Important Generation Z Statistics for Marketers in 2022

Despite the fact that the most frequently accepted definition includes anybody born in or after 1997, some claim that anyone born in the 1990s belongs to Generation Z.

The generation that follows Millennials and comes before Generation Alpha is known as Gen Z, or zoomers. The early 2010s are used as ending birth years by researchers and the general public, whereas the mid to late 1990s are used as starting birth years. The majority of Gen Zers are descendants of Generation X.

Although 84% of Gen Zers and Millennials agree that marriage equality is either a positive or neutral development for society, Gen Z is more likely to believe that pronouns with no gender should be more widely recognised.

While both Gen Z and Millennials’ top worries are the expense of living and climate change, Gen Z is far more worried about mental health and sexual harassment than prior generations. Only 28% of Gen Z believe their financial status will improve in the upcoming year.

Social media statistics for Gen Z

Younger members of Gen Z most frequently use YouTube, TikTok, and Instagram.

  • YouTube: With its headquarters in San Bruno, California, YouTube is an American social media and internet video sharing company. On February 14, 2005, Steve Chen, Chad Hurley, and Jawed Karim officially debuted it. After Google Search, it is the second most visited website and is owned by Google.
  • TikTok: The Chinese corporation ByteDance owns the short-form video hosting service TikTok, also known as Douyin in China. It features a wide range of short-form user videos, with lengths ranging from 15 seconds to ten minutes, in genres such pranks, stunts, tricks, jokes, dancing, and entertainment.
  • Instagram: Instagram is a social media platform for sharing pictures and videos that is run by the American business Meta Platforms. Users of the app can upload media that can be altered using filters, arranged by hashtags, and categorised by location. Public or pre-approved followers may share posts.

Social media usage

54% of respondents to the same study said it would be challenging to quit using social media.

The majority of kids who expressed such sentiment were between the ages of 15 and 17, indicating that as they get older, social media use becomes increasingly integrated into their daily life.

According to projections derived from research for our Digital Trends 2022 report, that corresponds to around 5% of all waking time. The most cautious data estimate from the poll suggests that Gen Z spends at least 24 hours each month on TikTok, despite the fact that these figures weren’t restricted to just them.

According to other research, the typical user spends 48 hours each month on TikTok.