In today's digital era, understanding the app consumption patterns of young generations is paramount for automotive brands seeking to connect with their target audience. With young consumers investing a significant portion of their time in mobile devices, including smartphones and tablets, apps have become integral touchpoints for brand engagement. Understanding the preferences, behaviors, and expectations surrounding app consumption enables automotive brands to tailor their digital offerings effectively. By aligning with the app habits of younger generations, automotive brands can foster genuine connections and build lasting brand loyalty in an increasingly competitive market landscape.
Role: Cultural Analyst
Client: CUPRA
Industry: Automotive
Project: Trend & Cultural Analysis
Location: Barcelona
Year: 2023
THE CHALLENGE
Shedding light on Gen Z's mobile app utilisation. The brand needed a deeper understanding of user requirements concerning app interaction, along with insights into how their specific attitudes and behaviours played out within the category.
The Learning
At the heart of this exploration lies an understanding of how apps serve as conduits for social interaction, self-expression, and cultural immersion. From social media platforms like Instagram and TikTok to messaging apps like WhatsApp and Snapchat, each app functions as a virtual stage where individuals curate their identities, share experiences, and engage with others in real-time. The prevalence of these platforms underscores the importance of connectivity and community in contemporary culture, where the lines between online and offline interactions continue to blur.
Furthermore, app use patterns shed light on the evolving nature of entertainment and consumption habits among young demographics. The dominance of streaming platforms like Netflix and Spotify signifies a departure from traditional media consumption towards on-demand, personalized content experiences. This preference for convenience and customization reflects broader societal trends towards immediacy and individualized consumption. Additionally, the surge in gaming apps and esports mirrors the growing importance of digital escapism and virtual communities in an increasingly digitized world.
Methodologies
• Qualitative / Quantitative Research
• Customer Journey Mapping
• Cultural Analysis
• Trend Forecasting
• Content Analysis
• Consumer Research
• Customer Journey Mapping
• Cultural Analysis
• Trend Forecasting
• Content Analysis
• Consumer Research
• Benchmarking
• Social Listening
• Consumer Archetypes Definition
