Due to this the marketing bods over at Honor decided to do some research for their next marketing splurge. For a long time the the key cornerstone of the Honor Brand has been “FOR THE BRAVE”. This is not going to be disappearing, but they are now to grab hold of a key realisation that a large proportion of Generation Z (18 -24) are indeed using their phones a bit too much. However, it’s a productivity-based way, with many of them using it to provide a supplementary income. I have seen this for myself in the various trips that I have been on for Coolsmartphone as I am surrounded by people who make a living using a smartphone. The research below shows the highest activities carried out by “Gen Z”.
So how are Honor going to try and appeal to these new productivity maestros for the new Honor 20 Pro. One of the things that we know a lot about with regard to the launch of the Honor 20 Pro is that the night camera is something they want to shout about. They’ve engaged the services of a group of graffiti artists from the Professional Graffiti and Street Art Team, Graffiti Kings. They have created a mural on a wall in Shoreditch that will display the two sides of the “age divide”.
This mural will really come to life in the hours after the sun goes down – the image will show the activities that Gen Z are really up to on their phone, as well as what they’re perceived to be doing.
This should prove to be an enlightening look at what can now be done on a phone and will hopefully make the older generations appreciate that Gen Z is not just using their phones for things like Facebook Tinder and playing games! It may even encourage them to try one of the Honor 20 Pro’s themselves.
Here are some of the pictures from the campaign.
We also have a quote from Olivier Dobo, HONOR UK Marketing Director, who tells us..
I hope that we will be able to spend some time with the Honor 20 Pro in the very near future to greater understand what makes this phone so appealing.
HONOR 20 PRO is available in either Phantom Blue, exclusively at Carphone Warehouse or Phantom Black, available at Amazon, Argos, MPD, Very and A1 Comms as well as Carphone Warehouse.
HONOR challenges the UK to be more #SwitchedOn around youth stereotypes
77% of over 45’s feel that young people spend too much time on their phones
Only 8% of those aged 18-24 feel smartphones have a negative impact on their lives
90% of Gen Z have shown older generations how to do something on their phone.
50% of 18-24 year olds say they have uncovered artistic talents through using their smartphones
1st August 2019 – New research conducted by mobile tech brand HONOR has revealed that over three quarters of over 45’s believe that young people spend too much time on their phones, while only 8% of those aged 18-24 feel any negative effects of their smartphone usage.
To help shine a light on negative perceptions of youth smartphone usage and mark the launch of the new HONOR 20 PRO, HONOR has today unveiled an evolving graffiti mural in the heart of London.
The research, conducted by OnePoll among 2,000 Brits to analyse generational attitudes towards smartphones, found that although 92% of the UK now own a mobile phone, there is a disconnect between how older generations perceive Gen Z’s usage in comparison to how they view their own.
41% of 45+ year olds believe smartphones have a negative impact on the lives of Gen Z, while 62% of that same age bracket believe smartphones have a positive effect on their own lives.
Meanwhile, three quarters (76%) of 18-24 year olds feel that their smartphone usage is totally misunderstood by the older generation with 90% saying they had shown older generations how to do something on the phone, despite only 33% of over 35’s being comfortable admitting to this.
As modern lifestyles have changed, the shift in how we engage with one another has also taken a turn. Results show that, thanks to ongoing advancements in smartphone cameras, 95% of Gen-Z have now used photography as a form of communication with more than three quarters (83%) doing so multiple times a week, whilst Baby Boomers (35%) and Traditionalists[1] (43%) still prefer to communicate face-to-face.
Britain is more creative, connected and entrepreneurial than ever before with 50% of 18-24 year olds having uncovered artistic talents through the use of a smartphone in comparison to 24% of the 55+ age bracket. Gen Z use their phones for an increasingly wide variety of tasks, many of which could be seen as productive. For instance, 55% of the demographic know someone with a side hustle, of which 64% said this earns them money and 41% saying they couldn’t do it without their mobile phone. What’s more, almost half of the UK (49%) believe they are more productive due to having a smartphone, 60% of which are part of Gen Z.
Despite some negative perceptions from older generations, HONOR’s research actually revealed that those aged between 18-24 are using their smartphone in more positive ways than any other generation.
| Smartphone use |
Gen Z (18-24) |
Baby Boomers and Traditionalists (45+) |
| To be more creative |
40% |
10% |
| To increase social consciousness |
30% |
10% |
| To be more environmentally conscious |
20% |
8% |
It’s clear that younger people see more benefits from using their phones for work too, with 37% of those born after 1996 saying they make them more flexible, 34% saying they can multi-task better and 36% saying their time management benefits from using their phones. In contrast to this, 44% of over 55’s said that having a smartphone has not benefitted their work in any way at all.
Olivier Dobo, HONOR UK Marketing Director, said: “Our research shows that young people are getting more out of their smartphones than any previous generation, and we’re proud to help them continue to do so. Phones like our new HONOR 20 PRO mean young people can start to change their world as easily as they change the track they’re listening to, so the fact that so many of Gen Z are embracing the opportunities smartphones offer is really great to see.”
To highlight these new findings, HONOR has partnered with Professional Graffiti and Street Art Team, Graffiti Kings, to create a 30ft artistic mural on a wall in Shoreditch. The artwork will be on display to the public depicting the two sides of the story. In a two-part mural that comes alive at night, the image will show the activities that Gen Z are really up to on their phone, as well as what they’re perceived to be doing.
The HONOR 20 PRO was designed to meet the ever-evolving needs of the world’s youth, featuring one of the best all round creative camera systems available in the market. It features HONOR’s first ever AI Quad Camera, and comes with Ultra-High ISO Sensitivity, which provides a better low-light photography experience.
Following its global launch in London earlier this year, the HONOR 20 PRO will be on sale in the UK for £549.99 from today, and al customers who buy between 1 August and 18 August will receive a free HONOR Watch Magic, normally £179.99.
There has always been a perceived notion amongst the older generation that young people use their phones too much. On the flip-side, the younger generation seem to think that the older generation don’t use them enough due to lack of understanding. This, as with most perceived notions, is not entirely the case and to marketing people it is very important that they know how to to market their product to both.
