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83 Key Generation Z Statistics, Characteristics & Facts You Should Know

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With their diverse ideals and different lifestyles, the Millennials present new challenges and opportunities for all industries. Considering what they bring, it is best to consult Generation Z statistics to meet their shifting demands and expectations. But before we do, let’s define what  Generation Z is.

Pew Research Center defines Generation Z as individuals born between 1996 and 2010. Also known as the iGeneration (iGen) or the Net Gen, these individuals are the first true digital natives. They grew up during the height of the age of information and rode the social media culture in full swing.

Being the newest—and largest—entrants to the consumer market and the workforce of today, it is important that you understand how their minds work. To help you out, we have detailed everything from their academic mindset and workplace expectations to their spending power and shopping habits. With this, it is easier to come up with more effective business strategies geared towards their preferences.

Generation Z Statistics

General Generation Z Statistics

Gen Zers make up a good chunk of the world population and, in a few years, they are expected to dominate the consumer market. Suffice it to say, their lifestyles will reshape the way modern businesses work, set the trends in retail, and provoke major changes in the workplace.

Pragmatic, technologically savvy, and socially conscious, Gen Z adults exhibit different behaviors compared to their preceding generations. These greatly affect their purchasing decisions and overall approach to companies.

With that said, it is critical for businesses to understand these factors in order to effectively engage them today and in the future.

  • The births of Gen Zers in the United States have outpaced Millennials by an average of 3 million. (Pew Research Center, 2018)
  • Gen Zers or iGeners comprise 32% of the entire world population, making it the largest cohort as of 2018. (Bloomberg, 2018)
  • The global consumer population of Generation Z is estimated to reach 2.6 billion before the end of 2020. (National Retail Front, 2017)
  • A Generation Z report showed that 40% of the consumers in the U.S. will come from Generation Z by 2020. (Fast Company, 2015)

The iGen Spending Power

Generational shifts take place every few decades. So, what makes this cohort different from others?

Poised to make up the majority of the global population, Gen Zers have the strongest purchasing power today. Furthermore, Generation Z market size reports reveal that they are perhaps the only generation that managed to influence their family spending to a great extent. This only means that by capturing their attention, you also tap their siblings and their parents in the process.

The Gen Z Behavior Towards Money

In addition to their influence and purchasing power, another thing that sets Gen Zers apart is their behavior towards money. They identify themselves mostly as savers than spenders, allowing them to secure bright financial futures. Experts have observed that the iGen start their savings accounts at an early age and put their money towards investments rather than impulse purchases.

Consequently, companies will have to try harder to grab the attention of this new breed of consumers. Flashy products and star-studded advertisements may no longer work. Instead, you will need to focus on appealing to their unique interests and providing them with products that will add value to their lives.

  • Only 14% of Gen Zers consider themselves big spenders. 38% say they spend from time to time while 48% say they prioritize saving more. (The Everything Guide to Gen Z Study, 2019)
  • 74% of Gen Zers say that they are either ‘very trusting’ or ‘somewhat trusting’ of financial institutions. (The Everything Guide to Gen Z Study, 2019)
  • 71% of Gen Zers prioritize saving money for the future. It only comes next to getting a job (74%) and graduating from college (74%). (Lincoln Financial Group, 2017)
  • As of 2016, 64% of Gen Zers already own a savings account. (Lincoln Financial Group, 2017)

consumer population of Generation Z

Generation Z Workforce Statistics

Gen Zers are entering the workforce bright-eyed and bushy-tailed. This is a generation that’s hungry to learn the ins and outs of their chosen career, despite finding work to be one of the biggest sources of stress in their lives.

However, before employers can train the iGen to their full potential, it seems that they will have to be patient in acclimating to their methods. A majority of this cohort don’t favor traditional training methods. They believe that college education and formal work training are not the best ways to learn the skills needed to survive in the corporate world.

So, as employers, you might want to consider thinking out of the box when onboarding Gen Z employees.

  • 76% of Gen Z employees are willing to start from the bottom of the corporate ladder. (Gen Z @ Work
  • 77% of Gen Z adults in America say that work is one of the most common stressors for them. It only comes second to money (81%). (Statista, 2018)
  • 1 in 10 Gen Zers say they would rather spend time reading the iTunes terms and conditions than attend a formal workplace training. (Gen Z @ Work)
  • 75% of Gen Zers believe college is not the only way to get a good education. (Forbes, 2018)

What Gen Z Employees Want

Much like their predecessors, Gen Z employees want to have careers that pay well, provide good benefits, and hone their skills for the future. The only difference is today, they focus more on finding stable jobs that make them feel fulfilled—not just ones that will help them pay the bills. Moreover, as tech natives, they expect their employers to view technological innovation as a priority in the workplace.

That said, employers will have to pay more attention to career development plans if they want to attract and retain Gen Z employees.

  • 65% of Gen Zers say that salary is very important and that they only feel successful once they are earning a salary of $200,000 or more. (The Everything Guide to Gen Z Study, 2019)
  • According to Gen Z employees, their top motivators for work are job fulfillment (64.7%), good coworkers (36.6%), and being rewarded for a job well done (34.5%). (Research Gate, 2018)
  • The top priorities of iGeners when it comes to work are stable career paths (89%), competitive salary and benefits (87%), and work-life balance (84%). (International Federation of Accountants)
  • iGeners say they would stay longer with a company if they can enjoy an empowering work culture (29.4%), be assured of growth potential (28.2%), foster good relationships with co-workers (15.5%), get high salaries and raises (15.4%), be provided with good benefits packages (11.6%). (Medium Corporation, 2017)
  • Gen Zers expect their employers to incorporate technologies like social media (41%), wearables (27%), and virtual reality (26%) in their operations. (Randstad US, 2016)
  • 77% of Gen Zers are more likely to apply for a job in companies that value diversity. There’s also 75% that say they want to work for organizations that offer job fluidity. (Forbes, 2018)

The Entrepreneurial Generation

While the common route for previous generations was graduating from school and getting a stable job, a good fraction of the iGeneration have other plans in mind. They go against the current, wanting not to be followers but leaders of their own companies.

Being raised amidst the great recession and the student loan crisis, Gen Zers prefer pursuing lucrative careers that would not put them in debt. That said, it seems they believe that entrepreneurship is the best way to go.

What Would Make Gen Zers Stay at a Job?

Factors for long-term employee retention

Empowering Work Culture


Growth Potential


Personal Relationships with Co-Workers


High Salary and Raises


Benefits Package


Source: Medium Corporation

Designed by

Social Media Use of Generation Z Statistics

Millennials had a bad reputation for being on social media all the time. Gen Zers are not far behind as they, too, spend a lot of time browsing through various social networking sites.

However, this generation sets itself apart from predecessors as they don’t use social media for socialization. Instead, they utilize it for entertainment, to find new brands, and learn more about the companies they are interested in.

  • Social media is the most preferred channel of Gen Zers when engaging with a brand (1591 votes). This is followed by email (1515 votes), face-to-face meetings (1453 votes), ads (1268 votes), chat (1159 votes), and company blogs (907 votes). (Campaign Monitor, 2019)
  • 20.2% of Gen Zers engage with companies on social media more than any other communication channel. (Campaign Monitor, 2019)
  • 85% of Gen Zers utilize social media to scout for new products. (Marketing Charts, 2016)
  • Gen Zers spend an average of 3 hours a day on social media. This is more than the amount of time that Millennials would normally stay on the platforms (2 hours, 39 minutes). (Global Web Index, 2018)
  • The primary motivation for using social media among Gen Zers is the need to be entertained. (Global Web Index, 2018)

Social Media Platform Preferences

Majority of Gen Zers may use social media for communication as well as business transactions. However, it is important to note that not all social media platforms are created equal.

Statistics show that unlike their Millennial and Gen X counterparts, the iGen are using Facebook and Twitter less and less. If you want to effectively engage this cohort on social media, Youtube is the way to go.

Gen Zers spend hours on the platform every day, citing that it is great for destressing and learning new skills. As a result, YouTube has become a prime space for advertisements and branded content—something worth considering for your marketing strategies. You can even utilize social media management tools to optimize your interactions with Gen Zers online.

  • Facebook usage among Gen Zers dropped from 71% in 2014 to only 51% in 2018. (Pew Research Center, 2018)
  • 41% of Gen Zers prefer using Instagram for following brands over any other social media platform. (The State of Gen Z, 2018)
  • The most used online platforms among teenage Gen Zers are Youtube (85%), Instagram (72%), Snapchat (69%), Facebook (51%), and Twitter (32%). (Pew Research Center, 2018)
  • 47% of Gen Zers spend more than 3 hours per day on YouTube. (Pearson, 2018)
  • 55% believe that YouTube has contributed to their education. (Pearson, 2018)
  • The number 1 reason why iGeners go on YouTube is to relax and cheer themselves up. (Google)
  • 80% of Gen Z teens say YouTube is a great tool for helping them become more knowledgeable. (Ipsos)

Generation Z: Preferred Social Media Platforms











Sources: Pew Research Center

Designed by

Marketing for Generation Z Statistics

Gen Zers are perhaps one of the most challenging individuals to create marketing campaigns for. They grew up at a time when it was normal to be online 24/7 on multiple platforms. Moreover, they face a deluge of information every day just by browsing through social networks and different websites. This allows them to process information faster than their predecessors. However, as a result, they also have shorter attention spans.

Digital marketers will have to up their game if they want to catch the attention of this generation and reap the benefits of their influence. For instance, now might be the time to invest in SaaS to optimize marketing strategies. After all, there’s an extensive selection of marketing automation tools available on the market.

  • Gen Zers have short attention spans that last only 8 seconds. (Forbes, 2016)
  • Gen Zers demand personalized interactions across various channels. (IBM)
  • More than 70% of Gen Zers believe that they influence household purchases. These include furniture, food and beverages, as well as other household goods. (IBM Uniquely Generation Z Study, 2017)
  • 65% of retailers in the USA have increased their Gen Z marketing budget since 2018. (Statista, 2018)

How to Tap Gen Zers

Gen Zers are natural multitaskers and they like efficiency. That said, they prefer consuming content in the fastest way possible—through visuals. Be it YouTube videos, Instagram posts, gifs, or ads with image, these content are easier to digest for this generation. Hence, they are more appealing than traditional content like blogs and articles.

However, simply fine-tuning your brand’s aesthetic and learning to produce content that they like are not enough to capture this audience.

Another thing to know when targeting millennials is that they don’t want to simply purchase from your brand—they want to be part of what you stand for. This is why the authenticity of your company plays a big role in their purchasing decisions.

  • 71% of Gen Zers consume over three hours of online videos daily. (Google)
  • Visual content can relay information 60,000 times faster than words. (Visual Communication Agency)
  • 91% prefer seeing visual content instead of traditional marketing formats. (Visual Communication Agency)
  • Majority of Gen Zers (67%) want authenticity from companies. They want them to stick to certain values and beliefs that are aligned with their branding. (CNBC, 2018)
  • 79% of Gen Zers trust companies that do not photoshop their ads while 84% trust companies that use actual customers in their ads. (Ad Age, 2019)
  • 67% of Gen Zers find seeing real people in ads more appealing. Only 37% said they prefer seeing celebrities in ads. (Forbes, 2016)

In addition to these data, you might want to take a look at this list of visual content marketing statistics to see how you can maximize your advertisements and marketing content.

AI for Personalized Marketing

Personalized experiences proved important in attracting and converting Gen X and Millennial leads. The same holds true for the iGen consumers.

By creating targeted campaigns for specific target demographics, you can appeal to their unique interests. It also lets them know that you genuinely care about their wants and needs. Thus, yielding better sales later on. The only problem is it’s difficult to do it manually.

With this said, you might want to start leveraging AI and CRM systems to provide them with better experiences. Just be sure to handle your customers’ personal data with care and let them know how you are protecting their information. This way, they can be more at ease when transacting with your company.

  • Generation Z marketing statistics show that 68% of the Gen Z population believe in predictive personalization. (Small Biz Trends, 2019)
  • 79% of Gen Zers expect digital experiences to be AI-powered. (ZDNet, 2019)
  • 61% of Gen Zers prefer patronizing brands that can protect their personal data. (IBM Uniquely Generation Z Study, 2017)
  • Less than 30% of Gen Zers are willing to share their personal data. This includes information on their health, location, or payment details. (IBM Uniquely Generation Z Study, 2017)
  • 2 in 5 Gen Zers are okay with giving companies their personal information for a more customized experience. (ZDNet, 2019)

The Power of Word-of-Mouth

No consumer wants to hear companies toot their own horn. This is why word-of-mouth marketing is a tried and tested strategy that works wonders even for Gen Zers. In fact, the factors that drive their purchasing decisions rely heavily on the recommendations of friends, social media influencers, and content creators.

With this said, you might want to consider investing in content marketing and influencer marketing if you aim to cater to this generation. After all, what better way to get your brand out there than to let people talk about your products, right?

  • A Generation Z market research revealed that 43% of this cohort is more likely to provide product reviews after a purchase. (Forbes, 2017)
  • 68% of Gen Zers read 3 or more product or service reviews before they purchase something for the first time. (The State of Gen Z, 2018)
  • 46% of iGeners follow over 10 social media influencers. This plays a vital role in their purchasing decisions. (The State of Gen Z, 2018)
  • 46% admit that they rely on the recommendations of friends and family members before buying a product. (IBM Uniquely Generation Z Report, 2017)
  • A majority (93%) of iGeneration watch product reviews on YouTube. (Adweek, 2016)

Aversion to Advertisements

Thinking of resorting to old-school advertisements for Gen Z marketing? You might want to think again.

Most people from the iGeneration have a negative relationship with ads. They find them annoying and interruptive. So much so that some even resort to using ad blockers on their devices or even pay service providers just to remove ads from the apps they’re using.

If you truly want this demographic to notice your brand, the best way to do it would be through quality content that really speaks to them. Try telling them more about your company’s mission and give them an idea of what makes your brand different. This way, you can forge more authentic connections with this generation.

  • 44% of iGeners start to dislike brands whose ads are overly repetitive. (VidMob)
  • 56 % of Gen Zers say they don’t click on ads that they see on websites. (Ad Age)
  • 65% of the members of Gen Z utilize ad-blocking technology. (Kantar Millward Brown)
  • 12% of Gen Zers are willing to pay to get rid of ads. (Kantar Millward Brown)
  • 66% of Gen Zers say ads interrupt them. Meanwhile, others find them annoying (54%) and irrelevant (45%). (Kantar Millward Brown)

Gen Zers Expect Authenticity from Brands

Shopping Behavior of Generation Z Statistics

Quality, aesthetics, convenience, speed—these are only a handful of what Gen Z consumers expect from the companies they do business with. As a generation that spends their money wisely, they have demands that are difficult but not impossible to meet.

  • Generation Z consumer data shows that brands are increasingly struggling to meet the demands of iGen consumers. (IBM)
  • 66% of Gen Zers say that the quality of products that companies sell is very important to them. (IBM Uniquely Generation Z Study, 2017)
  • Aesthetics is the top purchasing factor of Gen Zers with 93% opting to purchase something if it looked good. This is followed by functionality (91%), quality (90%), alignment with their beliefs (70%), and fashionability (67%). There are also those who look for classic designs (62%) and uniqueness (47%) when shopping. (The Everything Guide to Gen Z Study, 2019)
  • Gen Z online shoppers prefer sites that offer discounts (62%), free return shipping (58%), appealing photos (57%), mobile-optimized stores (51%), unique products (49%), and product recommendations (36%). (Criteo Gen Z Report)
  • 60% of Gen Zers say they will no longer use an application or shopping site if they have slow loading times. (IBM)
  • 58% of Generation Z shoppers say they are willing to pay over $5 if it means they get the products they purchased within an hour. (Accenture, 2018).
  • 71% of Gen Zers would like to take part in automatic replenishment programs for convenience. (Accenture, 2018)

How Do Gen Zers Shop?

The tech natives that they are, Gen Zers are used to having all the information in the world at their fingertips. Similarly, they have become accustomed to procuring things that they want almost instantly. That said, even though the majority of iGen consumers still shop in physical stores, a significant fraction of them are now turning to online shopping for certain types of products.

If you want to take advantage of this growing shopping trend, you might want to start investing in eCommerce solutions, shopping cart tools, and online marketplaces. To help you get started, you can take a look at this list of leading eCommerce platforms.

  • 2 in 3 Gen Z teenagers make purchases online. (Google Gen Z Insights Study, 2016)
  • 53% of Gen Z teens mostly rely on their smartphones to make online purchases. (Google)
  • Consumers from Generation Z are twice more likely to purchase items using their mobile devices than their Millennial counterparts. (Forbes, 2016)
  • The most common products that Gen Z teenagers purchase online are video games (38%), books (36%), and apparel (33%). (Google Gen Z Insights Study, 2016)
  • 67% of Gen Zers prefer to purchase from brick-and-mortar stores. Meanwhile, 31% say they shop in-store from time to time. (National Retail Front, 2017)

The Gen Z Purchasing Criteria

Top factors affecting their buying decisions




Alignment With Their Beliefs


Timelessness of Design


Source: The 2019 Everything Guide to Gen Z Study

Designed by

Generation Z Technology Statistics

The iGeneration was exposed to technology throughout their formative years. So, not only are they tech-savvy like Millennials, but they also have a tech-first mentality that allows them to innovate in various aspects of their life. One proof of this is their extensive use of the internet not only for entertainment and socialization but also for picking up new skills.

  • Generation Z technology statistics show that 9 out of 10 Gen Zers surf the internet for prolonged periods every day. (Pew Research Center, 2018)
  • 45% of Gen Z teenagers are online “almost constantly.” (Pew Research Center, 2018)
  • Almost 50% of Gen Z-ers are on the internet for 10 hours or more each day. (Goldman Sachs, 2015)
  • 74% of Gen Zers spend their free time online. Meanwhile, 44% prefer watching TV, having out with friends, and spending time with their families. There are also those who try to earn extra money (29%), read books (25%), exercise (23%), participate in extracurricular activities (23$), learn new things (22%), volunteer (8%), participate in church activities (7%), and participate in organized group activities (6%). (IBM Uniquely Generation Z Study, 2017)

Mobile Technology Usage

In addition to spending a lot of time on the world wide web, another technology use trend among Gen Zers is their need to stay connected anytime, anywhere through their smartphone.

Nowadays, mobile devices are no longer limited to texting and calling. The iGen utilizes these gadgets as if they were mini computers. All they need is an internet connection and they can practically do everything from work to shopping straight from their phone.

  • 75% of Gen Zers selected smartphones as their device of choice for everyday use. This is followed by laptops (45%), desktop computers (30%), tablets (10%), gaming consoles (8%), smart TVs (3%), and wearable devices (1%). (IBM Uniquely Generation Z Study, 2017)
  • 95% of iGen teens say they have a smartphone or, at the very least, access to one. (The Gen Z Report, 2018)
  • 55% of Gen Z use their smartphones for 5 or more hours a day. (The State of Gen Z, 2018)
  • Gen Zers spend roughly 11 hours per week on their mobile phones. (The Gen Z Report, 2018)
  • Gen Zers use their phones for texting (73%), entertainment (59%), playing games (58%), doing schoolwork (36%), learning new things (28%), and shopping (17%). (IBM Uniquely Generation Z Study, 2017)
  • 73% of iGeners utilize interconnected devices primarily for socialization (i.e. texting and chatting). (IBM Uniquely Generation Z Study, 2017)
  • 73% of iGen consumers are interested in trying voice-activated ordering. Accenture, 2018)

favorite gadgets of Gen Zers

If you are interested in reading more about important tech data for 2019, be sure to check out our compilation of technology statistics. This should give you all the latest information on technology use and challenges for the coming years.

What Do These Generation Z Facts Mean for Your Business?

Gen Zers are now on the cusp of adulthood. They are entering the workforce, approaching financial freedom, and contributing more and more to the economy. Moreover, they are joining the consumer market with their unique views on shopping and brand engagement in tow. With that said, they have the capability to reshape the modern business landscape in the coming years.

The takeaway here is that generational shifts are just as important as economic changes when it comes to business. Remember, generations are molded by the environment in which they emerged and in turn, the lifestyles they develop shape the world we live in. By understanding the mentality and behavior of this incoming breed of consumers, companies may adapt to their unique wants and needs.

Hopefully, with this compilation of Generation Z statistics, you were able to get an idea of how to connect with this group of individuals. This data can prove helpful in understanding the different spending patterns and shopping behaviors of this cohort as we move through 2019 and beyond.

In case you are looking for more ways to attract this group of consumers, you might want to check out our guide to lead generation best practices. With this, you can get an in-depth explanation of the different strategies you can use to attract customers and boost conversions.

By Jenny Chang

Senior writer at FinancesOnline who writes about a wide range of SaaS and B2B products, including trends and issues on e-commerce, accounting and customer service software. She’s also covered a wide range of topics in business, science, and technology for websites in the U.S., Australia and Singapore, keeping tabs on edge tech like 3D printed health monitoring tattoos and SpaceX’s exploration plans.

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