24 Gen Z Statistics That Matter to Marketers in 2024 (2024)

Table of Contents
Table of Contents General Gen Z stats 1. Gen Z is 20.67% of the U.S. population 2. A majority of Gen Z supports a more inclusive society 3. Cost of living is the top concern of almost 1/3 of Gen Z Gen Z and social media statistics 4. 95% of people ages 13-17 use YouTube 5. 36% of American teens 13-17 think they spend too much time on social media 6. 61% prefer short videos under 1 minute long 7. Gen Z spends 24-48 hours per month on TikTok 8. BeReal is currently the top social networking app on the Apple App Store 9. 83% of Gen Z shops on social media 10. Almost 1/3 unfollow or block brand social media accounts weekly Gen Z and technology statistics 11. 95% of American teens ages 13-17 have a smartphone 12. 60% think digital first impressions are more important than in person ones 13. 43% of Gen Z remember the last website they visited, but not their partner’s birthday 14. 40% of Gen Z use TikTok for search instead of Google 15. 92% of Gen Z multi-task while browsing the internet 16. 85% prefer chat or automated customer service interactions over phone calls Gen Z online shopping statistics 17. 64% look up a local business’ website before shopping or visiting in-person 18. 97% say social media is their top method for researching shopping options 19. 87% want a personalized shopping experience 20. …But only 39% of Gen Z trusts companies to protect private data 21. 73% of Gen Z only buy from brands they believe in 22. 71% stay loyal to brands they trust, even if they make a mistake 23. 64% will pay more for environmentally-friendly products 24. 55% will use a “buy now, pay later” option at least once per year Become a better social marketer. Related Articles The 16 Most Important Social Media Trends for 2024 35 Instagram Statistics That Matter to Marketers in 2024 160+ Social Media Statistics Marketers Need in 2024 109 Social Media Demographics Marketers Need to Know in 2024 45 Facebook Statistics Marketers Need to Know in 2024 FAQs

Strategy

Craft your next marketing strategy with these Gen Z statistics. Find out who they are, where they are online, and what they want from brands.

Michelle Martin August 30, 2022

24 Gen Z Statistics That Matter to Marketers in 2024 (1)

A few years ago, the oldest Gen Zers were still in high school. Practically infants. Now, the oldest are 25 and rapidly moving up corporate, and other, ladders.

How do you adjust your marketing strategy to include Gen Z without turning away your existing audience, or worse, looking like you’re trying too hard?

Here’s what you need to know about Gen Z to effectively market to this savvy, smart, and social-first generation.

Table of Contents

General Gen Z stats

Gen Z and social media statistics

Gen Z and technology statistics

Gen Z online shopping statistics

Get our 2024 Social Trends report, and dig into the juicy data that’ll help you reach your goals in 2024—which is shaping up to be social’s best year yet.

General Gen Z stats

1. Gen Z is 20.67% of the U.S. population

That’s 68,600,000 Americans.

Some say anyone born in the 1990s is part of Gen Z, though the most widely accepted definition includes those born during or after 1997. Many researchers agree Gen Z ends in 2010, but some argue 2012 is the cutoff for where Gen Z ends and Generation Alpha begins.

2. A majority of Gen Z supports a more inclusive society

While the same number of Gen Zers as Millennials—both 84%—say marriage equality is either a good or neutral thing for society, Gen Z is more likely to say people using gender-neutral pronouns should be more accepted.

59% believe forms and other documents should have more than “man” or “woman” options, and 35% personally know someone using gender-neutral pronouns.

So, don’t jump on “rainbow washing” your next campaign solely for Pride month in the hopes of going viral for your efforts. Show real support for your 2SLGBTQIA+ customers and the community by consistently donating proceeds to charity or taking other meaningful actions.

Source

3. Cost of living is the top concern of almost 1/3 of Gen Z

While cost of living (29%) and climate change (24%) are the top concerns of both Gen Z and Millennials, Gen Z is much more concerned about mental health (19%) and sexual harrassment (17%) than previous generations. Additionally, only 28% of Gen Z think their economic situation will improve within the next year.

This doesn’t mean tune your marketing to the doom and gloom station, but being aware of what your customers are struggling with allows you to offer opportunities for genuine connection.

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Gen Z and social media statistics

4. 95% of people ages 13-17 use YouTube

The top three social platforms among younger members of Gen Z are YouTube (95%), TikTok (67%), and Instagram (62%).

Source

While you don’t need to use every platform your audience does just because they do, you should be aware of changing trends. You know what’s perfect for that? Our Social Trends 2022 report, and future updates, where we do that for you.

5. 36% of American teens 13-17 think they spend too much time on social media

Also from the same study: 54% would find it difficult to stop using social media.

The majority of teens who felt that way were ages 15-17, indicating social media use becomes even more ingrained in their daily lives as they get older.

6. 61% prefer short videos under 1 minute long

This study grouped Gen Z and Millennials together, but the findings are clear: Short-form video is the future present.

Longer content isn’t dead, though. The same study found 20% of people watch videos over 30 minutes long, too. The key point is context. Where is Gen Z watching short-form videos? What types of videos are they watching?

Which brings us to…

7. Gen Z spends 24-48 hours per month on TikTok

That’s about 5% of all awake time, using estimates gleaned from research in our Digital Trends 2022 report. While these statistics weren’t isolated to only Gen Z, it’s fair to assume they are spending at least 24 hours per month on TikTok—the most conservative data estimate from the survey.

Other studies have reported the average user spends 48 hours per month on TikTok. That’s two days. Twenty-four days per year. Almost a month! Blimey.

Source

Remember when Twitter had their own short-form video format, Fleets, in 2021? No, you don’t. Lesson learned? TikTok is the short-form king. Get an account and plan your TikTok marketing strategy right now (if you haven’t already).

8. BeReal is currently the top social networking app on the Apple App Store

Never heard of it? You’re not alone. The app launched in 2020 but has recently become popular with Gen Z.

It sends out random notifications that users have two minutes to respond to by making a post in the app. Unlike current platforms where users spend considerable time editing photos and composing eloquent captions, BeReal is all about quick updates. You’re supposed to share what you currently look like via an in-app photo—no filters or photo editing capabilities here—and what you’re doing.

While BeReal isn’t meant for brands, it’s important to recognize when new apps enter the game and evaluate if they fit into your marketing strategy.

9. 83% of Gen Z shops on social media

The pandemic boosted overall consumer comfort with shopping on social media, but Gen Z was leading the charge for social-first experiences well before 2020.

Now with major platforms like Facebook, Instagram, TikTok, and others offering social commerce tools like in-app checkout, it’s time to set up your social shop if you haven’t already.

10. Almost 1/3 unfollow or block brand social media accounts weekly

No pressure on getting that content just right before you post it, though, ‘kay? The reason Gen Zers gave for this in the study was weeding out companies they view as pretending to care, but really only caring about profit. It has nothing to do with a company’s products or quality, only their actions and messaging.

We know you hear it all the time: “Have an authentic brand!” Okay, but what does that mean?

It means be human in your approach to marketing, social media, and customer interactions.

Gen Z and technology statistics

11. 95% of American teens ages 13-17 have a smartphone

That number was only 73% in 2015, a 30% jump in 7 years.

Additionally, 90% have a computer and 80% have a gaming device in their home, which was about the same as 2015’s statistics.

Source

Smartphones are now a way of life and likely to be your first touchpoint with Gen Z.

12. 60% think digital first impressions are more important than in person ones

This is smart thinking considering the social media monitoring capabilities of many Human Resources departments. It also means Gen Z is judging your digital first impression before they ever consider buying from you.

13. 43% of Gen Z remember the last website they visited, but not their partner’s birthday

Only 38% remember their partner’s birthday more often than their last website click. Ouch. Don’t feel bad: 31% remember the website more often than their own Social Security Number, too.

14. 40% of Gen Z use TikTok for search instead of Google

Umm, what? That was my first reaction upon hearing this, as a geriatric 35-year-old. But, it tracks:

As an elder millennial who came of age when Google became a verb, I had difficulty grasping that ~40% of Gen Zers use TikTok for search.

So I hosted a mini-focus group with Gen Zers to learn more.

Here are 3 takeaways:

— Adrienne Sheares (@AdriSheares) August 12, 2022

Source

It’s important to note the 40% figure was a comment made by a Google VP during a speaking event about Google’s products and how search has changed. While it’s not an immediately verifiable number, he said Google has studied this and those were their findings of U.S. users ages 18-24.

So it’s pretty legit. (But what are we going to say now instead of, “Just Google it?” “I’ll Tok that up?” “Let me Tik that for you?” Gross.)

15. 92% of Gen Z multi-task while browsing the internet

This is more than any other generation. Tasks paired with web browsing include eating (59%), listening to music (also 59%), and talking on the phone (45%).

Marketers, assume your Gen Z audience will be at least partially distracted when interacting with your content. Keep headings large, pages skimmable, and get to the point quickly.

16. 85% prefer chat or automated customer service interactions over phone calls

This is a significant difference compared to Boomers, where only 58% use chat or automated tools when they need customer service.

Automated customer service isn’t always about saving money, it can also provide faster, easier results for your customers. Plus, business chatbots can mix automation with real human live chat capabilities for the best of both worlds.

Gen Z online shopping statistics

17. 64% look up a local business’ website before shopping or visiting in-person

This underscores the importance of having a professional brand image online, even if you don’t sell online (and don’t plan to).

Reserve your name on social media platforms and at least upload your logo as the profile picture. Create a website—even a simple one—listing your services, hours, and a way to contact you.

18. 97% say social media is their top method for researching shopping options

Whether scrolling influencer posts, ads, or friends’ content, Gen Z window shops on social first. Your marketing strategy needs to address how you’ll get in front of them on social. Easiest path? Influencer marketing.

19. 87% want a personalized shopping experience

Personalized marketing isn’t new, and in fact, the percentage of shoppers who want customized service from brands has stayed relatively constant since Gen X (1965-1980).

If you aren’t already investing in personalization strategies beyond “Hello, [first-name],” do it.

Source

20. …But only 39% of Gen Z trusts companies to protect private data

Almost highest-ever demand for personalized service with the lowest-ever level of trust for business? Cool, great combo.

Build trust by having security policies to protect customer data from theft, cyber attacks, and other threats. But customers aren’t going to browse your terms and conditions for fun. You need to communicate trust and responsibility within your opt-in and checkout pages.

Source

21. 73% of Gen Z only buy from brands they believe in

There is a significant difference between older and younger Gen Zers. 84% of 14-17 year olds said they make purchase decisions based on value alignment, whereas 64% of 18-26 year olds said the same.

Previous generations didn’t expect private business to be as involved in society. Now, not taking a stand on social issues is taking a stand. However, ensure you take yours authentically, because people can tell when you’re only doin’ it for the views.

22. 71% stay loyal to brands they trust, even if they make a mistake

Trust is important to customers in all generations, but it is paramount to Gen Z. 61% of Gen Z will pay more for brands they trust, and 71% will forgive and even recommend brands they trust who have made mistakes.

Source

23. 64% will pay more for environmentally-friendly products

Although 46% of Gen Z lives paycheck to paycheck, 64% will still pay a premium for sustainable products. This underscores how important climate change is to Gen Z and the personal responsibility they feel to make a difference.

If you’re not already making all or more of your products sustainable in some way, this needs to be on your to do list.

24. 55% will use a “buy now, pay later” option at least once per year

Gen Z are the most comfortable with “buy now, pay later” services of any generation. The average American who uses these services spends about $1,000 per year this way.

Ecommerce retailers should be offering this as a payment option.

Source

Meet Gen Z where they are from a single dashboard by managing all your social media platforms with Hootsuite. Schedule content, reply to comments and DMs, launch ad campaigns, and measure your ROI all in one place. Try Hootsuite free today.

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By Michelle Martin

As an ex-agency strategist turned freelance WFH fashion icon, Michelle is passionate about putting the sass in SaaS content. She's known for quickly understanding and distilling complicated technical topics into conversational copy that gets results. She has written for Fortune 500 companies and startups, and her clients have earned features in Forbes, Strategy Magazine and Entrepreneur.

Read more by Michelle Martin

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24 Gen Z Statistics That Matter to Marketers in 2024 (2024)

FAQs

What are the statistics for digital marketing in 2024? ›

Across the globe, digital ad spend is expected to grow to $667 Billion in 2024. Just 3 in 5 marketers believe their strategy is effective. 40% of marketers say proving the ROI of their marketing activities is their biggest challenge.

Why is Gen Z important to marketers? ›

As the most diverse generation in history, they embrace the beauty of uniqueness and actively seek out brands that share and celebrate these values. Unlike older generations accustomed to less diverse portrayals in media and advertising, Gen Z sets higher expectations.

What are the statistics of Gen Z? ›

Gen Z makes up about 30% of the world population today and is also expected to account for 27% of the workforce by 2025. 98% of Gen Z people have a smartphone. 77% of Gen Z believe in having a good work-life balance in their life. More than one-third of social media influencers today are Gen Z.

What are the statistics for Gen Z consumer behavior? ›

53% of Gen Z uses their smartphone to check online for other items they prefer that are not available in the store where they are; 52% compare the retail price with competitors; and 51% search the web for a coupon, discount, or promotion.

What's new in marketing in 2024? ›

Artificial intelligence (AI) is boosting effectiveness and efficiency. Short-form video content, like TikTok, is driving social strategy. User-Generated Content (UGC) is increasing brand awareness. Community efforts and genuine branding encourage consumer trust.

What does Forbes say about digital marketing in 2024? ›

Overall, digital marketing offers a dynamic and rewarding career path for those interested in the intersection of technology and marketing. Benefits of Pursuing a Career in Digital Marketing: Lucrative Salary Potential: As Forbes predicts, digital marketing is set to become the highest paying job of 2024.

What marketing appeals to Gen Z? ›

Personalized content is a proven strategy across marketing personas, but it's an absolute must when marketing for Gen Z. In fact, 81% of Gen Zers prefer personalized ads, compared to 57% of Millennials and 42% of Baby Boomers.

What is the challenge of marketing to Gen Z? ›

The Key Challenges of Marketing to Gen Z

Gen Z has grown up in a fast-paced digital era, resulting in shorter attention spans. Capturing their attention in a world bombarded with information requires innovative and concise messaging.

How does Gen Z engage with digital marketing tools? ›

Leverage Social Media: Gen Z is active on various social media platforms, including Instagram, Snapchat, and Twitter. Your brand should have a strong presence on these platforms, creating engaging and shareable content. Utilize popular hashtags and trends to reach a wider audience.

What percentage of the workforce is Gen Z in 2024? ›

Top Generation Z Statistics For Employers in 2024

Gen Z currently makes up 30% of the world's population and is expected to account for 27% of the workforce by 2025.

What is Gen Z most concerned about? ›

Unanimously, cost-of-living remains their top concern for both generations by a wide margin compared to their other concerns, which include climate change, unemployment, mental health, and crime/personal safety.

What are the statistics for Gen Z relationships? ›

A survey conducted by the Survey Center on American Life found that only 56 percent of Gen Z adults—and 54 percent of Gen Z men—said they were involved in a romantic relationship at any point during their teenage years.

What does Gen Z value in marketing? ›

Gen Zers are known for their social responsibility, dedication to social and political issues, and their demand for authenticity when it comes to brands and advertising. 53% of US Gen Zers want brands they shop at to support mental health, more than any other cause, according to a survey from ICSC and Big Village.

How has marketing changed with Gen Z? ›

As young people consume more content than ever, it's getting more difficult for brands to cut through the noise. 80 per cent of Gen Zs agree that they are exposed to more brands and advertising than any other generation (compared to 73 per cent of millennials), per Archrival.

What are Gen Z preferences in marketing? ›

Gen Z audiences value brands that strive to be better and value the opinions of their buyers. Leverage User-Generated Content. A great way to inject a ton of authenticity into your social media presence is to make user-generated content a central part of your marketing.

What is the future stats for digital marketing? ›

General Digital Marketing Statistics

The Digital Marketing industry is predicted to reach $807 billion by 2026. Desktop takes 39% of ad spending as of 2023, while smartphones take 61%. Non-programmatic ad spending holds a mere 16% share in 2023, while programmatic holds 84%.

What is the value of digital marketing in 2025? ›

In 2025, digital marketing will continue to evolve at a rapid pace, fueled by the increasing integration of artificial intelligence, augmented reality, voice search, and data-driven personalization. Consumer expectations will soar, demanding seamless and meaningful interactions across multiple touchpoints.

What is the future of ecommerce in 2024? ›

Brands now prioritize mobile-first experiences over merely optimizing desktop sites for mobile users. For example, 91% of consumers now purchase online on their smartphones. And in 2024, mobile commerce is projected to represent 40.4% of all e-commerce sales.

What is the future outlook for digital marketing? ›

When looking at the job market as a whole, digital marketing professionals have a “slightly better than average” outlook. The Bureau of Labor Statistics (BLS) states that career opportunities in the marketing field are anticipated to increase 10% by 2031, which equates to 33,700 new jobs.

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