30+ Generation Z Statistics: 2022 Spending Habits & Trends Shifting Retail

Written by Elijah BishopUpdated: 5th Apr 2022
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Millennials have been the focus of most online and offline discussions in recent years. However, there is a new sheriff in town: Generation Z. This generation is made up of people born between 1995 and 2015, and according to the most recent Generation Z data, this age group is seeking to have a long-lasting impact on the globe – and for the better!

Specifically, this is a generation of youthful, open-minded people born in the digital age. They are innovative, competitive, and self-sufficient. They’ve only recently entered the workforce and are here to stay (for quite a while).

Do you want to learn more? Then check out the following Generation Z statistics!

Generation Z Statistics and Spending Habits: Editor’s Choice

  • Gen Z makes up 26% of the global population.
  • In the US, Gen Z is expected to account for 40% of consumers. 
  • 55% of the Gen Z population chooses eco-friendly and socially responsible brands.
  • 85% of all Generation Z individuals learn about new products from social media.
  • Generation Z is projected to make 34% of the workforce by 2030.
  • A whopping 91% of the Gen Z population say technology would be a decisive factor in choosing a job. 
  • Almost 60% of Generation Z wants to have a good work-life balance. 
  • 53% of Generation Z bought something through a mobile device in the last six months.

#1. Gen Z spends 8+ hours a day online.

As digital natives, most Generation Z spends at least one hour every day online. According to Generation Z estimates, screen time across several screens—smartphones, tablets, laptops, desktops, and TVs—is predicted to be 8 hours per day. This impacts how they absorb information and develop judgments and characteristics like emotional well-being and the ability to remain disconnected.

#2. 95% of teens report they have a smartphone or access to one.

While the youngest Gen Z users may not be permitted to purchase mobile phones, members of this age begin using electronic devices younger than prior generations. This aspect of Generation Z statistics represents a stunning 22% increase over the 73 percent of teenagers who indicated this in 2014/15.

#3. 62% of Gen Z will not use an app or website that is too slow to load.

Most Gen Zers have never experienced the dial-up internet connections Millennials, and older generations encountered when they first began using the internet. Sixty percent will not use an app or website that is difficult to use.

#4. The Generation Z Population has only 8 seconds of attention span. 

Interesting millennials and Gen Z facts reveal that at 12 seconds, Millennials’ attention span is 4 seconds longer than that of the younger generation. What does this mean for marketers? When creating your ad, regardless of whether it is a video or a post, you must convey your message more directly because young users will scan it for a few seconds before closing it. 

#5. 16% of millennials and Gen Z say the cost of education is one of their main concerns. 

According to the most recent Generation Z education statistics, while both generations are equally concerned about how they will pay for their school, Gen Zers appear to be more concerned, with a total of 21 percent. A comparison of Generation Z and millennials finds that, in comparison to Gen Zers, one out of every ten millennials is concerned about the cost of college.

#6. 68% of Gen Z stay up late at night due to stress.

Generation Z depression statistics are a huge cause for concern. In just eight years, the depression rate among teenagers aged 14 to 17 increased by over 60%. When it comes to older Gen Zers (those aged 18 to 21), they often experience symptoms of stress such as feeling sad (58%), lack of interest (55%), and feeling anxious (54%).

#7. 50% of Gen Z between 18 and 22 participate in freelance work.

When it comes to freelancing, younger generations are more likely to look for flexible work than older generations. In 2020, 50% of Gen Z members and 44% of Gen Y members participated in freelance work compared to 30% of Gen Xers and 26% of Baby Boomers.

#8. 22% of Gen Z are raised by at least one immigrant parent.

Gen Zers are less likely to be immigrants than Millennials. Only 6% are immigrants, whereas 7% of millennials were born outside the US. However, Gen Zers are much more likely to have immigrant parents than millennials (14%).

#9. 25% of Gen Z are Hispanic, demographics from 2019 show.

Gen Z and diversity also go hand in hand. Namely, 1 in 4 Gen Zers in the US is Hispanic, which has never happened before! Besides Caucasians, there’s also a considerable number of Black (14%), Asian (6%), and other (5%) Zoomers, making them a truly melting-pot generation.

#10. Gen Z is the loneliest generation in the US

According to one study, Gen Z scored 48.3 overall on the loneliness scale — the highest of any generation. Millennials follow suit with 45.3, Gen X with 45.1, and Baby Boomers with 42.4. The Silent Generation scored the lowest — merely 38.6.

#11. About 1/3 of Generation Z knows someone who uses a gender-neutral pronoun. 

Gen Zers have some groundbreaking attitudes. More than half (59%) believe that forms should not inquire about a person’s gender, nor should they be limited to just male and female options. They are also the generation with the most acquaintances that use gender-neutral pronouns (35%), compared to Millennials (25%) and Gen Xers (16%), Generation Z facts show.

#12. Generation Z influences $600 billion in family spending.

Gen Z is typically better informed of new trends and more open to trying new brands and products. This has a bearing on the purchase patterns of their parents or other earning members of the family and will likely shape Generation Z’s spending habits in the future. In a survey carried out by IBM, over 70% of Gen Z-ers say they influence family decisions on buying furniture, household goods, and food and beverages.

#13. 70% of Generation Z thinks that making money is important, while only 12% believe that being famous is essential. 

According to Statista’s Generation Z facts, 70% of post-millennials see making money as a priority for their future, compared to 60% of millennials who prioritize the same thing. On the other hand, the same study reveals that 12% of the younger generation would want to be famous compared to 7% of millennials who feel that way. 

#14. 42% of Generation Z believes that social media directly influences their feelings about themselves.

For many Gen-Z members, the internet has been an omnipresent entity. This fact and their relative inexperience in life become evident in the importance they place on social media presence. 42% also feel that social media affects how other people see them, which is remarkably high compared to just 28% for older generations.

#15. A staggering 70% of Gen Z are subscribed to Netflix.

As far as Gen Z trends from 2020 are concerned, Zoomers are quick to adapt and follow all the latest rage, especially the tech ones. For instance, 70% of Gen Zers are currently subscribed to Netflix, compared to Baby Boomers with just 39% subscribers.

#16. 40% of 19-year-old Zoomers in the US don’t have a driver’s license.

In addition to that, according to one survey, merely 35% of Zoomers are enthusiastic about driving. On the other hand, Zoomers are big fans of collectible or classic cars. Namely, 22% of Gen Zers own a classic car, and 53% would like to own a collectible (or classic) vehicle one day.

Gen Z Online Shopping Statistics: Technology Rules the World

#17. 42% of Gen Z take action after seeing a sponsored ad. 

One-fourth of the Gen Z population clicks on an ad soon after seeing it, 30% make an online purchase, and 20% make an offline purchase. What’s more interesting for marketers is that 59 percent of this generation clicks on adverts and purchases the things recommended to them.

#18. 63.36% of Generation Z shoppers participate in at least one loyalty program.

A loyalty program has the potential to persuade 64% of Gen Z (and millennial) consumers to buy from a business. 74.35 percent of Generation Z buyers belong to a loyalty program in the retail industry. Furthermore, 63.51 percent of GenZers prefer companies to send emails concerning loyalty points and rewards.

#19. 60% of Generation Z want to communicate more with businesses via messaging. 

A Facebook-provided survey gives some intriguing Gen Z statistics, indicating that this generation places a high importance on human contacts, with 60% of respondents admitting a desire to communicate more with businesses via messaging. According to the social network’s research, marketers may attract post-millennials by providing behind-the-scenes information or exclusive events.

#20. 76.58% of Gen Z are willing to share personal data with a brand in exchange for a personalized experience.

Almost two-thirds (64%) of Gen Z consumers believe brands should provide a personalized experience. The same goes for 72% of millennials.

#21. 85% Of Gen Z Uses social media To Learn About New Products

One of the most effective ways for marketers to reach out to Gen Z consumers is through social media. More than 85% of Generation Z will discover new products through social media, and 69% will visit a store based on a retailer’s social media post.

#22. 67% Of Gen Z Prefers Seeing “Real People” In Advertisements

In commercials, Generation Z demands authenticity and a genuine narrative. The preference of Generation Z for influencer marketing demonstrates this. 67% of Generation Z prefers to see actual people in advertisements. In 2016, 63 percent of Gen Z preferred to see advertisements featuring social media influencers, while 37 percent preferred celebrities.

#23. Gen Z Will Make Up 40% Of All U.S. Consumers

In the future years, Generation Z is expected to be the most financially powerful generation. Gen Z, who have not yet reached adulthood, contributes $830 billion in annual spending in the United States, accounting for 6.8 percent of overall consumer spending in the United States. As Generation Z grows to account for 40% of all U.S. customers, it will become a tremendous economic force.

#24. 39% of Gen Z would feel loyal to a brand that matches their style.

Compared to Millennials, Gen Zers (39%) are more likely to be devoted to a brand that reflects their style. Another 31% would become loyal clients to a brand that supports issues they believe in, while 21% said it’s crucial that the brand is cool and that their friends enjoy it.

Generation Z Workforce Statistics

#25. Gen Z is projected to make a total of 34% of the workforce by 2030.

Yes, post-millennials will account for more than a third of the worldwide workforce by 2030, and as a digitally native demographic group, they will have no trouble keeping up with digital market growth. According to projections, the Gen Z generation will work 18 jobs across six careers and will move around 15 times in their lifetime.

#26. 24% of Gen Zexpect to make more than $60,000 a year in their first job

The majority of Generation Z are impatient young people. They also feel that a well-paying career in an office is just waiting for them to graduate. Nonetheless, more than a third are pessimistic about their future career. Hopefully, the future will prove them wrong.

#27. Health insurance is a top job requirement for 70% of Generation Z

According to Generation Z statistics, having decent health insurance is very important to young people, with 70% citing it as one of the top three “must-haves” while looking for work. A competitive wage is valued by 63 percent and is the second most significant consideration when applying for a career opportunity, while 61 percent value an employer they respect and rely on.

#28. A whopping 91% of the Gen Z population say technology would be a decisive factor in choosing a job. 

Working with cutting-edge technology is so important to this young generation that a whopping 80% want to work exclusively with it. A whopping 80% of this age feels that technology and automation would pave the way for an equal work environment. So, if you’re a recruiter looking for the best of the best, attempt to appeal to this age group with a ‘tech-first’ strategy.

#29. 52% of Gen Z are confident in their tech skills needed for employment.

More than half of Generation Z feel they have the tech skills businesses seek. Only 57% believe that their education has adequately prepared them for future professions. Instead of online classes, 75% expect to learn from peers.

#30. Over half of Gen Z say they want to start their own company.

54% of Generation Z want to be entrepreneurs. This is consistent with prior Generation Z education statistics highlighting young people’s reluctance to pursue higher education. Moreover, a third of Gen Zers said they had contemplated taking a gap year following high school. A much bigger majority, 89%, had examined alternatives to the typical four-year degree.

#31. 75% of Gen Z don’t consider college the only path to a strong education.

Having witnessed the recent Great Recession and the ongoing college loan crisis, many Generation Z members, don’t see college as a prerequisite to success in life. Many are choosing to go into the workforce right after school. No wonder 89% of them also say that they aren’t keen on taking on debt to cover higher education costs.

#32. 76% of Gen Z members describe themselves as capable of driving their careers.

The majority of Gen Z-ers believe they are capable of driving their career. What’s more, only 38% consider work-life balance is important, and 58% would work nights and weekends if that leads to higher pay.

Does Generation Z Spend More Money Online or In Stores?

A 2021 Consumer Culture Report by 5WPR found that Gen Z is now spending 43 minutes more per on online shopping than they did before the COVID-19 outbreak. They (77%) say online shopping allows them to discover products from new or small companies they wouldn’t find in person. Only 38% say they prefer in-store shopping.

Do Social Media Applications Influence Generation Z Purchasing Decisions?

According to a recent study by Yes Lifecycle Marketing, more than 80 percent of Gen Z and 74 percent of Millennials state social media influences their shopping. Comparatively, 58 percent of Gen X and 41 percent of Baby Boomers say social media influences their purchasing decisions.

How Is Gen Z Spending their Time?

The majority are spending their free time online and 66% report using more than one device connected to the internet at a time. Members of this age group mostly use their devices to communicate with friends and family and for entertainment.

What Do the Statistics Say About Generation Z?

The most diverse generation in history is Generation Z. They are young people who are creative, trendy, and technologically savvy. Furthermore, they are an upbeat, environmentally conscious group that cares about the environment.

GenZers, on the other hand, are impatient, money-driven, and overly reliant on technology. This is a dual-edged sword because not every employment offers cutting-edge technology. Overall, Gen Z data suggest that this generation is a fascinating group of young people.

Hopefully, they will make the world a better place. We can only wait and see.

What Age Group Has the Most Buying Power?

While millennials have dominated headlines in recent years, baby boomers (those born between 1946 and 1964) have continued to dominate consumer spending in the U.S. Consumers over 50 now account for more than half of all U.S. spending.

Bottom Line: Generation Z Statistics

Generation Z, the world’s largest age group, is a collection of progressive, open-minded young people with strong values, ideas, and attitudes who want to make a lasting change. According to the most recent Generation Z statistics, this age group is working to improve both our present and future, not just for us but also for future generations.

Other Statistics:

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Elijah Bishop
Elijah Bishop

Elijah A. Bishop is a Senior Personal Finance Writer who has been writing about real estate and mortgages for years. He has a Bachelors of Arts Degree in Creative writing from Georgia State University and has also attended the Climer School of Real Estate. He also holds a realtor license and has been in and out of the US mortgage industry as a loan officer. Bringing over 15 years of experience, Elijah produces content that analyzes ethnicities, race, and financial well-being. His areas of expertise are mortgages, real estate, and personal loans.