Mobile marketing is having an increasing influence on the purchasing decisions of Generation Z in Poland, according to International Journal of Economic Policy in Emerging Economies. Gen Z, or Generation Z, is the demographic born between 1997 and 2012 and usually considered the offspring of Generation X (those born between 1965 and 1980 and themselves generally speaking the children of the Baby Boomer generation (born 1946 to 1964).
Bogdan Mróz of Warsaw School of Economics SGH and Barbara Grabiwoda of Publicis Commerce Poland in Warszawa, Poland, explain that Gen Z represents a group of young consumers whose lives are deeply integrated with digital technology. Their research, which combines an extensive review of existing literature with empirical statistical analysis, provides insights into how mobile devices are shaping the way in which this demographic interacts with brands and makes choices about what products and services on which it wishes to spend its money.
For Gen Z, typically smartphones, tablets, and other mobile devices are not just tools for communication but an essential part of daily life. Those tools are essential for other generations too, but Gen Z has never known a time without them, broadly speaking.
According to the current study, more than half of this demographic actively engages with mobile marketing communications, and a large proportion has a positive attitude toward brands that connect with them through the various digital platforms and social media. Indeed, the study reveals a clear trend: the more branded content Gen Z encounters on mobile devices, the more positive is their view of the companies involved.
For Gen Z, this great affinity for mobile technology has blurred the lines between the physical and digital worlds. Unlike previous generations, mobile devices seem intrinsically wired into their lives and even identity, playing a central role not only in social interactions but also in their shopping habits. For many, mobile platforms and social media represent essential spaces for discovering new products and brands. As such, the various platforms are pivotal for marketers seeking to engage with Gen Z.
The research suggests that conventional advertising on old-school media, such as print, TV, and radio, are becoming less effective at reaching this audience and many Gen Z individuals may never see or hear anything from the traditional media. For businesses, this shift in consumer behaviour means they need to adapt to the ongoing changes if they are to survive. Companies must be proactive in rethinking their marketing strategies to cater to the preferences and expectations of Gen Z.
Mróz, B. and Grabiwoda, B. (2025) ‘Generation Z: the new mobile consumers. Empirical evidence from Poland’, Int. J. Economic Policy in Emerging Economies, Vol. 21, No. 1, pp.1–20.
