Generation Z: the new mobile consumers. Empirical evidence from Poland

The primary purpose of this paper is to determine how marketing activities in the mobile environment impact the new, heavily digitalised purchase decision-making by Generation Z. To achieve a comprehensive view on Generation Z's consumer behaviour, the authors performed an empirical study focused on the usage of mobile technology. The research was supported by an extensive review of the topical literature. The results were followed by statistical analysis, which uncovered substantial importance of mobile technologies among young respondents. The findings of the research confirmed the assumed hypothesis that the most important factor determining purchase decision-making among Generation Z is employment of mobile technologies by companies in their contacts with young consumers. 53% of respondents pay attention to mobile marketing communication and declare positive attitude towards such activities. The research also indicated how crucial mobile social media presence is for companies aiming to target Generation Z consumers.