How Every Era Outlets in 2022 [New Data from Our State of Consumer Trends Report]



With new advertising channels and tendencies consistently popping up, it may be tough to know the place your audience really is.

Not solely do that you must know the place they spend their time, but in addition how they like to buy –- and that largely depends upon their age group.

That will help you decide the place to satisfy audiences the place they’re, we surveyed hundreds of US customers of all generations throughout to study their purchasing habits, media consumption, and the most recent tendencies they’re following.

Whilst you’ll discover much more knowledge in our State of Shopper Developments Report, we wished to provide our readers a deep dive into every generations and the distinctive themes that make them completely different. 

So let’s check out the place and the way every era likes to buy — and what actually impacts their buying choices.

We’ll get began with a fast breakdown of the purchasing habits of every era and name out the most important variations and similarities between them, then dive deeper into every age group.

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 leap to a broader side-by-side have a look at how all generations deal with every stage of product discovery and purchases otherwise. click on right here to leap to our comparability part.

Procuring Habits Overview

Gen Z Overview (ages 18-24)

  • Social media, YouTube advertisements, and web search are the highest methods Gen Z uncover new merchandise
  • Instagram, YouTube, and TikTok are the highest social media apps amongst Gen Z
  • 33% of Gen Z have purchased a product based mostly on an influencer’s suggestion prior to now three months, and 28% have purchased by way of an in-app store
  • 1 in 2 Gen Zers need corporations to take a stance on social points, particularly racial justice, LGBTQ+ rights, gender inequality, and local weather change. When corporations advocate for these points, it has a powerful impression on Gen Z buy choices
  • Adverts on streaming companies beat cable TV for reaching Gen Z. Retail discovery continues to be related, however much less frequent than digital channels

Bounce to our Gen Z deep dive >>

Millennials Overview (ages 25-35)

  • Social media, web search, and YouTube advertisements are additionally the highest methods Millennials uncover new merchandise
  • Fb, YouTube, and Instagram are the highest social media apps amongst Millennials
  • 28% of Millennials have purchased a product by way of an in-app store prior to now three months and 26% have purchased based mostly on an influencer’s suggestion
  • 41% of Millennials need corporations to take a stance on social points, particularly racial justice, earnings inequality, local weather change, reasonably priced healthcare, and LGBTQ+ rights. When corporations advocate for these points, it has a powerful impression on Millennial buy choices
  • Adverts on cable TV beat streaming companies for reaching Millennials by a small margin. Retail discovery continues to be related however much less frequent than digital channels

Bounce to our Millennial deep dive >>

Gen X Overview (ages 35-54)

  • Gen X prefers to find new merchandise by way of search, tv advertisements, and in retail shops
  • Gen X discovers new merchandise on social media extra regularly than every other channel, although it isn’t most popular
  • 90% of Gen X use social media – Fb, YouTube, and Instagram are their favourite apps
  • 18% of Gen X have purchased a product by way of an in-app store prior to now three months. The identical quantity purchased based mostly on an influencer’s suggestion in that interval
  • 35% of Gen Xers say corporations ought to take a stance on social points, particularly local weather change, reasonably priced healthcare, racial justice, and earnings inequality. 38% say corporations shouldn’t interact with social points, and 26% aren’t positive

Bounce to our Gen X deep dive >>

Boomer Overview (ages 55+)

  • TV advertisements, web search, and retail shops are the highest methods Boomers uncover new merchandise
  • Social media falls flat for boomers –  simply 17% have found a product on it prior to now three months, and solely 4% have bought a product on a social app in that point
  • About half of boomers say corporations mustn’t take a stance on social points. In terms of influencing their buy choices, social points merely don’t have any impression on a majority of Boomers.

Bounce to our Child Boomer deep dive >>

A Generational Comparability of At the moment’s Procuring Developments [Side-by-Side Data]

The place Do Customers Uncover Merchandise?

Social media, web search, and Youtube advertisements are key for reaching Gen Z and Millennials, whereas TV, search, and retail are favored by Gen X and Boomers.

where each generation discovers products

So far as social media, Boomers, Millennials, and Gen X all use Fb greater than every other app.

which social media platforms consumer use

In the meantime, Gen Z is all about YouTube, Instagram, and TikTok. Not solely is Gen Z speaking with buddies and being entertained, however they’re additionally discovering (and shopping for) merchandise on social greater than every other era.

which generations bought the most on social media

What Drives Customers to Purchase Merchandise?

In terms of making buy choices, all generations are extremely influenced by worth, high quality, and product critiques. Gen Z, Millennials, and Gen X additionally worth manufacturers which have lively communities round them and a social media presence. Moreover, whether or not a share of the proceeds from their buy will probably be donated to charity is very essential to Gen Z.

what are the most important factors in purchasing

The place Do Customers Wish to Purchase Merchandise?

All generations favor shopping for merchandise in-person at a retailer over every other channel, however this choice decreases considerably with age. Shopping for by way of on-line retailers like Amazon and instantly from an organization’s web site can also be well-liked. Gen Z, Millennials, and Gen X are most excited by shopping for by way of social media and from an organization’s cellular app.

how do consumers in each generation prefer to buy products

When you’re prepared for extra of the insights that you must attain your audience, let’s take a deep dive into the purchasing habits of right now’s customers, in addition to how every era compares, based mostly on knowledge from our 2022 Shopper Developments Survey of over 1,000 customers within the U.S.

Procuring Developments by Era (A Detailed, Knowledge-Pushed Breakdown)

Gen Z Procuring Habits 2022 (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

57% of Gen Z has found new merchandise on social media prior to now three months, and 71% of them say it’s the place they uncover merchandise most frequently. 

gen z product discover channels

Social media can also be the #1 means Gen Z prefers to find new merchandise, based on 38% of these age 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:

gen z social media apps

 

YouTube, Instagram, and TikTok are the highest three platforms by utilization prior to now three months. Over half of Gen Z have used Snapchat and Fb prior to now three months, and 48% have used Twitter.

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

 

TikTok is used most, possible resulting from its give attention to short-form movies and highly effective algorithm, making it arduous to place down.

However TikTok and Instagram are solely probably the most used social media apps amongst Gen Z ladies, whereas males spend way more time on YouTube.most used gen z social apps

Lastly, we requested Gen Z which social media app is their favourite. 

what is Gen Zs favorite social app

Whereas TikTok is used most, Instagram is the favourite social media app amongst Gen Z as an entire. 

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 social media customers desire to find new merchandise, and right here’s what we discovered:

how does gen z prefer to discover new products on social media

Our analysis from earlier this yr exhibits that short-form video and influencer advertising are the highest advertising tendencies of 2022, so the truth that Gen Z is totally embracing these channels to find merchandise isn’t shocking.

41% of Gen Z say they like to find new merchandise on social media by way of short-form movies, and 1 in 4 desire to search out out about merchandise from influencers.

On prime of that, 33% 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 put money into these channels couldn’t be clearer. Did I point out that additionally they have the best ROI of any advertising development? One other highly effective development we recognized in our Social Media Developments 2022 analysis is promoting instantly on social media. 

Contemplating 28% of Gen Z has purchased a product on social media instantly on the app prior to now three months and 29% desire to find new merchandise by way of social media outlets, there’s by no means been a greater time to get began.

gen z activities in the past three months

Our current 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 Adverts Trump Social Media For Reaching Gen Z Males

46% of Gen Z has discovered new merchandise by way of YouTube Adverts prior to now three months, and 56% say it’s the place they uncover merchandise most frequently. 

what channels do gen z discover new products on

On prime of that, 34% of Gen Zers say YouTube advertisements are their most popular strategy to uncover new merchandise.

Total, YouTube Adverts observe social media because the 2nd greatest strategy to attain Gen Z. When you can’t leverage each, right here’s an perception that will help you resolve which to make use of:

Gen Z ladies desire to find new merchandise on social media, whereas discovering merchandise by way of YouTube Adverts is strongly most popular by younger males. 

channels gen z prefers to look for products on

search engine optimization Nonetheless Issues For Gen Z

42% of Gen Z has discovered new merchandise by looking out the online prior to now few months, and 50% say it’s the place they discover merchandise most frequently. 

26% of Gen Z say looking out the web is their most popular means of discovering new merchandise, however how precisely is Gen Z looking out on-line? A whopping 74% of Gen Z use their cellphones most frequently when purchasing on-line, whereas simply 15% use a pc.devices gen z uses most

 

Moreover, 72% of Gen Z use their telephones most frequently when wanting up a query on a search engine.

This implies you have to be optimizing your web site to be mobile-first to supply one of the best expertise to your customers. To be taught extra in regards to the prime search engine optimization methods, try our Internet Visitors & Analytics Report.

Retail Discovery is Much less Frequent, However Nonetheless Related For Gen Z

Whereas 36% 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 #8. 

So Gen Z continues to be visiting retail shops, however they’re discovering merchandise by way of on-line sources way more typically.

Does that imply hope is misplaced for retail? Not fairly. 19% of Gen Z nonetheless say it’s their most popular strategy to uncover new merchandise, behind social media, YouTube advertisements, and looking out the online.

gen z product discovery channels

Adverts on Streaming Companies Beat Cable TV for Gen Z

23% of Gen Z has found new merchandise on movie/TV present streaming companies prior to now three months, and 33% of them say they uncover new merchandise by way of streaming most frequently.

19% of Gen Z have additionally found new merchandise on music streaming companies like Spotify, with 55% of them saying that music streaming is the place they uncover new merchandise most frequently.

Does that imply cable TV advertisements are misplaced on Gen Z? Contemplating lower than 1 in 5 have found a brand new product by way of their tv prior to now three months, it isn’t one of the best channel to achieve these age 18-24 (although nonetheless very related for older age teams).

1 in 2 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 consider in, however does that tenacity for the surroundings and social justice translate to their buy choices? Let’s have a look.

We requested whether or not corporations ought to take a stance on social points, and 50% of Gen Z say they need to, the best of any era. 

does Gen Z think companies should take a stance on social issues

We then requested those that need corporations to take a stance on social points which points are most essential to them. Racial justice was by far the highest challenge for Gen Z (69%), adopted by LGBTQ+ rights (50%), gender inequality (46%), and local weather change (42%).

social issues gen z cares most about

 

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

gen z purchase motives

  • 60% of Gen Z have chosen a product based mostly on it being owned by a small enterprise prior to now three months
  • 50% of Gen Z have chosen a product based mostly on the model’s dedication to range/inclusion prior to now three months
  • 49% of Gen Z have chosen a product based mostly on the model being owned by an individual of colour prior to now three months.
  • 43% of Gen Z have chosen a product based mostly on the model being woman-owned prior to now three months.
  • 30% of Gen Z 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 makes a good portion of Gen Zs extra more likely to buy. We requested all of the Gen Zs in our survey how the next attributes impression their buy choices, if in any respect, utilizing a 5-point scale from a lot much less more likely to more likely. Right here’s what they mentioned: 

gen z more likely to purchase from brands that

Beneath are just some of the components that impression Gen Z buy choices, except for the product itself:

  • Company Belief: 84% of Gen Z say they’re extra possible to purchase from an organization that treats its staff nicely, whereas 83% say they’re extra possible to purchase from an organization that they’ll belief with their knowledge
  • Financial and/or Environmental Impression: 60% of Gen Z say they’re extra possible to purchase from a model actively attempting to scale 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 extra more likely to buy based mostly on a model’s dedication to range/inclusion, whereas 51% say a model advocating for racial justice makes them extra more likely to grow to be a buyer. Moreover, 39% of Gen Z say they’re extra possible 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 components of their buy choices which might be much more essential – let’s have a look.

What Drives Gen Z Buy Choices?

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

what factors are part of gen z purchase decisionsHowever after we ask Gen Z to decide on the three most essential components of their buy resolution, we discover some fascinating insights. Check out the highest 8 most essential components when Gen Z is pressured to decide on simply three of these they contemplate:

gen z purchase considerations

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

Granted, these are nowhere close to the highest components on this group’s buy choices, however for many who contemplate them, they’re vital.

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

How Does Gen Z Want to Buy Merchandise?

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

how does gen z prefer to purchase products

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

23% of Gen Z prefers to purchase by way of social media apps, whereas 22% favor going by way of an organization’s cellular app.

How Does Gen Z Like To Pay?

47% of Gen Z has bought a subscription for a bodily product prior to now three months, the best of any era. 

how does gen z like to pay for products

However after we requested which cost mannequin they like, Gen Z nonetheless largely favors shopping for a product for full worth as wanted.

which payment model does gen Z prefer

And that wraps it up for Gen Z! Now we will discuss their barely older, but noticeably completely different counterparts, Millennials.

Millennial Procuring Habits 2022 (ages 25-34)

Social Media Drives Millennial Product Discovery

50% of Millennials have found new merchandise on social media prior to now three months, and 59% of them say it’s the place they uncover new merchandise most frequently. 

which channels have millennials discovered products on

Social media can also be the first means Millennials desire to find new merchandise, based on 33% of these 25-34.

Just like Gen Z, 90% of Millennials use social media, for a median of 4 hours per day, barely decrease than that of Gen Z.

how many hours do millenials spend online

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 44% have used Snapchat.

the top social media apps of millennials

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

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

social media apps millenials use most

 

We additionally requested Millennials which social media platform is their favourite.

In terms of Millennials’ favourite social media app, Fb stays at #1, however Instagram pulls forward of YouTube.

Now that you realize which platforms Millennials desire to search out new merchandise on, listed below are the codecs they need to see on social media, amongst those that use it.

How Millenials prefer to discover products

Millennials favor feed posts, advertisements, and social media marketplaces when trying to uncover new merchandise.

In addition they flip to influencers and social media outlets to find and purchase issues:

Since Millennials are inclined to favor Fb and Instagram, constructing a presence on these platforms is essential. Establishing a web based store on each platforms and leveraging influencer advertising are among the many highest ROI methods you need to use to get your merchandise seen and purchased.

Millennials Uncover Merchandise By Search Barely Much less Than On Social

Discovering new merchandise by way of looking out the web comes second to discovering them on social media, however simply by a hair.

For starters, search and social are tied at 50% for the highest channel Millennials have found new merchandise on prior to now three months. And 58% of Millennials say they uncover new merchandise most frequently by looking out the web, simply 1% behind social media.

Once we requested what Millennials’ most popular channel for locating new merchandise is, 32% mentioned looking out the web, additionally lagging behind social media by 1%.

So search is a number one channel for product discovery for Millennials, however how are they looking out? 74% use their cellphones most frequently, in comparison with simply 16% who use a pc, highlighting the significance of optimizing your website to be mobile-first.

which of these devices do millenials use most

In terms of on-line purchasing, 68% of Millennials use their telephones most frequently, whereas 22% use a pc.

YouTube Adverts Is the Third-Finest Approach To Attain Millennials, Particularly Males

44% of Millennials have discovered new merchandise on YouTube prior to now three months and 54% say they uncover new merchandise on YouTube probably the most.

which channels do millennials purchase products on

On prime of that, 23% of Millennials say YouTube is their most popular channel for locating new merchandise.

Total, YouTube advertisements are the #3 greatest strategy to attain Millennials, however similar to for Gen Z, in the case of focusing 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 typically. 22% of them say they like discovering new merchandise in retail shops, behind social media, looking out the web, YouTube Adverts, and phrase of mouth.

Cable TV is Barely Higher for Reaching Millennials than Streaming Companies

36% of Millennials have found new merchandise by way of TV/movie streaming companies prior to now three months, and 34% of them say that’s the place they uncover new merchandise most frequently. Moreover, 13% of Millennials say video streaming is how they like to find new merchandise.

where do millenials prefer to find products

 

In terms of cable TV, 34% of millennials have found new merchandise by way of their tv prior to now three months, and 47% of them say that is the place they uncover new merchandise most frequently, comfortably forward of streaming companies. Moreover, 18% of Millennials say cable TV is the place they like to find new merchandise, beating video streaming companies by 5%.

Promoting on music streaming companies can also be a good way to achieve Millennials – 21% of them have found new merchandise by way of music streaming companies prior to now three months. Of that group, 29% say that’s the place they uncover new merchandise most frequently. Total, 11% of Millennials say music streaming is how they like to find new merchandise.

ESG Issues To Millennials

41% of Millennials say corporations ought to take a stance on social points, down from 50% for Gen Z.

do millennials think companies should take stances

We additionally requested Millennials who need to see corporations partaking in advocacy which social points they need to see corporations {that a} stance on most.

Amongst Millennials who need corporations to advocate for social points, 60% need to see manufacturers take a stance on racial justice, adopted by earnings inequality (52%), local weather change (39%), reasonably priced healthcare (37%), and LGBTQ+ rights (36%).

gen z vs. millennial, which issues should companies take a stance on

Whereas racial justice is prime 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 corporations sort out points like earnings inequality, local weather change, and reasonably priced healthcare. 

This could be 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 corporations taking a stand, do these sentiments really have an effect on their buy choices? Identical to with Gen Z, the reply is sure.

millennial product choice preferences

  • 59% of Millennials have chosen a product based mostly on it being made by a small enterprise prior to now three months
  • 49% of Millennials have chosen a product based mostly on the model’s dedication to range/inclusion prior to now three months
  • 47% of Millennials have chosen a product based mostly on the model being woman-owned prior to now three months
  • 42% of Millennials have chosen a product based mostly on the model being owned by an individual of colour prior to now three months
  • 27% of Millennials 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 choices, if in any respect. Right here’s what we discovered:

millennial brand purchase motives

  • 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’ll 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 scale back its environmental impression
  • Excessive DI&B Requirements: 47% of Millennials usually tend to buy from a model dedicated to range/inclusion, whereas 43% say a model advocating for racial justice makes them extra more likely to grow to be a buyer. Moreover, 42% of Millennials say they’re extra possible 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 towards different components of their buy choices.

What Drives Millennial Buy Choices?

Simply as they do for all generations, worth and high quality are the highest components in the case of Millennial buy choices.

millennial purchasing decision impact

Now let’s see which of those are most essential to Millennials by forcing them to decide on simply three of the components they contemplate.

the most important purchasing factors

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 lively group round it, whether or not the model donates to charity, and suggestions from influencers rise. 

Whereas these aren’t even within the prime 8 components in Millennials’ buy choices, amongst those that contemplate them, they’re extremely essential.

How Do Millennials Want to Buy Merchandise?

65% of Millennials desire to purchase merchandise in-store, whereas 55% favor going by way of on-line retailers like Amazon. About 1 in 3 wish to buy instantly from an organization’s web site.

how millennials prefer to purchase

In terms of cellular apps, 21% of Millennials desire buying by way of social media, and 1 in 5 wish to undergo an organization’s cellular app.

How Do Millennials Like To Pay?

44% of Millennials have bought a subscription for a bodily product prior to now three months, barely under Gen Z, however comfortably greater than Gen X and much forward of Boomers.

subscription and physical product purchases

However in the case of the cost mannequin they like, 51% of Millennials say they favor shopping for merchandise at full worth after they want them.

Alternatively, Millennials are the almost certainly of any era to desire buying a product in cost installments (28%) and on a subscription foundation (21%).

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 Procuring Habits 2022 (ages 35-54)

Gen X Prefers to Uncover Merchandise By On-line Search, With Different Channels Shut Behind

One in three Gen X’s say they like to find new merchandise by looking out the web, and 58% say that search is how they uncover new merchandise most frequently – tying with social media because the channel they uncover new merchandise on most regularly. 

Moreover, 40% of Gen X have found new merchandise by way of on-line search prior to now three months, inserting it among the many prime discovery channels.

where gen x discovers new products

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

gen x shopping devices

Two thirds of Gen Xers say they use their cellphones most for on-line purchasing, whereas 21% are on a pc and 9% use a desk most regularly. That is just like what we noticed with Gen Z and Millennials.

However in contrast to these youthful age teams, the place social media is the clear favourite channel for product discovery, Gen X likes to search out gadgets by way of a a lot wider vary of channels, so let’s check out the others which have a significant impression on these age 35-54.

Tv Adverts Are Extremely Related For Gen X

41% of Gen X have found new merchandise by way of TV advertisements prior to now three months, and 55% of them say that TV advertisements are the place they uncover merchandise most frequently, barely behind social media and looking out the online. 

Gen x channel preferences

Moreover, 30% of Gen X say they like to find new merchandise by way of TV advertisements, tying with retail shops for the second hottest channel.

Retail Has the Widest Attain For Gen X, However Digital Channels Are Seen A lot Extra Steadily

Retail is the highest channel Gen X has found new merchandise prior to now three months. However whereas 43% of Gen X discovered a brand new product in a brick and mortar retailer in that interval, in the case of the channels Gen X discovers new merchandise on most frequently, retail is behind digital mediums like social media, web search, TV advertisements, YouTube advertisements, and streaming advertisements.

gen x product discovery channels

Does that imply that retail is being forgotten by Gen X? Not precisely, as a result of 30% of Gen X nonetheless desire to find new merchandise in retail shops, tied at #2 with TV advertisements.

Nevertheless it does sign that Gen X is purchasing on-line extra typically than they go to retail shops, even when they like the latter. Whereas this could possibly 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 nearly whereas retaining in thoughts their affinity for a real-life purchasing expertise.

Gen X Discovers Merchandise On Social Most Usually, Although It Isn’t Most well-liked

Whereas Gen Z and Millennials uncover merchandise most frequently on social – and like it that means – Gen X is a little more conflicted.

Social media is the primary channel Gen X discovers new merchandise on probably the most, based on 58% of these 35-54. However on the similar time, simply 1 in 4 Gen Xers say they like to find new merchandise on social media, coming in at #5 on the record of their favored channels. 

This may be defined by the truth that 90% of Gen X use social media. Whereas 14% spend underneath an hour on it every single day, the remaining common 3 hours and 25 minutes of every day use. So Gen X is utilizing loads of social media and seeing advertisements on it greater than wherever else, however it isn’t the way in which they like to find merchandise. 

how many hours does gen x spend on social

Regardless, 42% of Gen X have found a product on social media prior to now three months. On prime of that, 18% 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.

most commonly used gen x social apps

So Gen X is certainly on Fb and YouTube, whereas somewhat over half are on Instagram, and 38% 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.

gen x favorite social app

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 do uncover new merchandise on social media, amongst those that use it.

where does gen x prefer to find new products

Whereas the present development for promoting to Gen Z and Millennials is “make content material, not advertisements,” Gen X isn’t bothered by being marketed to extra instantly, preferring to see advertisements on social media. However for the reason that development is to make advertisements as pleasant and un-intrusive as attainable, it is 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, 39% of Gen X additionally favor discovering new merchandise by way of social media marketplaces the place purchases occur outdoors 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, 35% of Gen X desire to find new merchandise by way of in-app outlets, the best of any era, however remember that is solely amongst social media customers. 

Up to now three months, 18% of Gen X social media customers 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.

gen x activities

The impression of influencers is one other main level of distinction between Gen X and youthful generations – simply 14% of Gen X desire discovering new merchandise by way of influencers, in comparison with 25% and 28% for Gen Z and Millennials, respectively. However all three of those generations nonetheless look to influencers greater than Boomers.

what portion of generation prefers to discover products on social media

1 in 3 Gen Xers Say Firms Ought to Take a Stance On Social Points

35% of these in Gen X say corporations ought to take a stance on social points, whereas 38% say they shouldn’t, and 26% aren’t positive.

does gen x think companies should take a stance

We additionally requested those that need to see corporations take a stance which social points are most essential for companies to champion, right here’s what they mentioned:

Not like Gen Z and Millennials, for whom racial justice topped the record by a big margin, Gen X is unfold extra evenly amongst their prime points. Whereas Gen X desires to see corporations take a stance on local weather change greater than every other challenge, reasonably priced healthcare, racial justice, and earnings inequality are all equally essential to them.

Now let’s check out whether or not these beliefs really impression Gen X’s buy choices. Amongst all Gen Xers in our survey:

  • 42% of Gen X have chosen a product based mostly on it being made by a small enterprise prior to now three months
  • 36% of Gen X have chosen a product based mostly on it the model’s dedication to range/inclusion prior to now three months
  • 28% of Gen X have chosen a product based mostly on the model being woman-owned prior to now three months
  • 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
  • 21% 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 components are current components in Gen X’s buy choices. We additionally requested all Gen Xers in our survey how the next attributes impression their buy choices if in any respect, utilizing a 5-point scale from a lot much less more likely to more likely.

brands gen x is most likely to purchase from

  • Company Belief: 82% of Gen X usually tend to purchase from an organization that they’ll belief with their knowledge, whereas 81% 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 the identical quantity usually tend to purchase from a enterprise that actively tries to scale back its environmental impression
  • Average DI&B Requirements: 36% of Gen X usually tend to buy from a model dedicated to range/inclusion, and 36% say a model advocating for racial justice makes them extra more likely to grow to be a buyer. Moreover, 32% of Gen X say they’re extra possible to purchase merchandise from manufacturers owned by an individual of colour.
  • Gender and LGBTQ+ Advocacy: 36% of Gen X say manufacturers that advocate for gender equality usually tend to get their purchases, whereas 31% 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 choices, however which different components do they contemplate, and that are most essential? Let’s have a look.

What Drives Gen X’s Buy Choices?

Unsurprisingly, worth and high quality are the highest components in the case of Gen X buy choices.

what drives gen x purchasing decisions

However let’s check out which components Gen X discover most essential when pressured to decide on simply three of these they contemplate of their buy choices.

Whether or not a model has an lively group round it, a model’s dedication to range and inclusion, and whether or not a model donates a portion of its income to charity all rise to the highest. Whereas these are nowhere close to the highest components in Gen X’s buy choices, for many who contemplate them, they’re extremely essential.

How Does Gen X Want to Buy Merchandise?

73% of Gen Xers desire to buy merchandise in-store. 53% favor on-line retailers like Amazon, whereas about 1 in 4 wish to go instantly by way of an organization’s web site, and simply 13% desire to buy merchandise by way of social media apps.

How Does Gen X Wish to Pay?

63% of Gen Xers desire to buy a product for full worth as wanted, whereas 27% favor cost installments, and simply 10% like to make use of a subscription plan.

However on the similar time, 37% of Gen X has bought a subscription plan for a bodily product prior to now three months. 

Now that you realize all about Gen X buy habits in 2022, let’s finish with a deep dive into the purchasing habits of Child Boomers.

Child Boomer Procuring Habits in 2022 (ages 55+)

Cable TV Drives Boomer Product Discovery

Boomers’ purchasing habits stand out probably the most of any era. Whereas Gen X shares some similarities with Gen Z and Millennials by way of regularly purchasing on social media, Boomers are discovering merchandise in their very own means – by way of cable TV advertisements. 

channels baby boomers use

Over half of Boomers have found new merchandise by way of tv commercials prior to now three months, and 62% of them say their TV set is the place they uncover merchandise most frequently. On prime of that, 45% of Boomers say they like to find new merchandise by way of TV, the best of any channel and much above every other era.

Leveraging On-line Search Is Second-Finest For Reaching Boomers

Boomers fall again in step with youthful generations in the case of looking out the web, with 45% of them having found a brand new product by way of on-line search prior to now three months.

59% of those that uncover new merchandise by way of on-line search say it is the channel they discover issues on most frequently, coming in 2nd after TV advertisements. It’s also the 2nd most most popular channel for product discovery amongst Boomers, with 40% of them saying they like to search out gadgets by way of on-line search greater than wherever else. 

So which units are Boomers utilizing most frequently when purchasing on-line? 

boomer shopping devices

Not like all different generations, over half of Boomers use their computer systems most frequently for on-line purchasing, whereas 1 in 4 use their telephones extra regularly.

Boomers Want Retail Procuring Extra Than Any Different Era

44% of Boomers have found new merchandise in retail shops prior to now three months, and 38% of them say that’s the place they discover new gadgets most frequently. Moreover, 37% of Boomers desire discovering new merchandise in on-line shops over every other channel.

boomer shoping channels

Social Media Falls Flat For Boomer Product Discovery

Once we ask Boomers about their most popular strategy to uncover new merchandise, simply 10% say by way 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 prime of that, simply 17% of Boomers have found a product on social media prior to now three months, and solely 4% 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 every day.

hours baby boomers spend on social media

However which apps are they utilizing?

what social media apps have boomerrs used in past 3 months

91% of Boomers who use social media are on Fb, greater than every other era. Over half use YouTube, and about one quarter are on Instagram, Pinterest, and Twitter. 63% of Boomers who use Fb additionally say it is the app they use probably the most, with YouTube coming in second at 21%.

We see the identical image when wanting on the social media apps Boomers contemplate their favourite, with 58% of them selecting Fb, adopted by YouTube at 20%.

boomers favorite social media apps

So you realize the place to search out Boomers on social media, however what sort of content material do they need to see when discovering new merchandise?

Just like Gen X, Boomers are completely content material with being marketed to extra instantly, although the present development of “making content material, not advertisements” well-liked with Gen Z and Millennials is certain to enhance their expertise. 

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

Unsurprisingly, Boomers are the least of any era in discovering new merchandise by way of in-app outlets or by way of influencers, with 13% 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 corporations ought to take a stance on social points, the 2 teams are utterly at odds. Whereas 1 in 2 Gen Zers suppose corporations ought to interact in advocacy, about half of Boomers say they shouldn’t.

many boomers say companies shouldn't take a stance on social media

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

which social issues do boomers want to see companies talk about

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

Remember the above is barely amongst Boomers who need to see corporations take a stance on social points, which is simply 25% of them. For the remaining, social points are both irrelevant or just aren’t one thing they need to hear about when interacting with manufacturers.

product purchase considerations of boomers

  • 20% of Boomers have chosen a product based mostly on it being made by a small enterprise prior to now three months
  • 10% of Boomers have chosen a product based mostly on the model’s dedication to range/inclusion prior to now three months
  • 6% of Boomers have chosen a product based mostly on the model being woman-owned prior to now three months
  • 5% of Boomers 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 resulting from Boomers being averse to corporations taking a stance on social points, or is it as a result of they merely don’t contemplate them of their buy choices?

To search out out, we requested all Boomers in our survey how the next attributes impression their buy choices, if in any respect, utilizing a 5-point scale from a lot much less more likely to more likely.

purchase considerations of boomers

When points associated to identification, from the center to the proper facet of the graph above, Boomers are overwhelmingly more likely to say they don’t have any impression on their buy resolution. A small share of Boomers say they’re extra more likely to buy in the case of identity-related points, whereas an excellent smaller group say they’re much less possible to purchase. 

So it’s a lot much less about whether or not they’re for or towards a sure social trigger – these points are merely simply not a part of their buy choices, with a number of exceptions.

It seems Boomers are overwhelmingly extra possible to purchase from corporations they belief with their knowledge and those who deal with their staff nicely. Boomers are additionally extra possible to purchase from corporations that donate a portion of their income, attempt to scale back their environmental impression, and are small companies, although many additionally say these actions don’t have any impression on their buy choices. 

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

What Drives Boomers’ Buy Choices?

Worth and high quality are probably the most thought-about components in Boomers’ buy choices, far above every other era.

boomer purchasing decisions

However that are an important? Let’s check out what Boomers prioritize when pressured to decide on simply three of the components they contemplate when making purchases:

Right here we see an identical 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 29% of Boomers’ buy choices, simply 6% of them take how a model treats its staff into consideration, although it’s extremely essential for many who do.

How Do Boomers Want to Buy Merchandise?

81% of boomers desire to buy merchandise in-store. 53% favor on-line retailers like Amazon, and one other 36% like to buy instantly from an organization’s web site. Boomers additionally desire utilizing an organization’s cellular app over ordering by telephone or by way of social media.

how boomers prefer to buy products

How Do Boomers Wish to Pay?

Boomers overwhelmingly desire shopping for merchandise at full worth at any time when they want them, based on 86% of these over age 55. 10% of Boomers desire 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:

Assembly Your Targets The place They Are

Now you’ve all the information that you must discover and have interaction your audience! 

Whereas this information has what that you must know proper now, shopper purchasing habits change quickly – that’s why we’ll be working this similar survey each few months and reporting again on any tendencies you want to pay attention to. 

For an total have a look at how common audiences are purchasing, you may as well try this publish on total purchasing tendencies from the identical survey we be aware above.

And for much more knowledge on the important thing shopper tendencies that would impression your advertising technique within the subsequent six months, try our upcoming State of Shopper Developments Report and downloadable PDF.  

Within the meantime, try our most up-to-date analysis report under.

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