7 per cent of Generation Z owns smartphone: Ericsson

NEW DELHI, INDIA: Ericsson ConsumerLab India in its new finding has something encouraging for carriers. With data usage taking an upward swing, Ericsson believes that Generation Z is poised to drive mobile Internet.

In its study: ''The Digital Lives of Generation Z, the communication technologies major said that 3 million 3G users in India are under 18 years. 7 per cent of the Generation Z owns smartphone today," the report said.

Ericsson India's regional head Fredrik Jejdling said that 26 per cent of the Generation Z (between 9-11 years) adopts mobile devices for more than 90 per cent of their Internet needs.

The new ConsumerLab research also demonstrates the adoption of smartphones and Internet technologies such as Web 2.0 among a young demographics.

Social networks, the study said, is becoming important for Generation Z with 77 per cent of them venting their frustration on poor service experience on such platforms.

The driving factors that woo young folks, Jejdling said, include availability of networks, competitive tariffs and faster mobile Internet speed. The research also highlights that 30 million out of 69 million urban Generation Z owns mobile devices.

Vice President and Head of Strategy and Marketing at Ericsson Ajay Gupta said that they have conducted a study beyond traditional demographic youth segment. "We have analyzed the mobile broadband usage and Smartphone adoption among Generation Z," he said.

Gupta said that they have carried this study across 16 cities in India, representing all the urban strata of the society. The finding also said that parents using mobile broadband were more likely to introduce their children to it.