Ericsson India to focus on emerging consumers

Ericsson India to focus on emerging consumersGeneration Z (Gen-Z) consumers will shape the future of mobile consumption for our industry, communications technology & services provider Ericsson's new ConsumerLab study said.

In its report titled "The digital lives of Generation Z," Ericsson India said that 30 million of 69 million urban Gen-Z consumers own mobile phones, which shows that mobile ownership is catching on at an early age.

The report defines Gen-Z as those who took birth between 1994 and 2004; while Gen-X and Gen-Y have been defined as those born between 1965 and 1979, and 1980 and 1995, respectively,

The study revealed that kids and tweens are more likely than 16-18-year olds to stream a video on video-sharing site YouTube once a week. Kids and tweens spend nearly 7 hours a day on watching TV and playing gaming on mobile gadgets.

Around 58 per cent of Gen-Z consumers are now ready to renounce watching TV for browsing Internet on a mobile phone.

Fredrik Jejdling, chief of the region at Ericsson India, said, "This report captures the insights of a dynamic consumer group. These young people will shape the future mobile consumption for our industry."

Jejdling added that the company would now put more focus on mobile broadband and kids and teenagers - its emerging consumers.

The ConsumerLab study was based on 3,421 face-to-face interviews with 9-18-year-old mobile phone owners and 1,000 parents across 16 cities across India.