Generation Z Embraces AI and Reading Over Gaming

Generation Z is evolving from being 'digital natives' to 'AI natives.' An analysis of user data from three platform companies revealed that this generation is using AI flexibly and freely in their daily lives.
 Changes are first evident in smartphone usage. AIGAWKS analyzed nearly 20 years of mobile data to determine how Generation Z spends its time on various services. The report utilized a metric called 'Z Concentration,' which indicates the proportion of Generation Z users on specific apps compared to the overall population, to compare preferences across generations.

The analysis showed a clear trend: Generation Z prefers 'dedicated platforms' with a higher number of peers over general-purpose platforms. The college student community Everytime reported that 97% of its users are from Generation Z, while the generative AI service Crack had 89%, and Discord recorded 86%. Naver's personal broadcasting platform Chijijik also showed that 71.4% of its users belong to Generation Z, indicating a Z Concentration of 3.5 times higher than other generations. In contrast, the app Carrot Market had a relatively higher proportion of users in their 30s and 40s, highlighting distinct generational usage patterns.

Notably, there has been a shift in entertainment consumption. An analysis of data from June of last year to June of this year revealed a 6.3% decrease in mobile gaming usage, while interaction with AI services has rapidly increased. Users who previously spent leisure time on games or video content are now engaging with generative AI for conversations, image creation, and information exploration.

Yoo Kyung-won, team leader at AIGAWKS, stated, "Generation Z tends to communicate and consume content in their own spaces rather than through universal services. They view AI not just as a search tool but as an interactive platform."
 The way books are read has also changed compared to previous generations. Millie's Library analyzed actual reading data from 10 million members over the past decade and found that for Generation Z, reading has expanded beyond the act of reading books to include recording and sharing personal tastes and experiences. Users have left a total of 440 million highlights.

Lee Shin-hyung, team leader of the Unlimited Reading Team at Millie's Library, noted, "Generation Z tends to use reading records as a portfolio. In the past, they would write their thoughts in notebooks, but now they share highlights and one-line reviews, creating a culture that expresses their tastes and identities."

The starting point for reading has also shifted from previous generations. Content that has gained attention through TV programs, movies, fandoms, and social media has become the gateway to reading. For instance, IVE's Jang Won-young mentioned that Buddhist-related content led to reading Hermann Hesse's 'Siddhartha,' and there is a trend of seeking out novels adapted into films or dramas. This so-called 'Text Hip' phenomenon is evolving into a new reading culture rather than just a passing trend.

Millie's Library is reflecting these characteristics in its services. To lower the entry barrier for users who feel burdened by completing books, it offers summarized content, allowing users to transition to original texts when they express interest. Providing various reading environments, including smartphones, tablets, audiobooks, and AI voice (TTS), is also part of this approach.

The team leader stated, "Summary content is not a substitute for completing books but rather an entry point to explore a wider range of books. For Generation Z, what matters is not finishing a book but consistently engaging with reading in a way that suits them."
The way generative AI is used is also changing. MindLogic analyzed that Generation Z is adopting a 'multi-AI' usage approach, selecting different AI models based on their purposes rather than relying on a single AI. The report explains that using ChatGPT for drafting, Claude for analyzing long documents, and Gemini for real-time searches is becoming a new habit.

The depth of conversations with AI is also increasing. According to data released by MindLogic, the amount of information users input in a single conversation has increased 2.8 times over the past year. This indicates a shift from simply asking a question and receiving an answer to engaging in multiple exchanges to collaboratively produce results, with one in four conversations involving over ten questions and answers.

The use of AI, which was previously text-focused, is rapidly expanding into image and document creation. Following the popularity of Studio Ghibli-style images, the use of image generation has increased by approximately 140 times, and there has been a significant rise in using AI for document and presentation (PPT) creation, as well as diagram production. About 66% of users are utilizing two or more functions, such as searching, document writing, and image generation.

Kim Jin-wook, CEO of MindLogic, stated, "Generation Z is not a generation that uses just one AI; they choose the most suitable model based on their purpose. AI is becoming a collaborative partner that helps think and create results rather than just a tool for searching." He added, "In the future, the new digital competitiveness will depend more on how and which AI is chosen for different situations rather than on the quantity of AI usage."



* This article has been translated by AI.

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