While millennials are still regarded by many as the most powerful age group, Generation Z has started moving into the consumer spotlight. That’s why we’ve prepared these powerful Generation Z statistics to help you craft your marketing strategy for this demographic group whose importance is currently on the rise.
So, read on to learn more about the interests, shopping habits and behavior of the generation that has grown up with digital technology, and has been comfortable with the internet and social media from an early age.
Generation Z Statistics (Editor’s Choice)
- Gen Z outnumbered millennials in 2019.
- Nearly all Generation Z individuals own a smartphone.
- 82% of Generation Z skip ads and more than 50% use ad blockers.
- 85% of all Generation Z individuals learn about new products from social media.
- 77% of Generation Zers feel more positive towards brands that promote gender equality.
- 70% of Gen Zers influence their family purchasing decisions on food and household products.
General Generation Z Stats
1. Generation Z overtook millennials in 2020.
A Bloomberg analysis of UN data suggests that Generation Z outnumbered millennials in 2019, to account for just under a third (32%) of the world’s population. Millennials meanwhile were estimated to have accounted for 31.5 percent of the earth’s population last year.
2. In the US, Gen Z is expected to account for 40% of consumers.
According to FastCompany, this demographic cohort is likely to account for as much as 40% of US consumers in 2020. While if this is the case remains to be seen, Generation Z statistics conclusively show that targeting post-millennials will be essential for business success.
3. Nearly all Generation Z individuals worldwide own a smartphone.
As many as 98% of all Generation Z individuals around the world own a smartphone, according to data presented in a GlobalWebIndex report. 96% of North America Generation Z individuals have phones, according to the Generation Z technology usage stats presented in the report.
4. 82% of Generation Z skip ads and more than 50% use ad blockers.
Now, this is not something marketers want to hear. 82% of the youngest generation use AdBlocking software on their desktops, which makes it tougher for marketers to get brand awareness and product clicks with their ads. As usual, the solution is less quantity and more quality in ad distribution.
5. 71% of all teens spend 3 hours or more per day watching a video.
Google’s official Generation Z internet usage statistics further show that just over half (51%) of all teens use messaging apps for 3+ hours daily. As many as 52% meanwhile spend 3 hours or more per day social networking. All these trends are made possible by bigger mobile devices with longer-lasting batteries.
Generation Z Social Media Trends
6. 85% of all Generation Z individuals learn about new products from social media.
It seems that social media is what influences this age group’s habits the most. While Facebook remains the most popular social media regarding product discovery for all generations, it seems that younger people spend more time on Instagram and YouTube to find new products.
7. 62.48% of all Generation Zers check YouTube at least once a day.
Business Insider’s research on the Generation Z social media habits shows that this generation really loves watching YouTube. The main reason is finding out news about their favorite show, game, or products. This presents an opportunity for marketers to create videos showcasing their products or services.
(Source: Business Insider)
8. Generation Z loves Instagram the most (64.59%).
Instagram made its boom after Facebook acquired the platform. Today, more than 64% of Generation Zers love to use Instagram on a daily basis. From all social media, Instagram is most popular among teens in the US.
(Source: Business Insider)
9. Snapchat is the third most used social media by Generation Z.
Gen Z statistics reveal that 51.29% of the youngest generation use Snapchat daily. After all, it was Snapchat that made Instagram incorporate stories and videos on their platform. And don’t forget those FaceFilters, they had them first.
(Source: Business Insider)
10. Facebook is the fourth most used social media for Gen Zs in the US.
While Facebook changed the world when it was introduced back in 2004, post-millennials don’t find the platform as appealing as other social media. Generation Z social media statistics reveal that only 34% of all users from that generation log in on a daily basis to check what’s going in their social circle.
(Source: Business Insider)
11. 77% of Generation Zers feel more positive towards brands that promote gender equality on social media.
More than two-thirds feel more positive towards a brand or a media when they promote gender equality on social media, according to Generation Z facts and trends compiled by the social network. A little over 61% meanwhile say that they would pay more for ethical and sustainably-sourced products, underscoring the importance this age group puts on diversity, inclusivity and building a better world.
Generation Z vs Millennials Stats
12. Generation Zers have only 8 seconds of attention span.
At 12 seconds, millennials’ attention span is 4 seconds longer than that of the younger generation. What does this mean for marketers? When creating your ad, regardless of whether it is a video or a post, you must convey your message more directly, because young users will scan it for 8 seconds before closing it.
(Source: Vision Critical)
13. 53% of Generation Zers bought something through a mobile device in the last six months.
Gen Z info indicates that more than 50% of Generation Z prefer to do their shopping online. Millennials meanwhile still prefer visiting a brick-and-mortar store, with only 37% having opted to purchase something online within six months.
(Source: Vision Critical)
14. 70% of Generation Z thinks that making money is important while only 12% believe that being famous is also essential.
Statista’s 2019 Generation Z facts reveal that 70% of post-millennials see making money as a priority for their future, compared to 60% of millennials who prioritize the same thing. On the other hand, the same study reveals that 12% of the younger generation in the world would want to be famous, as compared to 7% of millennials that feel that way.
Generation Z in the Workplace Statistics
15. 75% of Generation Z think that a college degree is not the only path to education.
As much as two-thirds of this generation think they don’t need a degree to start a job. Not only that, but they are choosing to go directly into the job without any education. Remember, this is the generation that saw their parents struggle during the financial crisis, and fully comprehends how difficult it is to pay out a student loan. That’s the main reason why they are determined to find a stable job while avoiding loans.
16. For 77% of Generation Zers, company diversity in the workplace matters.
Gen Z research shows that this age group highly values positive work environments. The majority of Gen Zs (77%) see diversity as a major factor in a job. Not only marketers but employers too should focus on inclusivity if they want to tap this generation which is set to become a major workforce source.
17. 70% of Generation Z look at sites for company reviews like Glassdoor to check the brand.
Forbes’ Gen Z stats reveal that young people really care about how others have experienced the work environment, with 70% turning to websites such as Glassdoor for reviews of their prospective employer. Just under 70% of Gen Zs meanwhile would be more inclined to apply for a position if the company manages its brand properly.
Generation Z Online Shopping Statistics
18. 60% of Generation Zs want to communicate more with businesses via messaging.
A Facebook-provided survey suggests that this generation highly values personal interactions, with 60% of responders saying they wish to communicate more with businesses via messaging. The social network’s research further shows that brands can attract post-millennials by offering behind-the-scenes content or exclusive experiences.
19. 43% of Generation Z individuals would participate in a product review.
The Generation Z shopping habits meanwhile show that 43% of individuals from this age group would participate in a product review. This means that they want to voice their opinion more than any other generation, including millennials.
20. Only one-third of Generation Zers are willing to share their personal information.
While willing to have their voice heard, Gen Zs seem to value their privacy just as highly. According to IBM’s Generation Z stats, around 30% share their private information online. After the Cambridge Analytica data misuse, the youngest generation is extra careful with the information it shares online.
21. 70% of Gen Zers influence their family purchasing decisions on food and household products.
As many as 70% of surveyed individuals from this age cohort say that they influence their family’s purchasing decisions, according to IBM’s Generation Z statistics. Generation X abides by the wishes of their kids and buys the recommended products frequently. It seems like Gen Zers know what’s best and cool, and their parents are inclined to listen.
What is Generation Z age range?
Generation Z is a generation that came after millennials. The members of this generation are individuals born between 1997 and 2010, and are often the kids of Generation X. That said, different sources tend to define them differently. For instance, Forbes uses the same formula as we mentioned before, but the BBC starts a year earlier (1995-2010).
How much of the population is Generation Z?
The latest data reveals that Generation Z has become about one-third of the global population. So, out of about 7.4 billion people in the world, 2.56 billion belong to Generation Z. Behind them are millennials who were the leading generation just two years ago.
What does Generation Z care about?
There are indications that Generation Z, or post-millennials, as they are sometimes referred to care about the world. Observed Gen Z trends suggest that this age group is more environmentally conscious than its predecessors, and highly values diversity, including in the workplace, and demands it from brands.
As one generation of consumers shifts to another, so must your marketing strategies. While millennials are still here to stay, Generation Z is taking over. The Generation Z statistics we presented in this article have hopefully helped you understand this tech-savvy generation better, enabling you to craft more effective marketing messages targeting this powerful group of consumers.