Contact Sales:1-800-405-0844
Does my company subscribe?
Newsletter sign-up
Log in
Become a ClientGet a DemoPricing
InsightsEventsPricing

Industries Overview

Our research focuses on the five core coverage areas below. We apply our rigorous research methodology to our reports, charts, forecasts, and more to keep our clients at the forefront of key developments and trends before they hit the mainstream.
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →
All Topics

Latest Articles

Browse All →

Customers don’t understand what factors into banks’ lending decisions—and they want more control

Article |
 Dec 1, 2023

Gen Z turns to YouTube for banking information

Article |
 Dec 1, 2023

3 ways brands can adapt to Gen Z’s evolving shopping habits

Article |
 Dec 1, 2023

Full Hulu ownership and content budget cutbacks: What Disney’s big headlines mean for the streaming landscape

Article |
 Dec 1, 2023

How to build authentic connections with sustainably minded shoppers | Sponsored Content

This article was contributed by Amazon Ads.
Article |
 Dec 1, 2023

Product research is the leading use for AI chatbots in shopping

Article |
 Nov 30, 2023

Google ads’ placement on blacklisted and sanctioned sites raises brand safety concerns

Article |
 Nov 30, 2023

5 partnerships that caught marketers’ eyes in 2023

Article |
 Nov 30, 2023

Former Binance CEO pleads guilty to violating US anti-money-laundering requirements

Article |
 Nov 29, 2023

The top 6 holiday ecommerce retailers this year

Article |
 Nov 29, 2023
Explore our Research →

Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More →
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More →
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More →
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More →
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More →
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More →

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More →
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More →
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More →
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More →

Data Drop: 5 Charts You Need to Understand Gen Z in 2023

From Influencer Marketing to Digital Payments

Article by Jennifer Jhun, Jennifer Pearson  |  Jan 18, 2023
Download
Data Drop: 5 Charts You Need to Understand Gen Z in 2023: From Influencer Marketing to Digital Payments
Share
Table of Contents
A Majority of Gen Zers Are Now Adults
YouTube Is the Best Way to Reach Gen Z, but Don’t Discount Emerging Players
Influencers Hold Sway Over What Gen Z Buys
Sustainability and Affordability Strike a Sweet Spot for Gen Z
Gen Z Wants to Pay Digitally—Even in Person
Media Gallery
Topics
Influencer Marketing
Generation Z
US
Table of Contents
A Majority of Gen Zers Are Now Adults
YouTube Is the Best Way to Reach Gen Z, but Don’t Discount Emerging Players
Influencers Hold Sway Over What Gen Z Buys
Sustainability and Affordability Strike a Sweet Spot for Gen Z
Gen Z Wants to Pay Digitally—Even in Person
Media Gallery

Brands, retailers, and marketers are prioritizing Gen Zers as more come of age and grow their spending power. As the first generation to grow up completely online, they are now the ones driving digital trends—TikTok’s rise is just the tip of the iceberg. Below are five charts to help you reach this demographic.

A Majority of Gen Zers Are Now Adults

Born between 1997 and 2012, Gen Z represents about 20% of the US population. And their buying potential is vast: 40 million are adults as of this year, with 70.8% of 20- to 24-year-olds in the workforce, per the US Bureau of Labor Statistics. We expect Gen Z to surpass Gen X in the number of digital buyers by 2025.

US Gen Z and Total Population (% of total)
E-Mail ChartDownload

Geographies

Insider Intelligence

Media Services

Free Content

Contact Us →

Worldwide HQ

One Liberty Plaza9th FloorNew York, NY 100061-800-405-0844

Sales Inquiries

1-800-405-0844ii-sales@insiderintelligence.com

* Copyright © 2023 
Insider Intelligence Inc. All Rights Reserved.