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Millennials and Gen Z consumer’s digital marketing and retail expectations, real estate market rising and more consumer insights. A summary of the most relevant consumer behavior research. If you’re trying to keep up with the latest happenings, this is your one-stop-shop. Check out the previous consumer insights roundup here.


Millennials and Gen Z Consumer Insights

  • TotalRetail surveyed 900 U.S. consumers aged 18-64 to find out their digital marketing expectations. Overall, shoppers agree that personalization is desirable, but those aged up to 34 believe it is a requirement. Millennials and Gen Z consumers accept ads as part of browsing online, but they’d rather they were personalized (46.7%). Nearly 40% recall clicking on an ad before making a purchase.


  • “The Future of Unattended Retail”, a study by Pymnts and USA Technologies, has found that millennial and Gen Z consumers would shop for unusual items at unattended channels such as vending machines and kiosks. According to the study, 35% of millennials and 29% of Gen Z would be willing to spend more on non-traditional products offered through those channels. As for categories, 82% said if they would buy health items, and 64% would purchase beauty products from a vending machine or kiosk.


More Insights

  • According to a report by Bloomberg, the real estate market has experienced a recent surge it hasn’t seen in years. Home sales increased 34% in January, reaching the highest point for January since 2012, according to a survey by John Burns Real Estate Consulting. Factors contributing to this surge are mainly “consumer confidence, job growth, strength in the stock market and a dip in mortgage rates”, Rick Palacios Jr., director of research for the real estate consulting firm, told


  • A research report on news consumption from the Danish research group AudienceProject has found that 68% of Americans use online news sites on a weekly basis, with 37% calling online their main source of news. However, only 13% of consumers say they are currently paying for news content. That compares to 38% of news consumers in Norway and 20% in Sweden who currently pay for online subscriptions. Moreover, the percentage of Americans paying for online news has fallen by 2% since 2017.


  • A POLITICO/Qualcomm global survey shows that people are worried about how the next-generation wireless technology could worsen privacy issues. In the U.S., only 21% of consumers surveyed would accept lower privacy standards in exchange for super-fast speeds. But consumers in China (64%), India (64%) and Brazil (61%) expressed much greater enthusiasm towards 5G.





Janet has worked as editor and translator since 2013. After graduating with honors when receiving her Bachelor's Degree in English literature, she began working as a book reviewer for Expansión, the leading business magazine in Mexico. She has also worked as editor of young adult literature for publishing houses like Planeta and Penguin, and she's the author of a book of short stories. She's in the process of getting her MA in English at McGill University. Her interests include arts, good food, and her 8 pets.

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