How Every Era Outlets in 2024 [New Data from Our State of Consumer Trends Report]

Understanding your viewers is a tough job, however decoding the Gen Z, Gen X, Boomers, and Millennial purchasing habits is the place the true problem lies. All generations store in a different way, so it is advisable do some deep analysis to learn the way issues perform of their “worlds.”

That can assist you decide the place to satisfy audiences the place they’re, we surveyed hundreds of U.S. shoppers of all generations to study their purchasing habits, media consumption, and the newest traits they’re following.

For these in a rush, we have put a fast generation-by-generation overview under with hyperlinks to the deep dive of every age group. To see a broader side-by-side comparability of how all generations deal with every stage of product discovery and purchases in a different way, bounce to our comparability part.

Millennial Purchasing Habits

Gen Z Purchasing 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 suggestion prior to now three months, and 43% have purchased by means of an in-app store.
• One in two Gen Zers need firms to take a stance on social points, particularly racial justice, LGBTQ+ rights, gender inequality, and local weather change. When firms advocate for these points, it has a robust impression on Gen Z buy selections.
• Advertisements on streaming providers beat cable TV for reaching Gen Z. Retail discovery remains to be related however much less frequent than digital channels.

Soar to our Gen Z deep dive >>

Millennial Purchasing Habits (ages 25-35)

• Social media, web search, and YouTube adverts are additionally the highest methods Millennials uncover new merchandise.
• Fb, YouTube, and TikTok are the highest social media apps amongst Millennials.
• Of Millennials, 43% have purchased a product by means of an in-app store prior to now three months, and 36% have purchased based mostly on an influencer’s suggestion.
• Of Millennials, 47% need firms to take a stance on social points, particularly racial justice, earnings inequality, local weather change, reasonably priced healthcare, and LGBTQ+ rights. When firms advocate for these points, it has a robust impression on Millennial buy selections.
• Advertisements on cable TV beat streaming providers for reaching Millennials by a small margin. Retail discovery remains to be related however much less frequent than digital channels.

Soar to our Millennial deep dive >>

Gen X Purchasing Habits (ages 35-54)

• Gen X prefers to find new merchandise by means of search, social media, and in retail shops.
• Gen X discovers new merchandise on social media extra steadily than every other channel, despite the fact that it isn’t most popular.
• Of Gen X, 90% use social media — Fb, YouTube, and Instagram are their favourite apps.
• Of Gen X, 19% have purchased a product by means of an in-app store prior to now three months. The identical quantity purchased based mostly on an influencer’s suggestion in that interval.
• Of Gen Xers, 40% say firms ought to take a stance on social points, particularly local weather change, reasonably priced healthcare, racial justice, and earnings inequality. Additional, 40% say firms shouldn’t have interaction with social points, and 20% aren’t positive.

Soar to our Gen X deep dive >>

Boomer Purchasing Habits (ages 55+)

• TV adverts, web search, and retail shops are the highest methods Boomers uncover new merchandise.
• Social media falls flat for boomers — simply 20% have found a product on it prior to now three months, and solely 11% have bought a product on a social app in that point.
• About half of boomers say firms shouldn’t take a stance on social points. In terms of influencing their buy selections, social points merely haven’t any impression on a majority of Boomers.

Soar to our Child Boomer deep dive >>

A Generational Comparability of At the moment’s Purchasing Traits [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 every 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 every other era.

What drives shoppers to purchase merchandise?

In terms of making buy selections, all generations are extremely influenced by worth, high quality, and product critiques. 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 will likely be donated to charity is very essential to Gen Z.

The place do shoppers like to purchase merchandise?

All generations favor shopping for merchandise in particular person at a retailer over every other channel, however this choice decreases considerably with age. Shopping for by means of on-line retailers like Amazon and instantly from an organization’s web site can be well-liked.

Gen Z and Millennials are most all for shopping for by means of social media and from an organization’s cell app.

Prepared for extra of the insights it is advisable attain your audience?

Let’s take a deep dive into the purchasing habits of in the present day’s shoppers, in addition to how every era compares, based mostly on knowledge from our 2024 Shopper Traits Survey of over 700 shoppers within the U.S.

Purchasing Traits by Era (A Detailed, Information-Pushed Breakdown)

Gen Z Purchasing 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 reveals that 40% of Gen Z has found new merchandise on social media prior to now three months, and 41% of them say it’s the place they uncover merchandise most frequently.

Social media can 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 prior to now six months. Over half of Gen Z have used Snapchat and Fb prior to now three months, and 38% have used X.

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

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

However TikTok and Instagram are solely essentially the most used social media apps amongst Gen Z ladies, whereas males spend far 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 choose to find new merchandise, and right here’s what we discovered:

Our analysis from earlier this yr reveals that short-form video and social media marketplaces are the highest advertising and marketing traits of 2024, so the truth that Gen Z is totally embracing these channels to find merchandise isn’t shocking.

Of Gen Z, 48% say they like to find new merchandise on social media by means of short-form movies, and 1 in 4 choose to search out out about merchandise from influencers.

On high of that, 27% of Gen Z have made a purchase order based mostly on an influencer’s suggestion prior to now three months, the best of any age group.

The indicators to spend money on these channels couldn’t be clearer. Did I point out that in addition they have the best ROI of any advertising and marketing development? One other highly effective development we recognized in our Social Media Traits 2024 analysis is promoting instantly on social media.

Contemplating 43% of Gen Z has purchased a product on social media instantly on the app prior to now three months, and 29% choose to find new merchandise by means of social media retailers, there’s by no means been a greater time to get began.

Our latest Instagram Advertising Report explains why the app presents such an unimaginable alternative for social promoting, and we even revealed a data-backed information on the highest instruments and techniques for promoting on Instagram.

YouTube Advertisements trump social media for reaching Gen Z males.

Of Gen Z, 21% have discovered new merchandise by means of YouTube Advertisements prior to now three months, and 19% say it’s the place they uncover merchandise most frequently.

General, YouTube Advertisements are a great way to achieve Gen Z, however they nonetheless cannot dethrone social media.

Gen Z ladies choose to find new merchandise on social media, whereas discovering merchandise by means of YouTube Advertisements is strongly most popular by younger males.

search engine marketing nonetheless issues for Gen Z.

Of Gen Z, 28% have discovered new merchandise by looking the online prior to now few months.

Sixteen % of Gen Z say looking the web is their most popular method of discovering new merchandise, however how precisely is Gen Z looking on-line? A whopping 74% of Gen Z use their cellphones most frequently when purchasing on-line, whereas simply 16% use a pc.

Moreover, 67% of Gen Z use their telephones most frequently when trying up a query on a search engine.

This implies you need to be optimizing your web site to be mobile-first to supply one of the best expertise to your customers. To study extra in regards to the high search engine marketing methods, try our Net Site visitors & Analytics Report.

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

Whereas 21% of Gen Z has found new merchandise in retail shops prior to now three months, after we requested the place they uncover new merchandise most frequently, it got here in at #4.

So Gen Z remains to be visiting retail shops, however they’re discovering merchandise by means of on-line sources far more usually.

Does that imply hope is misplaced for retail? Not fairly. Of Gen Z, 14% nonetheless say it’s their most popular technique to uncover new merchandise, behind social media, YouTube adverts, and looking the online.

Advertisements on streaming providers beat cable TV for Gen Z.

Of Gen Z, 36% have found new merchandise on movie/TV present streaming providers prior to now three months. Past that, 22% of Gen Z have additionally found new merchandise on music streaming providers like Spotify, with 12% of them saying that music streaming is the place they like to find new merchandise most frequently.

Does that imply cable TV adverts are misplaced on Gen Z? Contemplating lower than one in 5 have found a brand new product by means of their tv prior to now three months, it isn’t one of the best channel to achieve these ages 18-24 (although nonetheless very related for older age teams).

Half of Gen Zers say firms ought to take a stance on social points.

Gen Z is thought to be vocal in regards to the causes they imagine in, however does that tenacity for the setting and social justice translate to their buy selections? Let’s have a look.

We requested whether or not firms ought to take a stance on social points, and 40% of Gen Z say they need to.

We then requested those that need firms to take a stance on social points which points are most essential to them. Racial justice was by far the highest situation for Gen Z (36%) in addition to local weather change (36%), adopted by gender inequality (33%), and LGBTQ+ rights (17%).

The burning query is whether or not these sentiments translate to buy selections, and we discovered that they’ve a big affect on Gen Z, dwindling slowly with every era.

• Of Gen Z, 16% have chosen a product based mostly on it being owned by a small enterprise prior to now three months
• Solely 2% of Gen Z choose to decide on a product based mostly on the model’s dedication to variety/inclusion.
• Of Gen Z, 49% have chosen a product based mostly on the model being owned by an individual of colour prior to now three months.
• We discovered that 43% of Gen Z have chosen a product based mostly on the model being woman-owned prior to now three months.
• Of Gen Z, 30% have chosen a product based mostly on the model being owned by a member of the LGBTQ group prior to now three months.

Not solely that, however manufacturers taking a stance on these points additionally make a good portion of Gen Zs extra more likely to buy. Under are only a few of the elements that impression Gen Z buy selections, other than the product itself.

• Company Belief: 84% of Gen Z say they‘re more likely to buy from a company that treats its employees well, while 83% say they’re extra doubtless to purchase from an organization that they will belief with their knowledge
• Financial and/or Environmental Impression: 60% of Gen Z say they’re extra doubtless to purchase from a model actively attempting to cut back its environmental impression, whereas 46% usually tend to buy merchandise from small companies.
• Excessive DI&B Requirements: 53% of Gen Z say they‘re more likely to purchase based on a brand’s dedication to variety/inclusion, whereas 51% say a model advocating for racial justice makes them extra more likely to develop into a buyer. Moreover, 39% of Gen Z say they’re extra doubtless to purchase merchandise from manufacturers owned by an individual of colour.
• Gender and LGBTQ+ Advocacy: 42% of Gen Z say manufacturers that advocate for gender equality usually tend to get their purchases, whereas 37% of Gen Z usually tend to purchase from manufacturers that advocate for LGTBTQ+ rights.

Whereas Gen Z is strongly influenced by Environmental, Social, and Governance (or ESG) initiatives, there are different elements of their buy selections which can be much more essential – let’s have a look.

What drives Gen Z’s buy selections?

The highest elements in Gen Z’s buy selections are unsurprising, with worth, high quality, and look/really feel taking the lead.

However, after we ask Gen Z to decide on the three most essential elements of their buy determination, we discover some attention-grabbing insights. Check out the highest eight most essential elements when Gen Z is compelled to decide on simply three of these they take into account:

Whereas worth and high quality nonetheless lead, we see that donations to charity, an energetic group, suggestions from influencers, and the way manufacturers deal with their staff rise to the highest.

Granted, these are nowhere close to the highest elements on this group’s buy selections, however for many who take into account them, they’re essential.

One different factor to notice is that suggestions from influencers drive Gen Z buy selections much more than suggestions from their family and friends (55% vs. 24%, respectively) – but another excuse to leverage influencer advertising and marketing.

How does Gen Z choose to buy merchandise?

In terms of making purchases, 55% of Gen Zers nonetheless choose to purchase issues in-store (the bottom of any era), however on-line channels are shut behind.

One in two Gen Zers prefers to make purchases by means of on-line retailers like Amazon, whereas 37% wish to go on to an organization’s web site.

Of Gen Z, 23% choose to purchase by means of social media apps, whereas 22% favor going by means of an organization’s cell app.

How does Gen Z wish to pay?

Of Gen Z, 47% have bought a subscription for a bodily product prior to now three months, the best of any era. However after we requested which fee mannequin they like, Gen Z nonetheless largely favors shopping for a product for full worth as wanted.

And that wraps it up for Gen Z! Now we are able to discuss their barely older, but noticeably totally different counterparts, Millennials.

Millennial Purchasing Habits in 2024 (ages 25-34)

Social media drives Millennial product discovery.

Of Millennials, 43% have found new merchandise on social media prior to now three months, and 34% of them say it’s the place they uncover new merchandise most frequently. Social media can be the first method Millennials choose 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 prior to now three months. Over half of Millennials have used TikTok prior to now three months, and 37% have used Snapchat.

In terms of the social media apps Millennials use most, Fb, YouTube, and Instagram cleared the path.

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

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

Now that you recognize which platforms Millennials choose 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 retailers to find and purchase issues.

Since Millennials are inclined to favor Fb and Instagram, constructing a presence on these platforms is vital. Establishing an internet store on each platforms and leveraging influencer advertising and marketing are among the many highest ROI methods you should utilize to get your merchandise seen and acquired.

Millennials Uncover Merchandise Via Search Barely Much less Than On Social

Discovering new merchandise by means of 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% mentioned 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 website to be mobile-first.

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

YouTube Advertisements are the third-best technique to attain Millennials, particularly males.

Of Millennials, 41% have discovered new merchandise on YouTube prior to now three months, and 29% say they uncover new merchandise on YouTube essentially the most.

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

General, YouTube adverts are the third greatest technique to attain Millennials, however identical to for Gen Z, with regards to 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 prior to now 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 usually. We discovered that 22% of them say they like discovering new merchandise in retail shops, behind social media, looking the web, YouTube Advertisements, and phrase of mouth.

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

Of Millennials, 27% have found new merchandise by means of TV/movie streaming providers prior to now 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 terms of cable TV, 29% of millennials have found new merchandise by means of their tv prior to now 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 be a good way to achieve Millennials — 27% of them have found new merchandise by means of music streaming providers prior to now 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 firms ought to take a stance on social points.

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

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

Whereas racial justice is high 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 firms deal with points like earnings inequality, local weather change, and reasonably priced healthcare.

This is perhaps 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 desires to see firms taking a stand, do these sentiments really have an effect on their buy selections? Similar 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 prior to now three months.
• We discovered that 49% have chosen a product based mostly on the model’s dedication to variety/inclusion prior to now three months.
• Of Millennial respondents, 47% have chosen a product based mostly on the model being woman-owned prior to now three months.
• Forty-two % of Millennials have chosen a product based mostly on the model being owned by an individual of colour prior to now three months.
• Of Millennials, 27% have chosen a product based mostly on it being owned by a member of the LGBTQ+ group prior to now 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 staff nicely, and the identical quantity usually tend to purchase from an organization that they will belief with their knowledge.
• Financial and/or Environmental Impression: 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 cut back its environmental impression
• Excessive DI&B Requirements: 47% of Millennials usually tend to buy from a model dedicated to variety/inclusion, whereas 43% say a model advocating for racial justice makes them extra more likely to develop 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 in opposition to different elements of their buy selections.

What drives Millennial buy selections?

Simply as they do for all generations, worth and high quality are the highest elements with regards to 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 elements they take into account.

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

Whereas these aren’t even within the high eight elements in Millennials’ buy selections, amongst those that take into account them, they’re extremely essential.

How do Millennials choose to buy merchandise?

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

In terms of cell apps, 39% of Millennials choose buying by means of social media, and one in 5 wish to undergo an organization’s cell app.

How do Millennials wish to pay?

In terms of the fee mannequin they like, 41% of Millennials say they favor shopping for merchandise at full worth after they want them.

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

Now that we’ve lined 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 Purchasing Habits in 2024 (ages 35-54)

Gen X prefers to find merchandise by means of social media, with different channels shut behind.

One in three Gen X’s say they like to find new merchandise by means of 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 steadily.

Moreover, 35% of Gen X have found new merchandise by means of on-line search prior to now three months, putting it among the many high discovery channels.

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

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 steadily. That is just like what we noticed with Gen Z and Millennials.

However not like these youthful age teams, the place social media is the clear favourite channel for product discovery, Gen X likes to search out gadgets by means of 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 by means of TV adverts prior to now 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 online.

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

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

Retail is the highest channel Gen X has found new merchandise prior to now three months. However whereas 35% of Gen X discovered a brand new product in a brick and mortar retailer in that interval, with regards to 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 choose 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 usually than they go to retail shops, even when they like the latter. Whereas this may very well 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 conserving in thoughts their affinity for a real-life purchasing expertise.

Gen X Discovers Merchandise On Social Most Usually & 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 identical 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 remainder common 3 hours and 25 minutes of each day use. So, Gen X is utilizing lots of social media and seeing adverts on it greater than anyplace else.

Regardless, 40% of Gen X have found a product on social media prior to now three months. On high 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 slightly over half are on Instagram, and 45% visited TikTok and Twitter prior to now 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, not ads,” 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 fulfilling and un-intrusive as potential, it’s best to 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 by means of 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 choose to find new merchandise by means of in-app retailers, however take into accout that is solely amongst shoppers.

Previously 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 suggestion.

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

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

Of these in Gen X, 40% say firms 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 firms take a stance which social points are most essential for companies to champion. Right here’s what they mentioned.

Amongst elements like local weather change, racial justice, LGBTQ+ rights, gender, and earnings inequality, reasonably priced healthcare seems to be a very powerful social situation for Gen X (51%).

Now, let’s check out whether or not these beliefs really 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 prior to now three months.
• We discovered 36% of Gen X have chosen a product based mostly on the model’s dedication to variety/inclusion prior to now three months.
• Past that, 28% of Gen X have chosen a product based mostly on the model being woman-owned prior to now three months.
• Moreover, 28% of Gen X have chosen a product based mostly on the model being owned by an individual of colour prior to now three months.
• Twenty-one % of Gen X have chosen a product based mostly on the model being owned by a member of the LGBTQ+ group prior to now three months.

Whereas these numbers are decrease than what we’re seeing with Gen Z and Millennials, social elements are current elements 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 will belief with their knowledge, whereas 74% usually tend to buy from manufacturers that deal with their staff nicely.
• Financial and/or Environmental Impression: 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 cut back its environmental impression
• Average DI&B Requirements: 36% of Gen X usually tend to buy from a model dedicated to variety/inclusion, and 54% say a model advocating for racial justice makes them extra more likely to develop 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 elements do they take into account, and that are most essential? Let’s have a look.

What drives Gen X’s buy selections?

Unsurprisingly, worth and high quality are the highest elements with regards to Gen X buy selections. However let’s check out which elements Gen X finds most essential when compelled to decide on simply three of these they take into account of their buy selections.

Whether or not a model has an energetic group round it, a model’s dedication to variety 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 elements in Gen X’s buy selections, for many who take into account them, they’re extremely essential.

How does Gen X choose to buy merchandise?

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

How does Gen X wish to pay?

Of Gen Xers, 60% choose to buy a product for full worth as wanted, whereas 20% favor fee installments, and likewise 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.

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Child Boomer Purchasing Habits in 2024 (ages 55+)

Cable TV drives boomer product discovery.

Boomers’ purchasing habits stand out essentially the most of any era. Whereas Gen X shares some similarities with Gen Z and Millennials when it comes to steadily purchasing on social media, Boomers are discovering merchandise in their very own method — by means of cable TV adverts.

Over half of Boomers have found new merchandise by means of tv commercials prior to now 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 with regards to looking the web, with 46% of them having found a brand new product by means of on-line search prior to now three months.

Of those that uncover new merchandise by means of 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 gadgets 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 steadily.

Boomers choose retail purchasing greater than every other era.

Of Boomers, 50% have found new merchandise in retail shops prior to now three months, and 39% of them say that’s the place they discover new gadgets most frequently. Moreover, 33% of Boomers choose discovering new merchandise in on-line shops over every other channel.

Social media falls flat for Boomer product discovery.

After we ask Boomers about their most popular technique to uncover new merchandise, simply 17% say by means of 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 high of that, simply 20% of Boomers have found a product on social media prior to now 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 essentially 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, not ads,” well-liked with Gen Z and Millennials, is certain to enhance their expertise.

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

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

Nearly half of Boomers say firms should not take a stance on social points.

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

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

The social points Boomers wish to see firms advocating for many are local weather change, reasonably priced healthcare, racial justice, and earnings inequality. That is proper in keeping with the problems we noticed have been essential to Gen X, although local weather change is considerably extra essential to Boomers than every other era.

Take into account the above is simply amongst Boomers who wish to see firms take a stance on social points, which is simply 26% of them. For the remainder, 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 prior to now three months.
• Additional, 3% of Boomers have chosen a product based mostly on the model’s dedication to variety/inclusion prior to now three months.
• We discovered that 6% of Boomers have chosen a product based mostly on the model being woman-owned prior to now three months.
• O f Boomers, 5% have chosen a product based mostly on the model being owned by an individual of colour prior to now three months.
• 5 % of Boomers have chosen a product based mostly on the model being owned by a member of the LGBTQ+ group prior to now three months.

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

However is that as a result of Boomers being averse to firms taking a stance on social points, or is it as a result of they merely don’t take into account them of their buy selections?

To search 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 suitable aspect of the graph above, Boomers are overwhelmingly more likely to say they haven’t any impression on their buy determination. A small share of Boomers say they’re extra more likely to buy with regards to identity-related points, whereas a good 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 in opposition to a sure social trigger — these points are merely simply not a part of their buy selections, with a couple of exceptions.

It seems Boomers are overwhelmingly extra doubtless to purchase from firms they belief with their knowledge and people who deal with their staff nicely.

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

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

What drives Boomers’ buy selections?

Worth and high quality are essentially the most thought-about elements in Boomers’ buy selections, far above every other era.

However that are a very powerful? Let’s check out what Boomers prioritize when compelled to decide on simply three of the elements they take into account 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 staff 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 staff into consideration, although it’s extremely essential for many who do.

How do Boomers choose to buy merchandise?

Of Boomers, 78% choose 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 choose utilizing an organization’s cell app over ordering by telephone or by means of social media.

How do Boomers wish to pay?

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

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

Shopper Spending by Era

When the financial system takes a success, everybody adjusts their spending. And this 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 great steadiness between saving and spending. Nearly half (43%) are saving extra rigorously, possibly due to pupil loans or eager to be financially safe.

On the flip aspect, 17% are spending extra freely. This flexibility is perhaps as a result of they really feel in a position to regulate every part simply or as a result of they’re getting extra unbiased.

They’re all about discovering offers (43%) and chopping 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 accountability, with 43% of them tightening budgets but additionally permitting some flexibility — 14% loosening budgets.

This may very well be as a result of elements like beginning households or managing mortgages whereas nonetheless eager to take pleasure in life’s experiences.

Similar to Gen Z, they‘re adept at finding deals (41%) and being mindful 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 aware of our responsibilities but still want to invest in great experiences because life isn’t nearly surviving; it is about dwelling.

Gen X prioritizes stability by means of good spending.

Gen X appears to be the very conservative era with regards to 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 potential 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 chopping again on non-essentials (47%) reveals a robust dedication to good monetary practices.

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

Child Boomers are enjoying secure.

Child Boomers positively have essentially the most cautious spending habits of all of the generations.

With 68% tightening their budgets, it‘s pretty clear they’re taking a conservative strategy, presumably as a result of elements like retirement planning or going by means of an unsure financial local weather.

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

Assembly Your Targets The place They Are

Whereas this information has what it is advisable know proper now, client purchasing habits change quickly — that’s why we’ll be operating this identical survey each few months and reporting again on any traits you want to pay attention to.

And, for much more knowledge on the important thing client traits that might impression your advertising and marketing technique within the subsequent six months, try our State of Shopper Traits Report.

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