First of all, it must be clarified that the term “generation” refers to a group of people born in the same time interval. These groups are often formed to more easily understand how educational experiences, world events, and changes in technology impact the way you view and interact with other people and events.
Today we want to tell you a little about the characteristics of each group and their consumption habits. We have taken these data from: “Social networks study 2023”, “Digital Audio Study” and “Ecommerce Study in Spain 2023”, carried out by IAB Spain.
Baby Boomer (1945 – 1964)
This generation lived through a hard time: the postwar period. Its name refers to the baby boom period, that is, when the birth rate skyrocketed in several Anglo-Saxon countries, especially the United States, Canada and New Zealand, after the end of the Second World War.
These people have lived through the entire period of technological evolution, as well as the rise and development of traditional media. Although they are less dependent on the smartphone, they are increasingly integrating into the world of technology.
83% of the baby boomer population uses social networks, their favorite being Facebook (80%). When consuming audio, 78% choose online radio, 41% stick to offline radio, 23% choose audiobooks and 11% choose print radio. Something that is interesting is that they are not bothered by advertising and 80% prefer to listen to advertising rather than pay a subscription.
Regarding online purchases, this generation opts for hybrid purchases (on and offline), although most of the time they buy in physical stores.
Generation X (1965 – 1981)
Although the rumors of war had already passed, this generation had a great weight on their shoulders, as they had to continue with the reconstruction of Europe after the war events, during a period in which getting a job was a challenge and the working hours They were long and exhausting.
Like their parents, their favorite social network is Facebook (74%), although they also use other platforms, such as Telegram (36%) and LinkedIn (33%). They tend to consume digital music and podcasts daily, they like online (65%) and offline radio (36%) and 91% are not bothered by advertising in podcasts. Regarding the purchasing modality, they opt for the hybrid model (68%).
Millennials (1982 – 1994)
Despite being a population that was born in analog culture, they are the generation that has experienced digital migration and consider themselves digital natives. This age group grew up at a time when the economic crisis and excessive competition have required them to have greater preparation to obtain a stable job.
Their favorite social networks are Instagram (73%), Facebook (72%), YouTube (71%), Telegram (38%) and LinkedIn (29%). They consume digital audio daily, especially music (77%), online radio (61%) and podcasts (54%).
Like previous generations, they prefer hybrid purchases (68%) and with a biweekly frequency, with smartphones and brand websites being their favorite channels to make them.
Generation Z (1995 – 2010)
This generation is also defined as centennial, for having been born at the turn of the century. A large part of this generation has already gained great prominence in the digital field and eCommerce, having great ease in understanding and managing technology, since they came with a smartphone under their arm.
Their personality is marked by the dizziness that the use of social networks imposes on them, so their attention time is limited. This is why they prefer more dynamic platforms, such as YouTube (78%), TikTok (75%) and Spotify (45%).
They consume a large amount of digital audio, especially music (91%), with an average daily frequency (75%) while in the car, on public transport, walking (75%) and/or exercising (49%). Many are intolerant of advertising and prefer to pay a subscription to avoid interruptions. 65% access podcasts through social networks.
Those who have already joined the world of shopping have a frequency of online purchases between 3 and 4 times a month, accessing them especially through digital channels (60%), which makes them the most active online consumers. Their favorite categories are fashion (85%), entertainment and culture (68%), food (64%), and technology and communication (63%).