Gen Z App Usage: 10% More Time in Non-Game Apps

A recently published report from App Annie examines the smartphone and mobile application habits of Generation Z. The data, gathered during the third quarter of 2020, reveals that Gen Z users dedicate an average of over 4.1 hours each month to top non-gaming applications – a 10% increase compared to older age groups. They also demonstrate higher engagement, with approximately 120 monthly sessions per app, representing a 20% rise in app usage frequency over other demographics.

While this data provides insight into Gen Z’s behaviors, it’s important to note that the analysis isn’t exhaustive. The report concentrates on specific markets, including the U.S., U.K., Brazil, France, Germany, Indonesia, Japan, Mexico, South Korea and Turkey. Furthermore, the findings are based solely on Android device data, potentially offering an incomplete overview.

App Annie’s research indicates that Gen Z is more inclined to play games than older individuals; however, they tend to spend less time and access them less frequently. Users aged 25 and above actually devoted nearly 20% more time to their preferred games and launched them 10% more often. Despite this, both groups dedicated a greater total amount of time to gaming than to non-game applications on a monthly basis.

Within the gaming landscape, the casual arcade game Among Us! experienced a significant surge in popularity among Gen Z, becoming the third most-played game globally. This growth is attributed to its team-based multiplayer functionality and increased visibility through platforms like Twitch. A recent Twitch stream featuring Rep. Alexandria Ocasio-Cortez reached a peak of 435,000 concurrent viewers, marking one of the platform’s largest broadcasts ever.

Other games favored by Gen Z include Match-3 titles such as Candy Crush Saga and Toon Blast, action games like PUBG Mobile and Free Fire, and casual simulation games like Minecraft Pocket Edition and Roblox.

The report also investigated Gen Z’s preferences across various non-game application categories, utilizing data from both iOS and Android platforms.

TikTok and Snapchat emerged as the leading social and communication applications among Gen Z users in nine of the ten markets examined in the report. This observation follows Snap’s recent strong financial performance, where the company exceeded analyst expectations and reported a 4% increase in daily active users, reaching 238 million.

Discord is also experiencing substantial growth, particularly in France, as mobile and remote gaming increasingly serves as a central hub for social interaction during the current pandemic.

Regarding entertainment applications, Twitch was the most popular choice for Gen Z users in six of the ten markets analyzed, although the live streaming service niconico proved popular in Japan.

App Annie’s findings suggest that finance and shopping applications have not yet achieved widespread adoption among Gen Z, but are demonstrating encouraging growth trends.

While few finance applications resonate strongly with Gen Z, the demographic frequently utilizes non-traditional fintech apps like Venmo, Monzo and DANA. In South Korea, the peer-to-peer payment app Toss, which also offers loans, insurance, and credit services, was a top choice.

Popular fashion applications among Gen Z include Shein, ASOS, Shopee and Mercari.

Generally, the number of active Gen Z users is increasing at a faster rate than older demographics across the analyzed markets, with particularly notable growth observed in emerging economies like Indonesia and Brazil.

App Annie highlights that Gen Z is rapidly becoming a dominant consumer force in the mobile space, with 98% owning a smartphone and possessing a collective estimated spending power of $143 billion annually.

“Gen Z has grown up in a world constantly connected through their smartphones. They experience the world through a mobile-first perspective,” stated Ted Krantz, CEO of App Annie, in a press release regarding the report’s conclusions.