Facts about Generation Z and their consumer habits

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Generations offer a tool for analyzing changes in opinion over time. They provide a way of understanding how formative experiences (technological, social and economic changes) interact with human beings, transforming their own worldview.

The term Generation Z (also known as Gen Z , zoomers or centennials ) refers to those born between the mid-1990s and early 2000s (approximately 1994 to 2010), just after the millennials . This generation grew up taking the internet, social media and instant communication on a global scale for granted.

Some of the older members of Generation Z have already finished university and are now entering the workforce. This makes it interesting to find out what the characteristics, traits, values ​​and consumer trends are of what will soon be a huge group of consumers.

Key facts about Generation Z
Half of Gen Z spend more than 8 hours a day on the Internet, and 55% use their smartphones for at least five hours a day. 70% of this age group strive to earn money and have a successful career, and 37% want to travel.

A global study by Deloitte from early 2022 reveals that the main concerns of Generation Z are:

Cost of living
Climate change
Unemployment
Mental health
sexual harassment
Concern about the cost of living may be a symptom of the times, with high levels of inflation. But it also speaks to more fundamental social problems, such as inequality. Nearly half of this generation (46%) fear not being able to cover their expenses and 72% agree that the gap between rich and poor is widening.

In Spain, 44% of respondents from Generation Z say they have two or more jobs, or an extra part-time job. The most in-demand jobs for them are selling products or services through online platforms, and VTC drivers.

generation z, gen z, centennials
One of the main concerns of zoomers is environmental sustainability, with up to 95% of them trying to reduce their impact on the environment. They also believe (60%) that companies should be pressured to make environmental care a priority.

Gs in Zs regularly get nervous and anxious, and nearly half say they feel stressed always or almost always. Job burnout is a big problem for employers, who find it difficult to retain Zoomers .

Generation Z and social media
Although you don't need to use all the platforms your audience uses, you should czech republic mobile phone number list be aware of changing trends. And among the millennials, these changes have been especially interesting.

According to a study by the US-focused Pew Research Center , the social platforms most used by the youngest members of Generation Z are YouTube (95%) , TikTok (67%) and Instagram (62%) . The use of Twitter and especially Facebook has fallen sharply among these young people.

In Spain, a study by IAB Spain revealed similarities between American and Spanish youth. Spanish Generation Z users are particularly likely to use WhatsApp (86%), YouTube (79%) and Instagram (86%). TikTok usage is around 55% and is rapidly increasing.

Regarding their use of the media and social networks, Gen Z mainly use them for entertainment (88%), social interaction (79%) and information (69%). The latter has implications for the dynamics with the companies and brands that promote themselves on them.

Up to 76% of Gen Zers use social media to research and educate themselves before making a purchase. They are especially interested in real-life experiences of using products, and consume more product reviews in different formats.