A recent study from Warsaw's International Journal of Economic Policy in Emerging Economies shows that mobile marketing heavily influences Generation Z's buying choices in Poland. This demographic, born between 1997 and 2012, is characterized by its seamless integration with mobile technology. The study, conducted by Bogdan Mróz and Barbara Grabiwoda, reveals that over half of Gen Z engages with mobile marketing, possessing a heightened affinity toward brands that leverage digital platforms. The research indicates that mobile devices have blurred the lines between digital and physical experiences, shaping their interactions with brands effectively.
For Gen Z, mobile devices aren't just tools for communication but essential components of their daily lives, shaping interactions with brands and purchasing decisions.
The study highlights that the more branded content Gen Z encounters on mobile devices, the more positive their perception of the companies becomes.
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