is overstimulated, overconnected, and over the status quo.
We surveyed 1,800 teens and 20-somethings and analyzed data from the Pew Research Center, industry experts, and more.
Here’s how they view the world.
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This is the first generation to really grow up online. Today's 17-year-old was just two when Facebook launched, three when YouTube was founded, and in kindergarten when Apple unveiled the iPhone.
2.
In 1998,
Netflix launched
and Gen Zers
were not born.
In 1994
Amazon launched
and Gen Zers
were not born.
In 2004,
Facebook launched
and Gen Zers
were 2 years old.
In 2005,
YouTube launched
and Gen Zers
were 3 years old.
In 2007,
the iPhone launched
and Gen Zers
were 5 years old.
In 2010,
Instagram launched
and Gen Zers
were 8 years old.
In 2011,
Snapchat launched
and Gen Zers
were 9 years old.
Click on the companies to see how old Gen Zers were when it launched
Gen Z ranges from 7 to 21 years old.
1.
Gen Z is the most racially diverse generation in US history, with minorities about to outnumber the white population.
3.
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Most of the generation sees diversity as good for society.
4.
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One in three Gen Zers knows someone who prefers to use gender-neutral pronouns.
5.
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Gen Z is the first generation in which the majority believes that forms should include gender options other than "man" or "woman."
6.
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Most of Gen Z doesn’t work, but it’s not because they don’t want to. They cite not having time or not being able to get a job as the main reason they’re unemployed.
7.
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More than one in four Gen
Zers say they use cannabis or marijuana, more than twice the national average, according to
a survey by Bloomberg.
13.
Younger voters are pushing hard for legalized weed. Americans under 35 are twice as likely to support legalization as baby boomers.
12.
Still, the overwhelming majority say the biggest issue America is facing today is President Donald Trump.
10.
When it comes to political beliefs, Gen Z skews more conservative than many realize. The generation is split between the right
and the left.
9.
Gen Z believes things in America are going poorly.
8.
Gen Z seems to be resisting
e-cigs. While they’re more likely to vape than smoke a cigarette, most say they won't do either. Most also aren't interested in drinking alcohol.
14.
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They’re all about Amazon: 90% of Gen Zers say they’ve shopped there.
18.
McDonald's reigns supreme.
17.
There are a couple brands Gen Z loves, though. Nike is a standout.
16.
Gen Z’s shopping habits could destroy a lot of traditional retail brands. That’s because they don’t shop by label. In fact, they actively avoid labels — seeking out little-known thrift stores and boutiques to find unique styles — and shop by price instead.
15.
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Gen Z pretty firmly believes humans are causing climate change, even young Republicans.
11.
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Snap is still the communication tool
of choice. They talk to friends primarily by text or snaps.
24.
But Facebook’s teen problem is real. Gen Z says it’s fleeing Facebook and Kik quickly.
23.
In general, Instagram and YouTube dominate Gen Z’s social-media usage, with more than 60% percent saying they use them every day.
22.
Most of Gen Z gets its news from social media, and Instagram has become
the new front page.
21.
Netflix is easily winning the streaming wars.
20.
As Gen Z constantly multitasks, adding up all the hours they spend on various screens and social media networks makes it appear as if they have more than 24 hours in a day.
19.
If you don’t own an iPhone, you’re more or less "a loser," and Gen Z will make you feel like one. Some 83% of teens own an iPhone, according to a recent Piper Jaffray survey.
25.
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Gen Z doesn't know a world without social media. Now, they're trying to figure out who they really are as they grow up online.
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While Gen Z is split politically, they could revolutionize the Republican party as they push for LGBT rights and fight to address climate change.
They could kill some
of the most iconic American brands, as they seek out little-known thrift stores and boutiques to find unique styles.
Teens are battling FOMO – fear of missing out – and know they have a tech addiction problem. But they desperately want to break the habit.
WHAT IT ALL MEANS
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32%
37%
40%
50%
59%
Silent
Boomers
Gen X
Millennials
Gen Z
PERCENT WHO SAY FORMS/ONLINE PROFILES SHOULD
INCLUDE OPTIONS OTHER THAN "MAN" OR "WOMAN"
42%
48%
52%
62%
62%
Silent
Boomers
Gen X
Millennials
Gen Z
PERCENT WHO SEES DIVERSITY AS GOOD
1940
1960
1980
2000
2010
1990
1970
1950
1930
GEN Z
7–21
MILLENNIALS
22–37
GEN X
38–53
BOOMERS
54–72
SILENT
Ages 73–90
BIRTH YEAR
18%
30%
39%
48%
Boomers in 1968
Gen X in 1986
Millennials in 2002
Gen Z in 2018
PERCENT OF NON-WHITE 6–21 YEAR OLDS
7%
12%
16%
25%
35%
Silent
Boomers
Gen X
Millennials
Gen Z
PERCENT WHO PERSONALLY KNOW SOMEONE
WHO PREFERS GENDER-NEUTRAL PRONOUNS
5.9%
8.1%
15.9%
19.2%
24.7%
Not interested
Get enough allowance from my parents
Other
Applied but didn't get one
Not legal to work
REASONS GEN ZERS DON'T HAVE JOBS
Don't have time
26.1%
8%
34%
36%
19%
Very well
Well
Poorly
Very poorly
How Gen Z thinks things are going in the US
3%
Other
33.4%
16.2%
9.9%
8.2%
Very conservative
Very liberal
Moderately liberal
Slightly liberal
9.6%
Moderately conservative
HOW GEN Z DESCRIBES THEIR POLITICAL BELIEFS
Neither liberal nor conservative
Don't know/
rather not say
7.9%
7.4%
7.4%
Slightly conservative
38%
Gen Z
Millennial
Gen X
Boomer
Silent
What generations think is causing the earth to get warmer
Human activity
Natural patterns
No
evidence
Not
sure
28%
16%
17%
45%
25%
12%
18%
48%
21%
11%
20%
56%
16%
8%
19%
54%
14%
10%
22%
85%
12%
35%
49%
18–34
35–49
50–64
65+
how age groups feel about marijuana legalization
For
Against
12%
63%
59%
44%
Juul
Cigarettes
Alcohol
how likely gen zERS ARE to use the following
Extremely likely
Very likely
Somewhat likely
Other
63%
76%
58%
Not so likely
Extremely unlikely
30.7%
33.1%
33.2%
46.5%
Forever 21
Nike
PERCENT OF GEN ZERS WHO BOUGHT SOMETHING FROM THESE BRANDS IN THE LAST SIX MONTHS
Adidas
29.8%
Old Navy
Victoria's Secret
Vans
Calvin Klein
American Eagle Outfitters
H&M
Hollister
26.5%
24.4%
19.6%
19.5%
23%
41.2%
40.2%
39.5%
35%
29%
23.8%
23%
42.1%
45.5%
62.8%
Taco Bell
Wendy's
McDonald's
Starbucks
Chick-fil-A
Burger King
KFC
Papa John's
Pizza Hut
PERCENT OF GEN ZERS WHO BOUGHT SOMETHING FROM THESE FAST-FOOD CHAINS IN THE LAST SIX MONTHS
Dunkin'
60%
18%
9%
7%
Price
Shared values
Social media
Friends are wearing it
6%
Other
MAIN FACTOR FOR GEN ZERS WHEN BUYING SOMETHING
18.7%
27.1%
31.2%
9.9%
One of most-visted sites,
but don't typically buy anything
10.6%
HOW GEN ZERS FEEL ABOUT AMAZON
2.5%
One of most-visited sites,
and often buy things
Browse occasionally, and sometimes buy things
Browse occasionally, but
have never bought anything
Never used it
Other
24%
45%
56%
44%
Almost constantly
Several times a day
Less often
20%
How often teenagers use the internet, computer, or cell phone.
11%
2014–15
2018
24%
19%
14%
7.6%
7.6%
5.2%
29%
32%
75%
YouTube TV
Amazon Prime Video
Hulu
Twitch
HBO GO/NOW
Cable
PlayStation Vue
Vevo
DirectTV Now
PERCENT of Gen Zers who say they use these streaming services
Netflix
4.6%
34%
24%
22%
14%
11%
11%
8%
51%
63%
65%
Snap
Facebook
YouTube
Instagram
Facebook Messenger
Pinterest
Twitter
Discord
TikTok
PERCENT of Gen Zers who say they check these apps on a daily basis
21%
20.3%
18.2%
16.2%
15.9%
15.2%
14.1%
24.6%
29.7%
30%
Skype
Twitter
Kik
Facebook
Snap
Facebook Messenger
Instagram
Pinterest
TikTok
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PERCENT of Gen Zers who say they used to check these apps but no longer do
6.9%
6.1%
5.5%
3.7%
3%
1.7%
1.5%
8%
24.9%
33.3%
Instagram DM
Facebook Messenger
Snap
Text
Other
Discord
Phone
Whatsapp
Other video game chats
Fortnite
HOW GEN ZERS TALK TO THEIR FRIENDS MOST OFTEN
30.8%
29.3%
21%
9.7%
9%
2.6%
36.2%
49.9%
58.7%
Friends
Online news
TV
Social media
Radio
Newspaper
Parents
Other
Avoids the news
WHERE GEN Z GETS THEIR NEWS
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BELIEFS
TECH
SPENDING
IDENTITY
Gen Z grew up online, with no memory of life before Facebook. Now, this diverse generation is revolutionizing how America thinks about race and gender.
IDENTITY
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PART 1
Source: Pew Research Center
Source: Pew Research Center
Source: Pew Research Center
Source: Pew Research Center
Source: Business Insider
Source: Business Insider
Source: Pew Research Center
Source: Business Insider
Source: Quinnipiac University
Source: Business Insider
Source: Business Insider
Source: Business Insider
Source: Business Insider
Source: Business Insider
Source: Pew Research Center
Source: Business Insider
Source: Business Insider
Source: Business Insider
Source: Business Insider
Source: Business Insider
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America's teenagers skew a lot more conservative than most people realize. Most of Gen Z is unhappy with the direction that the US is headed, wants to legalize weed, and hates President Donald Trump.
BELIEFS
PART 2
Gen Z hunts for deals instead of shopping by labels. Value trumps all in an era dominated by Amazon.
SPENDING
PART 3
Gen Z is constantly multitasking and constantly online. Instagram and YouTube reign supreme, while Gen Zers say Facebook and Kik are no longer cool.
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PART 4
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Source: Pew Research Center
Source: Business Insider
Note: Pew surveyed Gen Zers age 13 and up in this and other polls.
Note: Business Insider surveyed Gen Zers age 13 to 21 for this and other polls.
Source: Business Insider
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