If marketers want to know what matters to Gen Z, the first place they should look is their mobile phones. After all, members of this generation aren't just digital natives -- they're mobile natives.

The oldest members of Gen Z were only 10 years old when Apple released the first iPhone. They've never known a world in which the entirety of humanity's resources and information couldn't be carried around in their pockets.

That's just the tip of the iceberg. While there are a lot of sources of Gen Z insights circulating the advertising industry today, precious few of them dig into the nuances of Gen Z's mobile activities and how those tie into their real-world behaviors. These diverse mobile habits are essential considerations when making smart media buys that align with Gen Z's needs and preferences.

To better understand what Gen Z's relationships with their mobile devices can tell marketers about their wants and needs as consumers at scale, let's look at details uncovered via T-Mobile Advertising Solutions' privacy-centric App Insights, powered by app ownership and engagement data.

Almost 40% of Gen Z adults cite video games as one of their daily media activities. That's important for marketers to understand, both in terms of knowing where to reach them with contextually relevant ads and to understand that games are an important part of their identities.

In terms of understanding the types of games Gen Z loves, you can see what resonates most by looking at app usage data. Adventure games, free games, and card games are good bets for Gen Z. Specifically:

Gen Z will soon become the largest, wealthiest generation ever, with spending power expected to top $12 trillion by 2030. They also manage their money differently than any of the previous generations, meaning brands need to pay attention to their financial patterns and deliver both user experiences and messaging that align with their needs.

Financially speaking, Gen Z is in a highly transitional phase of life, with many shifting their spending from discretionary items to essentials. On the younger end of the spectrum, they spend on dining and apparel and then transition to grocery and household items as they enter college and the workforce. Overall, Gen Zers are 1.5X more likely to be job seekers than the general population.

How are they managing their financial transitions? Their app usage reveals a lot:

Gen Zs aren't just cord-cutters. Many of them are cord-nevers, having spent their lives streaming the content that matters most to them. The vast majority of Gen Z consumers (92%) prefer watching content on their smartphones, and 88% of Gen Z engage with ad-supported video streaming services. That means factoring in streaming habits and services is a must when planning a brand's mobile ad buys.

So, what streaming apps do they use the most -- and when? Here's a sample of what T-Mobile is seeing:

Gen Z's influence will continue to grow with its spending power, but the impact this generation has on the digital ecosystem and consumer landscape today should not be underestimated. Brands that don't prioritize tailored and targeted campaigns designed to speak to the needs of these individuals -- in the channels that matter most to them -- are already a step behind.

Fortunately, such personalization and targeting options have never been as robust as they are today, thanks to the rich insights available through proprietary app usage data and activation solutions.

A true understanding of Gen Z is a mobile understanding of this generation. To achieve this, brands need access to deep app engagement insights, at scale -- and in a privacy-centric context. Such data unlocks not only effective mobile campaigns but also informed, targeted omnichannel efforts that align with the full consumer journey.

After all, for Gen Z, mobile isn't just a device. It's a way of living. Brands need to ensure they're invited along for the ride.

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