Approximately 58 million people in the U.S. make up the digitally native “Gen Z,” which represents 20% of the 12+ population
This fascinating study talks with Gen Z listeners about their generation and their audio and media habits. Among many findings, interviews show that Gen Z see themselves as open minded and accepting. Respondents use words like “flexible” and “progressive” to describe themselves. The Gen Z cohort is more ethnically diverse than any generation before it, so they are exposed to a variety of cultures and norms. The smartphone is the center of Gen Z living. Ninety-three percent of Gen Z own a smart phone, and Gen Z spend 57% of their daily audio time listening through a mobile phone.