Latent Profile Analysis of Generation Z and Millennials by Their Smartphone Usage Pattern

Abstract

This study aims to classify Generation Z and Millennials according to their smartphone usage patterns and provide insights into the digital generation. We developed a scale to measure the patterns of smartphone usage following an extensive literature review and classified the smartphone usage pattern of Generation Z and Millennials using a latent profile analysis. Differences among groups according to socio-economic characteristics and smartphone related issues were analyzed. The indicators of the pattern of smartphone usage composed of the degree of involvement in actively producing information, passive searching of information, bonding and linking social connections, enjoying entertainment, and playing digital skills. Latent profile analysis produced five distinctive groups according to the degree of involvement in these activities. From this study, it is evident that the digital generations differ in their pattern of smartphone usage. This study provides practical implications for smartphone industry professionals and those interested in the younger generation’s digital transformation.