Market Overview

Looking Ahead to Gen Z in the US: Demographic Patterns and Spending Trends Report 2018 -


The "Looking
Ahead to Gen Z: Demographic Patterns and Spending Trends"

report has been added to's

The 31 million 18- to 24-year-olds in the vanguard of Gen Z and the 21
million 13- to 17-year-olds growing up behind them are making a profound
impact on the American consumer economy. Gen Z young adults generate an
aggregate income of $463 billion, while older teens (15- to
17-year-olds) have an aggregate income of $17 billion and have parents
who spend $25 billion on their clothing and categories such as
entertainment and personal care items.

This report analyzes the consumer behavior of Generation Z teens and
young adults. It includes an overview of key trends shaping the Gen Z
consumer market and highlights opportunities for marketers reaching out
to Gen Z consumers. The report offers demographic and economic profiles
of Gen Z and examines the shopping behavior and spending patterns of Gen
Z consumers and well as their receptivity to media and marketing

Generational definitions are fluid, as market researchers and
demographers do not always agree about when one generation ends and
another begins. Also, since generations age one year at a time, in any
given year the standard multi-year age groupings in published data do
not necessarily overlap various generational definitions.

This report defines Gen Z as including the 13- to 24-year-old age group
and further segments Gen Z into young adults in the 18- to 24-year-old
age group and teens (13- to 17-year-olds). A number of the surveys cited
in the report cover different segments of Gen Z, such as 13- to
19-year-olds or 13- to 21-year-olds. Census Bureau data used in the
report sometimes include the 15- to 17-year-old and 15- to 24-year-old
age groups. Comparisons with other age groups include Millennials
(defined as 25- to 39-year-olds) and adults in the 40-and-over age group.

Marketing Opportunities

  • Gen Z Offers a Big Payoff for Brick-and-Mortar Retailers
  • Omnichannel In-Store Systems Required to Engage Gen Z Shoppers
  • Retailers Reach Out to Gen Z With a Heightened Store Experience
  • Clothes Matter to Gen Z
  • Abercrombie & Fitch Reinvents Itself With Inclusive Gen Z Strategy
  • Brick-and-Mortar World of Gen Z Consumers Extends Beyond Retail Stores
  • Gender Fluidity of Gen Z Opens New Terrain for Marketers
  • Gen Z Represents Significant Market Segment for Consumer Electronics
  • Target Aims at Gen Z With New Consumer Electronics Brand
  • Video Games Offer Unique Marketing Platform
  • Gen Z Represents a Key Market for Restaurant Industry
  • Gen Z Young Adults Can Offer High ROI for Marketers
  • Gen Z Is Highly Receptive to Financial Services
  • Financial Education Seen as Key Tool in Establishing Relationships
    with Gen Z
  • Multicultural Young Adults Spark Growth in Banking Services
  • Members of Gen Z Remain Strong Prospects for Auto Industry

Key Topics Covered:

1. Executive Summary

  • Overview
  • Demographic Profile
  • Economic Profile
  • Overview of Shopping Habits and Spending Patterns
  • Highlights of Consumer Spending
  • Use of Financial Services
  • Marketing to Gen Z

2. Insights and Opportunities

  • Overview of Gen Z
  • Marketing Opportunities

3. Demographic Profile

  • Population Trends
  • Social and Political Views
  • Living Arrangements of Gen Z
  • Social Indicators

4. Economic Profile

  • Educational Achievement
  • Employment Trends
  • Income Levels

5. Overview of Shopping Habits and Spending Patterns

  • Shopping Habits
  • Spending Patterns of Gen Z Teens
  • Spending Power of Gen Z Young Adults
  • Overview of Gen Z Consumer Units

6. Highlights of Consumer Spending

  • Apparel
  • Consumer Electronics and Entertainment
  • Automotive
  • Food

7. Use of Financial Services

  • Banking Services
  • Ownership and Use of Credit and Debit Cards
  • Other Financial Services Trends

8. Marketing to Gen Z

  • Overview
  • Marketing to Gen Z College Students
  • Multicultural Marketing Perspectives

Companies Mentioned

  • Facebook
  • Instagram
  • Snapchat
  • Twitter

For more information about this report visit

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