eCommerce Behaviors: Gen Z vs. Millennials: Incl Impact of COVID-19 - US - June 2020
Overview
 
What you need to know
Gen Z and Millennials are two of the largest, most diverse generations and are avid ecommerce shoppers, moving seamlessly between online and offline activities. COVID-19 has escalated online shopping habits across the board. With a recession in full swing, Gen Z and Millennials are becoming more selective about how and where they spend their money. Brands that want to connect with these consumers need to meet their expectations of an inclusive, tech-first, and value-driven shopping experience. As explored in this Report, both generations are driven by experiences, technology, and value, which play out differently depending on their lifestage.

Key issues covered in this Report
●	The impact of COVID-19 on the online shopping behaviors of Gen Z and Millennials.
●	The effect unemployment and limited discretionary funds as a result of the recession will have on each generation’s online spend.
●	Current online shopping behaviors and preferences of Gen Z and Millennials.
●	Key elements of ecommerce shopping.

This Report was written June - July, 2020.

Definition
This Report focuses on how Millennials and Gen Z are shopping online, including shopping motivations and expectations from brands, as well as what retailers can do to improve the online shopping experience for these consumers in the future. This Report is a combination of Millennial Online Shopping Habits – US, June 2019 and Gen Z Online Shopping Habits – US, May 2019.

Millennials
Mintel categorizes Americans born between 1977 and 1994 as Millennials. In 2020, Millennials are between the ages of 26 and 43.

●	Younger Millennials were born between 1987 and 1994. In 2020, Younger Millennials are between the ages of 26 and 33.
●	Older Millennials were born between 1977 and1986. In 2020, Older Millennials are between the ages of 34 and 43.

Gen Z
Generation Z is defined as the generation born between 1995 and 2007. In 2020, Generation Z is aged 13-25.

●	Younger Gen Z were born between 2003 and 2007. In 2020, Younger Gen Z are currently teenagers, between the ages of 13 and 17.
●	Older Gen Z were born between 1995 and 2002. In 2020, Older (adult) Gen Z are between the ages of 18 and 25.