The Generation Z Consumer

How much buying power does a Gen Z consumer really have? JWT Intelligence reports $44 billion annually. This group’s purchasing power extends to their parents’ buying decisions as well. About 93% of Gen Z parents say their children have at least some sway on their family’s spending.

It’s estimated that Gen Z spends one in ten of their dollars online. In fact, access to internet is huge when it comes to this generation. Considered the most connected, Gen Z is used to accessing what they need on-the-go. No surprise since nearly three quarters of American teens ages 13 to 17 have smartphones and go online daily.

Generation Z and Millennials, the digital natives, are voracious consumers of media, and mobile phones are at the center of their lives - Megan Clarken, Executive VP,

“For younger consumers, the mobile phone is no longer just for use on the go, but everywhere—even their living rooms. Content providers and advertisers need to be flexible with their approaches in order to reach consumers where they are, on the device they are using and during the activities in which they participate.”

Gen Z’s extreme connectivity gives them access to a global community, which they actively engage in—and rely on when it comes to making purchasing decisions. That word-of-mouth pipeline is one of the reasons review sites like Yelp, Zagat and TripAdvisor are so popular—and will be increasingly important to brands.

Learn more about Generation Z by visiting Insights by Isadora Agency