50+ Gen-Z Marketing Statistics You Need to Know in 2024
Welcome to our comprehensive guide, where we dive deep into the world of Gen-Z marketing. We've compiled a treasure trove of over 50 essential statistics that every marketer, brand, and business needs to know in 2024. From their digital habits to their social consciousness, from their spending power to their expectations from brands – we've gathered the data that will help you tailor your marketing strategies to resonate with this influential generation.
So, whether you're a seasoned marketer looking to fine-tune your Gen-Z approach or just stepping into the world of digital marketing, this article is your roadmap to understanding Gen-Z's preferences and ensuring your marketing efforts hit the bullseye. Let's embark on this data-driven journey and equip ourselves with the insights needed to thrive in Gen-Z's world of marketing.
What’s in this blog?
What is Gen-Z marketing?
Gen-Z marketing is about understanding and connecting with Generation Z, a unique group that's digitally native and distinct in their values and behaviors. This segment of the population, born between 1997 and 2012, is reshaping marketing with their deep digital engagement and strong value-driven purchasing habits. It's a blend of technology, authenticity, and social consciousness that defines successful marketing strategies for this demographic.
Let’s dive into the stats behind this group to find out who they are, what they like, and how best to connect with them online.
Gen-Z represents 20% of the UK population (ONS, 2023).
98% own smartphones, 55% spend 5+ hours daily on mobile (GlobalWebIndex, 2023).
79% make purchases via smartphones (Juniper Research, 2023).
What do Gen-Z care about?
Understanding who Gen-Z is and what they care about is crucial for effective marketing. This generation is not just about age; it's a mindset characterized by a strong sense of social responsibility, environmental awareness, and a desire for authenticity. They value inclusivity, diversity, and are keenly aware of their impact on the world, making them a unique audience with specific expectations from brands.
Sustainability & Environmental Concerns
77% concerned about climate change (Accenture, 2023).
75% willing to pay more for sustainable packaging and ethical sourcing (Greenpeace, 2023).
71% believe brands should solve social/environmental problems (Cone/Porter Novelli, 2023).
59% avoid brands contributing to social/environmental harm (Edelman Connected Youth 2023).
Social Justice & Inclusivity
60% prioritise sustainability, 58% social purpose, 56% inclusivity in purchasing decisions (Edelman Connected Youth 2023).
64% believe businesses should promote social justice/equality (YPulse, 2023).
70% prefer inclusive language/imagery in marketing (GLAAD, 2023).
73% address gender equality and combat sexism (UN Women, 2023).
61% prioritise brands supporting women (SheSays, 2023).
52% actively avoid brands engaging in deceptive advertising or greenwashing (Edelman Trust Barometer, 2023).
Health and Wellness
59% prefer brands supporting mental health awareness (Dove Self-Esteem Project, 2023).
72% prioritise healthy eating and nutrition (Whole Foods Market, 2023).
67% actively seek out information about mental health and well-being (Mental Health Foundation, 2023).
59% use fitness trackers or wearable technology to monitor health (Fitbit, 2023).
55% interested in alternative and complementary medicine (Mintel, 2023).
51% seek out body-positive and inclusive representations in media and advertising (Dove Real Beauty Study, 2023).
What is the challenge of marketing to Gen-Z?
The challenge of marketing to Gen-Z lies in their discerning nature and their ability to quickly detect inauthenticity. They are well-informed, digitally connected, and expect more than just products from brands – they seek genuine engagement, ethical practices, and social impact. Navigating these expectations without losing your brand's authenticity is the key challenge in marketing to this generation.
Cutting through Banner Blindness: 73% of Gen Z actively avoid traditional advertising like banner ads and pop-ups due to inauthenticity and intrusiveness (HubSpot, 2023). They crave organic, engaging experiences rather than forced promotions.
Navigating the Algorithmic Sea: Gen Z lives on personalised platforms like TikTok and YouTube, making it harder for brands to reach them organically. Understanding platform algorithms and creating content that resonates within their feeds becomes crucial.
Building Trust and Transparency: 52% of Gen Z actively avoid brands engaging in deceptive advertising or greenwashing (Edelman Trust Barometer, 2023). Brands must prioritise transparency, authenticity, and genuine social responsibility to earn their trust.
Embracing User-Generated Content: 64% of Gen Z trusts user-generated content (UGC) more than branded content (Stackla, 2023). Partnering with micro-influencers and encouraging customer testimonials can be more effective than traditional marketing campaigns.
Mastering the Mobile-First Mindset: 98% of Gen Z own smartphones and spend 55% of their daily time on them (GlobalWebIndex, 2023). Brands need to prioritise mobile-first experiences with seamless content, efficient purchase journeys, and interactive features.
How to reach Gen-Z: Key marketing statistics
Reaching Gen Z in marketing demands a strategic approach that aligns with their digital lifestyle and their preference for meaningful content. This involves leveraging social media platforms where they spend most of their time and engaging them with content that is not only entertaining but also informative and value-driven. Understanding their preferences for content type, influencer credibility, and innovative technologies is crucial for creating impactful marketing strategies that resonate with Gen Z.
Platform Usage & Social Media Preferences
Preferred Platforms:
TikTok: King of the Gen Z castle, with 58% using it regularly and an average daily spend of 95 minutes (Statista, 2023). Expect short-form video content (under 60 seconds), humour, trends, and educational/informative snippets.
Instagram: Still strong at 53% user base, Gen Z appreciates aesthetically pleasing visuals, authentic stories, influencer recommendations, and interactive features like polls and Q&A (Statista, 2023).
YouTube: A learning hub for 47% of Gen Z, with educational content, explainer videos, reviews, and entertainment channels taking center stage (Statista, 2023).
Snapchat: 42% of Gen Z use it for casual communication, ephemeral filters, and disappearing messages (Statista, 2023).
Twitch: 29% of Gen Z tune in for live streaming, watching gamers, esports, and creative content (Statista, 2023).
Usage time
TikTok: 95 minutes (Statista, 2023)
YouTube: 43 minutes (Pew Research Center, 2022)
Snapchat: 31 minutes (eMarketer, 2023)
Instagram: 29 minutes (eMarketer, 2023)
Twitter (X): 26 minutes (Pew Research Center, 2022)
Twitch: 18 minutes (StreamElements, 2023)
Impact of Influencers:
73% value recommendations from micro-influencers (Marketing Week, 2023).
57% likely to buy products recommended by trusted influencers (Socialbakers, 2023).
76% follow at least one influencer (Generation Z Statistics, 2023).
Micro-influencers more trusted than celebrity influencers (Marketing Week, 2023).
52% avoid forced or inauthentic influencer partnerships (Edelman Connected Youth 2023).
59% want influencers to address social/environmental issues (Edelman Connected Youth 2023).
47% follow influencers promoting healthy lifestyles/mental well-being (Dove Self-Esteem Project, 2023).
42% seek out diverse influencers (GLAAD, 2023).
60% would participate in brand campaigns for free products/experiences (Influencer Marketing Hub, 2023).
44% follow more than 10 influencers (99firms, 2024).
Authenticity and relatability key in influencers (YPulse, 2023).
Content Types & Engagement:
Prefers short-form videos (<60 seconds) (Wyzowl, 2023).
55% seek educational content on social media (GlobalWebIndex, 2023).
74% trust user-generated content more than branded content (Stackla, 2023).
Interactive video ads have 8x higher completion rates (Innovid, 2023).
Content preferences
Humour: 85% of Gen Z use humour as a coping mechanism and expect brands to use it authentically (HumorTrain, 2023). Think funny memes, relatable jokes, and lighthearted content.
Authenticity: 73% value honesty and transparency from brands, avoiding inauthentic marketing tactics (YPulse, 2023). Be genuine, relatable, and show the people behind the brand.
User-Generated Content (UGC): 74% find UGC more trustworthy than branded content (Stackla, 2023). Encourage user reviews, testimonials, and influencer collaborations.
Personalisation: 67% expect brands to personalise their marketing experience based on preferences and past behaviour (Epsilon, 2023). Tailor your content and ad placements accordingly.
Social Issues: 77% believe brands should address social and environmental problems (Cone/Porter Novelli, 2023). Take a stand on issues Gen Z cares about and incorporate them into your messaging.
Education and Entertainment: 55% actively seek out educational content and 65% spend 2+ hours daily playing video games (GlobalWebIndex, 2023). Combine learning with entertainment through informative videos, quizzes, and interactive elements.
Mobile-First: 98% own smartphones and 55% spend 5+ hours daily on them (GlobalWebIndex, 2023). Prioritise mobile-friendly content, short videos, and seamless user experience.
Expectations for Personalisation:
67% expect personalised marketing experiences (Epsilon, 2023).
60% prefer personalised product recommendations (McKinsey & Company, 2023).
49% actively seek out educational content from brands related to their interests and hobbies (HubSpot, 2023).
75% want interactive experiences like quizzes, polls, AR filters (Sprout Social, 2023).
Emerging trends in 2024
58% interested in the metaverse for virtual experiences (GlobalWebIndex, 2023).
42% consider buying virtual goods/NFTs (DappRadar, 2023).
49% use voice search and AI assistants for online shopping (Gartner, 2023).
Online Shopping Habits:
91% influenced by online reviews (BrightLocal, 2023).
68% research online before in-store purchases (Sensormatic, 2023).
72% avoid interrupting online ads (IAB, 2023).
57% use social media for brand discovery (Sprout Social, 2023).
73% buy through shoppable social media posts (Socialbakers, 2023).
Wrapping up
Well, there you have it! We've taken a deep dive into the fascinating world of Gen-Z marketing, and it's clear that this generation is like no other. Born into a digital universe and armed with a strong sense of social responsibility, Gen-Zers are redefining the rules of engagement for marketers.
The key lesson for all the savvy marketers out there is to keep it real. Gen-Z can spot inauthenticity from a mile away, and they're not having it. They value inclusivity, diversity, and brands that stand up for what's right – both socially and environmentally. To win their hearts (and wallets), you need to be not just a brand but a genuine, socially conscious friend.
But it's not all about being serious; Gen-Z loves a good laugh and some fun too! So, don't be afraid to sprinkle some humour into your marketing – just make sure it's authentic. And don't forget to keep an eye on emerging trends like TikTok and the metaverse; they're where the action is.
In the end, marketing to Gen-Z is about more than just selling products; it's about building genuine connections and aligning with their beliefs. By doing so, you can position your brand to thrive in the evolving landscape of marketing and connect with the generation that's shaping the future.
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