If you want to catch Gen Z, then get yourself some real-time interactive features. Over the last year, nearly 90% of them say they are using more mobile apps with built-in interactive live video streaming (like Twitch or TikTok) or video calling features.
Research conducted by Agora confirms that consumers born between 1997 and 2012 (aged 6-24) want to participate in their digital experience — live. People increasingly want what Agora call “Real Time Engagement” (RTE) video or audio features in the apps they use.
“Gen Z is particularly savvy and forward-thinking about their experience in apps and services,” said Tony Zhao, founder and CEO at Agora. “These data points show that they want RTE technology and features integrated across the platforms they use. Developers must meet the moment to stay top-of-mind and further user loyalty.”
Agora also found RTE technology was more important for certain categories of apps. When asked if interactive video or audio were important for their gaming apps, for example, 69% — more than two-thirds — agreed. Beyond gaming, Gen Z wants RTE integrated into their ecommerce and retail apps. Seventy percent said they would prefer retailers to offer AR and VR so that they can test and try products at home before buying.
More than half of the 1,000 Gen Zers polled have tried interactive live audio streaming apps (like Twitter Spaces and Clubhouse), capturing growing popularity for these new services.