A few years back, the oldest Gen Zers were still in highschool. Almost infantile. The oldest are now 25 and moving up corporate ladders and other ladders quickly.

How can you adapt your marketing strategy to include Gen Z?

Here are the basics of Gen Z in order to market to this smart, social-first, and savvy generation.

Download our full Social Trends Report for a detailed analysis of the data that you need to prioritize your social strategy for 2022.

Stats for General Gen Z

1. Gen Z makes up 20.67% of the U.S. Population

That’s 68,600,000 Americans.

Many people believe that anyone born in the 1990s is part Gen Z. However, the most common definition includes those born after 1997. Many researchers agree that Gen Z ends in 2010, however, some claim that 2012 is the cutoff point for where Gen Z ends or Generation Alpha begins.

2. Gen Z is more supportive of an inclusive society than the majority

While 84% of Gen Zers and 84% of Millennials agree that marriage equality is a good or bad thing for society, Gen Zers are more likely to believe that people using gender-neutral pronouns should have more acceptance.

59% believe forms and documents should include more than “man” and “woman” options. 35% of those surveyed know someone who uses gender-neutral pronouns.

Don’t “rainbow wash” your next campaign just because Pride month is approaching. You don’t want to go viral for your efforts. You can show real support for your 2SLGBTQIA+ clients and the community by donating proceeds to charity or other meaningful actions.


3. Almost 1/3 of Gen Z is concerned about the cost of living.

Gen Z is more concerned with mental health (19%) than the previous generations. However, cost of living (29%) as well as climate change (24%), are top concerns for both Millennials and Gen Z. Only 28% of Gen Z believe their economic situation will improve in the next year.

This does not mean you should tune your marketing to the doom station. However, being aware of what your customers are going through allows you to offer genuine connections.


Social media statistics for Gen Z

4. 95% of 13-17-year-olds use YouTube

YouTube (95%), TikTok (67%), Instagram (62%) are the top three most popular social platforms among Gen Z’s younger members.


You don’t have to use every platform that your audience uses, but you should be aware and up-to-date with the latest trends. You know what works best for this? We do this for you in our Social Trends 2022 report and future updates.

5. 36% of American teens aged 13-17 believe they spend too much time on Social Media.

The same study also found that 54% of respondents would find it difficult not to use social media.

The majority of teens who felt this way were between 15 and 17 years old. This indicates that social media use becomes more embedded in their daily lives as they age.

6. 61% prefer short videos under 1 minute long

The study grouped Gen Z with Millennials, but the results are clear: Short-form videos are the most popular.



However, longer content is not dead. A similar study also found that 20% of people watched videos longer than 30 minutes. Context is the key. Where is Gen Z viewing short-form videos and what are they doing? What videos are they looking at?

This brings us to…

7. Gen Z spends 24-48 hours a month on TikTok

This is approximately 5% of all awake hours, based on estimates gleaned through research in our Digital Trends report 2022. These statistics aren’t exclusive to Gen Z. However, it is reasonable to assume that they spend at least 24 hours per week on TikTok, which is the most conservative estimate of the survey.

According to other studies, the average user spends 48 hours a month on TikTok. This is two days. Twenty-four days a year. It’s almost a month! Blimey.


Remember 2021, when Twitter launched Fleets, a short-form video format. You don’t. What’s the lesson? TikTok is short-form king. Register now to get a TikTok account.

8. BeReal is the current top social networking app in the Apple App Store

Have you ever heard of it? It’s not a new concept. The app was launched in 2020, but it has become very popular among Gen Z.

It sends random notifications to users that they have two minutes to reply to by posting in the app. BeReal is quick and easy to use, unlike other platforms that require users to spend a lot of time editing photos or writing eloquent captions. You are asked to share what your current look is via an in-app picture.

BeReal is not for brands. However, it is important to recognize new apps and determine if they can be integrated into your marketing strategy.

9. 83% of Gen Z shops use social media for marketing

While the pandemic increased consumer comfort shopping on social media, Gen Z was already leading the charge for social-first experiences long before 2020.

With major platforms like Facebook, Instagram and TikTok offering social commerce tools such as in-app checkouts, it’s time for you to set up your social store if you don’t have one.

10. Almost 1/3 of brand social media accounts are unfollowed or blocked weekly

There is no pressure to get the content right before you publish it. This was done by Gen Zers to eliminate companies they see as caring but only care about their profits. It has nothing to do the products or quality of a company, but only their actions and messaging.

We all hear it. “Have a brand that is authentic!”

It means to be human in your approach towards marketing, social media, customer interactions, and other marketing activities.

Technology statistics for Gen Z

11. 95% of American teens aged 13-17 years have a smartphone.

This was only 73% in 2015, an increase of 30% in seven years.

A majority of people have a computer at home and 80% have a gaming console in their home. This was roughly the same as 2015’s statistics.

Download our full Social Trends Report for a detailed analysis of the data that you need to prioritize your social strategy for 2022.

Get the complete report now!


Smartphones are now a part of our daily lives and will likely be our first contact with Gen Z.

12. 60% believe digital first impressions are more important that in-person ones

This is smart thinking, considering the social media monitoring capabilities many Human Resources departments have. This also means Gen Z will judge your first impression before purchasing from you.

13. 43% of Gen Z can recall the last website they visited, but not their partner’s birthday.

Only 38% of people remember their partner’s birthdays more than they remember their last website visit. Ouch. Don’t worry: 31% of people remember the website more than their Social Security Number.

14. 40% of Gen Z prefer TikTok to Google for search

Umm, what? This was my first reaction as a 35-year-old geriatric. But it works:


It is important to note that the 40% figure was an observation made by a Google Vice President during a talk about Google’s products, and how search has changed. Although it isn’t immediately verifiable, he stated that Google has examined this number and those were their findings from U.S. users aged 18-24.

It’s quite legit. (But what do we say now instead? “I’ll Google it?” “Let me Tik it for you?” Gross.

15. 92% of Gen Z multitask while browsing the Internet

This is more than any generation before it. Web browsing is paired with tasks such as eating (59%), listening and playing music (also 59%) and talking on the telephone (45%).

Marketers, assume that your Gen Z audience will be at most partially distracted when they interact with your content. Keep headings large and pages easily readable, and get straight to the point.

16. Chat or automated customer service interactions are preferred to phone calls by 85% of respondents

This is a significant improvement over Boomers, where 58% used chat or automated tools to provide customer service.

Automated customer support is not only about saving money but it can also deliver faster and easier results for customers. Chatbots for business can combine automation and live chat capabilities to give you the best of both worlds.

Online shopping statistics for Gen Z

17. 64% of people look up local businesses’ websites before they shop or visit in-person.

This highlights the importance of having a professional online brand image, even if you don’t sell online (or don’t plan to).

Register your name on social media platforms. At least upload your logo as your profile picture. A website is a place where you can list your services, hours and how to contact you.

18. 97% of respondents say that social media is their preferred method for researching shopping options

Gen Z is a social media shopper. They scroll through ads, influencer posts, and friends’ content. Your marketing strategy must address how you will get in front of them via social media. Easiest path? Influencer marketing.

19. 87% of respondents want a personalized shopping experience

Personalized marketing isn’t new. In fact, the percentage who want personalized service from brands has remained relatively constant since Gen X (1965-1980).

If you haven’t yet invested in personalization strategies beyond “Hello [first-name]”, do so.


20. However, only 39% of Gen Z trusts companies that protect private data

The highest ever demand for personalized service and the lowest level of trust for businesses? Great combination.

Security policies that protect customer data against theft, cyber attacks, or other threats can build trust. Customers won’t be able to read your terms and conditions just for the fun of it. Your opt-in and checkout pages should communicate trust and responsibility.


21. 73% of Gen Z only purchase from brands they believe are good for them

There is a big difference between younger and older Gen Zers. 84% of those aged 14-17 years said they make purchase decisions based upon value alignment, while 64% of those aged 18-26 years said the same.

Private business was not expected to be as involved in society as it was in the past. Taking a stand on social issues does not mean taking a position. But, make sure you are taking your stand on social issues honestly. People can tell if you’re just doing it for the views.

22. 71% remain loyal to brands they trust, even when they make mistakes

Customers trust in every generation, but it is especially important for Gen Z. 61% of Gen Z will pay higher for brands they trust. 71% will forgive brands who make mistakes and recommend them to others.


23. 64% will pay more for environmentally-friendly products

While 46% of Gen Z live paycheck to paycheck, 64% will still be willing to pay a premium for sustainable products. This demonstrates how important climate change is for Gen Z and the personal responsibility they feel in making a difference.

You should be making every product of yours sustainable.

24. 55% will at least once a year use a “buy Now, Pay Later” option

Gen Z is the most comfortable with “buy Now, Pay Later” services. These services are used by an average American, who spends approximately $1,000 annually.

This should be an option for ecommerce sellers.


Hootsuite allows you to meet Gen Z wherever they are by allowing you to manage all your social media channels from one dashboard. All your social media platforms can be managed from one dashboard. You can schedule content, respond to comments and DMs and launch ad campaigns. You can also measure your ROI. Hootsuite is free to try today.

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The post 24 Gen Z Statistics that Matter to Marketers in 2022 appeared originally on Social Media Marketing & Management dashboard.