The news: News and media were the only website categories to show year-end growth in unique visitors among US Gen Z adults, according to our industry KPI data provided by Comscore.

• Unique visitors for Gen Z adults in the US grew 5.8% YoY for news and 0.6% YoY for media by December 2025.
• Consumer electronics declined 19.6% YoY, while health and pharmacy fell sharply by 45.8%.

Behind the numbers: Comscore’s findings show a clear trend: Growth among Gen Z visitors is consolidating in content-driven ecosystems rather than retail-heavy environments. Ninety-three percent of young adults get news digitally, while 76% do via social, per Pew data.

But the behavior is also highly seasonal. Consumer electronics grew sharply in August, increasing 44% versus June, aligning with back-to-school season—a time when Gen Z is shopping, not just browsing.

Why it matters: Gen Z’s spending power and growth makes it one of the most critical demographics for marketers.

• Gen Z is the primary driver of digital buyer growth in the US. The vast majority (84.7%) of Gen Zers will be digital buyers this year, per our forecast. That figure will increase to over 90% by 2029.
• The generation also maintains the highest rate of social commerce adoption. Sixty-seven percent made purchases on social channels in 2025, compared with 46.2% of total digital buyers.

Implications for marketers: Understanding where—and when—Gen Z audiences are growing online is critical for building media plans that align with their real consumption habits, not assumed purchase intent.

• Marketers must understand that consistent Gen Z growth is largely happening where they consume information. News and media are core to Gen Z’s daily habits—reinforcing their necessity in a comprehensive strategy. Prioritizing these environments allows brands to build sustained reach in trusted, high-attention contexts.
• Understanding the natural shifts among retail categories based on seasonal trends is critical. Retail media remains a necessary part of the marketing mix; marketers should time investments around predictable demand surges like back-to-school.