Age and gender play a significant role in online shopping, according to the 2025 Consumer Insights Report from Wunderkind, a performance marketing firm.
Still, desktops are still a significant point of access, especially for Boomers, with 82% of the generation still using them for shopping and 81% of male shoppers using them as well. Overall, 74% of consumers still use desktop devices for online shopping. In addition, 46% of consumers report shopping on tablets, with Millennials just above and GenZers just below the average.
As general change proceeds apace, Millennials and Gen Z dominate shopping frequency, with 55% and 48%, respectively, shopping online two to three times a week versus 44% for Boomers.
Most shoppers buy primarily for themselves, a trend most notable among GenZers, at 72%, and male consumers, at 69%. Boomers and women are more likely to shop for family or partners than the average, suggesting that companies should spin marketing messages somewhat differently for them compared to younger and male consumers. In another alignment, shipping fees are the prime cause of e-commerce cart abandonment, especially for Boomers, at 51%, and women, at 47%.
Sales promotions appeal to everyone, but Millennials, at 48%, engage more with loyalty-focused content, while Boomers, at 69%, prefer traditional incentives such as free shipping. GenZers and Millennials respond strongly to inventory alerts, such as low-stock and back-in-stock notifications, at 28% for both groups.
Email is the top messaging channel for older and male shoppers, favored by 59% of Boomers and 41% of men. Meanwhile, younger and mobile-oriented Gen Zers and Millennials prefer text and app notifications.
