Discover key insights from our Gen Z Report 2024
Who Is Gen Z?
Generation Z, most commonly referred to as Gen Z, encompasses people born between 1997 and 2012. Gen Z sits between Millennials (born between 1981 and 1996), and Generation Alpha (born from 2010 onward). In other words, Gen Z is no longer the baby of the family, with its eldest member turning 27 this year.
Why Is Gen Z so Important?
As well as growing up, Gen Z is also growing in size and influence. Gen Z currently accounts for more than 26% of the global population and is expected to become the largest generation in recorded history.
It’s also estimated that by 2030, Gen Z’s spending power will balloon to $12T. Understanding what matters to this audience, how they interact, and what they care about most is critical for brands wanting to penetrate Gen Z and connect with them on a meaningful level.
The TelmarHelixa Gen Z Report 2024 is packed full of insights to help you do just that. Let’s take a look at 8 key takeaways from the report.
1. A Love of 90s Nostalgia
Almost half (47%) of Gen Zers in the US say they buy the brands they grew up with and that their parents used. That means that brands such as Pokémon, MTV, and Taco Bell remain as popular as they were 30 years ago – a time when most Gen Zers were not yet born.
This trend could be seen as a result of the COVID-19 pandemic, when lockdowns and stay-at-home restrictions forced people to seek comfort in familiar pastimes. Or it could be a display of isolation boredom, trawling the house to find something to do and rediscovering old family favorites.
Whatever the reason, it looks like the past is here to stay.
2. Always On, Always Connected
Our report reconfirms the idea that Gen Zers are digital natives, constantly using technology to interact and be entertained. Technology is a permanent fixture in their lives, with 80% saying it’s important to have internet access when “I am on the go.”
There are many reasons why this is the case. 68% of Gen Zers rely on the internet to connect with friends and family, which makes technology integral to their social lives. But there doesn’t always have to be a reason to get online – 62% of Gen Zers simply state that going online is their favorite thing to do.
3. Rise of the Influencers
Digital connectivity makes the world a smaller place, where content creators can nurture one-to-one relationships with their audience. This fits in perfectly with Gen Z’s preference for being always on and always connected. It means influencers have a big impact on their lives, trends, and tastes, with 35% of Gen Zers declaring they are more likely to purchase products supported by their favorite celebrity.
When you consider the rise of the Gen Z population, it’s little surprise that the size of the global influencer market is expected to rise from $16.5B in 2024 to a whopping $200B by 2032.
4. Singers Front the Influencers List
Influencer is a very broad term, so who exactly are we talking about? What do our influencers do that makes them stand out?
Nine out of the top 10 influencers cited by Gen Z are musicians. This ties in with the fact that Gen Z are 1.6x more likely to be music lovers than the average consumer.
What’s noticeable is that eight out of the top 10 influencers are female, with only Justin Bieber and Drake representing men on the list. Drake also tops the list of influencers amongst Gen Zers, pushing Taylor Swift into second place – somewhat surprisingly, given the success of her extensive world tour.
5. Gaming Is More Than a Game
A staggering 86% of the Global Gen Z population report playing video games “regularly.” Of those regular gamers, 53% report spending more than $20 per month on gaming. Gaming has transitioned from a hobby into a lifestyle.
That transition also makes gaming the most powerful way to connect with Gen Z, with a massive global market value of $220B. The most popular genres amongst Gen Zers are action and adventure games such as Pokémon, shooter games such as Call of Duty, and sports games such as NBA 2K.
6. Are You Not Entertained?
Gen Zers are avid consumers of content. On average, Gen Z devours nine hours of screen time every day – roughly three hours more than the average person. However, it’s where they spend these hours and how they consume content that’s of most interest.
Globally, a mammoth 98% of Gen Zers spend most of their time on YouTube, followed by TikTok (84%), Snap (61%), Instagram (58%), and Facebook (56%).
Online channels have surpassed traditional TV channels for entertainment consumption. A staggering 61% of Gen Z TikTok users are more likely to watch content on TikTok (10.5 hours per week) than on TV (8.4 hours per week). Netflix is watched only 3.1 hours per week on average.
This shift away from traditional entertainment sources is confirmed by the fact that only 11% of the global Gen Z population say they watched cable TV in the last week – and 65% of that group admitted they usually do other things while watching TV.
7. Gen Z Cares About Social Justice and Environmental Awareness
Gen Z is a diverse collection of individuals, and that diversity creates a strong sense of social justice and environmental concern. As digital natives, Gen Zers are quick to use platforms to learn about important causes, share knowledge with their peers, and mobilize to change things for the better.
Our research reveals that Gen Z’s top five social issues are:
- Human Rights, Ethnic & Identity Groups
- Charity, Philanthropy, and Poverty
- Medical and Health Organizations
- Religion and Beliefs
- Environmental Organizations
8. Transatlantic Differences
Our Gen Z report 2024 delivers insights into Gen Z as a whole, and it also uncovers nuanced regional differences. For example, while Gen Zers are advocates for change and a more equitable future, the social issues prioritized by Gen Z in the US show subtle variations to those seen as important in Great Britain.
GB’s social healthcare system and array of public services means that Gen Zers in GB support causes with a strong emphasis on community and social welfare. Their counterparts in the US tend to emphasize individualism and personal expression, often prioritizing entrepreneurship and diverse career paths.
Such differences are important when targeting Gen Z across different regions. While Drake heads the list of influencers globally, it’s former soccer player turned TV presenter Gary Lineker who’s cited as the top influencer in GB.
Trends and Insights to Engage Gen Z
Only by understanding what Gen Z cares about, the causes closest to their heart, their favorite hobbies and leisure activities, and where they go to consume and share information can you begin to connect with Gen Z on a meaningful level. Our report shows that Gen Z has distinct attributes and qualities that differ from previous generations. As Gen Z continues to grow in both size and influence, digging deeper into its unique behavioral trends will ensure you create, plan, and execute campaigns that truly resonate with them.
