According to the results of a recent survey conducted in the United States, most respondents across all age groups preferred to buy products directly in stores. The highest share of in-store buyers was among baby boomers, with 83 percent. On the other hand, the same generation did not seem as interested as others in buying products through companies' apps or social media.
Leading channels to purchase products among consumers in the United States in 2022, by generation
Characteristic
Generation Z
Millennials
Generation X
Baby boomers
In-store
55%
65%
73%
81%
Online retailer (e.g. Amazon.com)
50%
55%
53%
53%
Company website (e.g. Apple.com)
37%
34%
31%
36%
Company's mobile app
22%
20%
24%
9%
Social media app (e.g. Instagram Shop, Facebook Marketplace)
23%
21%
13%
3%
0%20%40%60%80%100%
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The source does not specify the exact date of the survey.
Generation Z: ages 18-24.
Millennials: ages 25-35.
Generation X: ages 35-53.
Baby boomers: ages 55+.
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HubSpot. (July 28, 2022). Leading channels to purchase products among consumers in the United States in 2022, by generation [Graph]. In Statista. Retrieved April 18, 2025, from https://www.statista.com/statistics/1351641/us-leading-products-purchase-channels-for-consumers-by-generation/
HubSpot. "Leading channels to purchase products among consumers in the United States in 2022, by generation." Chart. July 28, 2022. Statista. Accessed April 18, 2025. https://www.statista.com/statistics/1351641/us-leading-products-purchase-channels-for-consumers-by-generation/
HubSpot. (2022). Leading channels to purchase products among consumers in the United States in 2022, by generation. Statista. Statista Inc.. Accessed: April 18, 2025. https://www.statista.com/statistics/1351641/us-leading-products-purchase-channels-for-consumers-by-generation/
HubSpot. "Leading Channels to Purchase Products among Consumers in The United States in 2022, by Generation." Statista, Statista Inc., 28 Jul 2022, https://www.statista.com/statistics/1351641/us-leading-products-purchase-channels-for-consumers-by-generation/
HubSpot, Leading channels to purchase products among consumers in the United States in 2022, by generation Statista, https://www.statista.com/statistics/1351641/us-leading-products-purchase-channels-for-consumers-by-generation/ (last visited April 18, 2025)
Leading channels to purchase products among consumers in the United States in 2022, by generation [Graph], HubSpot, July 28, 2022. [Online]. Available: https://www.statista.com/statistics/1351641/us-leading-products-purchase-channels-for-consumers-by-generation/
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