Published: January 2019
Who is Generation Z and Why Do They Matter?
Circulated: March 28, 2019
Who are they? Born mid-1990s to early 2000s. Not to be confused with Millennials.
Where did they come from? Gen X’ers and Early Millenial parents.
How big are they? 24.7% of the US population
Do they spend? 40% of all consumers in the next decade.
How are they different? 85% research products before purchasing.
Screen of preference? Smartphone, median age for their first phone is 12 years old.
How many screens? 5 on average, up from 3 for Millennials.