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Gen Z parents are more likely than millennials or Gen X to shop exclusively in-store, per PwC. While hybrid shopping (a mix of in-store and online) is the most popular approach across generations, millennials and Gen Xers are more likely to shop online, while Gen Zers and baby boomers are more likely to shop in person.

While Gen Z saw by far the steepest drop (14.1 percentage points), Gen Xers saw the second-biggest decline, at 5.9 percentage points. Gen Xers are more experimental than boomers across the customer journey. Gen Xers use a more diverse range of sources than their older peers do to find banking information.

BOPIS is the norm: Monthly curbside or in-store pickup is standard for 86% of Gen Z and 76% of millennials, compared with just 49% of Gen X and boomers. BNPL as a financial tool: Roughly 4 in 10 younger consumers (39% of Gen Z, 43% of millennials) use buy now, pay later to afford purchases they otherwise couldn鈥檛鈥攏early twice the rate of older generations (22%).

For those seeking a Gen X audience, shopping and weather apps also have high downloads, with 52% and 51%, respectively, of Gen Xers downloading those. 50% of millennials also prefer shopping apps, but they also throw gaming apps (50%) into the mix.

But Pandora鈥檚 free service ranks above Spotify鈥檚 among Gen X listeners, according to CivicScience. Thirty-five percent of Gen X users ages 45 to 54 listen to the free version of Pandora, making it the leading ad-supported digital audio platform for younger Gen Xers. This is likely because this cohort generally doesn鈥檛 change their digital habits without a reason, and Pandora works well for them.

OIder generations watch far less often: 24% of Gen X watches daily (4%) or weekly (20%), and only 1% of Baby Boomers watch daily. Overall, 31% of consumers worldwide and 1 in 3 US viewers watch anime weekly. Netflix leads as the go-to source for anime worldwide, with 48% of viewers using Netflix for anime programming.

The problem with AI influencers: Google isn鈥檛 the first to experiment with AI influencers, though it does have the advantage of basing its AI personas off of real influencers who users are more likely to trust鈥攚hich could curb some issues others have found with the virtual influencer trend. 51% percent of Gen Z and millennials, 63% of Gen X and baby boomers, and 58% overall are unlikely to engage with content

But younger consumers are even more skeptical than average鈥攈alf of Gen Z and 43% of millennials hold this belief, compared with around 27% of Gen Xers and 28% of baby boomers. The marketing angle: Online-only banks must close the knowledge gaps highlighted by this finding. For example, many consumers don鈥檛 realize that online banks can be just as insured as traditional banks.

Handing out en masse: Consumers are giving out their whereabouts in bulk, and the gap is narrowing between people who do so with one person versus three or more. 41% of Gen Zers, 34% of millennials, and 42% of Gen Xers share with three people. 16% of Gen Zers and 12% of Gen Xers go even further, handing that information out to five people.

The nationally representative sample included 125 Gen Z (ages 18鈥�28), 492 millennial (ages 29鈥�44), 571 Gen X (ages 45鈥�60), 806 baby boomer (ages 61鈥�79), and 74 Silent/Greatest generation respondents (ages 80+). Survey responses were weighted and analyzed to ensure demographic representation.

Generational targeting that addresses the unique worries of Gen X and millennials, who feel the most pressure. Positioning financial professionals as partners in long-term resilience beyond wealth growth鈥攅mphasizing planning, not just products.

In contrast, 29% of Gen X and boomers agree with Gen Z and Millennials鈥� shopping preferences. Going no contact: Human-avoidant shopping tendencies of Gen Zers and millennials include:. 15% of Gen Z and 10% of millennial consumers favor chatting with a chatbot over a human customer service representative. 86% of Gen Z and 76% of millennials place monthly in-store or curbside pickup orders.

Credit unions are in dire need of attracting younger consumers, as their current customer base is dramatically weighted toward Gen Xers and baby boomers, per McKinsey. Young, digital-native customers won't sign on without excellent digital experiences.

What this means for banks: While most Gen Xers and baby boomers own their homes, with ownership rates up slightly since 2023, younger consumers are falling further behind. Most Gen Z and millennial prospective buyers view owning their first home as a key life achievement. But they鈥檙e delaying this achievement, uncertain when better conditions will occur.

Gen X consumers are dealing with their own health issues in addition to caring for children and older family members. Providers and marketers now have an opportunity to build generational trust鈥攂ut they must better understand Gen Xers鈥� healthcare attitudes and behaviors.

Only 3% of Gen Xers and baby boomers feel the same. Hunger drive: The speed and convenience of voice technology service may also encourage spending: 82% of 鈥渋mpulsive, on-the-go purchases鈥� are driven by hunger, per Big Village, meaning contactless, efficient voice suggestions could lead to more orders.

Only 25% of baby boomers and 37% of Gen X agree that AI is accurate. Sycophantic AI could risk deepening bias for younger users, and for older, more skeptical generations, flattery may appear manipulative鈥攆urther widening the trust gap. Our take: AI鈥檚 propensity for sycophancy and reinforcing bias could be as dangerous as its penchant for hallucinations.

Nearly half鈥�47%鈥攐f Gen Z consumers use Pinterest as a search engine, with similarly high rates of adoption for millennials (39%) and Gen X (37%), according to a March Adobe survey. We expect Pinterest鈥檚 US Gen Z user base to rise 4.5% this year to 25.1 million鈥攆aster than any other generation except Gen Alpha.

Scam emails primarily target Gen Xers and baby boomers: 94% of people in those generations get at least one scam email per week. Scam calls are most likely to affect baby boomers, 89% of whom get at least one scam phone call per week. This could be an especially big threat amid the rise of AI-generated voice deepfakes, which could be harder for older generations to detect.

Another 55% are more likely to buy from brands that prioritize green initiatives, while 50% are more likely to buy from brands that emphasize DEI. 70% of US adults expect that brands will follow through on their social stances, with over three quarters of millennials and 71% of Gen X feeling this way.

And this share worsens for certain generations: millennials (34%) and Gen X (31%) are most likely to lack emergency savings, while baby boomers (16%) are least likely. Inflation is the top reason consumers blame for their lack of savings, with 73% of US consumers saying it鈥檚 preventing them from saving as much as they should.

How we got here: As prices remain elevated, Gen Zers鈥� parents鈥攎ainly younger baby boomers, Gen Xers, and older millennials鈥攈elp them with groceries, cell phone bills, health insurance, rent or mortgage payments, and tuition costs. They believe these strains are temporary, however: 37% of parents expect to stop payments within two years and another 28% in three to four years, per Fortune.