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 Generation Z statistics to find the answers.
To truly understand a generation’s motivation, it’s essential to start from the social and economic circumstances they grow up and live in. Generation Z is the first age group that knows no world without the internet and digitalization. This means that they know and use all the advantages of the technology they’ve been given—this is an excellent place to start with your marketing strategy.
But what else is there to know about the Zoomers?
Top Fascinating Gen Z Trends in 2020 (Editor’s Choice)
- 55% of Gen Zers use their phone for over five hours daily.
- An incredible 85% of Generation Z use YouTube.
- 77% of Gen Z say they prefer brands that promote equality on social media.
- For another 77% of Gen Z, diversity is an important factor in the work environment.
- About 58% of Gen Z use Instagram to discover brands.
- Generation Z will make up 30% of all workforce in the US by 2030.
Intriguing Generation Z Facts
1. Gen Z comprises an estimated 32% of the world population.
That means this generation is more extensive than millennials and baby boomers. What’s more, it currently makes up a whopping one-third of the global population.
2. There are roughly 67.17 million Gen Z-ers in the United States alone.
While Generation Z demographics show they are clearly on the path to become the largest generation in United States history, this figure today represents a slightly smaller percentage (20.46%) of the total US population.
3. Generation Z is set to be the most ethnically diverse in US history, with just over 50% white population.
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, according to Generation Z diversity statistics.
Generation Z Technology Usage Statistics
4. 80% of Gen Z hope to work with cutting edge technology.
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.
5. 55% of Gen Zers use their phone for over five hours daily.
When considering Generation Z marketing strategies, their use of smartphones is crucial. 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 five hours a day. Additionally, over 26% use their cell phones 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.
6. 75% of Gen Z prefer the use of smartphones over any other device.
When it comes to Generation Z and cell phones, statistics indicate that roughly three-quarters prefer using their smartphones over any other device. Moreover, 45% say they also use laptops, 30% say they also use desktop computers, 10% prefer to use tablets, 8% say they use gaming consoles, 3% use a smart TV, and 1% say they use wearable devices.
7. 70% of Gen Z say they have a Netflix subscription.
Statistics about Generation Z indicate that about seven out of ten Generation Z-ers are subscribed to Netflix, which is more than any other generation. In comparison, only 39% of baby boomers have subscriptions, with millennials trailing Gen Z closely, at 65%.
8. 73% use their phones for texting.
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 Social Media Usage Statistics
9. 51% of Generation Z use Facebook.
This is one of the more surprising Generation Z stats. 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. In fact, only about half of Gen Z-ers use Facebook, and the number plummeted by 20% in just four years.
10. 85% of Gen Z use YouTube.
According to Generation Z social media use data, 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%, and, finally, Twitter with 32%.
11. 47% of Gen Z say they spend over three hours a day on YouTube.
Compared to millennials, Gen Z-ers are twice as likely to turn to YouTube, Generation Z social media statistics show. About 55% say the video-sharing platform has helped them in their education and made them more knowledgeable.
12. 25% of Gen Z uses YouTube for shopping recommendations.
When it comes to shopping and product recommendations, YouTube is one of the platforms of choice used by a quarter of the youngest population, making it a valuable part of all the Generation Z marketing strategies you would want to consider.
13. 77% of Gen Z say they prefer brands that promote equality on social media.
Over three-quarters of Gen Z-ers say they have more positive feelings for a brand and consider buying its product if it promotes gender equality on social media. In fact, top Gen Z brands are all conscientious and socially responsible, and they are always sure to market that.
14. About 58% of Gen Z use Instagram to discover brands.
Almost six out of ten Gen Z-ers use Instagram to follow brands and discover cool new products. Around 56% of them find their purchasing options through YouTube and Facebook (31%), with a smaller percentage on Twitter and other social media channels.
15. 41% of TikTok users are 16 to 24 years old—the Gen Z age range.
According to these TikTok statistics, a massive Generation Z segment uses TikTok, the popular global video sharing community, especially those between 16 and 24 years.
16. 44% trust the product recommendations by top Gen Z influencers.
An incredible 70% of the generation follows at least one social media influencer on one of the platforms. This trend may be because Gen Z-ers trust each other, including influencers.
17. 67% of Gen Z prefer to see real people in ads.
According to 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 in the Workplace Statistics
18. About 25% of Gen Z start their job search early.
Generation Z-ers do 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, according to the latest Generation Z statistics on college trends.
19. 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 in their non-tech skills. Additionally, 57% of Gen Z say they are well-prepared for future careers because of their education.
20. Just 19% of 15 to 17 year-olds have job experience.
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 15 and 17.
21. For 77% of Gen Z, diversity is one of the essential factors in the work environment.
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 Z-ers also say they welcome job fluidity in their workplaces.
22. Generation Z will make up 30% of all workforce in the US by 2030.
If we analyze the facts about Generation Z and technology, this generation arrives more diverse, more open-minded, and educated than previous generations. Most importantly—as a so-called iGeneration, they are more tech-savvy than the older generations, which is a huge advantage.
23. A majority of Generation Z (70%) claim that making money is their top priority in life.
The difference between millennials and their successors is relatively marginal—60% of Generation Y prioritize making money as well. When it comes to other Generation Z interests, both them and millennials are less focused on having a family or keeping close friendships. Both groups are also equally (dis)interested in marriage, at 39%.
24. 59% of Gen Z are willing to learn new skills to earn more.
Generation Z trends indicate that career advancement and financial incentives matter more to this generation than to millennials. In fact, over half of Generation Z-ers would be ready to learn a new skill to get a better salary.
25. 64.7% say their top motivator for work is job fulfillment—one of the most prominent Generation Z characteristics.
Unlike baby boomers, who worked on 9-to-5 desk jobs to make a living, over 64% of Gen Z say their enthusiasm for work depends on job fulfillment. In fact, 36.6% say their motivation is coworkers, and 34.5% say it’s the reward for doing a good job.
26. According to Generation Z facts, nearly a quarter feels guilty for taking time off work (24%).
What’s more, another 24% feel like they will be judged for taking the days off. The closest generation to manifest similar sentiment are millennials, 15% of whom struggle with the same problem when it comes to vacationing.
Generation Z Consumer Behavior Statistics
27. Analysis of Generation Z spending habits shows they account for $44 billion in buying power.
The Generation Z spending power was previously estimated at $44 billion, but in 2020, it is expected that the generation will command over 40% of all consumer shopping.
28. 64% of Generation Z say brands should offer a personalized experience.
A survey found that nearly two-thirds of Generation Z shoppers and 72% of millennials want a personalized experience for shopping.
29. 58% of Generation Z are willing to pay the premium accounts.
Generation Z statistics show about 67% of the generation say that fashion and shopping matter for 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.
30. 68% of Gen Z prefer to shop with brands that contribute to social causes.
Top Gen Z brands need to be socially conscious. 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 to society by putting aside differences and working for the greater good.
31. 61% say they prefer ethical brands.
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.
32. 93% of Generation Z will purchase good-looking products.
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 general Gen Z values, and 67% prefer fashionability. Around 42% of Gen Z also look for uniqueness when shopping.
33. 58% of Gen Z shoppers say they will pay more for expedited services.
Over half of Gen Z shoppers say they are willing to pay more than $5 if they get the product they bought online within an hour. So offering a next-day delivery might prove as a lucrative business move and an appealing feature to Generation Z.
More Generation Z Facts
34. Around 42% of Generation Z were unaffiliated with any religious belief system.
Just like its predecessors, millennials, Gen Z is reluctant about religion. However, most of those who are religious practice their faith regularly, according to Generation Z religion statistics. For example, almost six out of ten (58.2%) Gen Z-ers with evangelical beliefs attend church every Sunday.
35. Only 45% of Gen Z-ers report very good mental health.
Generation Z depression statistics 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. Surprisingly, baby boomers trail this sentiment (51% feel like they’re struggling mentally as well), with 56% of millennials reporting the same.
36. 70% of Gen Z-ers believe the government should do more to solve problems in the country.
(Pew Social Trends)
Generation Z broadly shares the same concerns and opinions on the state of political reality in the US with millennials. Both age groups are significantly more liberal than previous generations, from what we could learn from Generation Z political statistics.
37. Generation Z takes voting very seriously—4.5 million of them voted in 2018.
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. Together with Generation X, they cast a total of 62.2 million votes, compared to 60.1 million votes by baby boomers and older 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.
Frequently Asked Questions (FAQ)
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.
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.
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.