The 11 Generation Z Statistics Advertisers Must Know
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The Top 11 Generation Z Statistics For Every CMO
Born in the time between the early 1990’s and the mid-2000s, Generation Z occupies a nebulous age bracket. Even so, the individuals that make up Generation Z have many characteristics that make them easily distinguishable from the preceding generations. Most significant, though, is Gen Z'ers affinity for the Internet. As “digital natives”, Generation Z presents a unique challenge and lucrative opportunity for digital marketers.
We’ve collected the major Generation Z statistics to give marketers a better picture of this developing consumer demographic.
1. The Gen Z population is forecasted to reach 2.56 billion by 2020
Generation Z is expected to reach 2.56 billion individuals globally by 2020. Within the US, Gen Z will reach 84.7 million by 2020, making up 24.7% of the American population. Gen Z is the third-largest age group in the US, lagging behind millennials and Gen X in terms of total numbers. This gap will likely not be closed for at least another 20 years. Currently, 1 in 5 Americans belongs to Generation Z.
2. 96% of Generation Z owns a smartphone
Generation Z grew up with a smartphone, and it is estimated that 96% of Generation Z owns a smartphone. Breaking down younger Gen Z demographics, 68% of American 13-14 year olds own a smartphone and 76% of 15-17 year olds own a smartphone. Moreover, the importance of smartphones in Gen Z lives is reflected in generational attitude towards smartphone ownership. For instance, individuals in Gen Z are 4 times more likely than millennials to believe that age 13 is the appropriate age for a first smartphone.
3. 85% of Gen Z uses social media to learn about new products
Social media is one of the most powerful ways businesses can reach out to Gen Z consumers. Over 85% of Generation Z will learn about new products through social media and 69% will visit a store based on a retailer’s social media post. Opinions that Gen Zers get from their social networks are extremely powerful, influencing 8 out of 10 individuals to shop at a retailer they have never shopped at before. Finally, 83% of those in Gen Z will trust product information shared by other shoppers on social media more than advertising.
4. Almost half of Gen-Z will be connected online for 10 or more hours a day
As digital natives, a majority of Generation Z will be connected online for at least 1 hour, and close to half are connected online for an incredible 10 hours a day. Total time spent online may be a result of the 5 screens available to Gen-Z, who use smartphones, TVs, laptops, desktops, and tablets simultaneously. Gen Z’s connection to the Internet impacts them emotionally, with nearly 80% feeling distress when kept away from personal electronic devices.
5. One-third of Generation Z watches one hour of online video a day
Online video marketing is a critical component that advertisers will need to master in order to reach Generation Z. 32% of Generation Z watches video online for one hour and majority watched online video for at least two hours a day. 21% will view video for more than 3 hours. YouTube is considered by 80% of Gen Z to be the destination for online video, however Facebook video is quickly catching up with 79% considering the platform as a video hub.
Related Post: The 13 Most Popular Types Of YouTube Videos
6. 63% of Gen Z prefers seeing “real people” in advertisements
Generation Z values authenticity and realistic narrative in advertisements. This is evidenced by Generation Z’s preference for influencer marketing. 63% of Generation Z would prefer to see social media influencers in advertisements where only 37% of Generation Z would prefer celebrities. As Gen Z grows and begins to occupy the workforce, marketers will need to consider leveraging the creators on social media that so heavily influence Generation Z.
7. Gen Z will make up 40% of all U.S. consumers
Gen Z is set to be the most financially powerful generation in the coming years. Having not yet reached adulthood, Gen Z accounts for $830 billion per year in the U.S., covering 6.8% of total US consumer spending each year. Currently, the average weekly allowance is estimated to be $16.90 in the U.S. which gives teens and children direct purchasing power of $44 billion a year. As Gen Z grows to make up 40% of all U.S. consumers, they will become a massive economic force.
Related Post: Marketing To Millennials In 10 Statistics
8. Over 50.2% of children expected to be part of a minority race or ethnic group by 2020.
America's Gen Z is expected to be very diverse, as over 50.2% of children will identify as mixed race or as part of an ethnic group. This growth is reflected in racial composition trends today and in the recent past. Between 2000 and 2010, the country’s Hispanic population grew at 4 times the rate of the rest of the country. Moreover, the number of mixed white-and-black biracial and the number of mixed white-and-Asian grew 134% and 87% respectively. Overall, Gen Z is optimistic about diversity in regards to gender, race, and sexuality.
9. Generation Z has an attention span of 8 seconds
Born in a world of immediate answers and infinite choices, Gen Zers have an average attention span of 8 seconds as compared to the 12 second attention span of millennials. Social media platforms have curated advertising options to this audience, from Vine’s 6 second videos, Snapchat’s 10 second story limit, and YouTube’s 6 second pre-roll ad. However, distracted Generation Z may be, these individuals are lauded for their ability to multitask on the computer.
10. Facebook is “constantly” checked by over 1 out of 4 Gen Zers
Facebook is the most popular channel for all generations, including Generation Z, constantly checked by over 1 out of 4 Gen Zers. Facebook plays a distinct role for in their lives, used primarily to connect with high school friends, college friends, and family. On the other hand, Instagram and Snapchat will be used by Gen Z to connect with closer friends, with 34% and 35% checking the respective apps daily. Gen Z is also the first generation to check Instagram more than YouTube, Snapchat, and Twitter.
Related Post: The 13 Facebook Live Video Statistics To Know
11. 31% of Generation Z will have installed an ad blocking on desktop
Generation Z is the most likely to have installed ad blocking software in comparison to Millennials or Gen X. Gen Z is also the most resistant to advertisements. For instance, less than 25% of Gen Z had a positive perception of four major ad categories (online search, online display, desktop video, and mobile video). For comparison, Gen Y and Gen X did not fall below 25% in any of the categories. Furthermore, 36% and 42% of Gen Zers have negative attitudes towards non-skippable pre-roll ads and pop-ups, respectively. On the other hand, less invasive ads such as skippable pre-rolls and mobile rewards videos achieve net positive scores.
Related Post: 10 Ad Blocking Statistics Every CMO Absolutely Must Know
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March 14, 2017 By Evan