Things to Know About Gen Z

The newest crop of consumers are Gen Z. Just when you adjusted to Millennials, it is time to rethink some things for this new generation. While you don’t have to change your whole digital strategy just yet, you’ll definitely want to experiment with new ways to up your game and reach younger generations online.

Generation Z are the demographic cohort succeeding Millennials and preceding Generation Alpha. Researchers and popular media use the mid-to-late 1990s as starting birth years and the early 2010s as ending birth years.

Key Points for Marketers

To market to Gen Z you will need to:

  • Embrace video marketing, especially for mobile devices
  • Focus on how your product provides value
  • Consider offering discounts and rewards

Gen Z Stats

  • As of 2020, Gen Z makes up more than 40% of U.S. consumers. (Fast Company)
  • The generation has an estimated purchasing power of $44 billion annually. (LinkedIn)
  • 48% of Gen Z identifies as racially or ethnically diverse. (Pew Research Center)

Online Activities

  • Gen Z spends an average of 11 hours on their mobile devices per week. (Criteo)
  • Roughly 75% of Gen Z most frequently uses a smartphone over computers and other devices. (Institute of Business Management)
  • Over 32% of Gen Z transactions take place on a mobile device. (Criteo)

Online Preferences

  • 60% of Gen Z will not use an app or website that loads too slowly. (Institute of Business Management)
  • Gen Z prefers interactive and “Choose your own adventure” content, with 55% saying they’d like to be able to choose the plotline of the movie or TV show they’re streaming. (Cognizant)
  • Gen Z uses social media for almost 3 hours a day. (World Economic Forum) 62%  use Instagram and 60% use YouTube daily. (Business Insider)
  • One in four Gen Z women say they learn about new products from social media influencers. (Morning Consult)

Online Behavior

  • On average, Gen Z will pay attention to content for a span of eight seconds — four less than millennials. (VisionCritical)
  • 66% say that the high quality of a product matters most to them when making a purchase. (Institute of Business Management)
  • 65%  value coupons, discounts, and rewards programs. (Institute of Business Management)
  • Creativity is important. 77% of Gen Z reports doing creative activities when offline and 48% say they regularly do creative activities online. (Snapchat)
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