企业需要知道的 45 个 Z 世代统计数据

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Many may quickly label Gen Z as a generation raised by the Internet and ‘mobile addicts’ with short attention spans.

However, research and statistics tell us that this generation profoundly influences business and society in a way that no marketers can ignore. 

But first, what is Generation Z?

Generally, Gen Z includes everyone born between 1997 (some say 1996) and 2012. In 2020, Gen Z makes up more than 40% of U.S. consumers. They are also expected to make up 30% of the U.S. workforce by 2030. 

It is essential to understand them because they are your future (or current) employees and customers. 

If this is not enough, read on to see some eye-opening statistics of Gen Z. 

Demographics

Purchasing Habits

  • More than 70% of Gen-Z says they influence family purchasing decisions on furniture, household goods, and food and drink. (IBM Institute for Business Value)
  • Gen-Z currently has purchasing power worth $143 billion. (Business Insider)
  • Gen Z represents more than 40% of U.S. consumers as of 2020. (Fast Company)
  • Gen Z members that live with their parents receive an average allowance of $16.90 per week, which translates to $44 billion annually. (Slideshare)
  • 66% of Gen-Z says that product quality matters most to them when making a purchase. (IBM Institute for Business Value)
  • 65% of Gen-Z sees value in discounts and rewards programs. (IBM Institute for Business Value)
  • 58% of Gen-Z is willing to pay more for products that are targeted to their personalities. (McKinsey & Company)
  • Fashionable design matters to 67% of Gen-Z consumers. (Vision Critical)
  • Aesthetically pleasing product shot is one of the top factors that draw Gen Z’s attention to items. (Vision Critical)
  • 61% of Gen-Z is willing to pay more for products that are produced ethically and sustainably. (Facebook IQ)
  • 77% of Gen-Z feels more positive about brands that promote gender equality on social media. (Facebook IQ)
  • 68% of Gen-Z expects brands to contribute to society. (Facebook IQ)

Online Habits

  • 74% of Gen Z  goes online when they’re free. (Insititute of Business Management)
  • 66% of Gen Z uses more than one internet-connected device at a time. (Institute of Business Management)
  • 75% of Gen Z frequently uses a smartphone over computers and other devices. (IBM Institute for Business Value)
  • On average, Gen Z spends 10.6 hours online every day in the U.K. (Adobe)
  • 73% of Gen Z use their internet-connected devices to communicate with friends or family. (IBM Institute for Business Value)
  • 59% and 58% use their internet-connected devices for entertainment and gaming, respectively. (Institute of Business Management)
  • If a website or an app loads too slowly, 60% of Gen Z will not use it. (IBM Institute for Business Value)
  • 60% of Gen Z said they would likely use VR, with another 22% saying they were neutral about it (Cognizant)
  • Over half (52%) of Gen Z said they expect to use VR to play and watch videos and online games in the near future. Another 43% said they would use VR for movies, while 36% said they expect to use the new technology for live events, such as concerts and award shows. (Cognizant)

社交媒体

  • 56% of Gen Z uses social apps to express themselves creatively. (JWT Intelligence in partnership with Snap Inc.)
  • Over half of Gen Z (55%) say that they find social apps and the internet a more creative space than what they experience offline. (JWT Intelligence in partnership with Snap Inc.)
  • Snapchat is popular among Gen Z, as 90% of 13-24-year-olds in the U.S. have used the app. (JWT Intelligence in partnership with Snap Inc.)
  • Gen Z surpasses Millennials in daily activity on social media with 2 hours 55 minutes spent per day. (World Economic Forum)
  • 81% of them say social media helps them feel more connected to their friends. (Pew Research Center)
  • Among all Gen Z and millennial respondents, 94 percent say they use YouTube, 74 percent use Facebook, 74 percent use Instagram, 59 percent use Snapchat, 46 percent use Twitter, 23 percent use Twitch, and 22 percent use TikTok. (Morning Consult)
  • 41% of male Gen Zers say they use Twitch, as do 29 percent of Millennial men. (Morning Consult)

Behaviors and Preferences

  • 77% of Gen Z selects at least one creative activity: drawing, illustrating, journaling, or playing an instrument to spend free time offline. (JWT Intelligence in partnership with Snap Inc.)
  •  48% of Gen Z spend their free time online on creative activity such as editing photos or creating memes (JWT Intelligence in partnership with Snap Inc.)
  • More than 70% of Gen Z will not share personal data, such as health, wellness, location, or payment information online. (Institute of Business Management)
  • 51% of Gen Z prefers to communicate face-to-face, and 25% prefer to communicate digitally (2019 Yellow Recruiting Study)

Career and Motivations