Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal at EMARKETER is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

UK Digital Habits by Generation

How Different Age Groups Behave and How to Reach Them

Download
Share
About This Report
Younger consumers in the UK continue to drive the digital conversation, but older age groups did some catching up during the pandemic. And these older consumers are attractive to marketers and brands by dint of their disposable income.
Table of Contents

Executive Summary

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.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  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.

KEY STAT: The pandemic supercharged a lot of digital behaviors. 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.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

13charts

Reliable data in simple displays for presentations and quick decision making.

7expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Understanding the Generational Makeup of the UK
    1. The Biggest Disruptive Trends Across Generations
    2. Acting on the Opportunity: How Best to Reach Your Intended Audiences
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Charts in This Report

    Interviewed for This Report

    Charlie Ashe
    tmwi
    Creative and Client Success Lead
    Interviewed February 7, 2022
    Emre Atalay
    BcnMonetize
    Co-founder and CEO
    Interviewed February 3, 2022
    Kumar Doshi
    Lucid
    Senior Vice President, Marketing
    Interviewed February 8, 2022
    Asher Gordon
    Tug
    Head of Paid Media
    Interviewed February 3, 2022
    Scott Lindsay
    ESW
    Vice President of Marketing, EMEA
    Interviewed February 1, 2022
    Holly Martin
    Incubeta
    Head of Biddable
    Interviewed February 3, 2022
    Darryl Proctor
    Amobee
    Head of Client Success, EMEA
    Interviewed February 8, 2022

    authors

    Bill Fisher

    Contributors

    Jade Appel
    Associate Forecasting Analyst
    Zach Goldner
    Junior Forecasting Analyst
    Angela Kim
    Senior Researcher
    Rini Mukhopadhyay
    Forecasting Analyst
    Already have a subscription?Sign In

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

    Become a Client