Digital Natives vs Digital Adopters: A Comparative Study of Technology Dependence and Behavioural Outcomes Across Generations, Gen Z And Millennials

Abstract

The behaviour of every person is developed by social, economic, cultural and technological environment factors where they are born and grow, they exhibit similar patterns shaped by their formative environmental factors. The generation Millennials witnessed the technological and economic advancements, especially the impact of globalisation. They are digital adopters because they gradually adapted to the emerging technologies, the internet, mobile phone, online trade and social media. Generation Z are didital natives born in a world of digital and technological advancements and a social environment. These environmental factors may influence the behaviour, lifestyle, social involvements, economic, financial and career decisions of both generations. This study is a quantitative research to compare the technological dependence and behaviour of Millennials and Generation Z by collecting the data from 112 respondents from each generation randomly through a structured questionnaire. The data was analysed by using descriptive statistics and an independent t-test. The study found that both generations are involved in the adoption of technologies; Gen Z is more confident, adaptable, and open to technological advancements than Millennials. By considering psychological and motivational factors, Millennials consider personal attitude and peers, and analyse the options before making decisions. Gen Z is more focused on self-expression and recognition, and more concentrated on trends and influencers while making decisions. Comparison of the variable life stage and economic orientation showed that Millennials prioritise financial and career stability and are ready to take risks when necessary. While Gen Z focuses on timing flexibility and is ready to switch career while getting better option. The result of social influence depicts that millennials are more socially influenced, while Gen Z is influenced by online communities and groups. Both are influenced at the same level by the family and responsibilities. Social media usage reveals that Gen Z is more used to social media as compared to Millennials, while both groups show equally engaging in social media for social and health-related content. The analysis on buying behaviour indicates that Millennials give more consideration to price and discount, while Gen Z consider brands and trends while shopping and both prefer online shopping.