Key Insights
Essential data points from our research
Gen Z commands an estimated $360 billion in disposable income
Gen Z shoppers are more likely to seek out second-hand or thrifted items than any other generation
30% of Gen Z utilize Buy Now, Pay Later (BNPL) services for purchases
95% of Gen Z teens use YouTube, making it their most used platform
73% of Gen Z consumes video content on smartphones rather than TVs
67% of Gen Z believes that TikTok is the best place to learn about new trends
40% of Gen Z prefers using TikTok and Instagram for search over Google
Email is the preferred channel for brand communications for 58% of Gen Z
60% of Gen Z uses Instagram to discover new brands, services, and products
75% of Gen Z consumers prefer to buy from brands with sustainable practices
82% of Gen Z trusts a company more if it uses images of real customers in its advertising
70% of Gen Zers say they are more likely to buy from a brand that supports a social cause they care about
61% of Gen Z prefers user-generated content (UGC) over polished professional content
44% of Gen Z has made a purchase decision based on a recommendation from a social media influencer
Short-form video is the most engaging content type for 66% of Gen Z consumers
Content & Influencers
- 161% of Gen Z prefers user-generated content (UGC) over polished professional content
- 244% of Gen Z has made a purchase decision based on a recommendation from a social media influencer
- 3Short-form video is the most engaging content type for 66% of Gen Z consumers
- 4Gen Z attention span for ads is estimated to be around 8 seconds
- 572% of Gen Z follows influencers who seem like "normal people" rather than celebrities
- 663% of Gen Z prefers to see real people in ads rather than celebrities
- 7Comedy is the most preferred genre of content for Gen Z on social media
- 852% of Gen Z says they trust influencers less if they post too much sponsored content
- 937% of Gen Z installs ad-blocking software, making traditional display ads harder to reach them
- 1091% of Gen Z prefer to consume content in video format over blog posts
- 1155% of Gen Z wants exclusive content from brands they follow
- 12Influencer marketing ROI is rated highest for reaching Gen Z compared to other channels
- 13Interactive content (polls, quizzes) generates 2x more conversions with Gen Z than passive content
- 1469% of Gen Z thinks brands should help them improve their visual image/personal brand
- 15Meme-based marketing receives 60% higher engagement from Gen Z than standard graphics
- 1646% of Gen Z follows a brand specifically for memes or entertaining content, not just products
- 17Gen Z is 25% more likely to open a push notification than Millennials
- 1854% of Gen Z wants to see "behind the scenes" content from brands
- 19Peer references are trusted by 82% of Gen Z, far outranking company claims
- 2081% of Gen Z prefers to discover new products via Instagram Stories over the main feed
- 2156% of Gen Z claims they are "creative" and want brands to provide tools for co-creation
Interpretation
Treat Gen Z like a friend with eight seconds to spare: give them raw, short, video-first comedy and meme-driven content from relatable creators and peers, mix in interactive polls, exclusive behind-the-scenes and co-creation opportunities, keep sponsored posts sparse to preserve trust, and you’ll outmaneuver ad blockers while capturing the strong influencer ROI they respond to.
Discovery & Experience
- 140% of Gen Z prefers using TikTok and Instagram for search over Google
- 2Email is the preferred channel for brand communications for 58% of Gen Z
- 360% of Gen Z uses Instagram to discover new brands, services, and products
- 483% of Gen Z shops on a mobile device
- 565% of Gen Z checks product reviews on social media before purchasing
- 656% of Gen Z are less likely to buy from a brand if the website experience is slow or clunky
- 797% of Gen Z consumers use social media as their top source of shopping inspiration
- 855% of Gen Z uses their smartphones to compare prices while in-store
- 988% of Gen Z prefers omnichannel brand experiences (blending physical and digital)
- 1066% of Gen Z has used a chatbot to interact with a brand
- 11Gen Z is 3x more likely to use a "hashtag" to find content than other generations
- 1279% of Gen Z engages with brands on more than one platform before purchasing
- 1350% of Gen Z says they "cannot live without" Amazon usage
- 1457% of Gen Z discovers new products via short-form video ads
- 15Live shopping events on social platforms appeal to 30% of Gen Z consumers
- 16Gen Z is the least likely generation to join a traditional loyalty program (card based), preferring app-based gamification
- 17Voice search is used by 35% of Gen Z at least once a day
- 1890% of Gen Z are willing to share their data if it provides a better shopping experience
- 1933% of Gen Z have unsubscribed from brand emails due to "too much frequency"
- 20Visual search tools (like Google Lens) are used by 25% of Gen Z shoppers
- 2161% of Gen Z is willing to share purchase history for personalized offers
Interpretation
Gen Z has quietly rewritten the shopping playbook, searching and discovering on TikTok and Instagram, shopping mostly on mobile while trusting social reviews and hashtags, preferring omnichannel app-driven experiences with chatbots and gamified loyalty over cards, willing to trade data for better personalization but quick to abandon slow sites or spammy emails, and still leaning on Amazon while using voice and visual search to compare prices and finalize purchases.
Ethics & Authenticity
- 175% of Gen Z consumers prefer to buy from brands with sustainable practices
- 282% of Gen Z trusts a company more if it uses images of real customers in its advertising
- 370% of Gen Zers say they are more likely to buy from a brand that supports a social cause they care about
- 4Gen Z is 2x more likely than Boomers to want brands to be "bold" and "disruptive"
- 548% of Gen Z values brands that don't classify items by gender
- 659% of Gen Z trusts brands more if they use inclusive language and diverse imagery
- 776% of Gen Z feels that brands should be responsible for addressing environmental issues
- 8Gen Z identifies "authenticity" as the most important value when deciding which brands to support
- 977% of Gen Z likes ads that show diversity in real-life situations
- 1087% of Gen Z has concerns about data privacy, yet still demands personalization
- 1135% of Gen Z chooses brands based on ethical supply chain practices
- 1268% of Gen Z expects brands to contribute to society
- 1347% of Gen Z have stopped purchasing from a favorite brand after a purposeful act of "cancel culture" due to values misalignment
- 1451% of Gen Z agree that their "online self" is a more accurate representation of them than their "offline self"
- 1578% of Gen Z believes brands have a responsibility to be diverse in their hiring
- 1689% of Gen Z checks the ethics of a brand before buying luxury goods
- 1770% of Gen Z tracks the carbon footprint of their purchases
- 18Gen Z is 50% more likely to research a brand's stance on racial justice than Millennials
Interpretation
Gen Z shops with a conscience and a search bar, rewarding brands that are authentically diverse, transparently sustainable and boldly social while demanding privacy-savvy personalization and swiftly abandoning anyone who fails to walk the talk.
Social Media Dynamics
- 195% of Gen Z teens use YouTube, making it their most used platform
- 273% of Gen Z consumes video content on smartphones rather than TVs
- 367% of Gen Z believes that TikTok is the best place to learn about new trends
- 445% of Gen Z is online "almost constantly"
- 5Gen Z spends an average of 4 or more hours a day on social media apps
- 664% of Gen Z consumers have tagged a brand on social media
- 762% of Gen Z checks their smartphones within 5 minutes of waking up
- 8Discord usage among Gen Z increased by 6% year-over-year as they seek community-based platforms
- 949% of Gen Z agrees that they are constantly connected online
- 10Facebook usage among Gen Z has dropped by over 20% in recent years
- 11TikTok is the most downloaded app among Gen Z users aged 18-24
- 12Snapchat reaches 90% of all 13-24 year olds in established markets
- 1360% of Gen Z apps users revisit an app within one day of installing it
- 1498% of Gen Z owns a smartphone
- 1571% of Gen Z watches more than 3 hours of online video daily
- 16Pinterest usage for Gen Z grew 50% year-over-year as a planning tool
- 17BeReal grew 315% in usage among Gen Z in 2022, highlighting a desire for "anti-Instagram" authenticity
- 1874% of Gen Z spends free time online, surpassing hanging out with friends in person
- 19Gen Z spends 10% more time on Twitch than any other generation
- 2041% of Gen Z feels "anxious" when they can't check their phone (Nomophobia)
- 21LinkedIn usage for Gen Z grew 30% as they enter the workforce
Interpretation
Gen Z doesn't just go online; they live there—98% own smartphones and spend hours a day on mobile video and community apps, with 95% on YouTube, TikTok and Snapchat driving trends while Discord, Twitch, Pinterest and LinkedIn grow, Facebook fades, many check their phones within five minutes of waking and tag brands publicly, and that constant, sometimes anxious connectivity means marketers must favor short, authentic mobile video and community-first engagement over old-school broadcasting.
Spending & Consumption
- 1Gen Z commands an estimated $360 billion in disposable income
- 2Gen Z shoppers are more likely to seek out second-hand or thrifted items than any other generation
- 330% of Gen Z utilize Buy Now, Pay Later (BNPL) services for purchases
- 485% of Gen Z says social media impacts their purchasing choices more than TV or print ads
- 568% of Gen Z reads 3 or more reviews before buying something for the first time
- 692% of Gen Z has visited a brick-and-mortar store in the last month despite being digital natives
- 7Gen Z accounts for 40% of global consumer shopping
- 880% of Gen Z hopes to own a house one day, driving savings behavior
- 946% of Gen Z has purchased a product directly through a social media app (Social Commerce)
- 1038% of Gen Z shoppers prioritize "fast delivery" when ordering online
- 1142% of Gen Z says they would pay a premium for personalized products
- 1258% of Gen Z is willing to pay more for products that are environmentally friendly
- 13Gen Z shoppers have a higher return rate (approx 30%) for online purchases than older generations
- 1481% of Gen Z prefers to shop in stores to disconnect from social media
- 1565% of Gen Z has used a resale app (like Depop or Poshmark) in the last year
- 1640% of Gen Z will boycott a brand for bad customer service
- 1753% of Gen Z say they have purchased a product because they saw it in a "haul" video
- 1893% of Gen Z parents say their children influence their household spending
- 1943% of Gen Z participates in "showrooming" (testing in store, buying online)
Interpretation
Armed with an estimated $360 billion in disposable income and accounting for 40% of global consumer shopping, Gen Z blends thrift and resale habits with digital-first behavior—social media, BNPL and haul videos steer purchases while heavy review-checking, showrooming and in-store testing temper impulse, fast delivery and personalized or eco-friendly options command premiums, parental and peer influence amplify reach, and high return rates plus a readiness to boycott bad service mean brands must be authentic, convenient and ethical or be unceremoniously scrolled past.
