25+ Gen Z Statistics [2023]: Tech, Preferences, And More

Research Summary: With some in Gen Z being as old as 26 in 2023, they’re becoming an increasingly important part of American society. From consumer preferences to workforce expectations, Gen Z will continue to mold and shape the systems around them.

If you want to find out more about all of Gen Z’s tendencies and preferences, here are some crucial insights our research uncovered:

• There are approximately 2 billion members of Gen Z in the world (1997-2012).

• Gen Z accounts for 40% of all consumers in the US.

• 52% of Gen Z are more confident in their tech over non-tech skills.

• 98% of Gen Z own a smartphone.

For further analysis, we broke down the data in the following ways:
Numbers | Consumer Opinions | Online | Demographics | Education | Compared to Other Generations

Gen Z by the Numbers

Gen Z is an ever-growing chunk of the consumer base and the workforce. The more Gen Z comes into the spotlight, the more companies and employers will adapt to their expectations. To find out more about Gen Z by the numbers, here are some key facts:

• Gen Z is defined as anyone born between 1997 and 2012.

  This means Gen Z covers anyone from 11-26, or that around half of all Gen Z are still minors. Here are the year ranges for other generations:

  • Millennials: 1981–1996

  • Gen X: 1965–1980

  • Baby Boomers: 1946–1964

• 30% of the global population is Gen Z.

  However, some countries have a higher Gen Z population than others, with Nigeria (32%), Pakistan (30%), India (27%), and Indonesia (25%) leading the pack in that regard.

• There are 68.6 million Gen Z people living in the US.

  Surprisingly, that’s only 3.43% of the global Gen Z population and just over 20% of the total US population.

• 20.67% of the US population is Gen Z in 2023.

  As of 2023, generations are fairly evenly split in the US, with Millennials accounting for 21.75% of the population, Gen X at 19.83%, and Baby Boomers at 21.16%.

  Share of US Population by Generation

  Generation	Share of total population
  Gen Z	20.67%
  Millennials	21.75%
  Gen X	19.83%
  Baby Boomers	21.16%
  Silent Generation	5.76%

• Gen Z is expected to comprise 27% of the workforce by 2025.

  In total, Gen Z and Millennials currently make up 38% of the workforce, meaning that employers have to meet the standards and expectations of younger employees.

• Gen Z and Millennials are expected to comprise 40% of US voters in the 2024 election.

  With over half of Gen Z being over 18, the generation is starting to become an important voting bloc that politicians must pay attention to.

Gen Z Consumer Opinions

Gen Z consumers are driving the US market more and more. So, whether you’re a small business or corporate executive, here are some key statistics you should know about Gen Z’s preferences:

• Gen Z is 2x more likely to make mobile online purchases than millennials.

  Millennials already make a decent amount of online purchases, meaning that Gen Z is far more likely to make them than any other generation.

• 67% of Gen Z consistently buy from eco-friendly brands.

  In fact, 73% of Gen Z is willing to spend more on brands that are sustainable, highlighting just how important environmentally conscious brands will become going forward.

• 66% of Gen Z believe climate change should take priority over economic growth.

  That’s compared to 57% of Millennials, 45% of Gen X, 44% of Baby Boomers and 45% of Gen X.

  Climate Change Prioritization by Generation

  Generation	Share of people who think climate change is more important than economic growth
  Gen Z	66%
  Millennials	57%
  Gen X	45%
  Baby Boomers	44%

• 78% of Gen Z learn about new products from social media.

  Gen Z is the generation most likely to use social media when shopping online. Conversely, only 35% of Baby Boomers discover new products through social media.

Gen Z Online

Gen Z spends a lot of time online, at least compared to other generations. To dive deeper into how Gen Z interacts with online spaces on their phones and computers, here are the statistics:

• 74% of Gen Z spend their free time online.

  Gen Z spends up to 60 hours per week online. By contrast, Baby Boomers only spend an average of just over 12 hours per week online.

• Gen Z spends an average of 35% of their day online.

  Spending an average of 8.5 hours per day online, Gen Z not only spends over a third of the entire day browsing, scrolling, and watching but also spends just 4 hours less online per day than Baby Boomers spend online per week.

• 55% of Gen Z uses smartphones for more than 5 hours per day.

  That might seem like a lot, but even more so, 26% of Gen Z actually spend over 10 hours per day on their smartphones.

• 31% of Gen Z feel uncomfortable going without their smartphone for over 30 minutes.

  At what point does smartphone use become an addiction? Gen Z might know, considering the fact that almost a third of them feel uncomfortable going without their devices for more than 30 minutes.

Gen Z Demographics

Demographics in the US and around the world are changing, especially among younger generations. Here is a breakdown of the demographics that make up Gen Z:

• 25% of Gen Z is Latino/Hispanic.

  This marks a large difference compared to Baby Boomers, of whom only 10% are Latino/Hispanic. Of course, the majority of Gen Z in the US is still White (52%), in line with general US demographics. However, considerably less Gen Z is White when compared to other generations.

  

  Demographic Breakdown of Different Generations

  Race / Ethnicity	Gen Z	Millennials	Gen X	Baby Boomers
  White	52%	61%	70%	82%
  Latino / Hispanic	25%	17%	12%	4%
  Black	14%	15%	15%	13%
  Asian	6%	4%	N/A	1%
  Other	5%	3%	6%	1%

Gen Z and Education

Gen Z has a higher-than-average interest in education compared to the oldest generations. This affects the type of work Gen Z will be looking for as they continue to enter the workforce. Here are some of the most prominent trends:

• 57% of Gen Z are enrolled in college as of 2018.

  Gen Z has a higher college enrollment rate than any other generation. For example, Millennials had a college enrollment rate of 52% in 2003, and 43% of Gen X were enrolled in 1987.

  

  College Enrollment Rate by Generation

  Generation	College enrollment rate (in relevant year)
  Gen Z (2018)	57%
  Millennials (2003)	52%
  Gen X (1987)	43%
  Baby Boomers (1972)	29%

• 44% of Gen Z minors between 7-17 have at least one college-educated parent.

  Gen Z also has the highest chance of having at least one parent who has a college degree. By contrast, only 15% of Baby Boomers had a college-educated parent.

  College Enrollment Rate by Generation

  Generation	Had at least one college-educated parent (in relevant year)
  Gen Z (2019)	44%
  Millennials (2003)	33%
  Gen X (1987)	24%
  Baby Boomers (1969)	15%

Gen Z Compared to Other Generations

To further understand what Gen Z’s interests, passions, and preferences are, this section will draw comparisons between Gen Z and other generations. Consider these examples:

• 70% of Gen Z want an activist government.

  The majority of Gen Z think that the government should be doing more to solve problems, with other generations agreeing, but to a lesser degree.

  

  Interest In Government Activism by Generation

  Generation	Government should do more to solve problems	Activism should be left to businesses and individuals
  Gen Z	70%	29%
  Millennials	64%	34%
  Gen X	53%	45%
  Baby Boomers	49%	49%
  Silent Generation	39%	60%

• 54% of Gen Z say climate change is caused by human activity.

  Meanwhile, 14% of Gen Z believe climate change is due to natural patterns, 10% don’t believe in climate change, and 22% aren’t sure.

  Generational Opinions on Climate Change

  Generation	Due to human activity	Due to natural patterns	No evidence of climate change	Unsure
  Gen Z	54%	14%	10%	22%
  Millennials	56%	16%	8%	19%
  Gen X	48%	21%	11%	20%
  Baby Boomers	45%	25%	12%	18%
  Silent Generation	38%	28%	16%	17%

• 82% of Gen Z Democrats and 43% of Republicans say Black Americans are treated unfairly.

  Interestingly, Gen Z Republicans are far more likely than their older counterparts to believe that Black Americans are being treated unfairly in the US.

  Those Who Believe Believe Black Americans Are Treated Unfairly

  Generation	Republicans	Democrats
  Gen Z	43%	82%
  Millennials	30%	82%
  Gen X	23%	78%
  Baby Boomers	20%	76%
  Silent Generation	20%	79%

• 48% of Gen Z believe same-sex marriage is good for society.

  More than any other generation, Gen Z sees same-sex marriage as a positive thing. Only 15% see same-sex marriage as bad for society, compared to 43% of the Silent Generation.

  Generational Opinions On Same-Sex Marriage

  Generation	Same-sex marriage is a good thing	Same-sex marriage is a bad thing	No difference
  Gen Z	48%	15%	36%
  Millennials	47%	15%	37%
  Gen X	33%	25%	41%
  Baby Boomers	27%	32%	40%
  Silent Generation	18%	43%	38%

• 35% of Gen Z know someone who uses gender-neutral pronouns.

  Pronouns like they/them have become more popular as gender exploration has become more open and popularized. However, the generations are not in agreement on this topic. For example, only 7% of people in the Silent Generation know someone who uses gender-neutral pronouns.

  

  Share of Each Generation That Knows Someone Who Uses Gender-Neutral Pronouns

  Generation	Share who knows someone with gender-neutral pronouns
  Gen Z	35%
  Millennials	25%
  Gen X	16%
  Baby Boomers	12%
  Silent Generation	7%

• 59% of Gen Z think forms or online profiles should have more options than just “man” and “woman.”

  Conversely, only 37% and 32% of Baby Boomers and the Silent Generation say the same, respectively.

  Share of Each Generation That Believes Gender on Forms and Profiles Should Be Expanded

  Generation	Share who believe online profiles and forms should include more gender options
  Gen Z	59%
  Millennials	50%
  Gen X	40%
  Baby Boomers	37%
  Silent Generation	32%

Gen Z FAQ

1. What is Gen Z’s weakness?

   Gen Z is known for four major weaknesses, including reduced attention span and impulsivity. Every generation has its weaknesses, which are often the result of the shared culture and systems they grew up in. In Gen Z’s case, these are the most common weaknesses associated with the generation:

   • Reduced attention span. Due to social media, advertisements, and the sheer prevalence of distractions, many in Gen Z struggle with attention issues. When information requires more effort to obtain, this might frustrate some in Gen Z.

   • Impulsivity. With sites like Amazon creating easy access to almost any product, it’s no wonder Gen Z can struggle with impulsiveness. Having access to everything all the time can make it difficult to wait for anything.

   • Social media addiction. Social media and online addiction have become huge issues for some in Gen Z, who can become more self-conscious, have increased anxiety, or develop health issues due to excessive screen time.

   • Difficulty with failure. Growing up surrounded by images of other people’s “perfect” lives and successes can make it difficult to form a strong sense of reality. In turn, this perception can lead to difficulty accepting failures.

   Of course, these are all broad generalizations and don’t apply to everyone in Gen Z, but rather overall trends to keep in mind.

2. What is Gen Z known for?

   Gen Z is known for many things, including ambition and wanderlust. Social media and the internet drive a lot of these interests and passions. For example, apps like Instagram have played a hand in popularizing travel blogs, and access to the internet allows Gen Z to learn more about foreign places and cultures.

   The same logic can also apply to ambition, as having access to so much information, as well as constantly viewing successful influencers on social media, can spark inspiration.

   Here are some other things Gen Z is well known for:

   • Being money-driven and ambitious

   • Enjoying travel and learning about other cultures

   • Being prone to anxiety, especially social anxiety

   • Setting boundaries and finding them important

   • Enjoying videogames and other online media

3. What does Gen Z expect from the workplace?

   Gen Z expects to feel valued in the workplace and to be treated fairly. Keeping Gen Z pleased in the workplace requires a well-developed company culture that’s based on prioritizing:

   • Diversity and inclusion

   • Fair pay

   • Mental health consideration

   • Employee feedback

   • Welcoming onboarding process

Conclusion

Accounting for 40% of consumers in the US, learning about what makes Gen Z tick has never been more important. On the whole, most Gen Z consumers care about the environment, equity and inclusion, and online trends.

While as employees, Gen Z also cares about diversity and inclusion, as well as fair pay, mental health care, and employers who value employee feedback.

In the end, Gen Z’s status as over 20% of the population in the US and up to 30% of the population in other countries will continue to grow in importance as more and more reach adulthood. As a small business or employer, it’s important to look to Gen Z’s interests as a guideline for how to shape future products and employee policies.

References

1. McCrindle – Gen Z and Gen Alpha Infographic Update

2. Oracle – What Gen Z Looks for in the Workplace, and How to Provide It

3. War Room – How Gen Z Is Re-Defining Digital

4. Business Insider – Most of the world’s youngest people, particularly Gen Zers, live in these countries

5. Statista – Population distribution in the United States in 2021, by generation

6. PWC – How prepared are employers for Generation Z?

7. The Conversation – US midterms: why gen Z and millennials came out to vote and why it marks a generational shift

8. CNBC – The environment is Gen Z’s No. 1 concern – and some companies are taking advantage of that

9. NewScientist – Who cares about climate change? Attitudes across the generations

10. Arise – How Much Time Does Gen Z Spend Online?

11. Fast Company – Gen Z smartphone addiction can boost compulsive buying—but businesses can help them kick the habit

12. Pew Research Center – On the Cusp of Adulthood and Facing an Uncertain Future: What We Know About Gen Z So Far

Author

Jack Flynn

Jack Flynn is a writer for Zippia. In his professional career he’s written over 100 research papers, articles and blog posts. Some of his most popular published works include his writing about economic terms and research into job classifications. Jack received his BS from Hampshire College.