10 Stats to Consider When Marketing to Gen Z

Gen Z, born between 1997 and 2012, is highly interconnected online, emphasizing the significance of influencer marketing to engage this tech-savvy demographic. This blog post will dissect ten statistics unveiling Gen Z’s online behavior, underscoring the power of influencer marketing. Harnessing influencers proves pivotal in navigating the digital landscape where Gen Z thrives.

1. Nearly 75% of Gen Z consumers follow content creators (Morning Consult, The Influencer Report, 2019).

With nearly 75% of Gen Z consumers actively following content creators, this statistic underscores the impact and engagement potential that influencers have among this demographic. Incorporating influencer marketing in your brand strategy can effectively connect and resonate with the preferences of Gen Z.

2. 74% of Gen Z-ers spend their free time online (IBM, Uniquely Gen Z, 2017).

A striking 74% of Gen Z-ers choose to spend their free time online. This underscores the digital-centric nature of Gen Z, emphasizing the importance of strategic online engagement for effective marketing.

3. Nearly 50% of Gen Z and Millennial users follow influencers to discover new products (Captiv8, CPG Influencer Marketing Survey, 2023).

With nearly half of Gen Z and Millennial users relying on influencers for product discovery, this statistic illuminates the pivotal role that influencers play in shaping consumer preferences and purchasing decisions. As digital tastemakers, influencers provide a trusted platform for showcasing and endorsing products, establishing a direct connection with their audience.

4. 54% of Gen Zers said they spend at least four hours daily on social media (Morning Consult, 2022).

Gen Z is deeply immersed in the digital landscape, with 54% spending at least four hours on social media daily. This significant time investment underscores the central role that social media plays in the daily lives of Gen Z. With this comes the opportunity for brands to engage with and influence this demographic through influencer marketing.

5. 1 out of every 2 Gen Zers has tried a new snack because of an influencer recommendation (Captiv8, CPG Influencer Marketing Survey, 2023).

For CPG brands, aligning with influencers in the snacking space presents a unique opportunity to tap into the preferences of Gen Z. This is showcased by the fact that 50% of Gen Zers have tried a new snack because of an influencer recommendation. This not only introduces the products to a wider audience but also leverages the trust that influencers have built with their followers.

6. 85% of Gen Z shoppers say that social media influences their purchasing choices (International Council of Shopping Centers, The Rise of the Gen Z Consumer, 2023).

The influence of social media on the purchasing decisions of Gen Z shoppers is substantial, with 85% acknowledging the impact of social platforms on their buying choices. The visual nature of social platforms coupled with the authentic content shared by influencers blurs the lines between socializing and shopping. Brands that recognize and navigate this trend can capitalize on the power of social media in shaping the consumer journey.

7. 79% of millennials and 75% of Gen-Zers discover new CPG products more often after joining TikTok (TikTok, CPG Insights Survey, 2022).

The influence of TikTok on consumer behavior is unmistakable as 79% of millennials and 75% of Gen Zers report discovering new CPG products more frequently after joining the platform. This statistic highlights the unique role TikTok plays in introducing and popularizing CPG items among younger demographics. TikTok’s short-form, visually engaging content provides an ideal platform for brands to showcase their products in innovative and entertaining ways. For CPG brands seeking to stay ahead, leveraging TikTok’s immense reach and engagement becomes a strategic imperative.

8. Influencers are the primary product discovery channel for Gen Z (Hubspot, Global Social Media Trends Report, 2023).

For marketers targeting Gen Z, recognizing the pivotal role influencers play in product discovery is essential. Because influencers are the primary product discovery channel for Gen Z, crafting strategic collaborations with influencers allows brands to establish a genuine connection with a generation that values authenticity.

9. 40% of Gen Z users prefer platforms like TikTok and Instagram for search over traditional engines like Google (TechCrunch, 2022).

Gen Z is increasingly using social platforms as dynamic search hubs. For brands and marketers, understanding this preference for alternative search channels is crucial. Influencers contribute to SEO by fostering backlinks and amplifying content reach. This showcases their pivotal role in enhancing a brand’s online visibility and search engine rankings. Integrating influencer marketing into SEO strategies becomes essential for brands seeking to optimize their online presence.

10. 55% of Gen Z trusts influencers more than traditional celebrities (Morning Consult, The Influencer Report, 2019).

55% of Gen Z trusts influencers over traditional celebrities, emphasizing the pivotal role influencers play in shaping brand perception. The genuine interactions and down-to-earth personas of influencers resonate more with Gen Z than the polished image of mainstream celebrities.

Elevate Your Strategy with Captiv8

These statistics underscore a clear imperative for brands: adapt and customize marketing strategies to resonate with Gen Z. Given their highly connected and tech-savvy disposition, influencer marketing emerges as a crucial channel to effectively engage this demographic. Ready to explore how Captiv8 can amplify your influencer marketing efforts and establish connections with Gen Z? Take a platform tour today!