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UK Digital Habits by Generation

by Asher Gordon | 28.02.2022

How Different Age Groups Behave and How to Reach Them

The pandemic brought older and younger generations closer together in terms of their “digitalness.” However, there are still some sizable gaps in digital behavior. Understanding the differences in these behaviors can help marketers better execute their digital campaigns.


  1. How digital is each generation in the UK?
  2. How do different attitudes across cohorts affect digital behaviors?
  3. How does this inform the ways brands should go about reaching their target markets?

WHAT’S IN THIS REPORT? An exploration of shopping habits, media consumption, and social media use across generations, as well as recommendations for marketers looking to target specific cohorts.

UK Adults Whose Brand Loyalty Has Changed Since the Start of the Coronavirus Pandemic, by Generation, March 2021 (% of respondents in each group)

KEY STAT: The pandemic supercharged a lot of digital behaviours. It also increased Gen Z’s propensity to shift brands, with 6 in 10 respondents in this group reporting a change in brand loyalty. Baby boomers, on the other hand, remained loyal to their preferred brands, with only 2 in 10 changing allegiances since the pandemic began.

Asher Gordon, Head of Paid Media, Interviewed February 3, 2022