Gen Z: 30 consumer behaviour insights

Gen Z refers to the generation born between 1997 to 2012. The oldest members of Gen Z are 25, have recently entered the global workforce and their annual spending power has been estimated at over 140 billion US dollars, as per Business Insider.

If Gen Z is your consumer, share these consumer behaviour insights with your team to help you market your product successfully.

Gen Z: 30 consumer behaviour insights

1. They are the mobile-first, digitally native generation;
2. 73% of Generation Z consumers are willing to pay 10% more for sustainable products (Bloomberg);
3. 53% of Gen Z want brands to offer personalised or customised products (World Advertising Research Centre);
4. A brand’s ethics and behaviour concerning environmental and socio-political issues are important decision-making factors for Gen Z (PWC);
5. They are more economical and price-sensitive, and spend less generally; 19% of Generation Z are willing to buy on credit, compared to Millennials, where 30% are inclined to do the same (APPTUS);
6. They use social media to seek inspiration, research products and connect with their favourite brands (APPTUS);
7. 60% of Generation Z in the US use Instagram to discover new brands, products and services (APPTUS);
8. Nearly 40% of Gen Z members (born from 1997 to 2012, according to the Pew Research Center) prefer TikTok for online searches (ABC News);
9. Compared to older age groups, Gen Z shoppers are less likely to trust companies. Instead, they choose to follow influencers on Instagram and YouTube;
10. Generation Z embraces mobile payments like mobile apps and mobile wallets;
11. Gen Z is focused on individual expression and identity in their content consumption. They are more likely to advocate for specific causes that they have researched through online media platforms. And they are more open to discussion with others of differing values and belief systems (Content Science);
12. YouTube is the most used platform overall with 88% of respondents using it since 2020 – rising to 93% in Gen Z adults (aged 18 – 29) (Exchange Wire);
13. 62% of Gen Z teens use Instagram, 59% use Snapchat, 67% use TikTok (Pew Research Institute);
14. Gen Z customers value one thing above all else: flexibility. This is why offering BNPL options, like PayPal’s Pay in 4 solutions, is crucial for attracting the Gen Z market (The Financial Brand);
15. Gen Z is now spending 43 minutes more per on online shopping than they did before the COVID-19 outbreak (5WPR);
16. Gen Z trusts influencers the most, with 11% using them as their trusted source for product recommendations – compared to 7% in millennials and 3% and lower in 40+ consumers (Survey Monkey);
17. 5 things Gen Z will spend money on Electronics and Technology, Discounted Goods, Health and Wellness, Small Businesses, Education (5WPR);
18. Education: Gen Z is also likely to invest in courses or educational programs that will advance their future earnings (Hubspot);
19. LinkedIn Learning: Gen Z learners watched 50% more hours of educational content on LinkedIn (LinkedIn);
20. Gen Z spends 12% more of their time on LinkedIn Learning building their hard skills when compared to the average learner (LinkedIn);
21. 69% of Gen Zers say they want to learn about a topic they are personally interested in (LinkedIn);
22. Gen Z strongly prefers learning on mobile devices (LinkedIn);
23. Gen Z is almost twice as likely as millennials to make a purchase based on a recommendation of an influencer. Brands should look to activate influencers with highly engaged followers that share a natural affinity for their products or services (Rolling Stone);
24. Gen Z buys from Gen Z. Whether you’re using an influencer or an agency, make sure the authentic Gen Z voice comes through loud and clear. Find people who speak — not mimic — the language (Rolling Stone);
25. Nearly 1 in 5 Gen Z’ers want to run their own business, and the vast majority of them would like to turn pet hobbies into full-time careers (WGU EDU);
26. Today’s online influencers don’t have to demonstrate proven expertise in an area or a high-profile endorsement deal. Instead, when it comes to shaping the views of Gen Z consumers, it’s enough for today’s influencers to have an online following around a specific topic, lifestyle, experience, product, service, or outcome;
27. Gen Z prefers real content over branded promotions. There is a growing trend on this platform called ‘TikTok made me buy it’ with almost 24 billion views (World Finance);
28. Gen Z’s purchase decisions have not been shaped by advertisements or brand promotions, but ‘normal people’ and some influencers talking about the products and the companies making the product;
29. Generation Z adults—individuals who are between 18 and 25 years old—proved to be more financially sophisticated than any previous generation was at their age (Investopedia);
30. About a quarter of Gen Zers hold cryptocurrencies and stocks, and one in 10 own NFTs (Investopedia).