Mobile prodigies: what brands need to know about Gen Z

This event report looks at research into the mobile behaviours of Gen Z in the UK, a group termed 'mobile prodigies'.

Older readers may remember a time before smartphones, before even mobile phones perhaps, or a time when the World Wide Web was still no more than an idea in the head of Tim Berners-Lee. But Generation Z, those born any time from the mid-1900s to the mid-2000s depending on one's definition, have never lived without a mobile device, or experienced an unconnected world, noted Ian James, general manager/international at Verve Research.

And, he told an audience at the MMA London Forum (London, June 2017), Verve's research among this demographic in the UK had found "some pretty extreme thoughts about the...

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