Clothing purchase location by generation Germany 2020

In 2020, 15.4 percent of Gen Z respondents in Germany mainly purchased their clothing online. Among Millennials (Gen Y), this share was slightly higher, at 16.1 percent. Meanwhile, only 10.8 percent of those aged between 40 and 54 years (Gen X) mainly bought their clothing via online shops.The figures are based on a survey conducted in Germany.

Generations in Germany in 2020, by (main) purchase location for clothing

Characteristic	Gen Z (14-24 years)	Gen Y (25-39 years)	Gen X (40-54 years)
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Release date

November 2020

More information

Region

Germany

Survey time period

2020

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Computer-assisted personal interviews (CAPI)

Supplementary notes

The various labels for the generations refer to the birth years of the respondents. Classification differs depending on the source, the most widely used are presented in the statistic.

Generation Z: persons who were 12 to 25 years old at the time of the survey and born between 1996 and 2009.
Generation Y: persons who were 26 to 40 years old at the time of the survey and born between 1981 and 1995. This generation is often referred to as Millennials.
Generation X: persons who were 40 to 54 years old at the time of the survey and born between 1966 to 1980.

As the Verbrauchs- und Medienanalyse (Consumption and media analysis) includes data on the population aged 14 and older, the complete age span of Generation Z cannot be displayed.

Information on total sample:
2020: 23,138 respondents, projection to 70.63 million people

Information on target group "Generation Z (14 to 24 years)":
Projection to 9.15 million people

Information on target group "Generation Y (25 to 39 years)":
Projection to 15.56 million people

Information on target group "Generation X (40 to 54 years)":
Projection to 17.10 million people

Further information on methodology available here.