Gen Z pivots to gig apps as summer job market cools

The shift toward app-based labor is particularly pronounced as the academic year concludes. While active users in this demographic grew by 12% last May, that figure has doubled to a 24% increase so far this month. GoPuff leads the market in attracting this younger workforce, recording a 97.5% year-over-year surge in signups, followed by Lyft at 70.3% growth.

Young workers cite the low barrier to entry and the autonomy of the work as primary drivers for the migration away from conventional summer employment. With higher-paying entry-level corporate roles becoming increasingly scarce, social media platforms like TikTok have amplified the trend, with users documenting their delivery shifts under the #summerjob banner. While the spike is most acute among Gen Z, Apptopia noted smaller usage increases among older cohorts, suggesting a broader tightening of the traditional labor market.