,” says Jola Burnett, GfK’s vice president, consumer life. “Marketers focusing on the new moms of tomorrow need to approach digital devices and services with care, to be sure their brands are viewed as solution providers—not problem creators. Respecting women’s busy-ness and need for privacy is essential and bringing simplicity and clarity to everyday problems could make any brand a standout in Gen Z’s eyes.”
