10+ Essential Gen Z Statistics For Businesses & Marketing
I’ve compiled a list of insightful Gen Z statistics and trends for marketing statistics; a brief overview is provided below.
Gen Z Marketing Statistics: Key Numbers
- Gen Z’s spending power is $360 billion.
- 81% of Gen Zers prefer personalized ads, vs. 57% of Millennials and 42% of Boomers.
- Gen Z shoppers shop 2X more on mobile than Millennials.
- Over 60% of Gen Z shoppers bought products they saw on social media.
- 73% of Generation Z follow one or more brands on social media.
- 32% of Gen Zers discover brands and products through social media influencers.
- 59% of respondents say they trust the brands with which they grew up.
- Currently, 94% of Generation Z use social media.
- 48% of Gen Z have made a second-person word-of-mouth recommendation.
- 68% of Gen Z want all brands to help society.
Sources: (Bloomberg L.P., Unsupervised, Forbes, Kargo Commerce, Hootsuite, PR Newswire, Marketing Charts, Morning Consult, Convince & Convert, Meta.)
Gen Z Social Media Usage
- Approximately, 94% of Gen Z use social media today.
- 61.1 million Gen Zers in the United States are active social media users
- The average Gen Z spends 2 hours and 43 minutes on social media every day.
- 50% of Gen Z use social media daily.
- The average Gen Z’er spends more than 10.6 hours online each day.
#1. Gen Z Spending Power Hits $360 Billion Landmark.
Source: Bloomberg L.P.
Significance of the Data: Very High
Mentioned By: Influencer Marketing Hub, Gen Z Planet, Forbes, Pr Newswire, Agility Pr Solutions, Restaurant, The Shelf, You Appi, Financial Post, and more.
What does the data Suggest | Justification |
Gen Z is a primary market segment. | Their purchasing power is substantial, necessitating targeted marketing efforts. |
Businesses must adapt to Gen Z preferences. | Ignoring this demographic could mean missing out on a $360 billion spending capability. |
Investment in Gen Z-focused research is crucial. | Understanding their purchasing behavior can provide a competitive edge in the market. |
#2. 81% of Gen Z Crave Personalized Ads, Millennials at 57%.
Source: Unsupervised
Significance of the Data: Very High
Mentioned By: Smart Brief, Sheer Id, PR Newswire, Hubspot, S&P Global, Real Estate Witch, Data Axle, and more.
What does the data Suggest | Justification |
Gen Z highly values personalized ad experiences. | With 81% preferring tailored ads, it’s evident that personalization resonates deeply with this cohort. |
Millennials are transitional in ad personalization preference. | Their 57% preference indicates a shift in generational expectations, bridging older and younger cohorts. |
Baby Boomers are less receptive to personalized ads. | At 42%, businesses might consider traditional advertising methods when targeting this group. |
#3. Gen Z Twice as Likely to Shop Via Mobile Than Millennials.
Source: Forbes
Significance of the Data: Very High
Mentioned By: HubSpot, Epsilon, 99 Firms, Hootsuite, Wpromote, and more.
What does the data Suggest | Justification |
Gen Z’s primary shopping tool is the mobile device. | The fact that they are twice as likely to use mobiles indicates a deep integration of mobile technology in their purchasing habits. |
Millennials still utilize a mix of platforms for shopping. | Their varied approach requires businesses to maintain multi-platform strategies. |
There’s an urgent need to optimize mobile shopping experiences. | Focusing on mobile-first strategies will cater to the dominant Gen Z consumer trend. |
#4. 60% of Gen Z Buy After Viewing on Social Media.
Source: Kargo Commerce
Significance of the Data: Very High
Mentioned By: Statista, Rosa Rodrigues, Mobile Marketing Magazine, Survey Monkey, Hootsuite, Mckinsey & Company, Voyado, HubSpot, and more.
What does the data Suggest | Justification |
Social media greatly influences Gen Z’s purchasing decisions. | Over half of this cohort’s shopping choices are directly impacted by what they see online. |
Social media marketing is imperative for targeting Gen Z. | With 60% propensity, neglecting this platform could mean missing out on significant sales opportunities. |
Brands should intertwine social media with e-commerce strategies. | Leveraging social platforms can drive product visibility and ultimately conversions among Gen Z shoppers. |
#5. 73% of Gen Zers Actively Follow Brands on Social Platforms.
![73% of Gen Z follow one or more brands on social media](https://www.businessdit.com/wp-content/uploads/2023/08/73-of-Gen-Z-follow-one-or-more-brands-on-social-media.jpg)
Source: Hootsuite
Significance of the Data: High
Mentioned By: 99 Firms, Retail Dive, Sprout Social, Influencer Marketing Hub, Amber Student, Survey Monkey, Wpromote, Insider Intelligence, and more.
What does the data Suggest | Justification |
Gen Z actively engages with brands on social platforms. | With nearly three-quarters following brands, it’s evident they seek brand interactions online. |
Brands must maintain a compelling social media presence. | A substantial 73% engagement rate suggests brands can’t afford to neglect this medium. |
Leveraging social media for brand loyalty is key. | By fostering genuine connections on these platforms, brands can solidify their relationship with Gen Z consumers. |
#6. One in Three Gen Z Turn to Influencers for Brand Discovery.
Source: PR Newswire
Significance of the Data: Medium
Mentioned By: Influencer Marketing Hub, Retail Dive, Chain Storeage, Net Influencer, Marketingdive, 99firms, Content Marketing Institute, and more.
What does the data Suggest | Justification |
Gen Z values influencer recommendations in their discovery process. | Nearly a third of this demographic consults influencers, highlighting their trust in such figures. |
Brands should collaborate with influencers for visibility. | The 32% figure underscores the potential reach and impact of influencer partnerships. |
Influencer marketing is not just a trend but a strategy. | To effectively tap into Gen Z’s market segment, integrating influencer campaigns is paramount. |
#7. Trust Prevails: 59% Stay Loyal to Childhood Brands.
![59% of respondents say they trust the brands they've grown up with](https://www.businessdit.com/wp-content/uploads/2023/08/59-of-respondents-say-they-trust-the-brands-theyve-grown-up-with.jpg)
Source: Marketing Charts
Significance of the Data: High
Mentioned By: Edelman, Usa Today, Business Wire, Sprout Social, Sales Force, Word Stream, and more.
What does the data Suggest | Justification |
Legacy brands have a built-in trust advantage. | The majority’s trust in familiar brands underscores the value of long-standing brand equity. |
Brands should focus on long-term relationship building. | With 59% leaning towards familiar names, sustained brand loyalty initiatives are pivotal. |
Evolution without brand identity dilution is key. | While innovating, brands should retain core attributes that resonate with loyal customers. |
#8. Whopping 94% of Gen Z Engaged in Social Media Activity.
Source: Morning Consult
Significance of the Data: Very High
Mentioned By: Search Engine Journal, Oberlo, Influencer Marketing Hub, Statista, Insense, Juv Consulting, Forbes, and more.
What does the data Suggest | Justification |
Gen Z’s presence on social media is almost ubiquitous. | A staggering 94% usage rate demonstrates their deep integration with these platforms. |
Businesses must prioritize social media in their strategies. | Given this significant percentage, a lack of presence can be detrimental to brand visibility. |
Social media is no longer optional for reaching Gen Z. | Its overwhelming use by this demographic emphasizes its role as a primary communication and engagement channel. |