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Gen Zers will see a 7-percentage-point jump from 2025 to 2029 (83.3% to 90.3%), compared with a less than 3-percentage-point jump for Gen Xers and less than 1 for baby boomers. Click here to view our full forecast for US digital buyers, by generation. Gen Z far surpasses the total population in social media buyers in 2025 (56.0% versus 36.5%).

Ferrell has widespread appeal across generations鈥攎ost notably with PayPal鈥檚 core customer base of millennials and Gen X. And the sweepstakes can encourage consumers to pay with PayPal more frequently over the next few months for a chance to win the money. (Customers can win up to five times.)

The number of Gen Z users will increase 15.5% this year, outstripping growth among millennials (1.8%), Gen Xers (5.6%), and baby boomers (6.4%), per our forecast. In 2028, Gen Zers will use BNPL services more than any other generation. Click here to view our full forecast for US BNPL service users, by generation. The Gen Z BNPL debt trap has yet to materialize.

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.

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.

In contrast, 36% of Gen Xers ages 55 to 60 intend to cut back. How are people shopping online for fashion? Mobile has surpassed desktop and in-store as UK consumers鈥� preferred fashion shopping method. Four in 10 UK consumers now prefer buying clothes via smartphones, up from 31% in 2024, surpassing in-store (33%) and desktop (26%) as the top channel, per Drapers.

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

By comparison, while Gen Xers and baby boomers will make up smaller shares of overall BNPL users, the percentage of Gen Xers who are users will climb steadily in the coming years. Click here to view our full forecast for US BNPL service users, by generation. The expansion of BNPL into spending categories like travel and healthcare has helped drive growth among older consumers.

Gen Xers in the 45- to 54-year-old range report the highest percentage of online clothing purchases (82.7%), closely followed by 25-to-34s and 35-to-44s (both groups at 79.9%), per our survey with ESW. However, younger consumers lead luxury goods purchases, with 18-to-24s at 25.0% and 25-to-34s at 23.5%. How consumers shop for fashion. Search engines still serve as the primary discovery channel.

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%).

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?

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�.

The biggest generational divide for Google is between Gen Z searchers, 89.8% of whom use the platform, versus 96.4% for Gen X searchers. Amazon鈥檚 biggest gap is an even smaller 4.7 percentage-point divide between millennials (53.9%) and baby boomers (58.6%). Gen Zers like ChatGPT for search, but not as much as they like TikTok.

Gen X are individuals born between 1965 and 1980. Baby boomers are individuals born between 1946 and 1964. Social network usage is growing even as time spent peaks. Social networks are seeing user growth. We expect US social network users to grow 1.7% YoY this year to 236.5 million, while adult social network users will grow 1.9% to 212.8 million.

Baby boomers (51.9%) and Gen Xers (26.7%) primarily see such ads on linear TV. This doesn鈥檛 necessarily mean that healthcare and pharma brands are advertising less on linear TV鈥攂ut rather that younger people are noticing these ads on digital media, where they鈥檙e increasingly spending time. Weight loss drug ads are a prime example of this trend.

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.

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.

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.