Top 100 Gen Z Marketing Statistics for Marketers [2024]

Generation Z (those who were born in 1997 – 2012), may be young and less well-off than Gen X or Y, but they’re growing up with lots of techs at their fingertips. They learn quickly, and they’re set to be the next big thing in our economy.

Tapping into the Gen Z market is key for businesses looking to grow and build a strong customer base. So, we’re about to share 100 must-know stats that will help you market to Gen Z in 2024.

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Gen Z Demographic Statistics  

Gen Z is gearing up to take over the world! This isn’t just a bold statement – even though their birth rates and population might be lower than those of previous generations, they bring a fresh, forward-thinking perspective that’s reshaping our global landscape.

1. Today, 32% of the world population, over 7.7 billion people, are part of Generation Z.  (Finances Online)
2. 20% of the U.S. population, approximately 68.6 million people, belongs to Generation Z. (CensusGov)
3. 38% of Gen Z already stepped into the workforce. (GWI)
4. At present, only 11% of Gen Z is married. (GWI)
5. Generation Z will account for 27% of the global workforce by 2025. (Zurich)
6. 18% of Gen Z identified themselves as LGBTQ+. (Gallup)
7. Gen Z is on track to be the most well-education population, with 57% of Gen Z in the U.S. attending university, compared to 52% of millennials in 2003, and 43% of Gen X in 1987. (Pew Research)
8. Nearly 50% of Gen Zers are racial and ethnic minorities, and 1 in 4 identifies as Hispanic. (Pew Research)
9. By 2025, the majority of Gen Z in the U.S. will be non-white. (Pew Research)

Gen Z Spending Behavior Statistics

Despite navigating through the challenges of the COVID-19 pandemic and economic downturns, Gen Z has earned the moniker of the ‘Thrifty Generation.’ But don’t let that fool you — their purchasing power is on a steady rise.

1. Almost 33% of Gen Z pointed to the cost of living as their top concern. (Deloitte)
2. 83% of Gen Z consumers have embraced the convenience of social shopping. (Insider Intelligence)
3. Nearly 39% of Gen Z’s money goes towards travel and other forms of entertainment.  (North Jersey)
4. 73% of Gen Z respondents between the ages of 18 and 26 are adjusting their spending habits due to high living costs. (Bank of America)
5. Gen Z saves about one-third of their income. (Bloomberg)
6. Nonetheless, Gen Z’s buying power has surged to an impressive $360 billion, a substantial jump from $143 billion merely four years ago. (Bloomberg)
7. 45% of Gen Z is planning to buy a house by 2026. (Realtor)
8. Gen Z is represented as the biggest share of pet owners in the US (32%). (Statista) 
9. 80% of Gen Z consumers indicated that they were likely to shop for secondhand items. (Forbes)

Gen Z Consumer Decision-Making Statistics

Having grown up in the era of shifting from traditional to digital sales and advertising, Gen Z’s decisions are influenced by a myriad of factors. Topping the list is the undeniable appeal of ‘convenience,’ making it a key consideration for businesses aiming to connect with this demographic.

1. 80% of Gen Z place as much trust in online reviews as they do in personal recommendations, highlighting the importance of word-of-mouth marketing. (BrightLocal)
2. Gen Z believes recommendations from good reviews, as well as family and friends (56%) and online influencers (40%). 
3. In 2020, 34% of online influencers were Gen Zs aged 18-24. (Klear)
4. 55% of Gen Z women feel more loyal to reasonably priced brands. (GenHQ)
5. At the same time, 45% of Gen Z men feel loyal to high-quality brands. (GenHQ)
6. 58% of Gen Z feel confident purchasing from brands that offer easy product returns in case they are not satisfied. (GenHQ)
7. 65% of Gen Z admit that rewards programs influence which brands they choose. (The Shelf)
8. 93% of parents admitted that their Gen Z children influence their household spending. (CASSANDRA)
9. In addition, 70% of parents are likely to ask Gen Z children for advice before making purchase decisions. (Interactions)

Gen Z Tech Adoption and Innovation Statistics

From experiencing the transformation of daily life and work due to technology, Gen Z has not only adapted but influenced the lifestyles of their parent’s generation.

1. Gen Z will be the first generation that will have little or no memory at all in a world without smartphones and similar technology.  (Pew Research)
2. 48% of Gen Z  believe they are on their way to mastering the technology. (Pew Research)
3. 68% of Gen Z believe in predictive personalization. (SmallBizTrends)
4. 79% of Gen Z expect digital experiences to be AI-powered. (WP Engine)
5. 23% of Gen Z tech users avoid using technologies like Internet of Things (IoT) devices because they are concerned about potential privacy and hacking issues. (The Property Marketing Strategists)
6. However, 40% of Gen Z are okay with giving companies their personal information for a more customized experience. (ZD Net)
7. 57% of Gen Z is willing to adopt technology if there is a clear benefit, underscoring their pragmatic approach to tech adoption. (The Property Marketing Strategists)
8. 70% of Gen Z users AI as it saves time, keeps them organized, and is considered fun, also noted that 58% of them use it to inform decisions. (Pew Research)
9. 61% of ChatGPT regular users are Gen Z. (WordFinder)

Gen Z and Mobile-First Marketing Statistics

Inseparable from their mobile devices, Gen Z has condensed their assets and life into these gadgets. It’s safe to say that very few in this generation are without a phone – just take a glance at the stats.

1. 95% of Gen Z have a smartphone, and 25% of them had a smartphone before the age of 10. (GenHQ)
2. 75% of Gen Zers selected smartphones as their device of choice for everyday use. (National Retail Federation)
3. On average, Gen Z spend 4 hours and 15 minutes per day on mobile devices. (Business of Apps)
4. 79% of Gen Z aged 13-20 cannot live without their smartphones. (Ypulse)
5. Gen Z uses about five different screens: a smartphone, tablet, laptop, TV, and desktop. (Forbes)
6. Gen Z uses their phones for texting (73%), entertainment (59%), playing games (58%), doing schoolwork (36%), learning new things (28%), and shopping (17%). (National Retail Federation)
7. 73% of Gen Z  employed interconnected devices primarily for socialization (i.e., texting, and chatting). (National Retail Federation)
8. 91% of Gen Z sleep with their phone within arm’s reach. (Harmony Healthcare IT)
9. At the same time, 37% of Gen Z feel that their phone interfere with daily, works, and relationships. (Harmony Healthcare IT) 

Gen Z and Social Media Statistics

With a strong presence on social media, Gen Z finds it to be a game-changer for daily life, socializing, and, significantly, for commerce and everyday shopping.

1. 54% of Gen Z spend at least four hours daily on social media, and 38% spend even more. (Morning Consult)
2. 66% of the Gen Z population says social media is integral to their daily lives. (Sprout Social)
3. 76% of Gen Z is actively using Instagram, surpassing Facebook’s popularity among Millennials, where only 49% favor the platform. (Morning Consult)
4. 42% of Gen Z consumers find the most memorable brands on social media to be those that actively respond to their customers. (Sprout Social)
5. Around 1 in 3 Gen Zs follow their favorite brands on social media. (GWI)
6. 46% of Gen Z follow over 10 social media influencers. (GenHQ)
7. Between 2021 – 2023, Gen Z users contributed an impressive 41% increase in content posted on LinkedIn. (TheCut)
8. 58% of Gen Zs say they want to see funny or light-hearted content from the social media accounts they follow, 52% look for inspirational content, and 51% seek helpful information. (GWI)
9. 58% of Gen Z typically take a break from social media ‘less than a day’ — only 42% can do at least 24 hours. (EY)

Gen Z Online Shopping Statistics

Returning to their love for ‘convenience,’ online shopping through their trusted mobile phones has become second nature. Let’s delve deeper into how Gen Z prefers to shop online and what items top their lists.

1. 65% of retailers in the US have increased their Gen Z marketing budgets since 2018. (Statista)
2. 45% of Gen Z prefer online shopping because it is ‘convenient’. (Food Institute)
3. ‘Clothes and shoes’ is the top category (57%) that Gen Z buys over the internet. (Klarna)
4. 53% of people use digital wallets more often than traditional payment methods. (Forbes)
5. A purchase driver for 28% of Gen Z is a simple online checkout experience. (Global Web Index)
6. 54% of Gen Z would prefer to spend money on an experience, while 46% would rather spend money on a product. (GWI)
7. 60% of Gen Z state that they will no longer use an application or shopping site if they encounter sluggish loading speeds. (IBM)
8. Gen Z is willing to spend almost 20% more per item when they find something they value. (Retail Radar)
9. In the last three months of 2022, almost half (48%) of Gen Z consumers used “Buy Now, Pay Later” (BNPL) services for their purchases. Out of this group, 20% reported using a BNPL service more than three times during that period. (NCR)

Gen Z Content Consumption Habits Statistics

While traditional advertising might not resonate, the age-old power of ‘word of mouth’ is very much alive for Gen Z. They might not trust brand advertisements, but they believe in recommendations and reviews from their peers, family, and online influencers.

1. 50% of Gen Zers follow algorithmic content recommendations from social media, and 44% over in-person word-of-mouth. (SuperAwesome)
2. 42% of Generation Z prefer brand content that is fun and entertaining. (TikTok)
3. 33% of Gen Z is excited about in-person experiences, like attending creator conventions and meetups with influencers. (Instagram)
4. 40% of the Gen Z audience want to listen to podcasts from creators in 2023. (Instagram)
5. 37% of Gen Z adults are not familiar with the metaverse. (Insider Intelligence) 
6. 25% of Gen Z are likely to buy a product if it has lots of “likes” or positive comments on social media. (GWI)
7. 19% of Gen Z discover new brands and products through influencer posts and blogger reviews. (GWI)
8. 89% of Gen Z emphasize the importance of influencers being approachable. (Cassandras)
9. 91% prefer seeing visual content instead of traditional marketing formats. (Visual Communication)

Gen Z and Video Marketing Statistics

The surge in popularity of TikTok and video consumption is a testament to Gen Z’s preference for realistic and easily digestible media. So, if you’re planning a marketing strategy, make sure to include engaging video content – it’s a must for the present and the foreseeable future.

1. 71% of Gen Zers consume over 3.4 hours of online videos daily. (CNBC)
2. 69% of Gen Z are big fans of TikTok, while only 49% of Millennials use it. (Sprout Social)
3. A majority (93%) of Gen Z watch product reviews on YouTube. (Ad Week)
4. The hashtag #tiktokmademebuyit has more than 6.7 billion views, indicating a new Gen Z shopping habit within social media, particularly TikTok. (Forbes)
5. About 55% of Gen Z consumers have purchased after seeing a brand on TikTok. (AdWeek) 
6. 40% of Gen Z use TikTok when looking for a place to eat lunch (TechCrunch)
7. Gen Z has short attention spans that last only 8 seconds. (Forbes)
8. 55% of Gen Z believe that YouTube has contributed to their education. (Pearson)
9. Gen Z viewers watch 3 times as much streaming content as live television. (The Current)

Gen Z Digital Advertising Preferences Statistics

Gen Z isn’t easily swayed by exaggerated ads or a flood of messages. Brands need to be cautious, as their ads might face reduced visibility and impressions due to the increasing trend of ad-blocking among Gen Z.

1. 58% of Gen Z don’t like advertisements that interrupt content. (NCS)
2. 72% of Gen Z are most receptive to experiencing ads in their social media feeds. 
3. 82% of Gen Z will skip the ad as fast as they can if given the option, 51% will use some sort of technology to block the ad and 40% will just stare at the ad until it goes away. (Kantar Millward Brown)
4. 56% of Gen Ze don’t click on ads when browsing websites. (UNiDAYS)
5. However, only 12% of Gen Z are willing to pay for premium, ad-less services. (Kantar Millward Brown)
6. 41% of Gen who have installed mobile ad-blocking technology state that the main reason for ad-blocking is “because ads slow down my phone.” (Kantar Millward Brown)
7. At the same time, Humorous ads are more preferred by Gen Z (43%). (NCS)
8. 17% of Gen Z like ads when they are aligned with the social messaging of the ad compared with 6% of baby boomers. (NCS)
9. 45% of Gen Z engage readily with native advertising formats and articles. (Kantar Millward Brown)
10. 67% of Gen Z find seeing real people in ads more appealing. Only 37% said they prefer seeing celebrities in ads. (Forbes)

Gen Z Social Causes and Activism Statistics

Social issues have always been on the radar, but Gen Z takes it up a notch. This heightened awareness influences their brand preferences and loyalty, tying in with their strong emphasis on social values.

1. A substantial portion of Gen Z identifies as activists, with 75% of Authentic Activists, 71% of Stressed Strivers, 60% of Secluded Perfectionists, 51% of Big Dreamers, and even 17% of Carefree Constituents expressing the importance of being involved in social causes. (EY)
2. 90% of Gen Z consumers have changed their shopping habits to align with more sustainable practices. (Retail Radar UK)
3. 54% of Gen Z are willing to spend 10% more on sustainable products. (FirstInsight)
4. 40% of Gen Z believe that addressing climate change is too late, and they acknowledge that a brand’s environmental impact has influenced or will influence their purchasing choices. (Deloitte)
5. 65% of Gen Z respondents wanted simple packaging and 58% preferred eco-friendly packaging. (Kearney)
6. 57% of Gen Z wanted locally sourced products and/or products that are environmentally sustainable. (Kearney)
7. 76% of Gen Z consider diversity and inclusion to be crucial topics for brands to address. Moreover, 51% express a desire for brands to incorporate more diverse casting and imagery in their advertising and branding efforts. (Quantilope)
8. 31% of Gen Z would buy products from brands that support causes they agree with. (GenHQ)

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Mastering the Gen Z Code

In a nutshell, Gen Z is a dynamic and unique generation. When combined with technology and the digital landscape, marketing efforts targeting this group need to be innovative. So, take these statistics and let them guide your marketing strategies for the upcoming year.