• Consumer Research
  • Understanding Consumers

Gen Z Consumer Insights: What Our Data Reveals [New Report]

Team InMobi
6 min read
Posted on April 10, 2020

In our latest mobile research report, we highlight select Gen Z consumer insights and show what this generation of consumers really cares about when it comes to their purchasing decisions and brand preferences. We’ve called out some key findings from our report below but for all of the insights, be sure to download the full report here: Gen Z Consumer Habits: What You Should Know

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Understanding Gen Z Consumers: Report Highlights

What do members of Gen Z from the United States care about? How does this generation of consumers shop for products, services and solutions? What percent of Gen Z consumers consider a brand’s values before making a final purchase?

Ultimately, how do these younger consumers, which are both the most diverse generation in U.S. history and soon to enter the workforce en masse, compare to previous generations like Millennials and Baby Boomers?

Here’s what our latest research report highlights:

  • What Gen Z shoppers actually care about, and how Gen Zers compare to other generations in their shopping habits.
  • How consumers aged 18-25 think about brand values, and how those attitudes compare to other generations.
  • The brands that have already found ways to connect with Gen Z.

Of course, this is just the tip of the proverbial iceberg as far the insights revealed in the report. For all the data, be sure to download your complimentary copy of our latest research report, titled Gen Z Consumer Habits: What You Should Know, today!

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Sneak Peek of the Report’s First Chapter

Move over millennials. There’s a new kid in town: Generation Z. This generation is roughly defined as everyone born between the mid 1990s and today, meaning Gen Z currently spans in age from those still in school all the way up to their 20s. That means that the crucial 18-25 age set long coveted by brands are part of Gen Z.

What defines this generation and its values? Not only is this the first digitally native generation in U.S. history, but it’s also been a generation quick to align itself around causes ranging from radical inclusivity and the environment to gender and sexual rights, among others. According to McKinsey, “Gen Zers value individual expression and avoid labels” and “they mobilize themselves for a variety of causes.”

But does Gen Z support these values through their shopping habits? How do their values impact their purchasing decisions? To find out for certain, we surveyed over 1,800 men and women in the U.S. across all age ranges, to see how individuals in different generations choose which brands to support and which ones to spur. The survey was conducted in January 2020, and each respondent was asked 15 questions.

Here’s what our data reveals on generational shopping habits and purchasing decisions.

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Interested in Additional Insights?

Want even more mobile-led research? Be sure to download these reports as well, to compliment our Gen Z consumer insights:

Have thoughts to share on our research? Want to get in touch with us? Leave a comment below, or send us a note at inmobi.com/company/contact.

We’d love to hear from you on social media too! You can find us on LinkedIn, Twitter and Facebook.

And, be sure to sign up to InMobi Connect to get all our latest content, including unique research, get delivered straight to your inbox every month. For a sneak peek, check out our March 2020 version here.

Our Commitment to Data Privacy: What You Need to Know About This Data

InMobi takes user privacy extremely seriously. We meet the most rigorous governance, compliance, and security standards. We have collaborated with consumer advocacy groups and incorporate guidelines from multiple federal government agencies to define industry-leading practices for data governance in the U.S.

Users retain complete control over the data they provide, have a choice in whether they participate and have transparency as to how their data is utilized. Subscribers have constant access to their privacy elections through multiple telco touchpoints. The patented anonymization platform ensures data sets are 100% secure and are refreshed to ensure all data are anonymized.

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