Gen Z is fast becoming the most influential customer segment in the global economy. With a projected rise in spending from $2.7 trillion in 2024 to $12.6 trillion by 2030, this generation is not only shaping trends but also redefining expectations for digital experiences. Mobile operators who donโ€™t adapt to these expectations risk losing relevance in the long term in an increasingly competitive and fast-moving market.

Gen Z is on the Block โ€” and Theyโ€™re Ready to Spend

Gen Z values speed, personalization and intuitive digital experiences arguably more than any generation before them. Their expectations are setting a new bar for customer engagement:

  • Speed matters: Nearly two thirds of Gen Zers wonโ€™t use a platform that is slow or has slow processes. Moreover, 54 percent expect customer service responses within 10 minutes. A laggy interface or slow, reactive response is a sure way to send them elsewhere.ย 
  • Predictive design is critical: 45 percent will abandon a website if it doesn’t offer predictive features around their preferences. This generation expects platforms to understand what they want before they ask.
  • Personalization pays: 62 percent are willing to pay extra for services tailored to their preferences and theyโ€™re 75 percent more likely to purchase if customization is offered.

These behaviors point to a generation that doesnโ€™t just want efficiency; they expect their entire digital experience to feel uniquely crafted for them. This is where device experience becomes critical.

Why Device Experience Will Matter More Than Ever

For Gen Z, the mobile device is more than a tool; itโ€™s a lifeline. Itโ€™s their connection to the world, their routine, and their service provider. Yet, many mobile operators have historically underinvested in device experience, prioritizing billing systems for revenue assurance and network performance for competitive differentiation.

This disconnect is critical, however. A 2024 case study shows that Gen Z users experience 15 issues per 100 device uses related to network connectivity, higher than 12 for Millennials and 10 for Gen X. Theyโ€™re more likely to notice and react to device-related pain points, which makes experience management not just important, but essential โ€“ on top of the fact that 75 percent prefer their smartphone as a channel of service.

Operators that focus on device experience gain two major strategic advantages:

  • Remote engagement: The device offers persistent digital access, enabling real-time outreach and service.
  • Behavioral data for personalization and speed of service: Continuous usage enables collection of rich data, which can be used to enhance retention and personalize upselling opportunities or resolve issues quickly.

What Should a Gen Z Device Experience Look Like?

To meet Gen Zโ€™s expectations, mobile operators must reimagine the device experience from passive and transactional to proactive and immersive. Three design pillars stand out:

1. Proactive Engagement with Agentic AI

The experience should begin before the customer even knows they need help. Push notifications can initiate conversations, while Agentic AI engages users to understand preferences, detect device issues, and offer timely solutionsโ€”whether itโ€™s a battery replacement, data upgrade, or a new device offer.

2. Gamification of Processes

Gen Z doesnโ€™t want to be led through tedious menus. Instead, operators should gamify device interactions, like periodic health checks or troubleshooting events, so that users feel engaged and in control. This approach builds stickiness and turns mundane, negative experiences into valuable, immersive and positive ones.

3. Fast resolution for device issues

Because Gen Z wants speed and relies more on their device for service, theyโ€™ll want fast resolutions when problems occur. Giving them the ability to resolve issues on their own without needing to call customer support, if avoidable.

Solutions like MCEโ€™s Agentic AI, gamified interface and self-troubleshooting diagnostic solutions enable operators to shift from reactive support to engaging, predictive service models โ€“ just what Gen Z ordered. You can learn more about MCE’s dDLM platform here.