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UK Digital Habits by Generation

How Different Age Groups Behave and How to Reach Them

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.


  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


Exportable files for easy reading, analysis and sharing.


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


    Bill Fisher


    Jade Appel
    Associate Forecasting Analyst
    Zach Goldner
    Junior Forecasting Analyst
    Angela Kim
    Senior Researcher
    Rini Mukhopadhyay
    Forecasting Analyst
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