How Each Generation Shops in 2024 [New Data from Our State of Consumer Trends Report]

Millennial Buying Habits

Gen Z Buying Habits (ages 18-24)

• Social media, looking on the web, and word-of-mouth are the highest methods Gen Z uncover new merchandise.
• Instagram, YouTube, and TikTok are the highest social media apps amongst Gen Z.
• Of Gen Z, 37% have purchased a product based mostly on an influencer’s advice previously three months, and 43% have purchased via an in-app store.
• One in two Gen Zers need corporations to take a stance on social points, particularly racial justice, LGBTQ+ rights, gender inequality, and local weather change. When corporations advocate for these points, it has a powerful impression on Gen Z buy selections.
• Adverts on streaming providers beat cable TV for reaching Gen Z. Retail discovery remains to be related however much less frequent than digital channels.

A Generational Comparability of In the present day’s Buying Tendencies [Side-by-Side Data]

The place do shoppers uncover merchandise?

Social media, web search, and YouTube adverts are key for reaching Gen Z and Millennials, whereas TV, search, and retail are favored by Gen X and Boomers.

So far as social media, Boomers and Gen X use Fb greater than some other app.

In the meantime, Gen Z is all about YouTube, Instagram, and TikTok. Not solely is Gen Z speaking with mates and being entertained, however they’re additionally discovering (and shopping for) merchandise on social media greater than some other era.

What drives shoppers to purchase merchandise?

In relation to making buy selections, all generations are extremely influenced by value, high quality, and product evaluations. Gen Z, Millennials, and Gen X additionally worth manufacturers which have energetic communities round them and a social media presence.

Moreover, whether or not a share of the proceeds from their buy shall be donated to charity is extremely essential to Gen Z.

The place do shoppers like to purchase merchandise?

All generations favor shopping for merchandise in individual at a retailer over some other channel, however this desire decreases considerably with age. Shopping for via on-line retailers like Amazon and instantly from an organization’s web site can also be common.

Gen Z and Millennials are most curious about shopping for via social media and from an organization’s cell app.

Prepared for extra of the insights it’s worthwhile to attain your audience?

Buying Tendencies by Era (A Detailed, Information-Pushed Breakdown)

Gen Z Buying Habits in 2024 (ages 18-24)

So, the place is Gen Z discovering new merchandise? Let’s begin with the digital elephant within the room: social media.

Social media drives Gen Z product discovery.

Our most up-to-date survey exhibits that 40% of Gen Z has found new merchandise on social media previously three months, and 41% of them say it’s the place they uncover merchandise most frequently.

Social media can also be the primary method Gen Z prefers to find new merchandise, in keeping with 40% of these aged 18-24.

All of this actually isn’t shocking contemplating 93% of Gen Z use social media, for a median of 4 hours and 20 minutes per day.

You may additionally be questioning which platforms they’re utilizing, so let’s take a look:

YouTube, Instagram, and TikTok have reigned as the highest three platforms by utilization previously six months. Over half of Gen Z have used Snapchat and Fb previously three months, and 38% have used X.

In relation to the social media apps Gen Z makes use of most, TikTok, IG, and YouTube come out on prime once more, however in a unique order.

TikTok is used most, doubtless because of its concentrate on short-form movies and highly effective algorithms, making it arduous to place down.

However TikTok and Instagram are solely probably the most used social media apps amongst Gen Z girls, whereas males spend rather more time on YouTube.

Lastly, we requested Gen Z which social media app is their favourite. TikTok is used most, and it’s additionally a favourite social media app amongst Gen Z.

However there are such a lot of methods to work together with Gen Z on social media that it’s extra essential than ever to make use of a format that captures their consideration and makes your model stand out.

We requested how Gen Z shoppers favor to find new merchandise, and right here’s what we discovered:

Millennial Buying Habits in 2024 (ages 25-34)

Social media drives Millennial product discovery.

Of Millennials, 43% have found new merchandise on social media previously three months, and 34% of them say it’s the place they uncover new merchandise most frequently. Social media can also be the first method Millennials favor to find new merchandise, in keeping with 34% of these 25-34.

Much like Gen Z, 90% of Millennials use social media for a median of 4 hours per day, barely decrease than that of Gen Z.

So far as the platforms they use, Fb, YouTube, and Instagram are the highest platforms by utilization previously three months. Over half of Millennials have used TikTok previously three months, and 37% have used Snapchat.

In relation to the social media apps Millennials use most, Fb, YouTube, and Instagram prepared the ground.

However identical to with Gen Z, the app used most differs sharply by gender. Millennial girls use Fb probably the most, adopted by Instagram, YouTube, and TikTok. In the meantime, Millennial males use YouTube probably the most, adopted by Fb, Instagram, and TikTok fourth.

We additionally requested Millennials which social media platform is their favourite. In relation to Millennials’ favourite social media app, Fb stays at primary however Instagram pulls forward of YouTube.

Now that you recognize which platforms Millennials favor to search out new merchandise on, listed below are the codecs they wish to see on social media amongst those that use it.

Millennials favor feed posts, adverts, and social media marketplaces when seeking to uncover new merchandise. Additionally they flip to influencers and social media outlets to find and purchase issues.

Since Millennials are inclined to favor Fb and Instagram, constructing a presence on these platforms is vital. Organising a web-based store on each platforms and leveraging influencer advertising and marketing are among the many highest ROI methods you need to use to get your merchandise seen and purchased.

Millennials Uncover Merchandise Via Search Barely Much less Than On Social

Discovering new merchandise via looking the web comes fourth on the record.

Of Millennials, 32% say they uncover new merchandise most frequently by looking the web, simply 11% behind social media.

After we requested what Millennials’ most popular channel for locating new merchandise is, 23% stated looking the web, lagging behind social media by 11%.

So search is a number one channel for product discovery for Millennials, however how are they looking? Seventy % use their cellphones most frequently, in comparison with simply 20% who use a pc, highlighting the significance of optimizing your web site to be mobile-first.

In relation to on-line purchasing, 73% of Millennials use their telephones most frequently, whereas 16% use a pc.

YouTube Adverts are the third-best solution to attain Millennials, particularly males.

Of Millennials, 41% have discovered new merchandise on YouTube previously three months, and 29% say they uncover new merchandise on YouTube probably the most.

On prime of that, 29% of Millennials say YouTube is their most popular channel for locating new merchandise.

Total, YouTube adverts are the third greatest solution to attain Millennials, however identical to for Gen Z, on the subject of concentrating on Millennial males, YouTube rises to the highest.

Retail discovery is much less frequent, however nonetheless related for Millennials.

Whereas 43% of Millennials have found new merchandise in retail shops previously three months, after we requested the place they uncover new merchandise most frequently, retail is available in at quantity six.

Like Gen Z, Millennials are nonetheless going to retail shops, however they’re discovering merchandise on-line extra typically. We discovered that 22% of them say they like discovering new merchandise in retail shops, behind social media, looking the web, YouTube Adverts, and phrase of mouth.

Cable TV is barely higher for reaching millennials than streaming providers.

Of Millennials, 27% have found new merchandise via TV/movie streaming providers previously three months, and 17% of them say that’s the place they uncover new merchandise most frequently. Moreover, 9% of Millennials say podcast adverts are how they like to find new merchandise.

In relation to cable TV, 29% of millennials have found new merchandise via their tv previously three months, and 17% of them say that is the place they uncover new merchandise most frequently, comfortably forward of streaming providers.

Moreover, 18% of Millennials say cable TV is the place they like to find new merchandise, beating video streaming providers.

Promoting on music streaming providers can also be an effective way to succeed in Millennials — 27% of them have found new merchandise via music streaming providers previously three months. Of that group, 8% say that’s the place they uncover new merchandise most frequently.

ESG issues to millennials.

Of Millennials, 47% say corporations ought to take a stance on social points.

We additionally requested Millennials who wish to see corporations partaking in advocacy which social points they wish to see corporations have a stance on most.

Amongst Millennials who need corporations to advocate for social points, 44% wish to see manufacturers take a stance on racial justice, adopted by revenue inequality (38%), local weather change (32%), inexpensive healthcare (39%), and LGBTQ+ rights (24%).

Whereas racial justice is prime of thoughts for each Gen Z and Millennials, Millennials put much less of a precedence on different identity-based points like gender and sexual orientation.

As a substitute, they like to see corporations sort out points like revenue inequality, local weather change, and inexpensive healthcare.

This could be as a result of Millennials are older and extra more likely to be a part of the workforce than Gen Z, making them extra acutely aware of wealth inequality and the price of healthcare.

Whereas a large group of Millennials needs to see corporations taking a stand, do these sentiments truly have an effect on their buy selections? Identical to with Gen Z, the reply is sure.

• Of Millennials, 59% have chosen a product based mostly on it being made by a small enterprise previously three months.
• We discovered that 49% have chosen a product based mostly on the model’s dedication to range/inclusion previously three months.
• Of Millennial respondents, 47% have chosen a product based mostly on the model being woman-owned previously three months.
• Forty-two % of Millennials have chosen a product based mostly on the model being owned by an individual of colour previously three months.
• Of Millennials, 27% have chosen a product based mostly on it being owned by a member of the LGBTQ+ neighborhood previously three months.

On a 5-point scale from a lot much less more likely to more likely, we requested all Millennials in our survey how the next attributes impression their buy selections, if in any respect. Right here’s what we discovered:

• Company Belief: 82% of Millennials usually tend to purchase from an organization that treats its workers properly, and the identical quantity usually tend to purchase from an organization that they’ll belief with their information.
• Financial and/or Environmental Affect: 51% of Millennials usually tend to purchase a product made by a small enterprise, whereas 48% usually tend to purchase from an organization that actively tries to scale back its environmental impression
• Excessive DI&B Requirements: 47% of Millennials usually tend to buy from a model dedicated to range/inclusion, whereas 43% say a model advocating for racial justice makes them extra more likely to change into a buyer. Moreover, 42% of Millennials say they’re extra doubtless to purchase merchandise from manufacturers owned by an individual of colour.
• Gender and LGBTQ+ Advocacy: 46% of Millennials say manufacturers that advocate for gender equality usually tend to get their purchases, whereas 36% of Millennials usually tend to purchase from manufacturers that advocate for LGTBTQ+ rights.

Whereas ESG strongly issues to Millennials, let’s see how these points stack up towards different components of their buy selections.

What drives Millennial buy selections?

Simply as they do for all generations, value and high quality are the highest components on the subject of Millennial buy selections.

Now let’s see which of those are most essential to Millennials by forcing them to decide on simply three of the components they think about.

Unsurprisingly, value, high quality, evaluations, and options stay within the lead. However a model’s social media presence, whether or not a model has an energetic neighborhood round it, whether or not the model donates to charity, and suggestions from influencers rise.

Whereas these aren’t even within the prime eight components in Millennials’ buy selections, amongst those that think about them, they’re extremely essential.

How do Millennials favor to buy merchandise?

Of Millennials, 52% favor to purchase merchandise in-store, whereas 46% favor going via on-line retailers like Amazon. About one in three prefer to buy instantly from an organization’s web site.

In relation to cell apps, 39% of Millennials favor buying via social media, and one in 5 prefer to undergo an organization’s cell app.

How do Millennials prefer to pay?

In relation to the cost mannequin they like, 41% of Millennials say they favor shopping for merchandise at full value after they want them.

Alternatively, Millennials favor buying a product in cost installments (26%) and on a subscription foundation (34%).

Now that we’ve coated Millennial buy habits, let’s check out how Gen X likes to buy, which differs considerably from what we’ve seen so removed from the youthful age teams.

Gen X Buying Habits in 2024 (ages 35-54)

Gen X prefers to find merchandise via social media, with different channels shut behind.

One in three Gen X’s say they like to find new merchandise via social media and 28% say that social media is how they uncover new merchandise most frequently — tying with web search because the channel they uncover new merchandise on most incessantly.

Moreover, 35% of Gen X have found new merchandise via on-line search previously three months, inserting it among the many prime discovery channels.

So, we all know Gen X is all about looking on-line, however which units are they utilizing most when purchasing on the internet?

Two-thirds of Gen Xers say they use their cellphones most for on-line purchasing, whereas 16% are on a pc and 11% use a pill most incessantly. That is just like what we noticed with Gen Z and Millennials.

However in contrast to these youthful age teams, the place social media is the clear favourite channel for product discovery, Gen X likes to search out objects via a a lot wider vary of channels, so let’s check out the others which have a significant impression on these ages 35-54.

Tv adverts are related for Gen X.

Of Gen X, 33% have found new merchandise via TV adverts previously three months, and 55% of them say that TV adverts are the place they uncover merchandise most frequently, barely behind social media and looking the net.

Moreover, 16% of Gen X say they like to find new merchandise via TV adverts.

Retail has the widest attain for Gen X, however digital channels are seen rather more incessantly.

Retail is the highest channel Gen X has found new merchandise previously three months. However whereas 35% of Gen X discovered a brand new product in a brick and mortar retailer in that interval, on the subject of the channels Gen X discovers new merchandise on most frequently, retail is behind social media.

Does that imply that retail is being forgotten by Gen X? Not precisely, as a result of 27% of Gen X nonetheless favor to find new merchandise in retail shops, tied in second with social media.

But it surely does sign that Gen X is purchasing on-line extra typically than they go to retail shops, even when they like the latter. Whereas this could possibly be about comfort, a symptom of the pandemic, or a mirrored image of our more and more digital world, it is very important attain Gen X just about whereas retaining in thoughts their affinity for a real-life purchasing expertise.

Gen X Discovers Merchandise On Social Most Typically & It’s Most Most well-liked

Social media is the primary channel Gen X discovers new merchandise on, in keeping with 40% of these 35-54. And, on the similar time, 28% of Gen Xers say they like to find new merchandise on social media, coming in at primary on the record of their favored channels.

This may be defined by the truth that 92% of Gen X use social media. Whereas 14% spend beneath an hour on it daily, the remaining common 3 hours and 25 minutes of each day use. So, Gen X is utilizing loads of social media and seeing adverts on it greater than wherever else.

Regardless, 40% of Gen X have found a product on social media previously three months. On prime of that, 26% of Gen X have purchased a product instantly in a social media app in that very same interval. So let’s check out which social media apps Gen X is utilizing.

So Gen X is unquestionably on Fb and YouTube, whereas just a little over half are on Instagram, and 45% visited TikTok and Twitter previously three months. Now let’s check out which social media platforms Gen X makes use of most:

Fb and YouTube keep within the lead, a development that continues after we have a look at Gen X’s favourite social media apps.

Now that we all know which platforms are hottest amongst Gen X, right here’s a have a look at how the age group prefers to find new merchandise on social media amongst those that use it.

Whereas the present development for promoting to Gen Z and Millennials is “make content material, not adverts,” Gen X isn’t bothered by being marketed to extra instantly, preferring to see adverts on social media.

However because the development is to make adverts as pleasurable and un-intrusive as attainable, you must nonetheless attempt to make your Gen X advert campaigns really feel genuine, enjoyable, and relatable, making for a greater expertise no matter era.

Coming in second, 32% of Gen X additionally favor discovering new merchandise via social media marketplaces the place purchases occur exterior of the app. This reinforces the earlier perception we uncovered about Gen X preferring real-life purchasing experiences, even when they’re discovering merchandise on social media.

Nonetheless, 30% of Gen X favor to find new merchandise via in-app outlets, however take note that is solely amongst shoppers.

Prior to now three months, 26% of Gen X shoppers have purchased a product instantly on a social media app, and the identical quantity made a purchase order based mostly on an influencer’s advice.

The impression of influencers is shocking right here — 29% of Gen X favor discovering new merchandise via influencers, which is a better share in comparison with Gen Z, the place solely 22% favor shopping for based mostly on influencers.

One in three Gen Xers say corporations ought to take a stance on social points.

Of these in Gen X, 40% say corporations ought to take a stance on social points, whereas 40% say they shouldn’t, and 20% aren’t positive.

We additionally requested those that wish to see corporations take a stance which social points are most essential for companies to champion. Right here’s what they stated.

Amongst components like local weather change, racial justice, LGBTQ+ rights, gender, and revenue inequality, inexpensive healthcare seems to be an important social concern for Gen X (51%).

Now, let’s check out whether or not these beliefs truly impression Gen X’s buy selections. Amongst all Gen Xers in our survey:

• Of Gen X, 42% have chosen a product based mostly on it being made by a small enterprise previously three months.
• We discovered 36% of Gen X have chosen a product based mostly on the model’s dedication to range/inclusion previously three months.
• Past that, 28% of Gen X have chosen a product based mostly on the model being woman-owned previously three months.
• Moreover, 28% of Gen X have chosen a product based mostly on the model being owned by an individual of colour previously three months.
• Twenty-one % of Gen X have chosen a product based mostly on the model being owned by a member of the LGBTQ+ neighborhood previously three months.

Whereas these numbers are decrease than what we’re seeing with Gen Z and Millennials, social components are current components in Gen X’s buy selections. We additionally requested all Gen Xers in our survey how the next attributes impression their buying selections, if in any respect, utilizing a 5-point scale from a lot much less more likely to more likely.

• Company Belief: 70% of Gen X usually tend to purchase from an organization that they’ll belief with their information, whereas 74% usually tend to buy from manufacturers that deal with their workers properly.
• Financial and/or Environmental Affect: 43% of Gen X usually tend to purchase a product made by a small enterprise, and 60% usually tend to purchase from a enterprise that actively tries to scale back its environmental impression
• Average DI&B Requirements: 36% of Gen X usually tend to buy from a model dedicated to range/inclusion, and 54% say a model advocating for racial justice makes them extra more likely to change into a buyer. Moreover, 32% of Gen X say they’re extra doubtless to purchase merchandise from manufacturers owned by an individual of colour.
• Gender and LGBTQ+ Advocacy: 57% of Gen X say manufacturers that advocate for gender equality usually tend to get their purchases, whereas 44% of them usually tend to purchase from manufacturers that advocate for LGTBTQ+ rights.

We all know that social points are a part of Gen X’s buy selections, however which different components do they think about, and that are most essential? Let’s have a look.

What drives Gen X’s buy selections?

Unsurprisingly, value and high quality are the highest components on the subject of Gen X buy selections. However let’s check out which components Gen X finds most essential when compelled to decide on simply three of these they think about of their buy selections.

Whether or not a model has an energetic neighborhood round it, a model’s dedication to range and inclusion, and whether or not a model donates a portion of its earnings to charity all rise to the highest. Whereas these are nowhere close to the highest components in Gen X’s buy selections, for many who think about them, they’re extremely essential.

How does Gen X favor to buy merchandise?

Of Gen Xers, 62% favor to buy merchandise in-store. 47% favor on-line retailers like Amazon, whereas about one in 4 prefer to go instantly via an organization’s web site, and 26% favor to buy merchandise via social media apps.

How does Gen X prefer to pay?

Of Gen Xers, 60% favor to buy a product for full value as wanted, whereas 20% favor cost installments, and in addition 20% like to make use of a subscription plan.

Now that you recognize all about Gen X buy habits in 2024, let’s finish with a deep dive into the purchasing habits of Child Boomers.

Child Boomer Buying Habits in 2024 (ages 55+)

Cable TV drives boomer product discovery.

Boomers’ purchasing habits stand out probably the most of any era. Whereas Gen X shares some similarities with Gen Z and Millennials by way of incessantly purchasing on social media, Boomers are discovering merchandise in their very own method — via cable TV adverts.

Over half of Boomers have found new merchandise via tv commercials previously three months, and 40% of them say their TV set is the place they uncover merchandise most frequently.

Leveraging on-line search is second-best for reaching boomers.

Boomers are higher than youthful generations on the subject of looking the web, with 46% of them having found a brand new product via on-line search previously three months.

Of those that uncover new merchandise via on-line search, 39% say it is the channel they discover issues on most frequently, coming in second after TV adverts. It is usually the second most most popular channel for product discovery amongst Boomers.

So, which units are Boomers utilizing most frequently when purchasing on-line? In contrast to all different generations, 41% of Boomers use their computer systems most frequently for on-line purchasing, whereas 46% use their telephones extra incessantly.

Boomers favor retail purchasing greater than some other era.

Of Boomers, 50% have found new merchandise in retail shops previously three months, and 39% of them say that’s the place they discover new objects most frequently. Moreover, 33% of Boomers favor discovering new merchandise in on-line shops over some other channel.

Social media falls flat for Boomer product discovery.

After we ask Boomers about their most popular solution to uncover new merchandise, simply 17% say via social media, and it ranks behind all of the channels we simply talked about, in addition to phrase of mouth and junk mail (snail mail).

On prime of that, simply 20% of Boomers have found a product on social media previously three months, and solely 8% have bought a product on a social app.

Regardless, two in three Boomers use social media. Whereas a couple of third of them spend lower than an hour on social media a day, the opposite 65% are spending over an hour on it each day.

However which apps are they utilizing?

70% of Boomers who use social media are on Fb. Over half use YouTube; about one quarter are on Instagram, Pinterest, and X. 59% of Boomers who use Fb additionally say it’s the app they use probably the most, with YouTube coming in second at 24%.

So you recognize the place to search out Boomers on social media, however what sort of content material do they wish to see when discovering new merchandise?

Much like Gen X, Boomers are completely content material with being marketed to extra instantly, although the present development of “making content material, not adverts,” common with Gen Z and Millennials, is bound to enhance their expertise.

Boomers additionally favor shopping for via social media marketplaces the place purchases occur exterior of the app, showcasing their desire for real-life purchasing experiences.

Unsurprisingly, Boomers are the least of any era in discovering new merchandise via in-app outlets or via influencers, with 10% saying they like to search out merchandise this fashion.

Virtually half of Boomers say corporations should not take a stance on social points.

Boomers are sometimes thought of the polar reverse of Gen Z, and within the case of whether or not corporations ought to take a stance on social points, the 2 teams are utterly at odds. Whereas one in two Gen Zers suppose corporations ought to have interaction in advocacy, about half of Boomers say they shouldn’t.

Nonetheless, one in 4 Boomers wish to see corporations taking a stance on social points, so let’s check out which of them they wish to see companies communicate on probably the most.

The social points Boomers wish to see corporations advocating for many are local weather change, inexpensive healthcare, racial justice, and revenue inequality. That is proper consistent with the problems we noticed had been essential to Gen X, although local weather change is considerably extra essential to Boomers than some other era.

Take note the above is just amongst Boomers who wish to see corporations take a stance on social points, which is simply 26% of them. For the remaining, social points are both irrelevant or just aren’t one thing they wish to hear about when interacting with manufacturers.

• Of Boomers, 4% have chosen a product based mostly on it being made by a small enterprise previously three months.
• Additional, 3% of Boomers have chosen a product based mostly on the model’s dedication to range/inclusion previously three months.
• We discovered that 6% of Boomers have chosen a product based mostly on the model being woman-owned previously three months.
• O f Boomers, 5% have chosen a product based mostly on the model being owned by an individual of colour previously three months.
• 5 % of Boomers have chosen a product based mostly on the model being owned by a member of the LGBTQ+ neighborhood previously three months.

Whereas one in 5 Boomers have chosen a product based mostly on the model being a small enterprise previously three months, identity-based points are clearly not resonating with Boomers.

However is that because of Boomers being averse to corporations taking a stance on social points, or is it as a result of they merely don’t think about them of their buy selections?

To seek out out, we requested all Boomers in our survey how the next attributes impression their buy selections, if in any respect, utilizing a 5-point scale from a lot much less more likely to more likely.

When points associated to id, from the center to the appropriate facet of the graph above, Boomers are overwhelmingly more likely to say they don’t have any impression on their buy choice. A small share of Boomers say they’re extra more likely to buy on the subject of identity-related points, whereas a fair smaller group says they’re much less doubtless to purchase.

So it’s a lot much less about whether or not they’re for or towards a sure social trigger — these points are merely simply not a part of their buy selections, with a number of exceptions.

It seems Boomers are overwhelmingly extra doubtless to purchase from corporations they belief with their information and people who deal with their workers properly.

Boomers are additionally extra doubtless to purchase from corporations that donate a portion of their earnings, attempt to cut back their environmental impression, and are small companies, although many additionally say these actions don’t have any impression on their buy selections.

Since Boomers usually aren’t impacted by ESG initiatives, let’s dive into the components they do think about of their buy selections and discover out that are most essential.

What drives Boomers’ buy selections?

Worth and high quality are probably the most thought of components in Boomers’ buy selections, far above some other era.

However that are an important? Let’s check out what Boomers prioritize when compelled to decide on simply three of the components they think about when making purchases:

Right here, we see an analogous image as earlier than, with the addition of the way in which a model treats its workers and whether or not a product is a necessity or a luxurious.

Whereas the latter is a part of 21% of Boomers’ buy selections, simply 3% of them take how a model treats its workers into consideration, although it’s extremely essential for many who do.

How do Boomers favor to buy merchandise?

Of Boomers, 78% favor to buy merchandise in-store. Fifty-six % favor on-line retailers like Amazon, and one other 33% like to buy instantly from an organization’s web site.

Boomers additionally favor utilizing an organization’s cell app over ordering by cellphone or via social media.

How do Boomers prefer to pay?

Boomers overwhelmingly favor shopping for merchandise at full value each time they want them, in keeping with 78% of these over age 55. Eighteen % of Boomers favor paying in installments, and simply 4% favor a subscription mannequin.

Nonetheless, 13% of Boomers have bought a subscription plan for a bodily product previously three months:

Shopper Spending by Era

When the economic system takes a success, everybody adjusts their spending. And here is how totally different age teams are dealing with it, based mostly on our January 2024 analysis with 701 U.S. shoppers:

Gen Z balances saving, spending, and having fun with.

Gen Z strikes a very good steadiness between saving and spending. Virtually half (43%) are saving extra fastidiously, possibly due to scholar loans or desirous to be financially safe.

On the flip facet, 17% are spending extra freely. This flexibility could be as a result of they really feel capable of modify every little thing simply or as a result of they’re getting extra unbiased.

They’re all about discovering offers (43%) and slicing again on non-essential stuff (34%), which is, frankly, shocking for this era (in a optimistic method). I’d say that Gen Z is spending on what they want for all times however nonetheless leaving some room for enjoyable and delight.

Millennials handle cash, love offers, and savor life.

Millennials are mirroring Gen Z’s cautious optimism. They’re exercising monetary duty, with 43% of them tightening budgets but in addition permitting some flexibility — 14% loosening budgets.

This could possibly be because of components like beginning households or managing mortgages whereas nonetheless desirous to get pleasure from life’s experiences.

Identical to Gen Z, they‘re adept at discovering offers (41%) and being conscious of their spending (37%). As a Millennial, I’d say we’re all about balancing our monetary aspirations with dwelling our greatest lives within the second.

We‘re conscious of our duties however nonetheless wish to spend money on nice experiences as a result of life isn’t nearly surviving; it is about dwelling.

Gen X prioritizes stability via sensible spending.

Gen X appears to be the very conservative era on the subject of spending, which isn’t essentially dangerous. Truly, if all of us performed secure with the cash like Gen X does, we may keep away from overspending.

With a good portion (51%) tightening their budgets, it is attainable that Gen X witnessed financial downturns. That’s why they need monetary stability greater than something.

Their concentrate on in search of offers (45%) and slicing again on non-essentials (47%) exhibits a powerful dedication to sensible monetary practices.

Solely 13% are prepared to loosen their budgets, which can point out potential worry and even trauma from debt reimbursement. They might additionally fear they‘ve reached their peak incomes potential and received’t obtain additional wage will increase.

Child Boomers are taking part in secure.

Child Boomers undoubtedly have probably the most cautious spending habits of all of the generations.

With 68% tightening their budgets, it‘s fairly clear they’re taking a conservative method, presumably because of components like retirement planning or going via an unsure financial local weather.

Their experience at discovering offers (54%) and intensely cautious spending habits (71%) doubtless come from years of monetary duty. With solely 7% spending extra freely, it exhibits how cautious Boomers are with their cash.

Assembly Your Targets The place They Are

Whereas this information has what it’s worthwhile to know proper now, client purchasing habits change quickly — that’s why we’ll be operating this similar survey each few months and reporting again on any tendencies you want to concentrate on.

And, for much more information on the important thing client tendencies that would impression your advertising and marketing technique within the subsequent six months, try our State of Shopper Tendencies Report.

Editor’s notice: This publish was initially revealed in July 2022 and has been up to date for comprehensiveness.