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Our Analysis

Among smartphones, Gen Z skews heavily toward Apple. This is particularly true for those in New York, London and Tokyo. As might be expected, Samsung is popular in Seoul, and LG also performs well in this market. OnePlus and Motorola are popular in Buenos Aires, while Lenovo and Oppo are owned by over 10 percent of Gen Z in Bangalore. Notably, Apple and Samsung are more significant brands. There is a large drop with LG, the third-ranked brand, which has 8 percent ownership among our sample.

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