Gen Z’s Digital-First Approach Sets New Standards for Healthcare

Generation Z views digital health services not as conveniences, but as expectations built into their daily lives.

The stage has been set for the pivot away from paper-based communications, phone calls and paper checks.

As PYMNTS Intelligence found in its far-reaching “How the World Does Digital” report, digital healthcare connectivity in the United States reflects a significant shift toward digital health solutions, but there’s significant untapped potential. In 2023, U.S. consumers averaged 41.3 digital “be well” activity days per month, indicating regular engagement with health apps and services.

Approximately 37.1% accessed health-related media weekly, and 22% tracked health data using digital tools. However, adoption rates for telemedicine and virtual therapy lag behind, with just 12.7% engaging in telemedicine and 12.6% using virtual therapy at least weekly. Wearable technology usage is also notable, with 24.8% using health-related wearables weekly.

Consumers across generations are increasingly managing healthcare through digital means, but Gen Z leads the charge by a wide margin. On average, Gen Z logged 63 digital healthcare-related activity days a month—20 days more than the average consumer—underscoring how digital has become an integral part of their approach to health and wellness.

The chart below indicates just how far out in front of the pack Gen Z is when it comes to “Be Well” activities relative to their peer demographic cohorts, and as measured in terms of activity days on a monthly basis.

Taking a Cue From eCommerce

Gen Z treats healthcare as a system that should be as seamless to navigate as shopping online. They engage with mental health apps five days more per month than other demographics, opt for telemedicine three days above average and use virtual therapy far more often than previous generations. Routine healthcare is now on-demand: nearly 30% of Gen Z’s most recent healthcare interactions were completed remotely, selected for efficiency, not merely convenience.

Desire for Frictionless Payments

Gen Z’s digital-first mindset doesn’t stop at telehealth visits; it transforms the way they pay. Sixty-nine percent of Gen Z consumers report at least one technological challenge with healthcare payments and expect the same clarity, speed and payment options they find everywhere else online. Payment barriers like unclear statements or limited digital payment options are seen as unacceptable system failures, pushing providers to match the seamless experience Gen Z finds in retail or entertainment.

Booking and Tracking Are Built for Digital-First Lifestyles

For Gen Z, digital channels are the default for booking appointments and staying on top of preventive care. They use apps and platforms not only for real-time booking and reminders, but to consume health-related media at rates five days higher than average. This approach frames healthcare as a continuous, managed system—one that fits flexibly into busy, mobile-first lives, allowing Gen Z to book, track and address health concerns with the same ease as ordering food or scheduling a ride.

Gen Z’s blend of digital savvy and high expectations is rewriting the playbook for healthcare access and payment. As other generations catch up, the industry’s future will be shaped by the ongoing demand for simplicity, transparency and full integration of digital tools.