Identifying characteristics and types of Generation Z according to the behavior of smartphone camera use

Abstract

Background Generation Z are digital natives that use smartphone cameras for a variety of purposes such as self-expression, communication, and play. The purpose of this study is to identify and classify the main characteristics of user behavior of smartphone cameras in Generation Z. Understanding the group behaviors of smartphone camera users can be useful for UX design development of smartphone cameras and related services. Methods We conducted a case study of smartphone camera apps preferred by Generation Z and identified the main characteristics of the apps. Based on these findings, we organized preliminary surveys to understand the overall camera usage and to select proper interviewees. In an interview, we asked questions related to motivation, context, and behavior and analyzed the common responses through affinity diagrams. Then, we conducted the second survey and ask the participants to respond on how the derived features correspond to them using a five-point scale. Finally, we used the K-means algorithm to classify the categories of camera use behaviors and derived the prominent responses of each type. Results The characteristics of smartphone camera usage of Generation Z are classified into six categories: 'convenience', 'memory record','artist's expression', 'communication', 'naturalness', and 'consciousness ofothers'. Group A was mostly female (90%), which shows high levels of 'convenience'and 'memory records' in camera usage. They mainly produce content for selfsatisfaction and tend to avoid complicated steps in shooting and editing. Group B is also female (76%) with high levels of all categories except 'memory record'. They take pictures and edit them according to their own tastes and upload them to SNS to use feed as their self-branding space. Group C is mostly male (93%) with high levels of 'convenience', 'communication', and 'naturalness'. They tend to create visual content to communicate with the people around them, and hence, it is easy for them to shoot and edit. Conclusions This study derives six characteristics and three categories of smartphone camera usage behavior of Generation Z. The results of this study can be used as an important criterion for organizing existing functions and setting up new functions targeting generation Z. © 2020, Korean Society of Design Science.