WhitePaper-Gen-Z advertising
2 minutes read

Born between 1996 and 2012, Gen Z’s influence and growing spending power already impact how brands communicate and advertise online.

By the end of 2022, Gen Z is expected to make up to 20% of the U.S. population and will account for 40% of global consumers. It’s estimated that in 2022, there will be more than 41 million Gen Z digital buyers in the U.S.

Almost 50% of them are online almost all the time, whether they use social media (their primary means of communication), text, shop, or watch streaming content. 

Given all of this, we wanted to dig inside their preferences regarding shopping, social media, and advertising.

In May 2022, we ran a survey in which we asked 1,117 Gen Z individuals living in the U.S., between the ages of 18 and 26, about their online behavior, shopping habits, and opinion on advertising.

Based on their responses, we have identified a few important things that can help you understand what they value, how they behave online (specifically on social media), and how they view online advertising.

We divided all our findings into three chapters.

Download the Whitepaper: What Clicks with Gen Z to get insights and expert advice about each chapter:

Chapter I: Shopping Habits

In this first chapter, we talked about:

1. Most Gen Zers have a stable source of income

2. Gen Z shops online every month

3. Gen Zers are not big spenders when making online purchases

4. Gen Zers are not impulsive buyers

5. Gen Z votes with their dollars

Chapter II: Social Media Preferences

In the second one, we tackled:

1. Gen Zers are mobile-first digital natives

2. Gen Z and social media usage

3. Gen Z’s favorite social media platforms

4. Authenticity matters

Chapter III: Advertising

In the final one, you’ll learn what are their thoughts about advertising, more specifically:

1. Gen Z likes ads that are…

2. Gen Z dislikes ads that are…

3. Gen Z doesn’t have a clear preference for video ads on social media

4. Gen Zers prefer to do their research after seeing a relevant ad

5. Gen Z still trusts traditional advertising

6. Privacy concerns

Aside from these chapters, we also included a list of brands that are among Gen Z’s favorites, quotes from experts who know the best way to approach this generation, and key takeaways to keep in mind.


The survey ran on Survey Monkey between May 18 and May 20, 2022. It has a total of 1,117 respondents, a confidence level of 95%, and a margin of error of 3%. 

When it comes to distribution, we used Survey Monkey Audience, targeting Gen Z individuals between the ages of 18 and 26, based in the U.S. 

In terms of household income, we had respondents with an average annual income anywhere between $0 and $200,000+, most of them as follows:

  • $0 – $9,999 (14.95%)
  • $10,000 – $24,999 (13.70%)
  • $25,000 – $49,999 (18.71%)
  • $50,000 – $74,999 (12.62%)
  • $75,000 – $99,999 (8.15%)
  • $100,000 – $124,999 (7.34%)

If you have any questions for us about this survey, don’t hesitate to leave a comment below.

Ana Darstaru
Content Marketing Manager by day // avid foodie by night. Passionate about content creation, advertising, human psychology, carbs, and TV shows. Still obsessed with Sherlock (the TV show). Patient, yet impulsive.

    1 Comment

    1. Thanks a lot. it was helpful.

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