What is Generation Z?
You’ve probably heard of them as Post-Millennials, iGeneration, Plurals, GenZers (or Gen Zers), etc.
Still, no matter what you call them, what does matter is your business future depends on this generation.
Fortunately, the following list of Gen Z statistics will help you understand who they are.
But first things first.
What’s the Gen Z age range? When did Generation Z start?
There are no clear cut answers.
Still, according to the latest research on the topic, Gen Z includes everyone born between 1997 and 2012.
So, how old are Generation Z in 2020? – They would be between 8-23-year-old.
But why is Generation Z important for your business?
Well, because they are your future (some of them already current) employees and customers.
That’s why you should get to know them better.
For that to happen, let’s check out some numbers.
Eye-Opening Gen Z Statistics
- Generation Z consists of 65 million people in the US.
- 40% of US consumers will be GenZers by 2020.
- 69% of Generation Z find ads disruptive.
- Netflix’s most extensive user base is Gen Z – 71% have a subscription.
- By 2030, 30% of the global workforce will be Gen Z.
- 98% of Generation Z members own a smartphone.
- The global Gen Z population is set to reach 2.56 billion people by 2020
- A study estimates the Gen Z buying power at $44 billion in the US.
Intriguing figures, eh?
Now you know how many Gen Z there are in the US. And the amount of money at their disposal.
You can’t ignore such figures.
Neither can your company.
For this generation to fuel your business, you have to know them better.
Let’s find out what they’re like.
Gen Z Population Statistics
1. General Gen Z statistics – 65 million people are GenZers in the US.
(Source: Vision Critical)
- What percent of the world is Gen Z? – Almost 30%.
- Gen Z buying power in the US is $44 billion.
- Globally, Generation Z had over $200 billion in buying power in 2018. Moreover, they’ve influenced an additional $600 billion in spending by their parents.
- One of the curious facts about Generation Z is that 60% want a job that will impact the world.
- 59% of Gen Z members are willing to learn a new professional skill if it will help them earn more money.
- Generation Z research shows 35% of adults consider “bullying” and “not getting along with others” as the most significant stressors in their lives. These are followed by “personal debt,” which stresses 33% of GenZers.
- The Covid-19 pandemic hit 50% of Gen Zers pretty hard.
Now you know how many Gen Z there are and how much their global buying power is.
The contradictory thing about this generation is that the majority are idealists yet money-driven at the same time.
2. Generation Z characteristics – only 52% of US GenZers are non-Hispanic whites, which makes them the most racially diverse generation.
(Source: Pew Research Center)
- Generation Z’s attention span is eight seconds. That’s how long they need to decide if something is worth their time.
- Be that as it may, 59% of GenZers continue their education in college. For comparison, 53% of millennials enrolled in one.
- Almost a third (30%) of Generation Z members major in science and social sciences. Only about 10% choose “business” as their major.
- Gen Z stats show 48% identify as “completely heterosexual.”
Not only is Gen Z the most diverse generation, but it will be the most educated one.
Despite their short attention span, GenZers manage to better their predecessors. At least in terms of education, that is.
Generation Z Consumer Behavior Statistics
3. Inside the mind of GenZers – 45% choose eco-friendly and socially responsible brands.
- 76% of Generation Z is concerned about humanity’s impact on the environment.
- GenZers have an average weekly allowance of about $23. Almost 4 out of 10 (39%) prefer to save money.
- According to Gen Z statistics, 69% believe ads are disruptive.
- 63% of GenZers want to see “real people” instead of celebrities in advertising.
- Netflix’s most extensive user base is Generation Z – 71% have a subscription.
- 42% of GenZers consider themselves happy, and 34% feel confident.
- If offered a job in an organization with a mission they care about, 30% of Generation Z members would agree to a 10-20% pay cut.
Okay, so GenZers don’t like ads. Particularly those with celebrities.
They are concerned about the planet, and they care about money.
If you can combine both of these characteristics with Netflix, you’ll be the next Jeff Bezos.
4. Connected from the cradle. Generation Z and technology facts – 98% of Generation Z members own a smartphone.
(Source: Global Web Index)
- 55% of Generation Z use their smartphones for five or more hours daily. And more than a quarter (26%) are glued to their mobile devices for over 10 hours a day.
- Almost a third (31%) of GenZers feel distressed if they can’t use their smartphones for half an hour or less.
- 46% of Gen Z members have applied for an internship or a job via a mobile device.
- 30% of GenZers believe science and technology can solve the world’s biggest problems. That’s a 6% drop compared to millennials.
- 80% of Generation Z hope to work with cutting-edge technologies. 91% cite technology as the most important factor when choosing a job.
Smartphones are a natural extension to Generation Z.
That’s understandable, considering they are the first generation that doesn’t know a world without the Web or smartphones.
It’s easier for GenZers to adopt new technology since it has defined their lives from birth. The only generation that will be more advanced in tech will be the one that comes after Generation Z.
5. What GenZers are like in their free time – 77% spend their offline hours doing at least one creative activity – playing an instrument, drawing, or writing.
(Source: J. Walter Thompson Intelligence)
- The majority of Gen Z travelers prefer “Beachy vacations.”
- Gen Z stats show 86% prefer to stay in hotels when traveling.
- 44% of Gen Z members book their journeys via online travel agencies.
- According to Gen Z statistics, less than half (45%) of GenZers watch cable TV.
- 92% of GenZers own or plan to own a car. Of those who don’t, 72% are willing to go without social media for a year if that could get them behind the wheel.
You already know GenZers aren’t keen on cable TV. Instead, they prefer Netflix.
Still, what you probably didn’t know is they are a creative cohort of young people who like to travel. And there are many gearheads among them.
Those are yet another traits to complete the definition of Generation Z. Now we can compare them to their predecessors.
Marketing to Generation Z
6. The stats you need to know about marketing to Generation Z – 76.58% of GenZers are willing to share personal data with a brand in exchange for a personalized experience.
- 57% of GenZers prefer to shop in brick and mortar stores, while 26.7% do so on their mobile.
- Almost two-thirds (64%) of Gen Z consumers believe brands should provide a personalized experience. The same goes for 72% of millennials.
- The top driver of brand loyalty for 52.89% of GenZers is product quality. Price is the defining factor for 19.56%. For comparison, 60.19% of millennials place the product first, while only 16.39% are concerned about the price.
- Gen Z shoppers value excellent customer service – they are 60% more likely than any other generation to hang up the phone if a business doesn’t answer in 45 seconds.
- Unsatisfied GenZers are 30% more likely to curse at a business over the phone, compared to the average customer.
GenZers want quality products at a low price, garnished with excellent customer service.
Still, they are more money-conscious than their predecessors. For a GenZer to make a purchase, you have to emphasize on a personalized experience.
7. The loyalty program is the path to a GenZer’s heart. 63.36% of Generation Z shoppers participate in at least one loyalty program.
- A loyalty program could persuade 64% of Gen Z (and millennial) consumers to buy from a brand.
- 74.35% of Generation Z shoppers have a loyalty program membership in the retail industry.
- 63.51% of GenZers prefer companies to notify them about loyalty points and rewards via email.
- In terms of incentives, 42.98% of Generation Z shoppers prefer discounts or cash-back. Almost the same number (41.87%) would like to receive free products.
- The top loyalty programs among Generation Z in the US are:
- Ulta beauty
- American Eagle Outfitters
A loyalty program can do wonders for your business.
There’s almost a perfect split among GenZers’ wishes in terms of rewards.
So, if you don’t have a loyalty program in place, maybe it’s time to consider creating one.
Generation Z Spending in 2020
8. GenZers’ shopping preferences – 58% of Generation Z are willing to pay more than $5 for one-hour delivery.
- “Price” is the most crucial factor for the Gen Z population when buying food.
- More than anything else, GenZers look for “aesthetic” when buying a product.
- 67% of Gen Z consumers believe fashionable design matters. That’s more than any other generation.
- When it comes to payment, 57.85% of Generation Z shoppers prefer using their debit cards. Only 14.33% use a credit one.
- Gen Z statistics show the average Gen Z consumer has only one credit card.
Although GenZers aren’t that concerned about food, they want to look good and have beautiful stuff.
To make Generation Z join your customers’ ranks, focus on product design.
Still, keep in mind that money matters a lot to this generation. That’s why you should find the perfect balance between design costs and product prices.
Not only that but focus on ecommerce. By 2040, over 95% of all purchases will be made online.
9. Generation Z feedback and recommendations – friends’ and family’s positive shopping experience could influence 48% of GenZers to recommend a business they’ve never used.
(Source: Convince and Convert)
Statistics show word-of-mouth recommendations are among the most influential drivers of purchases. The same goes for online reviews.
With that said, make sure you do your best to provide your customers with a great experience. It will transform into positive reviews and word-of-mouth recommendations.
Both these channels can earn you plenty of new clients. GenZers are more likely to recommend a company and give feedback than any other generation.
Generation Z Social Media Statistics
10. The leading drivers for GenZers’ purchase decisions – 85% of Generation Z learn about new products on social media.
These stats solidify the knowledge you’ve received so far.
Price, social media, and online reviews are all crucial factors for GenZers when forming their purchase decision.
11. Generation Z and social media – 52% of GenZers follow three or more brands on social media, while 73% follow at least one.
The impact of social media on Generation Z is undeniable.
That said, you should be active on social media to promote your brand, products, or services.
And although GenZers prefer face-to-face conversations, social media is where you can find them.
12. Facts about Generation Z and its internet usage – 70% of GenZers watch an average of two hours of YouTube videos daily.
- GenZers watch two times more videos on mobile devices than any other generation.
- Gen Z stats show 66% use the internet mainly for entertainment.
- More than half (55%) of GenZers can go without internet access for less than five hours.
- Over 60% of Generation Z members won’t use an app or a website that is hard to navigate or loads slowly.
- 61% prefer shopping online via websites instead of apps.
- GenZers don’t like ads – 81% skip advertisements, while 51% use ad blockers.
Here’s a brief tutorial on how not to lose potential Gen Z customers.
Step 1 – Use YouTube to promote your products or services. In fact, only 9% of small businesses are active on the platform.
Step 2 – Optimize your website. You can check out some eyebrow-raising web design stats and the effects of color psychology.
Gen Z Voting Statistics
About 77% of Gen Zers disapprove of how President Trump is running the country. The Gen Z statistics could be higher after a string of questionable and downright harmful decisions during the pandemic. Millennials are only slightly more likely to approve of Trump (32%).
The Silent Generation has the highest number of approvals at 57%, Baby Boomers follow closely with 48% and finally Gen Xers at 42%.
13. 61% of Gen Z Voters Will Vote for a Democratic Candidate in the 2020 Election
(Source: Pew Research Center)
- Gen Z, Millennials and Gen Xers, outvoted older generations in the 2018 midterms.
- The three younger generations cast 62.2 million votes, compared to 60.1 million by Boomers and older generations.
- Gen Zers all turned 18 in 2014 and accounted for a high turnout, translating to 4.5 million votes, compared to the 3.6 million by Boomers and older generations.
Millennial voters are not all that different from Gen Zers, according to recent Z stats. 58% of millennials are likely to vote for a Democratic candidate. The other generations break down as follows: Silent Generation (53%), Boomers (44%) and Gen X (37%).
Generation Z in the Workplace Statistics
14. 24% of GenZers expect to make more than $60,000 a year in their first job.
The majority of Generation Z are impatient young people. They also believe there’s a well-paid job in an office somewhere just waiting for them to graduate.
Still, over a third don’t have such optimistic hopes for their eventual career.
Hopefully, the future will prove them wrong.
15. Gen Z trends and future expectations – 59% of GenZers don’t believe their current job will exist in the same form in 20 years.
The next generation of entrepreneurs is already here.
Moreover, the majority of customers and employees will be Gen Z in a few years.
In 2019, they are already the most populous generation.
That’s why you have to tailor your services or products to fit these optimistic young people.
16. Millennials vs. Gen Z – 77% of GenZers believe they’ll work harder than previous generations.
(Source: Robert Half via Inc.)
To sum up, Generation Z is different from millennials in many fundamental areas.
They believe they’ll work harder but aren’t in a hurry to get a job. Furthermore, GenZers think they’ll easily manage their work-life balance.
And although they don’t care that much about what they eat, they are more likely to post pictures of their food than their predecessors.
Generation Z is the most diverse generation in history.
They are creative, fashionable, technology-influenced young people.
On top of that, they are an optimistic, eco-friendly cohort that cares about the planet.
On the other hand, GenZers are impatient, money-driven, and too dependent on technology.
This is a double-edged sword, since not every job offers cutting-edge tech.
All in all, Gen Z statistics show this generation is an exciting breed of young people.
Hopefully, they’ll change the world into a better place.
All we can do is wait and see.
Till next time!
- Vision Critical
- Pew Research Center
- Global Web Index
- J. Walter Thompson Intelligence
- Convince and Convert
- Pew Research Center
- Robert Half via Inc.