The news: Gen Z is reshaping how consumers shop, spend, and stay well—without ever leaving their screens.

US Gen Zers record 425 digital actions a month—40.3% more than Gen Xers and 141.5% more than baby boomers, per PYMNTS Intelligence.

They’re focused on saving money, spending wisely, and remaining healthy, and they’re using the internet to accomplish those tasks because it’s fast and convenient.

Savvy shoppers: Gen Zers shop and buy groceries on mobile more than other generations, and they’re happy to take suggestions from influencers.

• Clicking is faster than going to a store: 17% of consumers under age 28 ordered their most recent grocery buys on Amazon/Whole Foods, per PYMNTS. Only 6% of millennials, the next highest cohort, did the same.
• Credibility is paramount: 14% buy items based on influencer recommendations, but they’re focused on subject-matter experts (SMEs) over just anyone with a YouTube channel.

Health-conscious: Gen Zers aren’t just online to buy healthful foods—they’re using that time for mental health as well.

• Nearly 15% (63) of Gen Zers’ monthly digital transactions are focused on their well-being, 46% higher than the average of all generations, per PYMNTS.
• Digital health activities include telehealth appointments, ordering medications, and using mental health apps.

But they’re not completely satisfied with their online options: 32% experience friction in the healthcare payment experience. Simplification is key to convert a Gen Z audience.

Our take: Brands should partner with carefully chosen SMEs to expand reach. High social video subscriber counts won’t bring the best ROI if creators aren’t well-versed in what they’re promoting. They should also ensure websites and checkout processes are frictionless.

Gen Z wants quick, effortless experiences. Brands that provide those have the best chance to win them over, and other generations will follow their lead.