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Home Blog 35 Life-changing Generation Z Statistics

35 Life-changing Generation Z Statistics

by Darko

Just when companies started to figure out what makes Millennials tick, along came Generation Z. Also known as iGen or the Net Gen, this is the most ethnically diverse, the most technologically-savvy, and the largest generation in US history, the latest Generation Z statistics reveal.

This is huge!

But that’s not all:

Those marketers who think Generation Z is comprised of nothing more than “Millennials on Steroids” have their work cut out from them. In fact, the newest generation showcases its own unique characteristics, attitudes, values, and opinions.

Would you like to find out what they are?

We’ve collected all the most recent mind-blowing facts and figures that paint a fascinating picture of this generation’s landscape.

Let’s start with a few…

Fascinating Generation Z Stats (Editor’s Choice)

  • 64% of Generation Z demand personalized experiences.
  • 67% of Generation Z want to see real people in ads as they value authenticity.
  • Generation Z is less likely to turn to doctors, nurses, and medical practitioners for health info, preferring instead to rely on friends and family.
  • 60% of Generation Z prefer cool products over cool experiences.
  • 55% of Generation Z use their phone over 5 hours a day.
  • 85% of Generation Z use YouTube, saying the video-sharing channel has made them more knowledgeable.
  • 77% of Generation Z prefer to work in companies that value diversity and inclusivity.
  • 68% of Generation Z prefer to shop with brands that contribute to social causes.

Generation Z Facts and Trends

1. Generation Z-ers were born between 1997 and 2012.

(Source: Pew Research)

In case you were wondering “what is Generation Z age range?” you now have your answer.

Generation Z is the demographic group that follows Millennials. This means that the oldest members of this cohort are 22 years old, while the youngest are just 7 years old.

Another popular question is:

How much of the population is Generation Z?

2. Gen Z will comprise an estimated 32% of the world population by 2019. 

(Source: Bloomberg)

This means this generation is larger than Millennials and Baby Boomers. What’s more, it currently makes up a whopping one-third of the global population.

3. In the United States alone, there are roughly about 90.55 million Gen Z members. 

 (Source: Statista)

While Gen Z is clearly the largest generation in the history of the United States, this figure represents a slightly smaller percentage (around 27.5%) of the US population.

4. Generation Z is the most ethnically diverse generation in the US yet.

(Source: Pew Research)

About 52% of Gen Z-ers are non-Hispanic whites, 25% are Hispanic, 14% are African-American, 6% are Asian, and the remaining 4% are non-Hispanics of other racial ethnicities, usually mix-race youth.

Generation Z Facts and Trends

5. 80% of Gen Z hope to work with cutting edge technology.

(Source: Dell)

While older generations fear automation will cause massive job losses, that’s clearly not the case with today’s youngsters. In fact, the vast majority of Gen Z-ers say they aspire to work with the most modern and innovative technology and believe that automation can help create a more equitable environment.

6. 55% of Gen Zers use their phone for over 5 hours daily.

(Source: CGK)

Since they were born in the age of mobile technology, it is easy to see why over half of Gen Zers use mobile phones for at least 5 hours a day. Additionally, over 26% use their cell phones for 10 or more hours every day. On average, this generation uses its smartphones 15.4 hours every week, more than any other type of digital device.

7. 75% of Gen Z prefer the use of smartphones over any other device.

(Source: IBM)

Roughly three-quarters of Generation Z prefer using their smartphones over any other device. Moreover, 45% say they also use laptops, 30% say they also use desktop computers, 10% say they use tablets, 8% say they use gaming consoles, 3% say they use smart TV, and 1% say they use wearable devices.

8. 71% of Gen Z have a Netflix subscription.

(Source: VisionCritical)

About seven out of ten Generation Z-ers has a subscription to Netflix, which is higher than any other generation. “Netflix and chill” with this lot! 

9. 73% use their phones for texting.

(Source: IBM)

Nearly three-quarters of Gen Z-ers use their smartphones for text messaging, while 59% use them for entertainment, 58% for playing games, 36% for schoolwork. What’s more, 28% use their phones to learn new things, while 17% use them for shopping.

Generation Z Statistics - teens

Generation Z Social Media Statistics

10. 51% of Generation Z use Facebook.

(Source: Pew Research)

This is one of the more surprising Generation Z stats. Even though Facebook is still the most popular social media network in the world, younger people are migrating to other platforms. So, only about half of Gen Zers use Facebook, and the number plummeted by 20% in just four years.

But where do like to hang out instead?

Here’s the answer:

11. 85% of Gen Z use YouTube.

(Source: Pew Research)

YouTube is the most used social media platform among Gen Z youth. YouTube demographics suggest that 85% of Gen Z youth use YouTube, followed by Instagram with 72%, Snapchat with 62% of Gen Zers, and finally Twitter with 32%.

12. 47% of Gen Z say they spend over 3 hours a day on YouTube.

(Source: Pearson)

Compared to Millennials, Gen Z-ers are twice as likely to turn to YouTube. About 55% say the video-sharing platform has helped them in their education and made them more knowledgeable. 

13. 24% of Gen Z use YouTube for shopping recommendations.

(Source: HootSuite)

When it comes to shopping and product recommendations, YouTube is the platform of choice, used by about a quarter of Gen Z. Instagram comes next with 17%, followed by Facebook with 16%.

14. 77% of Gen Z say they prefer brands that promote equality on social media.

(Source: Patagonia)

Over three-quarters of Gen Z-ers say they have more positive feelings for a brand and would consider buying its product if it promotes gender equality on social media.

15. About 41% of Gen Z use Instagram to discover brands.

(Source: GenHQ)

About four out of ten Gen Z-ers use Instagram to follow brands and discover cool new products. 52% of these followers also use other social media platforms for brand discovery, like Facebook (40%), with a smaller percentage on Twitter and other social media channels.

16. 41% of TikTok users are 16 to 24 years of age.

(Source: HootSuite)

According to these TikTok statistics, a huge segment of Generation Z uses TikTok, the popular global video sharing community, especially those aged between 16 and 24 years.

17. 46% of Gen Z follow over 10 social media influencers.

(Source: GenHQ)

Almost half of Generation Z members follow over 10 influencers on various social media. This trend may be because Gen Z-ers trust each other, including influencers in their own generation who have wider experiences, expertise, and audiences.

18. 67% of Gen Z prefer to see real people in ads.

(Source: MBuy)

According the latest Generation Z statistics, two-thirds of Gen Z-ers want to see real people rather than celebrities in advertisements. This may be because of their commitment to realistic narratives and authenticity.

Generation Z Statistics - youtube

Generation Z in the Workplace Statistics

19. About 25% of Gen Z start their job search early.

(Source: Yello)

Generation Z-ers their job search early, and about a quarter of them start as soon as they enter college or university. About 50% start looking for a job in their junior or senior year, while only 10% wait until after graduation.

20. 52% of Gen Z say they have the tech skills employers are looking for.

(Source: Dell)

Research on Gen Z education shows that just over half of the generation is more confident in their tech skills than in their non-tech skills. Additionally, 57% of Gen Z say they are well-prepared for future careers because of their education.

21. Just 19% of 15 to 17-year-olds have job experience.

(Source: Wharton/UPenn)

Generation Z is entering the workforce with less job experience than Millennials or Baby Boomers, Generation Z statistics reveal. Only 19% of 15 to 17-year-olds in 2018 said they worked during 2017, compared to 30% of Millennials in the same age bracket interviewed in 2002. And in 1968, 48% of Baby Boomers said they worked between the ages of 15 and 17.

22. 77% of Gen Z prefer working at companies that welcome diversity.

(Source: Forbes)

Since Gen Z is the most ethnically diverse generation, it is understandable why over three-quarters of them would want to work in companies that value diversity. About three-quarters of Gen Zers also say they welcome job fluidity in their workplaces.

23. 76% of Gen Z are willing to take up entry-level jobs.

(Source: Gen Z @ Work)

Over three-quarters of Gen Z employees say they are not afraid to make their way up from the very bottom of the corporate ladder. This shows their willingness to work hard and their attitude towards self-made success.

24. 65% of Gen Z say they will feel successful once they earn a $200,000 salary.

(Source: Apogee)

About two-thirds of Gen Z say that salary is very important to them — much more so than it was to Millennials or Baby Boomers. They also state that they will only feel successful once they start earning a whopping $200,000 or more.

25. 59% of Gen Z are willing to learn new skills to earn more.

(Source: LinkedIn)

Career advancement and financial incentives matter more to Generation Z vs. Millennials. In fact, over half of Generation Zers would learn a new skill to get a better salary.

26. 64.7% of Gen Z say their top motivator for work is job fulfillment.

(Source: Research Gate)

Unlike the Baby Boomers, who worked on 9-to-5 desk jobs just to make a living, over 64% of Gen Z say their motivation for work is job fulfillment, 36.6% say their motivation is good coworkers, and 34.5% say their motivation is reward for doing a good job. So, it’s clearly not all about the money.

27. Only 38% of Generation Z care about work-life balance.

(Source: Vision Critical)

Generation Z is more dedicated and driven to earn more money with meaningful jobs. Work-life balance matters to fewer than four in ten. When it comes to Generation Z vs. Millennials, 47% of the older generation cared about work-life balance.

Generation Z Consumer Behavior Statistics

28. Generation Z Account for $44 billion in buying power.

(Source: Forbes & RR Donnelley)

The spending power of Generation Z is currently an estimated $44 billion, but by 2020, it is expected that the generation will command over 40% of all consumer shopping.

29. 64% of Generation Z say brands should offer personalized experience.

(Source: Adobe)

A survey found that nearly two-thirds of Generation Z shoppers and 72% of Millennials want a personalized experience when it comes to shopping.

30. 58% of Generation Z are willing to pay premium. 

(Source: McKinsey)

About 67% of Generation Z say that fashion and shopping matter to them. In fact, 60% of Gen Z are willing to spend money on personalized products rather than cool experiences. Finally, 58% of the generation say they are willing to pay more for products that emphasize their unique personalities.

31. 68% of Gen Z prefer to shop with brands that contribute to social causes.

(Source: Facebook Insights)

Almost seven in ten Gen Z-ers say they prefer to take their business to brands that play a positive role in their community and contribute towards society by putting aside differences and working for the greater good. 

32. 61% say they prefer ethical brands. 

(Source: Facebook Insights)

The majority of Generation Z say they base their buying decisions on whether brands source their products and services through ethical, sustainable, and cruelty-free ways.

33. 93% of Generation Z will purchase good-looking products.

(Source: Apogee)

Aesthetics is the top factor that influences Generation Z consumer behavior. The vast majority say they will buy a product if it looks good, 91% focus on functionality, 90% focus on quality, 70% prefer products that align with their values, and 67% prefer fashionability. 42% of Gen Z also look for uniqueness when shopping.

34. 58% of Gen Z shoppers say they will pay more for expedited services.

(Source: Accenture)

Over half of Gen Z shoppers say they are willing to pay in excess of $5 if they get the product they bought online within an hour.

And finally:

35. Gen Z is the least religious generation.

(Source: Pew Research)

According to the Gen Z religious stats from Pew Research, over one-third of them considering themselves to be atheists. Gen Z a lot less religious than older generations.

Bottom Line

As more and more Generation Z-ers start to enter the workforce, their impact on the economy and the business world will grow, as our incredible Generation Z statistics clearly show. 

Key takeaway:

Market researchers need to start building a positive relationship with this generation so that companies can have a greater understanding of their trends, values, and attitudes, and can win them over to their side.


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