US Digital Buyers by Demographic 2025

Gen Z Leads Growth, a Generational Brand Loyalty Gap Emerges, and Consumers Cautiously Approach AI

Report by Paola Flores-Marquez  | UPDATED: May 12, 2025
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Table of Contents
Executive Summary
Digital buyer growth is stagnating
Younger Gen Zers are less concerned about economic turmoil but more fickle about product discovery and selection
Consumers want relevant digital ads but are split on how to obtain them
Implications for retailers and brands
Sources
Media Gallery
About This Report
Gen Z will be the fastest-growing group of digital buyers in 2025. In addition, they’re more willing than previous generations to switch brands. So, brands and retailers should focus on enticing them while also retaining existing customers.
Topics
Digital Shoppers & Buyers
Generation Z
Social Commerce
United States
Table of Contents
Executive Summary
Digital buyer growth is stagnating
Younger Gen Zers are less concerned about economic turmoil but more fickle about product discovery and selection
Consumers want relevant digital ads but are split on how to obtain them
Implications for retailers and brands
Sources
Media Gallery

In the next four years, most growth among digital shoppers and buyers will come from Gen Zers as other generations approach saturation. Gen Zers are the most likely to be skeptical of brand names, explore alternatives, and hold brands to high standards.

Key Question: How should brands and retailers develop their ecommerce strategies to reflect consumer behavior?

Pulling Back on DEI Costs Brands Customers, Especially Among Gen Z Adults, (% of US adults who stopped using/purchasing from brands over DEI approaches, by generation and reason, March 2025 )
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Key Stat: Forty percent of Gen Zers have stopped using or purchasing a brand over its reversal of DEI efforts. This demonstrates that younger consumers demand brands be authentic and consistent with any political stance the brand takes.

This report can help you:

  • Develop commerce strategy (retailers and brands)
  • Develop media strategy and allocate budget for campaigns (brands and agencies)

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Table of Contents

  1. Executive Summary
  2. Digital buyer growth is stagnating
  3. Younger Gen Zers are less concerned about economic turmoil but more fickle about product discovery and selection
  1. Consumers want relevant digital ads but are split on how to obtain them
  2. Implications for retailers and brands
  3. Sources
  1. Media Gallery

Charts in This Report

Pulling Back on DEI Costs Brands Customers, Especially Among Gen Z Adults, (% of US adults who stopped using/purchasing from brands over DEI approaches, by generation and reason, March 2025 )Gen Z Will Be the Primary Driver of Digital Buyer Growth (digital buyer % of US population, by generation, 2025-2029)
Trade War Concerns Have Consumers Across Generations Ready to Cut Back Their Spending (% of US consumers who expect trade war-related price hikes* to influence their shopping behavior, by generation, Jan 2025)TikTok Is Gen Z's Leading Social Platform for Researching and Evaluating Brands and Products (% of US Gen Z vs. non-Gen Z shoppers, June 2024)
Gen Zers Are About Twice as Likely to Make Temu or Shein Clothing Purchases as Adults Overall (% of US Gen Z vs. total adult apparel shoppers, March 2024)Consumers Are Overwhelmingly Uncomfortable Sharing Personal Data With AI Shopping Tools (% of US adults, Sep 2024)
QR Code Ads Are Most Likely to Bug Gen Z but Elicit the Strongest Feelings From Millennials (% of US consumers who have noticed ads with QR codes, by generation, March 2025)

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First Published on Apr 30, 2025

authors

Paola Flores-Marquez

Contributors

Suzy Davidkhanian
VP, Content
Vladimir de Leon
Chart Editor
Nikolai Dineros
Na Li
Director, Primary Research
Penelope Lin
Director, Data Visualization
Cindy Liu
Senior Forecasting Analyst
Jennifer Pearson
VP, Research
Carina Perkins
Heather Sprung
Senior Editor
Matt Torpey
Senior Chart Editor