Generation Z is making a name for itself as the ethnically diverse pro-globalization age group, determined to bring changes.
So how does their set of values translate to their consumer behavior? We’ve analyzed the latest statistics and facts to find the answers.
- Gen Zers account for almost two billion people.
- 55% of Gen Zers spend more than five hours a day on their phones.
- Facebook is used by 51% of Gen Zers.
- Thanks to Instagram, nearly 58% of Gen Z discover new brands.
- TikTok users make up 60% of the entire Generation Z.
- A good 25% of Gen Zers start looking for a job before graduation.
- By 2030, the US workforce will count 30% of Gen Zers.
- More than seven in ten Gen Zers prefer buying from brands that care about social issues.
- Only 45% of Gen Zers say they do not struggle with mental health issues.
- One in six Gen Z adults is a part of the LGBTQ+ community.
Contrary to belief, Gen Z takes up a big slice of the worldwide population.
These exciting statistics will give you a more definite picture of which rate belongs to this generation and how this affects today’s businesses.
1. As the largest generation in the world, the Gen Z population adds up to two billion.
All that considered, what percent of the population is Gen Z? More than you might believe—Generation Z accounts for a whopping 30% of the worldwide population, a more extensive figure than Millennials and Generation X.
While it’s not clear which age range comprises Gen Z, many argue it starts from 1995 and ends in 2009.
2. There are roughly 67.17 million Gen Zers in the US alone.
These Generation Z demographics show they are clearly on the path to become the largest generation in US history.
As of today, it represents a slightly smaller percentage of the total US population, at about 20%.
3. 52% of Gen Zers are Caucasian.
When it comes to Generation Z diversity, statistics prove that Gen Z is set to be the most ethnically diverse generation in history.
In the US, 25% of Gen Zers are Hispanic, 14% are African-American, 6% are Asian, and the remaining 4% are mixed or from other racial ethnicities.
4. In the UK, Gen Z makes up 19% of the population.
Generation Z statistics indicate that the UK has a fair percentage of young adults belonging to this generation.
In comparison, the youngest Gen Alpha and the oldest Silent Generation both make up 8% of the population.
5. According to statistics, Generation Z’s attention span is about 8 seconds.
That said, millennials’ attention span lasts just a few seconds longer—about 12 seconds.
Brands must keep in mind that every single second is crucial to capture young customers’ attention.
It’s safe to say that Gen Zers are the only generation born surrounded by technological devices.
Although it has positively changed education and employment, technology comes with a few disadvantages. Let’s dive right in.
6. 80% of Gen Zers hope to work with cutting-edge technology.
While older generations fear automation will cause massive job losses, statistics about Generation Z prove that’s not the case with today’s youngsters.
In fact, most Gen Zers say they aspire to work with the most modern and innovative technology and believe that automation can help create a more equitable environment.
7. 55% of Gen Zers use their phone for over five hours daily.
Considering the relation between Generation Z and cell phones, statistics confirm that over half of Gen Zers use mobile phones for at least five hours a day. Additionally, over 26% use them for ten or more hours every day.
On average, this generation uses smartphones 15.4 hours every week, more than any other type of digital device.
8. According to Generation Z trends, 73% of the youngest generation uses their smartphone to text.
While many Gen Zers use their phone for gaming, entertainment, and schoolwork, the vast majority of them use the device for chatting.
Nearly three-quarters of Gen Zers utilize social media text messaging features and WhatsApp.
Being born in this digital era has caused Gen Zers to be the most passionate social media users out there.
Let’s take a closer look at the latest numbers on social media usage.
9. 51% of Generation Z use Facebook.
Even though Facebook is still the most popular social media network globally, it isn’t one of the social media platforms most used by Gen Z.
Only about half of Gen Zers use Facebook—the number plummeted by 20% in just four years.
10. 62% of Gen Z use YouTube on a daily basis.
People aged 7–22 enjoy watching video content on social media. According to Generation Z social media use data, YouTube is the second-most used social media platform among Gen Z youth.
YouTube demographics suggest that a big part of Gen Zers use this platform daily. Only Instagram stands above YouTube, with 65% of daily users.
11. 47% of Gen Z say they spend over three hours a day on YouTube.
Generation Z social media statistics prove that the younger generation is twice as likely to turn to YouTube compared to millennials’ social media usage.
A good part of Gen Zers says the video-sharing platform has helped them in their education and made them more knowledgeable.
12. 77% of Gen Z say they prefer brands that promote equality on social media.
As youngsters have more positive feelings towards inclusion, top Gen Z brands need to be conscientious and socially responsible.
Promoting and marketing equality on social media will improve the brand’s sales, especially among this generation.
13. About 58% of Gen Z use Instagram to discover brands.
Almost six out of ten Gen Zers use Instagram to follow brands and discover fantastic new products.
In addition to that, Generation Z social media usage statistics revealed that 56% of them find their purchasing options through YouTube and Facebook (31%), with a smaller percentage on Twitter and other social media channels.
14. 60% of Gen Zers are TikTok users.
TikTok has gained explosive success since its launch in 2017.
While this platform has rapidly reached all generations, these TikTok statistics proved that especially the Generation Z age range between 16 and 24 are trendsetters.
15. 44% of Gen Zers trust product recommendations by influencers.
An incredible 70% of the generation follows at least one social media influencer on engaging platforms like Instagram, TikTok, Facebook, or Twitter.
The youngest generation trusts influencers more than millennials.
16. 63% of Gen Z prefer seeing “real people” in advertisements.
Over two-thirds of Gen Zers want to see “real people” rather than celebrities in ads, Gen Z statistics for 2021 say. Contrary to older generations, Gen Zers are more committed to realistic narratives and authenticity.
Social media marketing statistics indicate that brands promote their products to Generation Z on social media by posting customer testimonials.
However, 29% of Gen Zers are still influenced by celebrities against 19% of millennials.
Opposed to the previous generations, Gen Zers struggle the most with job stability and financial security.
However, they have no qualms in terms of changing jobs, and our latest data will show you why.
17. About 25% of Gen Z start their job search early.
About a quarter of Gen Zers start their job search as soon as they enter college.
The latest Generation Z statistics also indicate that 50% of those attending college start looking for a job in their junior or senior year, while only 10% wait until graduation.
18. 52% of Gen Z say they have the tech skills employers are looking for.
If Generation Z education statistics are believed, just over half of the generation is more confident in their tech skills than their non-tech skills.
Additionally, 57% of Gen Z say they are well-prepared for future careers because of their education.
19. For 77% of Gen Z, inclusion is one of the essential factors in the work environment.
Considering all generations in the workplace, statistics demonstrate that Gen Z is the most ethnically diverse one. So, it is understandable why over three-quarters of them would want to work in companies that do not discriminate.
The same percentage of Gen Zers also say they welcome job fluidity in their workplaces.
20. Gen Zers will make up 30% of all US workforce by 2030, Generation Z statistics say.
Unsurprisingly, this generation arrives more diverse, open-minded, and educated than the previous ones.
Most importantly, the so-called iGeneration is more tech-savvy than the older generations, which brings a considerable advantage.
21. 70% of Gen Z claim that making money is their top priority in life.
These Generation Z facts show how the difference between millennials and their successors is relatively marginal—60% of Generation Y prioritize making money as well.
When it comes to other interests, Gen Zers and millennials are less focused on having a family, keeping close friendships, and committing to marriage.
Generation Z experienced two periods of economic recession—the Great Recession and the current COVID-19.
Contrary to what you might believe, this profound experience with financial instability will more likely encourage some spending habits inherited by millennials.
22. Millennials and Gen Zers spent 125% more in 2021 than in 2019.
With the introduction of vaccinations, Generation Z and millennials spend has seen massive growth in 2021. In fact, the youngest generations are shopping more than in the pre-pandemic period.
While millennials and Gen Zers have always been quick to open their wallets, boomers and Gen Xers are less passionate spenders.
23. 73% of Gen Zers under 22 are willing to pay more for sustainable products.
Being the largest generation out there, it’s not surprising that Gen Z holds the most buying power. Not to mention, Gen Zers are willing to pay 10% more on environmentally-friendly items.
That’s why more brands and retailers are introducing sustainable alternatives for clothing, cars, and more.
24. 72% of Gen Zers prefer to shop with brands that contribute to social causes.
Top Gen Z brands need to be socially conscious.
According to consumer spending statistics, more than seven in ten Gen Zers say they prefer to take their business to brands that play a positive role in their community and contribute to society by putting aside differences and working for the greater good.
25. Gen Zers spend an estimated $143 billion per year.
These fascinating Generation Z trends state how Gen Zers are the biggest spenders, especially those in the early 20s that entered the workforce for the first time.
When it comes to spending, this generation pays special attention to the authenticity of a brand and its purposes.
Gen Z is arguably the generation that struggles with mental health the most.
On a positive note, Gen Zers seek professional help more than the previous generations, as they are more aware of the stressful environment they live in.
26. Only 45% of Gen Zers report having good mental health.
Generation Z statistics on depression and mental health indicate this is the generation that feels most detached from society. Ironically, it’s probably the generation of people who, at the same time, feel more like global citizens than anyone before them.
Around 37% of Gen Zers say they seek treatment from a psychologist, psychiatrist, or another mental health expert.
27. Around 42% of Generation Z were unaffiliated with any religious belief system.
Just like its predecessors, Gen Z is reluctant about religion. However, Generation Z religion statistics imply that most of those who are religious practice their faith regularly.
For example, almost six out of ten (58.2%) Gen Zers with evangelical beliefs attend church every Sunday.
28. 16% of Gen Zers voted in the 2020 Presidential Election.
While the voter turnout was at a modern high, it’s the younger generations who pulled the heaviest burden. Millennials and Generation Z statistics show that voting is an essential issue to them.
The vast majority of young voters have more progressive views on LGBTQ+, immigration, and gender issues represented in the Democratic Party.
29. One in six Gen Z adults identify as LGBTQ+.
Gen Zers are more likely to identify as something other than heterosexual and cisgender.
Thanks to Generation Z queer and transgender increased representation on media, statistics prove that Gen Zers have broader knowledge and understanding of the issues afflicting the LGBTQ+ community than the previous generations.
As more and more Gen Z-ers start to enter the workforce, their impact on the economy and the business world will grow, as our Generation Z statistics clearly show.
Market researchers need to base their business strategy on 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.
It’s expected that Generation Z will play the most significant role in the market, starting in 2020. In fact, reports projected 40% of all consumption to come from the youngest generation to enter the workforce.
Even the Gen Zers that don’t have an active employment status just yet are having critical influence in their household spendings—at least according to 82% of parents.
91% of Gen Z young adults reported having experienced physical and mental repercussions due to stress. 58% of Gen Zers feel depressed, with 55% of them lacking any interest and motivation.
Especially during the past years, 64% of American Gen Zers agree that money and work are their top 2 stressors. Furthermore, 33% are concerned about personal debt, 31% about housing instability, and 28% about providing enough food for themselves.
Although the data on this slightly varies, most researchers define Generation Z as a part of the population born between 1996 and 2012.
Generation Z is the demographic group that follows millennials. This means that the oldest members of this cohort are 24 years old, while the youngest are just around eight years old.
Generation Z’s spending power is projected to be around $44 billion and is expected to grow significantly as they integrate into the workforce within the next few years. This number is already consequently higher than the amount of money millennials and older generations were spending at that stage of their lives.
According to data from 2019, Generation Z makes a significant share of the total US population—20.46%. They are currently the second-largest group, just behind millennials, who make 21.97% of the population. In actual numbers, this means that 67.17 million people belong to the youngest generation in the US.
Zoomers are the first generation to be brought into the world in the internet era. Consequently, they spend most of their time on social media, compared to older generations. But how much of them are on the platforms in total?
Statista reports the following: Instagram is used by 73% of the Gen Z adults, with both Snapchat (63%) and YouTube (62%) trailing closely.
Generation Z statistics clearly show that Facebook is notably missing from the youngest generation’s top three favorite social media platforms, but remains the most used platform by millennials, Gen X, and baby boomers.