Gen Z vs Millennial Shopping Habits: Are Different
Gen Z vs Millennial Shopping Habits - Facts & Statistics
Every generation comes with its shopping preferences. Millennials saw a digital revolution in retail and developed shopping habits that were dissimilar to previous generations. Gen Z grew up in the age of the internet and developed a different approach to brands and consumer goods.
Millennials belong to the years between 1981 and 1996. Gen Z or Zoomers followed them from 1997 to 2012. Both of these generations have similar habits and attitudes toward many things. However, there are a lot of ways in which they differ from one another.
According to Business Insider, Gen Z accounted for 40% of the US consumers in 2020. They would eventually be the largest shopping group in the future. But with that being said, millennials are currently worth over $9 trillion, making them an important demographic for business.
Here are some of the ways millennials and zoomers are similar, and not so similar to one another.
Gen Z Makes More Transactions and Spends More on Average than Millenials
Even though older generations have access to more money, data reveals Gen Z doesn’t shy away from spending. In fact, this generation makes more transactions annually, 358 on average, than any other age group. Millennials are just behind them with 330 transactions on average.
Surprisingly, zoomers also spend more per transaction, $58.30 on average, than millennials who spend $54.91 on average per transaction.
| Annual Consumer Spending Compared Between Millenials and Gen Z |
| Age Group |
Gen Z |
Millennials |
| Average Total Transactions |
358 |
330 |
| Average Spend Per Transactions |
$58.30 |
$54.91 |
| Transactions |
|
|
Gen Z is 2x More Likely to Shop on Mobile than Millennials
Gen Z came of age when smartphones were being used widely. So it’s no surprise that this generation does 32% of transactions through mobile devices. Recent stats suggest that Zoomers are twice more likely to shop from mobile compared to millennials.
Gen Z Trusts Influencers Slightly More than Millennials
When it comes to product recommendations, millennials and zoomers trust similar sources. However, Gen Z tilts slightly more towards influencers than their older counterparts. Likewise, millennials are more impacted by online forums than zoomers.
Gen Z is More Likely to Purchase Skincare and Clothing Due to Influencers
Girls from Gen Z are most likely to purchase clothing and skincare after being persuaded by social media influencers. Men from this age group are convinced to buy clothing and technology. Millennials buy similar products due to influencers but at a slightly lower rate. (SurveyMonkey)
Millennials are More Likely to Boycott Due to Political Views
Surprisingly, zoomers are least likely to boycott a brand if it differs from them in political and social views. 36% of Gen Zers have stopped buying from a brand due to differences in views while 40% of millennials have done the same as well. (SurveyMonkey)
Gen Zers
36% of Gen Zers have stopped buying from a brand due to differences in views
Millennials
40% of millennials stopped buying from a brand due to differences in views
Millennials are more likely to Buy from Brands With Similar Political Views
While 43% of all shoppers say they are more likely to buy products from companies with similar values. Among these, 55% of millennials hold this belief while 47% of Zoomers feel the same. (Valassis)
55%
Millennials 55% shoppers say they are more likely to buy products from companies with similar values
47%
Zoomers 47% shoppers say they are more likely to buy products from companies with similar values
Gen Z is More Likely to Follow Brands on Social Media
61% of Gen Z follows brands they like on social media platforms like Facebook and Instagram. Millennials aren’t far behind either as 53% follow their favorite brands on social media forums. Customers who follow brands on social media are more likely to purchase their products as well. (SurveyMonkey)
Gen Z
61% of Gen Z follows brands they like on social media platforms like Facebook and Instagram.
Millenials
53% Millennials aren’t far behind either as 53% follow their favorite brands on social media
Millennials and Gen Z Prefer Different Social Media Platforms
A survey from October 2021 shows that Millenials and Gen Z have different preferences when it comes to social media. Gen Z is often called the TikTok generation while millennials are still holding on to Facebook.
Both Millennials and Gen Z Desire Fast Delivery
If there’s one thing both millennials and Gen Zers agree on it is fast shipping. A 2019 survey of more than 1000 online shoppers found that both these generations are three times more likely to pay extra for faster delivery.
Millennials are Slightly More Proactive than Gen Z about Discounts
51% of millennial consumers scan receipts with their smartphones to receive cashback and post-purchase points. Gen Z is not far behind with 43% of its consumers adopting the same behaviour.
51% Millennial
43% Gen Z
Conclusion
Gen Z and millennials are often paired together as a single consumer base. While customers belonging to these demographics have similar habits, there are many ways in which they differ. Brands need to note these small dissimilarities if they wish to create a more impactful marketing strategy.
