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In comparison, only 15% Gen Xers and 13% of baby boomers have done so. Saving versus spending: Despite the risk of tighter budgets as general costs rise, there鈥檚 a behavioral gap for some shoppers between financial anxieties and continued spending on nonessential tech. 60% of consumers are adjusting or will adjust their budgets and 40% are cutting back on nonessential spending.

Gen Zers lag behind millennials and Gen Xers in digital buyer penetration, as a large portion of Gen Z does not yet have disposable income. As these future digital buyers grow up and become financially solvent, their digital behaviors should be closely watched. Financial rewards are not the only motivation for Gen Z.

Gen Z (55%) and millennials (62%) have made more travel purchases on their smartphones, compared with their older Gen X (44%) and baby boomer (28%) counterparts, according to March 2024 data by Hopper.

Baby boomers (69%) and Gen X (56%) spend most of their gaming time on casual or mobile games. Millennials also prefer that format but play sports games more than any other generation. Platforms have an impact: 39% of respondents said their purchase decisions are at least 鈥渟omewhat influenced by advertising seen in video games or by video game-related brand promotions.鈥�.

Sephora targets Gen X shoppers with latest product launch: The beauty retailer is sharpening its appeal to beauty consumers over the age of 40, who spend more on prestige products than any other demographic.

Younger consumers are particularly prone to switching, as 81% of Gen Zers and millennials changed brands in the past year鈥攕ignificantly more than Gen X (74%) and baby boomers (63%). High prices are the primary factor behind this shift, cited by 66% of respondents, well ahead of the second-largest issue, poor customer service (43%).

Gen Z shoppers are 33.9% more likely to have abandoned at least one brand or business over 12 months, according to a Capital One Shopping survey. 81% of Gen Z and millennial consumers have switched brands in the past year, compared to 74% of Gen X and 63% of Baby Boomers, according to December 2024 data from Salesforce.

Older consumers feel the most strongly, with 68% of baby boomers and 62% of Gen Xers saying lower fees could compel them to switch. The speed of transfers was the next most-cited factor in switching providers. It was the biggest overall driver for Gen Z remittance users, with 38% saying they would switch for faster transfers.

Gen Xers (72%) and boomers (70%) mostly use Facebook to follow/engage with health influencers. Why it matters: Consumers aren鈥檛 just following health influencers for entertainment purposes. Many people bring up social media-acquired health information to their doctors. And lots of younger folks act on the advice they鈥檙e getting on social platforms.

In 2024, the proportion of Gen Zers and millennials who said they need life insurance was 95%, versus 72% of Gen Xers and baby boomers, per Limra鈥檚 US 鈥�2024 Insurance Barometer Study.鈥�. The interest is there, but insurers must convert it into action.

Walmart is the preferred grocery store for Gen Zers (63.2%), millennials (62.8%), Gen Xers (64.0%), and boomers (63.3%), per YouGov. Target ranks second by over 20 points, with 42.5% of consumers saying they would consider Target for their next grocery shopping trip. Key stat: Secondhand ecommerce could see a big bump from tariffs.

Despite the assumption that the gaming industry skews young, Zynga is confident that mobile gaming is fueled by millennial and Gen X women.

Brands look to Gen X as the new Gen Z. While discussions of consumer marketing at SXSW have typically emphasized youth culture, this year鈥檚 conference featured a number of sessions on consumers in the 鈥渟ilver economy.鈥� The age demographic of 50 and older already represents some 53% of consumer spending, according to AARP.

They are YouTube, TikTok, Instagram, and Snapchat. There are also more Gen X social network users than linear TV viewers, and YouTube is closing in.

Gen Z is rapidly closing the adoption gap, on track to surpass Gen X users by 2028. The shift is driven by Gen Z's increasing disposable income as they enter the workforce, coupled with their enthusiasm for emerging technologies and AI-enabled features. Despite this momentum, significant growth potential remains untapped, particularly among older demographics.

Younger generations are social first; older generations begin in a web browser.

Survey says: Sixty-nine percent of Gen Z, Millennials, and Gen X prefer TV shows and movies written by humans over generative AI, highlighting persistent skepticism about AI's ability to craft compelling narratives that resonate with audiences.

Gen Z steals the limelight in the UK when it comes to digital habits. But millennials are even more digital, and Gen X sweetens its own 鈥渄igitalness鈥� with financial clout.

A) Gen Z B) Millennials C) Gen X D) Baby boomers. Some 29% of baby boomers will stop buying from a brand that doesn鈥檛 align with their personal beliefs, versus 27% of Gen Zers, 24% of millennials, and 24% of Gen Xers, according March 2025 data from Ad Age and The Harris Poll. May 14, 2025. Which airline just unveiled a Dunkin鈥�-themed livery to celebrate its partnership with the brand?

Usage dropped with each older generation after millennials: Gen Xers (54%); baby boomers (48%); and the Silent Generation (41%). What it means for marketers: Telehealth providers could gain a competitive edge by demonstrating how their virtual care offerings meet the needs of on-the-go Gen Zers and millennials鈥� especially those with young children and tight schedules. 2.

The move rekindles interest among Gen Xers who remember Reebok鈥檚 heyday as a trendy sports brand. Listen to the full episode. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

Key stat: The younger the consumer, the more likely they are to accept cookies if asked. More than half (57.6%) of US Gen Z consumers say they 鈥渙ften鈥� or 鈥渁lways鈥� accept cookie notifications, compared with 53.4% of millennials, 46.8% of gen X, and 36.0% of boomers, per a July 2024 蘑菇AV survey.