About this report
The US Gen Z Consumer Portrait Report examines how young consumers in the United States make decisions across e-commerce, ride-hailing and travel. By comparing Gen Z with wider adult or eligible-user groups, the report highlights behaviors that distinguish this generation in its local market.
Research methodology and scope: The analysis combines TGM E-commerce Insights 2026 (December 2025; ages 18–24: n=174 of 1,055), TGM Ride Hailing Insights 2026 (November 2025; ages 18–29: n=253 of 1,005, including 168 ride-hailing users out of 537), and TGM Travel Insights 2025 (February 2025; ages 18–24: n=117 of 1,000).
Developed by TGM Research, the report is designed for retail and e-commerce brands, payment providers, mobility platforms, travel businesses, agencies and consumer insight teams. It brings together evidence from TGM's market-specific consumer studies with clearly identified subgroup bases and fieldwork periods, helping decision-makers understand how proof, convenience, ride experience and travel value influence US Gen Z choices. The findings provide a practical foundation for audience planning, category strategy and market-specific marketing decisions.
What's inside
Online shopping frequency, preferred devices, and product categories
The role of trusted reviews, product authenticity, and brand values
What matters most when choosing an online store
Preferred promotions, discounts, and shopping incentives
How Gen Z responds to bundles, cashback, and loyalty rewards
Payment preferences and the role of debit cards and digital wallets
Ride-hailing frequency and usage habits among younger consumers
When and why Gen Z uses ride-hailing services
The importance of comfort, safety, and price in ride-hailing choices
The role of YouTube and social media in travel inspiration
How travel discovery habits differ across age groups
Online booking preferences and independent travel planning
Preferred destinations and international travel plans
Accommodation preferences and budget considerations
Popular travel activities, including photography, wellness, and cultural experiences
Common myths about US Gen Z and what the data actually shows
Key differences in consumer priorities across shopping, mobility, and travel
Practical opportunities for e-commerce, ride-hailing, and travel brand
US Gen Z Consumer Portrait Report
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