Gen Z is no longer the "next big thing" in marketing. They are the thing. Comprising 25% of the world's population — roughly 2 billion people — this generation's spending power is projected to grow to $12 trillion globally by 2030. In roughly the next five years, Gen Z will have globally amassed $36 trillion in income, a figure expected to surge to $74 trillion by around 2040. In the U.S. alone, Gen Z already commands a remarkable $360 billion in buying power, compared to $143 billion just four years ago. These are not projections you file away for future planning — they demand action now.
This article covers every dimension of Gen Z marketing that matters: their platform preferences and daily digital habits, spending patterns and financial pressures, influencer trust and content expectations, brand loyalty triggers, social commerce behavior, sustainability demands, and the advertising formats that actually reach them. The data spans 50+ statistics drawn from research by Bank of America, NielsenIQ, Deloitte, PwC, EMARKETER, Sprout Social, and other industry leaders — all focused on 2024–2025 findings.
The generation that lives online: digital habits and screen time
Gen Z does not adapt to digital platforms. They were born into them. Approximately 98% of Gen Z individuals use the internet regularly , and nearly 99% own a smartphone or have access to one. They spend 6.9 hours daily with media and entertainment content, according to Deloitte's 2025 Digital Media Trends report, and 89% are second-screen users, consuming multiple media simultaneously. This is not casual usage — it represents a generation whose entire informational and commercial ecosystem runs through screens.
The sheer depth of their social media engagement dwarfs every other demographic. Gen Z's social media usage grew 7.7% in 2024, far outpacing the overall U.S. population's 1.8% growth. A staggering 94% engage with at least one social media platform every single day.
Daily usage and engagement metrics:
Half of Gen Z spends at least 4 hours daily on social media, making them the most engaged generation online.
Gen Z individuals spend an average of 2 hours and 55 minutes per day on social media platforms.
On average, Gen Z checks their phones 76 times per day, compared to Millennials who average 63 times.
Gen Z women spend an average of 3.1 hours per day on social media, while Gen Z men average 2.4 hours.
Gen Z makes up 25% of the U.S. social media audience.
Close to 1 in 3 Gen Zers say they never watch linear TV or traditional television.
Platform preferences: where Gen Z spends its attention
The platform hierarchy among Gen Z is well-defined but shifting. According to the 2025 Sprout Social Index, 89% of Gen Z social media users are on Instagram, 84% are on YouTube, and 82% are on TikTok. These three platforms dominate discovery, entertainment, and commerce for this cohort. But emerging platforms are gaining ground fast — Reddit saw a massive 21.0% jump in logged-in Gen Z users in 2024, reaching 18 million total users, with penetration projected to climb to 40.1% by 2028.
What makes Gen Z's platform behavior distinctive is how they use these channels as search engines and shopping malls, not just social networks. 46% of Gen Z prefer social media over search engines when looking for information. For short-form video, TikTok leads at 64%, followed by Instagram Reels at 55% and YouTube Shorts at 54%.
Platform-specific engagement data:
73% of Gen Z use TikTok daily, making it the go-to platform for viral trends and entertainment.
71% use Instagram at least once a day, with 62% engaging several times daily.
65% engage with YouTube content daily, a major source of tutorials, product reviews, and entertainment.
52% of Snapchat's user base comes from Gen Z, with the platform heavily concentrated among 12- to 24-year-olds.
Only 13% of Gen Z use LinkedIn at least once a day, while 51% don't use it at all.
Instagram is now more popular among Gen Z than Millennials, with 52.4 million Gen Z users in 2025.
Spending power meets financial strain: the Gen Z paradox
Gen Z's economic story is one of contradictions. Their aggregate spending power is enormous, but individual financial pressure runs deep. Bank of America data shows Gen Z's spending-to-savings ratio hit 1.93 in February 2025, meaning they spend nearly twice the amount they have in savings. The share of Gen Z living paycheck to paycheck rose from 57% in January 2023 to 69% in January 2025. This tension between ambition and constraint shapes every purchasing decision they make.
Despite the financial squeeze, Gen Z's spending growth outpaces the general population in key categories. Spending growth in discretionary areas like entertainment and travel among Gen Z runs 25.5% year-over-year. They are not cutting back uniformly — they are reallocating with ruthless selectivity.
Spending and financial behavior data:
Gen Z's spending is projected to grow from $2.7 trillion in 2024 to $12.6 trillion globally by 2030.
Gen Z is expected to add almost $9 trillion in global spending by 2034, more than any other generation.
Over half (52%) of Gen Z respondents report they aren't making enough money to live the life they want.
Gen Z cut overall spending by 13% between January and April 2025, particularly in apparel, accessories, and electronics.
The average Gen Z earner makes $22,924 annually, approximately $1,910 per month.
72% of Gen Zers participate in side hustles, typically earning between $500 and $1,000 monthly.
93% of parents say their Gen Z children influence their household spending.
Gen Z does not follow a linear purchase funnel. They discover a product on TikTok at 10 a.m., compare prices on Amazon by noon, and buy in-store by evening. Gen Z's social media buyer rate is 56.0%, versus 36.5% for the total population. 48% of Gen Z consumers plan to make more purchases through social media in 2025 compared to 2024. This shift toward social commerce represents a structural change in retail, not a passing fad.
Yet the in-store experience still holds real power for this digital-native generation. PwC's analysis shows 61% of Gen Z now prefers to discover new products in-store — a finding that upends the assumption they live entirely online.
Commerce behavior and shopping patterns:
97% of Gen Z consumers use social media as their primary source of shopping inspiration.
77% of Gen Z use TikTok for product discovery.
44% of Gen Z shoppers have made purchases on social media platforms like TikTok.
59% of Gen Z abandon online purchases if the checkout process has more than three steps.
34% of Gen Z shoppers research a product on their phones while physically browsing in a store.
82% of Gen Z planned to buy "dupes" — cheaper alternatives to premium products — during the 2025 holiday season.
Over the holidays, 54% of Gen Zers used buy now, pay later services, outpacing the 50% who used credit cards.
Gen Zers will account for 30.2% of U.S. BNPL users in 2025.
Influencer marketing: trust, micro-creators, and the new sales channel
Influencer marketing is not an optional add-on for Gen Z campaigns — it is the primary trust mechanism. Gen Z has increased influencer-related purchases to 56%, up from 41% in 2023, the highest share since tracking began. Nearly 40% of Gen Z consumers trust influencers more than they did a year ago, and compared to every other age group, Gen Z is the most likely to say influencer content has the most impact on their decision to buy.
The critical shift is toward micro-influencers. Gen Z does not want polished celebrity endorsements — they want real people using real products. Gen Z is 3.2x more likely to trust a product recommendation from a micro-influencer (69%) than from a celebrity (22%).
Influencer engagement and trust metrics:
64% of Gen Z say they've discovered at least one new product in the past month through an influencer post.
Gen Z consumers are 3.1x more likely to buy a product recommended by a creator they follow (67%) than from a traditional paid ad (22%).
41% of Gen Z has purchased something directly from a link or promo code shared by an influencer.
58% of Gen Z prefer when influencers show how products are used in everyday life rather than promotional content.
Gen Z consumers are 2.5x more likely to trust sponsored content that includes honest pros and cons (61%) than posts showing only positive highlights (24%).
36% of Gen Z say they lose interest in a product if it's promoted by too many influencers in a short period.
The global influencer marketing industry is expected to reach $32.55 billion by end of 2025, up from $24 billion in 2024.
Content preferences: short-form video rules, but authenticity wins
Gen Z's content diet centers on short-form video, but the formula for engagement is more nuanced than "make it short." Gen Z users aged 16–19 spend 41% of their total screen time on short-form video apps like TikTok and Reels. Nearly all Gen Zers (96.3%) are digital video viewers, compared with 80.5% of the general population. The format matters, but the tone matters more — authenticity and relatability beat production quality every time.
56% of Gen Zers say social media content is more relevant to them than traditional media, and 52% feel a closer connection to social media creators than TV personalities, compared with 32% of the total population. This generation views creators as peers, not performers.
Content format and consumption data:
73% of Gen Z favor brief, engaging videos over longer formats.
Over 67% of Gen Z prefer comedy and memes, 44% watch educational or "how-to" content, and 40% consume lifestyle content.
Approximately 80% watch short-form videos on a weekly basis, with 70% regularly consuming TV content every week.
Approximately 58% of Gen Z individuals create and share their own videos online.
56% of Gen Z consumers plan to consume more content from companies in 2025.
Among Gen Z viewers, 51% prefer brands that use minimal text and strong visuals in ads.
43% of Gen Z engage with interactive media like polls, quizzes, and live streams.
Brand loyalty is earned, not inherited
Gen Z will not stay loyal to a brand because their parents did. 66% of Gen Z say their loyalty is earned through consistent product quality, not just marketing. They are more likely to recommend a brand they feel personally aligned with (64%) than one they simply buy from frequently (35%). Traditional loyalty programs barely register — only 18% of Gen Z say loyalty programs are a major reason they keep buying from the same brand.
What drives Gen Z loyalty is a combination of quality, vulnerability, and values alignment. Gen Z is 3.4x more likely to support a brand that shows vulnerability or admits imperfections (59%) than one that always presents itself as perfect (17%). 29% of Gen Z has switched brands in the past year because of how a company treated its employees.
Brand trust and loyalty drivers:
48% say they feel closer to brands that show real people instead of polished models in their campaigns.
51% say they're more likely to support a brand long-term if it takes accountability for its mistakes publicly.
54% of Gen Z customers are more likely to stick with brands that show behind-the-scenes content.
33% of Gen Z follow brands primarily for entertainment content, not promotions or products.
Gen Z customers prefer brands that offer flexible return policies (62%) over those that offer loyalty points (26%).
73% of Gen Z consumers will actively avoid brands that feel "try-hard" or inauthentic.
Sustainability and values: the non-negotiable filter
Sustainability is not a marketing angle for Gen Z. It is a prerequisite. Three-quarters of Gen Z say sustainability is more important to them than brand name when making purchases, and around 64% are willing to pay more for environmentally sustainable products. 66% of U.S. Gen Z respondents consider a brand's sustainability efforts crucial to their purchasing choices. Brands that treat green messaging as optional do so at their own peril.
The consequences for falling short are tangible and immediate. 45% of Gen Z say they've stopped buying from a brand because of how it handled an environmental issue. 25% have reduced or ended relationships with businesses that engage in unsustainable practices.
Values-driven purchasing behavior:
68% of Millennials and Gen Zers buy secondhand, up 3 percentage points year-over-year.
61% of Gen Z shoppers explore secondhand options before buying new.
72% say they're more likely to support brands that take a public stance on social or political issues.
57% believe it's important for brands to actively support diversity in their advertising and hiring practices.
Nearly 80% of Gen Z say it's important for brands to address diversity and inclusion in their messaging and products.
27% of Gen Z prefer buying from small, independent brands over large, well-known retailers.
Mental health, digital fatigue, and the paradox of disengagement
Gen Z spends more time on social media than any other generation, yet they are also the most vocal about wanting to spend less. 63% of Gen Z users in 2024 said they were planning a social media detox, and 55% have already taken at least one "social media detox" in the past year. Two-thirds (66%) report that social media directly impacts their mental health. This tension creates both risk and opportunity for marketers — brands that acknowledge digital wellness earn credibility, while those that contribute to information overload face backlash.
The data on AI-generated content reveals another fault line. 55%+ of Gen Z are not okay with AI-generated models in ads, and 70%+ worry about trusting what they see or hear because of AI. Human-led content and credibility signals matter more than ever.
Digital well-being and trust indicators:
40% of U.S. teens say social media usage negatively affects their productivity, and 45% say it affects their sleep.
28% of Gen Z have blocked or limited ads because they felt overwhelmed by repetition.
61% would rather see fewer, more relevant ads than be served random promotions multiple times a day.
While only 37% of all consumers are more likely to be interested in a brand using an AI influencer, this rises to 46% among Gen Z — showing cautious curiosity despite broader skepticism.
88% of Gen Z willingly share personal data with social media companies for better recommendations, prioritizing personalization over privacy.
Gen Z is not a niche — they are the new mainstream
The data paints an unmistakable picture. Gen Z makes up 32% of the global population, totaling over 2.5 billion people worldwide, and by 2040, they will surpass Gen X in total spending power. Every marketing playbook written for Millennials or Boomers requires fundamental revision. This generation demands authenticity over polish, creators over celebrities, values alignment over price alone, and seamless omnichannel experiences that blend digital discovery with physical engagement.
The strategic implications are clear. Brands must meet Gen Z on social platforms — not as advertisers, but as participants. Gen Z is more than 20 percentage points more likely than adults aged 30+ to say social media is the form of advertising that most influences their choices (55% vs. 32%). Almost 80% of Gen Z and Millennials now integrate social media into their shopping journey. The purchase path starts with a scroll, runs through a creator recommendation, and ends wherever the experience feels most natural.
The financial pressure this generation faces — with 69% now living paycheck to paycheck — means they are hypersensitive to value, ruthlessly selective in their spending, and unforgiving of brands that waste their time or violate their trust. Yet their collective trajectory is undeniable: from $2.7 trillion in 2024 spending to $12.6 trillion by 2030. The brands that invest in understanding Gen Z today are not chasing a trend — they are securing the largest consumer market of the next two decades.
Social commerce and the path to purchase