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And Gen Zers and millennials are almost twice as likely as Gen X and boomers to maximize their rewards potential by stacking credit card points with other loyalty programs, at 61% and 36%, respectively, per Amex. Our take: With these trends in mind, issuers can adjust their strategies to offer the greatest value to consumers as many start to pull back on nonessential spending.

Influencer marketing is often associated with Gen Z and millennials, and for good reason. Nearly half of both generations are more likely to trust an ad featuring an influencer they trust, according to June 2024 data from Captiv8. But 79.8% of US Gen Xers and 53.9% of US baby boomers will use social media this year, per our May 2024 forecast. To ensure marketers seize the untapped potential for reaching these generations, we鈥檝e compiled a generation-by-generation breakdown on how and where to reach them.

Almost three-quarters (72%) of Gen Z consumers have purchased an item directly from a social media platform, per Grin, compared with 65% of millennials, 60% of Gen X, and 46% of boomers. Roughly 2 in 5 (38%) Gen Zers make a social commerce purchase at least once a week, while 31% do so at least once a month.

Sometimes, consumers don鈥檛 behave how we expect. Despite their digital-native status, Gen Zers still shop in-store, while baby boomers are all about new-kid-on-the-block Temu. And though they鈥檙e still mostly children, Gen Alphas are making their mark on the retail landscape.

On today's podcast episode, we discuss the digital habits across generations: what baby boomers' top digital activity is, Gen X's approach to all things digital, and how much more time Gen Zers actually spend on social media over other generations. Tune in to the discussion with our analyst Paola Flores-Marquez and vice president of research Jennifer Pearson.

In the US, 56% of Gen Z adults prefer to buy from companies that reflect their social values, according to Morning Consult. Gen Z鈥檚 figure is slightly lower than those of other generations, with Gen X at 61% and baby boomers and millennials at 59% each.

Gen Z will make up 20% of the population in the US this year, putting it solidly in line with millennials, Gen X, and baby boomers, per the US Census Bureau. That said, 42% of Gen Zers will still be minors, and as a result their spending power will remain below that of older generations.

Baby boomers make up the largest share of TV viewers, while 25- to 34-year-olds predominate CTV usage. Marketers increasingly plan their buys across these mediums to achieve their targeting goals.

Gen Zers and millennials are more likely than older generations to do their holiday shopping in-person at the mall, whereas Gen Xers and baby boomers are more likely to shop online via retailer websites, per The Harris Poll.

The exceptions, again, were Facebook and baby boomer shoppers. Snapchat beat both TikTok and Instagram in creator-driven shopping. In our survey, 85.6% of social shoppers who said Snapchat content led them to make a purchase also said they had made a purchase because of creator or influencer content.

The CDC identified Facebook鈥攖he most used social media platform among baby boomers鈥攁s a key channel for its Wild to Mild ads, which urged parents to get flu shots for themselves and their kids. Ads were also placed on other online channels and in radio spots.

AI shopping penetration is higher for Gen Z than for millennials (45%), Gen Xers (32%), and baby boomers (22%), per Lily AI. Key stat: On TikTok, encouraging impulse buys often means choosing the right song.

comfortable鈥攁nd 45% are uncomfortable鈥攚ith brands using generative AI (genAI) to create imagery, according to a new report from YouGov. 55% of US consumers are uncomfortable with brands using genAI for creating social media posts, per YouGov's report. 18% of Gen Zers and millennials believe more personalized content experiences will be a benefit from the use of genAI in content creation, compared to 9% of Gen X and Baby

Shooting games are the favorite among Gen Zers, while millennials prefer action/adventure games, and Gen Xers and boomers prefer puzzle or logic games, according to the Collage Group report. Gen Xers and boomers may be more comfortable with digital versions of games they grew up with (like Yahtzee or crossword puzzles) on a device they already understand鈥攖heir phone.

By the numbers: Over 2 in 3 Gen Zers in committed relationships have carried out 鈥渇inancial infidelity,鈥� versus 54% of millennials, 33% of Gen Xers, and 30% of baby boomers. Of Gen Zers who live with their partners, 63% believe financial infidelity is at least 鈥渁s bad鈥� as other types of infidelity. But financial infidelity shouldn鈥檛 be confused with financial autonomy.

The number of Gen Z users will increase 15.5% this year, far outweighing the user growth among millennials (1.8%), Gen Xers (5.6%), and boomers (6.4%). Many Gen Zers flock to BNPL as a financing option because they don鈥檛 yet have credit cards. And a nervousness to acquire credit card debt, driven by high interest rates, is pushing many to put off applying for one.

Gen Z is more likely to trust Google reviews than boomers, and consumers on the whole are more likely to trust a business with many online reviews than one with just a few. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

Millennials were born between 1981 and 1996, Gen Xers between 1965 and 1980, and baby boomers between 1946 and 1964. Digital video is a huge part of Gen Zers鈥� daily lives. Digital video viewer numbers are approaching saturation among Gen Zers: 96.3% watch digital video, increasing to 97.6% by 2028. What and where they鈥檙e watching is likely quite different from their peers in other age groups.

A fifth (20%) of Gen Z shoppers are using AI to discover new products, compared with just 2% of baby boomers, per Salesforce. Trust in genAI search is high: 83% of customers find genAI search is as (or more) trustworthy as organic search, and 85% feel the same about genAI search compared with paid search. GenAI is already having an impact on web traffic.

For example, Gen Zers self-reported skipping out on medical visits at more than twice the rate of Baby boomers, according to a 2024 Assurance IQ and Wakefield Research survey cited by Business Insider. Cost concerns are a primary factor in missed appointments. 43% of Gen Zers don鈥檛 always trust their providers to make the right decision for them, per a recent Monigle report.

That figure worsens among certain age groups: millennials (34%) and Gen X (31%) are most likely to lack emergency savings, while baby boomers (16%) are least likely. What this means for banks: Seventy-three percent of US consumers say inflation is preventing them from saving as much as they should鈥攁nd they likely won鈥檛 experience pricing relief anytime soon.

A) Gen Z B) Millennials C) Gen X D) Boomers. 43% of all shoppers are willing to opt in, but this preference is even stronger among Gen Z (54%), according to an April 2025 Wunderkind report. May 6, 2025. True or false? Mother鈥檚 Day retail spending is expected to increase this year. A) True B) False.

The share of Gen Z consumers who acknowledge that targeted advertising has at least a moderate influence was almost three times bigger than the share of baby boomers who did. How marketers can respond. Advertisers have known for a while that consumers do not necessarily pay mind to their messages.

Baby boomers are more likely than other generations to cite convenience as a top factor, while millennials and Gen Zers prioritize delivery speed more than other age groups. Detailed product descriptions are most helpful for online purchase decisions, followed by high-quality images, video reviews or demos, and styling or usage recommendations.