Consumers born between 1980 and 1994 are most likely to buy online. 74% of Generation Z U.S. residents shopped in-store in 2021 whereas 73% shopped online. Shoppers born between 1995 and 2003 are second-most prone to shop online after Millennials. Consumers born between 1995 and are the most likely to shop hybrid, an equal mix of in-store and online. Compared to all buyers, 14.3% more Millennials shop primarily online. Consumers born from 1980 to 1994 (usually termed “Millennials”) are most probably to shop online.

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