MediaWorld analyses Gen Z behaviours that are redefining the tech market

What happens when the generation that by 2030 will have more than 12 trillion dollars in spending power is already beginning to change the way we discover, choose and buy technology? This is the question behind MediaWorld’s reflection on the main transformations that are redefining the relationship between consumers, technology and retail. Because while Gen Z’s economic influence is set to grow rapidly over the coming years, its impact on the market is already visible today.

According to the “Spend Z” analysis conducted by NielsenIQ, GfK and World Data Lab, Gen Z accounts for around a quarter of the world’s population and is estimated to reach by 2030 a total spending power of 12,6 trillion dollars. This figure confirms the generation’s growing economic influence, but it also tells us something deeper: the emergence of new consumption patterns set to influence the retail sector well beyond the age boundaries of younger consumers.

“When we talk about Gen Z we are not simply looking at a demographic segment, but at a generation that is accelerating changes set to influence the entire sector. Many of the dynamics that we are now seeing emerge among younger consumers offer valuable indications of how retail and technology will evolve over the coming years,” comments Francesco Sodano, Marketing Director at MediaWorld.

Technology becomes part of identity

Among the most significant phenomena is a transformation in the role of technology itself. For Gen Z, tech is no longer merely a functional tool, but an element that is increasingly integrated into passions, relationships and everyday entertainment.

Market evidence shows growing interest in categories linked to the personal sphere, such as audio, smartphones, wearables, gaming and personal care tech. More than technical specifications alone, what makes the difference is technology’s ability to fit naturally into people’s lives, supporting their interests, habits and needs.

The MediaWorld data confirm this evolution. Among Gen Z customers, spending levels are significantly above average in categories that reflect passions, interests and forms of personal expression. In photography, for example, spending is around twice that of the rest of the customer base, driven by digital cameras, instant cameras and action cameras. And gaming is confirmed as one of the categories with the highest penetration among younger consumers, while Apple smartphones account for 31% of spending by MediaWorld Gen Z customers, compared with 15% recorded among the rest of the customer base. These figures show how technology is increasingly experienced as a tool for personal expression, creativity and belonging.

This trend suggests that the value of technology is increasingly perceived through the experience it enables, rather than as a simple set of product specifications and performance metrics.

No longer online or offline: the experience is what matters

If there is one element that characterises Gen Z’s relationship with retail it is the ease with which different channels and touchpoints are navigated. Product discovery may begin on social media, continue through reviews and creators, move online and conclude in-store, or follow the opposite path.

In this context, digital and physical no longer represent separate worlds, but complementary components of a single experience. It is therefore unsurprising that more than half of Gen Z consumers say they have already used shopping features integrated into social platforms, while stores continue to play a central role in direct experience, comparison and advice.

The MediaWorld data also confirm this integration between physical and digital channels. Around 60% of online purchases are collected in-store through the pick-upservice, demonstrating how naturally consumers move between different touchpoints, choosing the most convenient solution each time according to their needs.

For retailers and brands, the challenge is no longer to manage individual channels, but to ensure continuity and consistency throughout the entire customer journey.

Trust is earned

The principles guiding choice are changing too. Reviews, online communities, creators and authentic content are taking on increasing importance in the decision-making process, helping to redefine traditional mechanisms of authority.

For a generation accustomed to accessing information and opinions in real time, brand awareness remains important, but is no longer sufficient on its own to guide a decision. Credibility, relevance and perceived value are taking on an increasingly central role.

This evolution is also reflected in growing openness towards new brands and new market offerings. It is no coincidence that 67% of Gen Z consumers now consider private-label products comparable to national brands in terms of quality*.

“What we are seeing is that people are now making increasingly informed choices, assessing not only a brand’s awareness, but also its ability to offer quality, innovation and tangible value in everyday life. In this context, attention is also growing towards own brands, which are increasingly perceived as a credible and reliable choice. This is demonstrated by the performance of our Peaq, Koenic, Isy and Ok. ranges, which in the last three months of 2025 recorded sales growth of 95% compared with the same period of the previous year,” comments Sven Degezelle, Chief Commercial Officer at MediaWorld.

Between sustainability and affordability, value wins

Sustainability continues to be an important issue for younger consumers, who have increasingly high expectations of companies in terms of environmental responsibility and impact.

However, the evolution of purchasing behaviour points to a more complex scenario. While attention to these issues is growing, price, quality and affordability continue to have a significant influence on final decisions.

This is the so-called “say-do gap” highlighted by NielsenIQ’s analyses: a gap between stated values and actual behaviour that encourages brands and retailers to develop propositions capable of combining innovation, accessibility and sustainability within a credible and tangible value proposition.

This approach is also being put into practice through the circular economy initiatives developed by MediaWorld. During 2025, the company consolidated its offering of refurbished products, helping to give a new lease of life to more than 40.000 devices, alongside repair services and a programme for collecting and assessing used products, increasingly integrated into the shopping experience. These solutions demonstrate how sustainability, affordability and accessibility can coexist within a tangible value proposition for consumers.

Gen Z as a lens on the future of consumption

Beyond the figures and emerging trends, Gen Z now represents a privileged lens through which to understand some of the transformations affecting the relationship between people, technology and consumption.

The growing centrality of experience, the convergence of physical and digital, the pursuit of authenticity and the focus on value are phenomena that are gradually extending well beyond younger consumers, helping to redefine the expectations of the entire market.

“The real lesson we learn from Gen Z is that value is no longer built solely at the moment of purchase. It is built through the ability to support the consumer throughout the entire journey: from inspiration to choice, through to product use. This is a change that is redefining the role of retail and will continue to have an ever-greater impact on the entire technologymarket,” concludes Sodano.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.