Commentary

Boomers' Last Stand: They're More Likely Than Other Groups To Buy By Email

There is sobering news about the generational response to email: 

Baby Boomers are most likely to buy things via email, and Gen Z is least likely, according to 2022 Digital Consumer Trend by Age Group, a study by CM Group. 

Of the boomers surveyed, 59% have purchased something through an email in the last 12 months. In contrast, 52% of Gen Xers have, 47% of millennials — and 39% of Gen Z. 

Looking at it another way, 51% more boomers than Gen Z buy via email. Either Gen Zers will grow into email, or they will not replace boomers as the latter disappear.

Young consumers are more likely to buy via social media advertising and organic posts: 51% of Gen Z have done so, versus 53% of millennials, 39% of Gen X — and 23% of boomers. 

But buying through SMS is less popular among all cohorts — only 25% of Gen Z say they have done it, along with 29% of millennials, 25% of Gen X and 16% of boomers. 

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Boomers are also the most paranoid about data use — 78% are creeped out when they get ads from brands they don’t know based on location data. But 63% of Gen Z feels the same way.  

And 60% boomers are suspicious when they receive ads on social media sites based on recent shopping experiences on other sites. Only 36% agree with that.  

Whatever the channel, most people like it when their favorite brands treat them like an individual. That includes 79% of boomers, 75% of Gen X, 72% of millennials and 71% of Gen Z. 

And, 84% of boomers like brands that provide a consistent experience regardless of the channel. Other age groups mostly feel the same way — 80% of Gen Xers concur, along with 79% of millennials and 75% of Gen Zers.

Boomers have a lower threshold of aggravation over irrelevant content and offers: 60% have felt frustrated by them. Yet only 40% of Gen Z shares that feeling, along with 45% of millennials and 50% of Gen X. 

Here are some other annoyances:

Communications delivered at the wrong time of day:

  • Gen Z — 24%
  • Millennials — 27% 
  • Gen X — 25% 
  • Boomers — 20%

Messages that didn’t recognize shopping or loyalty card history:

  • Gen Z — 32%
  • Millennials — 32%
  • Gen X — 29%
  • Boomers — 29%

Messaging based on information not shared directly with the brand:

  • Gen Z — 34%
  • Millennials — 33% 
  • Gen X — 35% 
  • Boomers — 39%

Are the generations loyal to brands? They seem to be.

Again, boomers are the  most skeptical: 36% are not loyal to any particular companies. Yet only 22% have switched brands. 

Gen Z and millennials are most likely to switch brands — 37% of each group has dumped a brand, compared to 26% of Gen X. 

The percentages go down for the other groups: 26% of Gen X, 27% of millennials — and 22% of Gen Z.  

What drives loyalty? 

Great products/services:

  • Boomers — 64% 
  • Gen X — 58% 
  • Millennials — 49%
  • Gen Z — 49% 

Treating data with respect:

  • Boomers — 17% 
  • Gen X — 20%
  • Millennials — 25%
  • Gen Z — 22%

Meanwhile, 69% of boomers return to brands with points/rewards. At this, they outpace Gen X (61%), millennials (54%) and Gen Z (49%). 

Boomers love discounts even more:

  • Boomers — 79%
  • Gen X — 68%
  • Millennials — 57% 
  • Gen Z — 53% 

The percentages are identical for contests and sweepstakes. But boomers are least likely to crave recognition:

  • Boomers — 8% 
  • Gen X — 16%
  • Millennials — 20%
  • Gen X — 22%

Personalized product recommendations do not seem to be a major draw, but Gen Z takes the lead:

  • Boomers — 24%
  • Gen X — 26%
  • Millennials — 25%
  • Gen Z — 28% 

Finally, boomers and Gen Xers are least aware that cookies are going away. But to the extent they know about it, they’re glad. 

CM Group surveyed 5,404 consumers across Australia, France, Japan, Spain, the UK, Ireland and the U.S. from November 21 2021 through January 22. The generational data pull was completed in August 2022.

 

 

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