How Each Generation Shops in 2022

With user interests, marketing channels, and trends constantly changing and evolving, it can be hard to nail down the proper target market for your business. Here’s an overview of how each generation is shopping in 2022.

Gen Z Overview (ages 18-24)

Social media, YouTube ads, and internet search are the top ways Gen Z discover new products.

Instagram, YouTube, and TikTok are the top social media apps among Gen Z.?

33% of Gen Z have bought a product based on an influencer’s recommendation in the past three months, and 28% have bought through an in-app shop.

1 in 2 Gen Zers want companies to take a stance on social issues, specifically racial justice, LGBTQ+ rights, gender inequality, and climate change. When companies advocate for these issues, it has a strong impact on Gen Z purchase decisions.

Millennials Overview (ages 25-35)

Social media, internet search, and YouTube ads are also the top ways Millennials discover new products.

Facebook, YouTube, and Instagram are the top social media apps among Millennials.

28% of Millennials have bought a product through an in-app shop in the past three months and 26% have bought based on an influencer's recommendation.

41% of Millennials want companies to take a stance on social issues, specifically racial justice, income inequality, climate change, affordable healthcare, and LGBTQ+ rights. When companies advocate for these issues, it has a strong impact on Millennial purchase decisions.

Gen X Overview (ages 35-54)

Gen X prefers to discover new products through search, television ads, and in retail stores.

Gen X discovers new products on social media more frequently than any other channel, even though it isn’t preferred.

90% of Gen X use social media - Facebook, YouTube, and Instagram are their favorite apps.

18% of Gen X have bought a product through an in-app shop in the past three months. The same number bought based on an influencer’s recommendation in that period.

35% of Gen Xers say companies should take a stance on social issues, specifically climate change, affordable healthcare, racial justice, and income inequality. 38% say companies shouldn’t engage with social issues, and 26% aren’t sure.

Boomer Overview (ages 55+)

TV ads, internet search, and retail stores are the top ways Boomers discover new products.

Social media falls flat for boomers -? just 17% have discovered a product on it in the past three months, and only 4% have purchased a product on a social app in that time.

About half of boomers say companies should not take a stance on social issues. When it comes to influencing their purchase decisions, social issues simply have no impact on a majority of Boomers.

We hope this data has helped you garner more of an edge in your marketing efforts to find and engage your target audience! If you feel your digital marketing efforts need an overhaul, our team at Intrepid Digital can help!

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