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All Consuming: The Digital Habits and Patterns of Gen Z

Eileen SmithOctober 11, 2019

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This article was updated in September 2021.

In mid-2020, the Center for Generational Kinetics and WP Engine released a comprehensive new study, Generation Influence: Gen Z and the Power of Identity and Marketing. It explores two key aspects that make up their relationship with all things digital: identity and influence. Read more.

According to a semi-annual survey conducted by investment bank Piper Jaffray, Taking Stock with Teens, Gen Zers spend their copious amounts of free time watching videos on YouTube, shopping on Amazon, and eating at Chick-fil-A.

But aside from their penchant for Chick-fil-A dipping sauce and its subtle sweet undertones of honey mustard, there are some prime nuggets in the study that tell us even more about what makes Gen Z tick, and how we as marketers can reach them where they are, and where they’ll be.

The survey evaluates discretionary spending patterns, fashion trends, technology, and brand and media preferences. An impressive 83% of teens have an iPhone, and they’re not afraid to use it. In fact they’re hardly ever not using it. But their prolific screen time, as documented in the WP Engine study, Reality Bytes, is a very good thing for brand experience.

YouTube killed the Netflix star

For the first time Gen Zers are spending more time watching videos on YouTube than on Netflix — 37% versus 35% — and report using YouTube at least once a week. However Netflix ranked far ahead of its streaming video competitors like Hulu and Amazon Prime. (A bright spot for Netflix? At least teens use it as a verb.)

According to Google, Gen Zers consider YouTube content educational with 80% saying that YouTube videos have helped them become more knowledgeable. It also makes them feel good: 84% of teens report feeling overwhelmed and stressed by school and activities and they say YouTube allows them to decompress.

If you want to know how important video content is to your overall marketing strategy, consider this: Teens watch an average of 68 videos per day across social media platforms. A good portion of that viewing time is spent following YouTube influencers like identical twins Brooklyn and Bailey. While you might not think that twist faux braids are a crucial part of teen life, their 6.5 million subscribers would disagree.

Picture perfect

A study released earlier this year from business news website The Manifest found that three-quarters of Gen Zers prefer images over other content, from Instagram to Snapchat. Not surprisingly, Instagram remains the top social media site with this image-obsessed generation although short video platform TikTok is definitely on the rise. Meanwhile Facebook and Twitter have basically become the domains of meemaw and pawpaw. (Only 36% of teens use Facebook at least once a week, compared to 87% of Millennials, 90% of Gen Xers, and 96% of baby boomers.)

Shop talk

Gen Z will make up 40% of online consumers by next year. An estimated 90% of teens are already consuming branded content on social media. However the Piper Jaffray survey found that teens are spending 4% less than they were a year ago and one-third of them believe the economy is getting worse. That may be one reason why more casual and athletic brands like Crocs and lululemon have become increasingly popular.

More than half of Gen Zers say they prefer shopping on Amazon over other retailers, which is ranked 13 times higher than Nike, its distant runner-up in the online marketplace. They’re also twice as likely to shop on mobile than Millennials.

Money well spent?

Speaking of spending habits, male teens spend the most on food (23%) while female teens spend the most on clothing (27%), replacing cosmetics, which is down 21% year over year. Over 90% of females say they prefer shopping for beauty products in-store instead of online. (In fact 67% of Gen Zers do most of their shopping in-store.) And don’t discount video game spending, which reached 9% this year, up from 8%.

Overall, Gen Z spending is at its lowest level since Fall 2011. Marketing to them on a broad level will require a multi-platform social media strategy. But better to start with YouTube than, say, Facebook…

Photo by Beth Jnr on Unsplash

brands digital marketing Gen Z marketing social media

Eileen Smith

Eileen Smith is the editor of Velocitize. She has 20 years of experience in the field of digital media and communications as a writer, editor, blogger and social media manager. Eileen earned her Master’s degree in Journalism from the Medill School at Northwestern University. She enjoys talking about herself in the third person.

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Reader Interactions

  1. Carlos Ortiz on

    October 20, 2019 at 11:26 pm

    Thank you for this article, we need to understand that zers are the other part of the coin compare to milenials, but it’s about time and interests, they’re kinda relatives, very contemporaneous we been influence them all this time..

    • Eileen Smith on

      October 25, 2019 at 2:05 pm

      Thanks Carlos. Agreed!

    • Mary on

      October 25, 2019 at 5:54 pm

      What birth year comprises Gen Z and Millenials?

      • Eileen Smith on

        October 25, 2019 at 6:18 pm

        Broadly speaking, anyone born after 1997.

      • Trisha Jane on

        November 24, 2019 at 2:40 pm

        Millenials are those who born in 1981to 1996.
        While Generation Z are 1997 to 2012

    • Melanie on

      November 3, 2019 at 5:03 pm

      Thanks

  2. Edizer on

    October 26, 2019 at 10:52 pm

    It somewhat shows what is really happening in different generations. Good to know!

    • Essy on

      October 29, 2019 at 10:52 am

      Thanks so much for this

  3. Van Dick on

    November 2, 2019 at 3:38 pm

    Nice if it’s free

  4. Ok boomer on

    November 12, 2019 at 9:44 pm

    We also know how to block ads on YouTube

    • Eileen Smith on

      November 25, 2019 at 4:38 pm

      A necessary skill for sure. 😉

  5. Buddy on

    December 23, 2019 at 2:14 am

    You know if you are not on Instagram, you should be. I know you can’t put text up, but just throw in a few pics and build an audience there.

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