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Top 100 Gen Z Marketing Statistics for 2025

Generation Z (born between 1996 and 2011) now represents over a third of the global population and is reshaping the marketing playbook. They’re digital natives with a strong preference for authenticity, community, and immersive experiences—and they expect brands to meet them where they are. This 2025 roundup offers the most up-to-date statistics to help marketers understand how to reach, engage, and convert this influential generation.

Gen Z Demographics & Economic Influence

  1. Gen Z makes up over 33% of the global population (UN, 2024).
  2. By 2025, Gen Z will represent 27% of the global workforce (World Economic Forum, 2024).
  3. Gen Z’s annual global income is expected to surpass $33 trillion by 2030 (Bloomberg, 2024).
  4. In the U.S. alone, Gen Z’s purchasing power exceeds $450 billion (McKinsey, 2024).
  5. 75% of Gen Z say they influence family purchasing decisions (IBM, 2024).
  6. 71% of Gen Z believe they will be financially independent by age 30 (Morning Consult, 2024).
  7. 41% of Gen Zers already contribute to household expenses (Deloitte, 2024).
  8. 56% of Gen Z prefer investing in experiences over material goods (Eventbrite, 2024).
  9. Gen Z is the most racially and ethnically diverse generation in U.S. history (Pew Research, 2024).
  10. 1 in 3 Gen Z adults identify as LGBTQ+ (Gallup, 2024).

Social Media Usage & Behavior

  1. 95% of Gen Z use YouTube regularly (Pew Research, 2024).
  2. TikTok is used by 76% of Gen Z daily, with an average of 1.5 hours/day (Statista, 2025).
  3. 60% of TikTok users are Gen Z (TikTok Insights, 2025).
  4. Instagram is used by 72% of Gen Z daily (Sprout Social, 2025).
  5. 61% of Gen Z discover products on Instagram (Meta, 2024).
  6. 49% of Gen Z say they use TikTok as a search engine (Google, 2024).
  7. Gen Z spends 2.5x more time on TikTok than millennials (Statista, 2025).
  8. 71% follow influencers across platforms (Morning Consult, 2024).
  9. 87% of Gen Z use at least three social media platforms daily (GWI, 2024).
  10. Gen Z’s average screen time is 7.2 hours/day (Common Sense Media, 2025).

Content Preferences & UGC

  1. 61% prefer user-generated content over brand-produced content (Nosto, 2024).
  2. Gen Z engagement is 28% higher when brands mix UGC with branded content (ComScore, 2025).
  3. 92% of Gen Z watch videos with sound off; 80% prefer captions (Verizon Media, 2024).
  4. 70% of Gen Z prefer short-form video (under 60 seconds) (Wyzowl, 2024).
  5. 47% of Gen Z share content they find relatable (Hubspot, 2024).
  6. 89% of Gen Z say authenticity is more important than polished content (Sprout Social, 2024).
  7. 55% of Gen Z unfollow brands they consider inauthentic (GWI, 2024).
  8. 73% say they’re more likely to purchase from a brand that shares values similar to theirs (EY, 2024).
  9. 88% want brands to entertain and inform, not just sell (Wunderman Thompson, 2024).
  10. 64% of Gen Z trust creators over traditional celebrities (Morning Consult, 2024).

Shopping & eCommerce Behavior

  1. 97% of Gen Z say they use social media as their main source of shopping inspiration (Statista, 2024).
  2. 55% prefer to shop online rather than in-store (Accenture, 2024).
  3. 41% have bought something directly through TikTok or Instagram (Shopify, 2024).
  4. 70% prefer personalized product recommendations (Salesforce, 2024).
  5. 88% abandon a cart if checkout isn’t seamless (Baymard Institute, 2024).
  6. Gen Z is 3x more likely to use BNPL (Buy Now, Pay Later) tools than older generations (Klarna, 2024).
  7. 62% of Gen Z expect free shipping on all orders (BigCommerce, 2024).
  8. 51% expect brands to have ethical sourcing or sustainable products (Nielsen, 2024).
  9. 44% follow brands on social media primarily to learn about discounts or promotions (Hootsuite, 2024).
  10. 67% say loyalty programs influence their buying behavior (McKinsey, 2025).

Gaming, Immersive Platforms & UGC Gaming

  1. 89% of Gen Z identify as gamers (Ypulse, 2025).
  2. 68% play games on mobile, 53% on console, and 46% on PC (Statista, 2025).
  3. Roblox, Fortnite, and Minecraft have a combined 1 billion monthly active users (2025).
  4. Gen Z spends an average of 2.5 hours/day on Roblox (Wall Street Journal, 2025).
  5. 52% of Gen Z have made in-game purchases (Unity, 2024).
  6. 62% say they express their identity through in-game avatars and UGC items (Roblox Data Report, 2024).
  7. Brands like Nike, Hilton, and Forever 21 have launched successful Roblox activations (Adweek, 2024).
  8. 71% of Gen Z say they prefer brands that experiment with gaming or immersive experiences (McKinsey, 2024).
  9. 59% of Gen Z view gaming as a way to socialize and connect (Newzoo, 2024).
  10. 46% say they’d be more loyal to a brand that offered in-game perks or collectibles (GWI, 2025).

Entertainment & Streaming Habits

  1. 91% of Gen Z use streaming services weekly (Deloitte, 2024).
  2. Gen Z consumes an average of 7.2 hours of entertainment media per day (GWI, 2024).
  3. 70% say streaming helps them unwind and manage stress (YouGov, 2024).
  4. YouTube is the most-watched platform by Gen Z, ahead of Netflix and TikTok (Pew, 2024).
  5. 45% of Gen Z prefer watching video on mobile over TV (Statista, 2025).
  6. 66% of Gen Z subscribe to 3+ streaming services (Deloitte, 2024).
  7. 59% use ad-supported services to access free content (HubSpot, 2024).
  8. Twitch has 30 million daily users—majority Gen Z (Twitch Insights, 2024).
  9. Gen Z watches less traditional TV than any generation before (Nielsen, 2024).
  10. 61% of Gen Z say music streaming is their most consistent daily activity (Spotify, 2024).

Gen Z Travel & Tourism Behavior

  1. 66% of Gen Z use video when planning travel (Google, 2024).
  2. 63% use YouTube to research things to do at a destination (Think with Google, 2024).
  3. 54% say videos help them choose accommodations (Google, 2024).
  4. Gen Z makes travel decisions based on social media influence more than any other generation (Expedia, 2024).
  5. 86% of Gen Z prioritize unique and immersive experiences over typical tourist attractions (Skift, 2024).
  6. 52% of Gen Z would rather travel to a new country than buy a new tech gadget (Morning Consult, 2024).
  7. 76% use smartphones to book or manage travel (Booking.com, 2025).
  8. 43% prefer destinations that showcase sustainability (Wunderman Thompson, 2024).
  9. 38% follow travel influencers to discover destinations (Phocuswright, 2024).
  10. 58% of Gen Z have extended a business trip for leisure—blended travel is on the rise (Skyscanner, 2024).

Brand Loyalty & Purchase Drivers

  1. 73% of Gen Z say loyalty must be earned—not assumed (EY, 2025).
  2. 64% say they’d switch brands for a better value or mission alignment (Morning Consult, 2024).
  3. Only 32% of Gen Z define themselves as “brand loyal” (McKinsey, 2024).
  4. 81% expect brands to be transparent about values and business practices (Wunderman Thompson, 2024).
  5. 77% say how a brand treats its employees influences their decision to support them (GWI, 2024).
  6. 68% want personalized experiences across marketing touchpoints (Salesforce, 2024).
  7. 49% say brands that respond quickly to comments or feedback earn their trust (Sprout Social, 2024).
  8. Gen Z is 2x more likely to support brands that align with social justice causes (Morning Consult, 2024).
  9. 61% are willing to pay more for sustainably produced goods (Nielsen, 2024).
  10. 57% have boycotted a brand due to misalignment with their values (GWI, 2024).

Work, Career & Lifestyle Mindsets

  1. 54% of Gen Z want to be entrepreneurs or freelancers (Upwork, 2024).
  2. 67% prioritize work-life balance over salary (LinkedIn, 2024).
  3. 71% say flexibility (e.g., remote or hybrid work) is a top job factor (Deloitte, 2024).
  4. 60% of Gen Z would switch jobs for better mental health support (McKinsey, 2024).
  5. Gen Z ranks personal development as more important than career progression (EY, 2024).
  6. 48% say they are interested in working in the creator economy (Adobe, 2024).
  7. 3 in 5 Gen Z workers say they’d leave a job over poor DEI practices (Forrester, 2024).
  8. 53% use side hustles to supplement income (Morning Brew, 2024).
  9. 72% believe job-hopping is necessary to advance their career (LinkedIn, 2024).
  10. Gen Z is the most educated generation in history, with rising levels of post-secondary attainment (UNESCO, 2024).

Health, Wellness & Core Values

  1. 73% of Gen Z say mental health is a top priority (APA, 2024).
  2. 62% engage in mindfulness practices like meditation or journaling (Headspace, 2024).
  3. 49% regularly consume content about wellness or self-care (Pinterest Trends, 2024).
  4. 56% have reduced their alcohol consumption or gone sober-curious (Morning Consult, 2024).
  5. 44% follow plant-based or flexitarian diets (WW, 2024).
  6. 67% believe companies should actively support mental health causes (Havas, 2024).
  7. 88% say inclusivity and representation influence brand perception (Wunderman Thompson, 2024).
  8. 61% support brands that engage in political or social issues authentically (GWI, 2024).
  9. 79% say diversity in advertising makes a brand more trustworthy (Nielsen, 2024).
  10. 84% of Gen Z say purpose is more important than profit in business (Zeno Group, 2024).

Final Thoughts

#GenZ isn’t just the next generation of consumers—they’re the current standard-setters in culture, technology, and commerce. From immersive platforms to personalized shopping, they expect brands to move fast, stand for something, and show up where they are. Use these insights to build campaigns and content strategies that resonate deeply with this powerful demographic.

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