Mobile marketing is becoming more influential in the buying decisions of Generation Z in Poland, as stated in a research published in the International Journal of Economic Policy in Emerging Economies. Generation Z (Gen Z) refers to people born between 1997 and 2012 and is typically seen as the children of Generation X (born between 1965 and 1980), who are considered the offspring of the Baby Boomer generation (born between 1946 and 1964).

Bogdan Mróz from Warsaw School of Economics SGH and Barbara Grabiwoda from Publicis Commerce Poland in Warsaw, Poland, explain that Gen Z is a group of young consumers whose lives are closely connected with technology. Their study, which combines a thorough review of existing literature with statistical analysis, offers insights into how mobile devices are influencing the way this demographic engages with brands and makes purchasing decisions.

For Gen Z, smartphones, tablets, and other mobile devices are not just communication tools but integral parts of their daily routines. While these tools are important for other generations too, Gen Z has grown up with them as a natural part of life.

According to the study, over half of Gen Z actively interacts with digital content, and many have a positive attitude towards brands that engage with them on digital platforms. The study reveals a clear pattern: the more branded content Gen Z encounters on their mobile devices, the more favorably they view the companies behind the content.

The research suggests that traditional advertising on print, TV, and radio is becoming less effective in reaching this audience, with many Gen Z individuals hardly exposed to traditional media. This shift in consumer behavior means that businesses must adapt to survive. Companies need to proactively adjust their strategies to meet the preferences and expectations of Gen Z.