Gen Z and the so-called Boomer generation differ significantly in various aspects, including the purchase and consumption of certain goods. This is evident when comparing the two generations directly. We will introduce you to items that are daily used or purchased by “Boomers”, which play almost no role for Generation Z.
There are hobbies and habits for which older people, the so-called Boomers (born between 1950 and 1964), spend money every year. However, usage and consumption behavior has changed significantly in recent years.
Generation Z (born between 1995 and 2010) has a completely different purchasing behavior and different interests. This also leads to young people not buying certain things that were still highly valued by Boomers.
Magazine and Newspaper Subscriptions
Printed magazines and newspapers are still an important part of everyday life for Boomers. Many members of Generation Z, on the other hand, have turned away from magazine subscriptions. They see little reason to flip through magazines when there is so much information and entertainment available online and on social media (via yourtango.com).
Interestingly, Boomers are much more cautious with their spending. According to a study by Bango, Boomers typically spend less than 100 euros on subscriptions. In this study, 5,000 US users were asked about their habits: 82% of the surveyed Boomers keep their bills under 100 dollars per month.
Generation Z and also Millennials, on the other hand, spend significantly more and on many more services, especially for music services, movies, and streaming. Magazine subscriptions hold almost no significance for young people anymore.
Landline Phone
In Boomer households, there is almost always a landline phone, and many remember how they had to fight for the only telephone in the house just to make a call. However, young people have completely changed their habits and prefer to use their mobile phones.
There’s a reason experts also call Generation Z the “Mute Generation” because they want to decide when they communicate with someone else. Important matters are often handled via text or voice messages.
Many young people, especially during the COVID-19 pandemic, have simply become accustomed to communicating via text messages. Making a call is done much less frequently when it can be resolved through a message. According to a BBC survey, even one in four 18- to 34-year-olds never answers the phone (via rnd.de).
And by the way, young people also dislike interviews:
Cable Television
While many still find it normal to sit in front of the TV in the evening and watch the news via cable television, media consumption among young people has changed significantly. The magazine Mindshareworld.com reports that television consumption has declined sharply:
- Generation Z reports watching about 47 minutes of television daily.
- Millennials watch about twice as much at 87 minutes.
- And Boomers watch an average of 111 minutes.
In comparison: According to data from 2022, provided to the Metz magazine, television times were considerably higher:
- Members of Generation Z reported spending an average of 1 hour and 42 minutes daily watching television.
- Millennials spend 2 hours and 18 minutes.
- Boomers clock in at 3 hours, and older individuals at 3 hours and 24 minutes.
For all groups, the so-called “usage minutes” with the TV have been declining sharply for years, with Generation Z experiencing the most significant drop.
While Boomers still increasingly rely on cable television, young people prefer streaming services like Netflix or Disney+. While Generation Z turns up its nose at cable television, Boomers continue to use it with satisfaction.
Shopping in Stores
While Boomers enjoy the traditional shopping experience, Generation Z heavily relies on online shopping for convenience and speed.
This, however, leads to entirely new problems: Young people recently explained that they have issues shopping in a physical store. A lack of experience arises when one prefers to shop online or prefers home delivery over visiting the supermarket themselves.
The payment institute Mastercard reports in its own study, published in 2022, that young people prefer online shopping significantly more than older individuals:
- Young people appreciate anonymous shopping, while older individuals are almost entirely uninterested in it.
- Both groups want to support local stores, but the willingness is much more pronounced among older people (62 vs. 46%).
- The older age group (55%) sees a significant advantage in human interaction and personal contact when shopping in stores. Among younger individuals, this aspect has been steadily declining for years (40%).
Part-Time Vacations and Real Estate
The Boomer generation invested many years in real estate or so-called timeshare properties for vacations. This means acquiring the right to use the property for a certain period but not the property itself.
But with the younger Generation Z, more flexible travel options are much more attractive and popular, such as through Airbnb or other travel sites. Additionally, the travel budget within Generation Z is significantly lower than that of the Boomer generation.
It is also interesting to note that the nature of vacations has changed significantly. For example, Getyourguides.press reports:
- Nearly 50% of Generation Z states that they spend a lot of time on social media while on vacation.
- In contrast, Baby Boomers prefer to engage with the culture of the vacation destination (69%) and prefer not to make large plans (75%).
- Additionally, Generation Z has a much greater fear of missing out on things that happen while they are on vacation.
As reported by the website Simon-Kucher, Generation Z primarily seeks flexibility, “maximal experiences at minimal prices.” Owning real estate or making long-term commitments is not as important to them.
Lottery Tickets
In Germany, there are numerous opportunities to play the lottery. However, enthusiasm among young people for lotteries is much more muted than among older generations. A study by Yougov.com reports in the UK:
- 38% of surveyed Boomers buy lottery tickets and actively participate.
- Among Millennials, it is still 18%.
- Only 1% of Generation Z report having played the lottery in the last 12 months.
Interest in lottery tickets has declined sharply across multiple generations.
Generation Z faces two major problems aside from criticism. On one hand, rents are rising, and on the other, they don’t want to take every job to earn money. And that is particularly disapproved of by older generations, who refer to their own life paths: Generation Z is currently facing two major problems, one of which they cannot solve without help.
