{"id":23310,"date":"2026-09-17T14:05:42","date_gmt":"2026-09-17T14:05:42","guid":{"rendered":"https:\/\/bitsacard.com\/blog?p=23310"},"modified":"2026-09-17T14:05:42","modified_gmt":"2026-09-17T14:05:42","slug":"how-gen-z-consumes-habits-apps-decisions","status":"publish","type":"post","link":"https:\/\/bitsacard.com\/blog\/en\/how-gen-z-consumes-habits-apps-decisions","title":{"rendered":"How Gen Z Consumes: Habits, Apps and Decisions That Are Changing the Market"},"content":{"rendered":"

There are many articles about Generation Z<\/strong> that describe them as \u201caddicted to their phones, with no brand loyalty, all TikTok and impulse purchases\u201d. However, this needs some context. This generation has grown up with the smartphone as a basic tool, but that does not mean they consume thoughtlessly or switch brands on a whim.<\/p>\n

You already know that here we tell you what is really happening, with verified data and no sugar-coating. We will look at how the generation<\/a> born between 1997 and 2010<\/strong> behaves. We will explore how they shop, where they look for information, what they think about money and how they really differ from millennials.<\/p>\n

Behind the clicks and short-form videos, there are clear patterns. These include constant comparison, an aversion to expensive credit, an interest in investing small amounts and a demand for consistency from brands. Understanding these patterns allows us to read their consumption habits without falling into clich\u00e9s.<\/p>\n

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Who Is Generation Z and What Sets Them Apart from Millennials<\/h2>\n

First, let’s make it clear who Generation Z actually are<\/strong>. The term generally refers to people born between 1997 and 2012, according to<\/strong> the most widely used definition. Keep in mind that some sources set the cut-off between 2010 and 2010, so the exact boundary varies. In 2026, the oldest members are around 29, while the youngest are between 14 and 16, depending on which age range we use. Millennials experienced the transition from analogue to digital, whereas Gen Z has grown up with smartphones, social media and online shopping as a normal part of everyday life.<\/p>\n

This difference in context can be seen in their consumption habits<\/strong>. Gen Z members who have not yet moved out spend only around 17%<\/strong> of their spending on essential<\/a> categories. This is because their families usually cover housing and food, leaving them to spend the rest on discretionary consumption such as leisure, technology, fashion or experiences<\/strong>. Millennials are more established, with spending patterns that are closer to those of previous generations and a greater focus on housing, mortgages and family.<\/p>\n

Gen Z is a generation that entered adulthood with less financial room than previous generations, greater exposure to digital advertising and a different relationship with money and risk.<\/p>\n

How Gen Z Discovers Products: TikTok and Instagram as Search Engines<\/h2>\n

For Generation Z, social media is about more than entertainment. It is the first place they look for ideas before making a purchase. According to IAB Spain’s 2026 Social Media<\/a> Study, 54% of users<\/strong> use social platforms to look for information or inspiration before purchasing a product online.<\/p>\n

Instagram<\/a> remains the main source of inspiration for 45% of consumers<\/strong>, but TikTok has established itself as a place to discover trends and products, especially among younger users. The platform is the first choice when a purchase is made directly within a social network (social commerce).<\/p>\n

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TikTok Shop and Live Shopping: When Video Becomes a Store<\/h3>\n

Commerce within social networks themselves is advancing rapidly across Europe. In countries such as the United Kingdom, Germany, France and Spain<\/strong>, live shopping on TikTok and Instagram is common among Gen Z. The pattern is very simple: they watch a live video, ask questions in the chat and make a purchase without leaving the app.<\/p>\n

European data tells us that around 45% of Gen Z has purchased through live shopping<\/strong> on TikTok or Instagram, and one in four<\/a> users says they have bought something directly within social media platforms. These numbers are quite high, driven by the undeniable growth of TikTok Shop across several European markets.<\/p>\n

However, this does not mean that all Gen Z consumption happens through a phone. 61%<\/a> prefer to discover products in physical stores, even if they then compare prices or look for online reviews<\/strong> before making a decision. What changes is the journey. First comes digital inspiration, then validation in a store or on a website, and finally the purchase through whichever channel is most convenient or affordable.<\/p>\n

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What Gen Z Prioritizes When Shopping: Price, Reviews and Brand Consistency<\/h2>\n

When Generation Z decides to buy something, three factors matter more than the brand name: price, reviews and consistency.<\/p>\n