75% of Gen Z shop by smartphone—why brands scramble to win these bold new buyers

75% of Gen Z Shop by Smartphone—Why Brands Scramble to Win These Bold New Buyers

There’s a new sheriff in town and they’re wielding a smartphone. Gen Z, those born from the late 1990s onwards, are rewriting the rulebook on shopping and spending—with consequences that have brands and marketers in a lively chase to keep up. If you think you’ve seen every consumer revolution, fasten your seatbelt: this one is coming at you at Wi-Fi speed.

Doom Spending and Digital Everything: How Gen Z Consumes

Historically, when the going got tough, people saved. Not Gen Z. In this age of instant gratification, young consumers are all-in on “Doom Spending”—shelling out their cash as if tomorrow might not exist. Many of them truly wonder if there is a future to invest in, so why not enjoy the present? It’s not just a mood; it’s a response to real anxiety. A 2022 McKinsey study reports that one-quarter of Gen Z doubts they’ll ever retire, and less than half believe they’ll become homeowners. For brands, the challenge is clear: understand these anxieties and create irresistible, immediate experiences to trigger spending now.

• 75% of French Gen Z (aged 12–25) purchases in 2022 were made on a smartphone, compared to 49% for the overall French population. (KPMG & Fevad, Sept 2023)
• The most used apps among 18–24s: Instagram, TikTok, Snapchat, Netflix, and Spotify.

TikTok, Trends, and the Mobile Marketplace

It’s official: TikTok is now Gen Z’s Google. According to a January 2024 Adobe study, 64% of Gen Z has used the platform at least once as a search engine. What are they searching for? Mostly short, personalized videos—tutorials (62%), product reviews (39%), and real-life anecdotes (38%).

Brands haven’t missed a beat. Stateside, 54% of surveyed business leaders report using TikTok to promote their products or services. One in four has already tapped into TikTok influencers to highlight products or promotions. The verdict: if your brand isn’t on TikTok, you might as well be invisible.

The craving for entertainment is strong: apps that prioritize video and immersive experiences (think Instagram stories or TikTok-style feeds) reign supreme. That’s why fashion retailer Don’t Call Me Jennyfer launched its first ever 100% immersive app designed around Gen Z’s favorite content formats.

Wellness, Wardrobing, and the Power of Authenticity

Gen Z isn’t just about mindless consumption—they spend where it counts, notably on wellness. A 2024 McKinsey study found that 56% of American Gen Z consider fitness a “very high priority,” compared to 40% for the general population. Interest also swells around prevention, anti-aging, nutrition, fitness, mindfulness, and sleep care.

• 60% expect brands to be sensitive to mental health issues (Sortlist, Nov 2023).
• They want brands that “make them feel good.”

On digital advertising, Gen Z stands apart from previous cohorts. As true digital natives—born into a world where the internet is as natural as air—they have a positive outlook on targeted online ads. As long as ads are personalized and relevant, 64% say they enjoy advertising, and 24% cite social media ads as the best way to reach them. They’re not even jaded by ads: 67% don’t use ad blockers. For marketers, the message is simple: get creative, get specific, and don’t be boring—or “fake.”

The shopping behaviors, too, are evolving at lightning pace. Wardrobing (wearing an item with tags and then returning it) is trending, spurred by easier returns and longer refund windows. The explosion of influencers scoring free clothes has sparked a desire in Gen Z to consume without spending, and maybe, become influencers themselves. Brands are adapting with new options, like luxury clothing rentals—used by 26% of Gen Z luxury shoppers last year.

• The second-hand online market is booming: it’s projected to reach $350 billion by 2027, mainly driven by Gen Z (Thredup, April 2023).
• 58% of young people made at least one second-hand online purchase in the past year.
• 82% consider resale value before buying clothes.

Gen Z Demands Realness—Or Else!

If you’re tempted to fudge your brand’s story, beware—this generation calls out dishonesty and demands transparency. A hefty 74% say a brand’s values influence their buying decision (“From A to Gen Z,” 2023). They want brands that are honest, transparent, and stick to their commitments. The rise of hashtags like #nofilter proves it: authenticity rules. If a brand slips into superficiality or fakeness, Gen Z will drop them without a second thought.

So, to win over these bold new buyers, brands must adapt not just their platforms, but also their values—and fast. If you want Gen Z to add your product to cart, remember: be real, be present, and maybe brush up your TikTok dance moves—just in case.