D2C shoppers by generation worldwide 2022

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According to findings by Capgemini in 2022, 74 percent of Gen Z shoppers ordered from direct-to-consumer (D2C) brands, more than any other generation. Six in ten Millennials ordered directly from brands, followed by Gen X, with 41 percent of respondents.

Share of consumers ordering from direct-to-consumer (D2C) brands worldwide in 2022, by generation

Characteristic	Share of respondents
-	-
-	-
-	-
-	-

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Release date

January 2023

More information

Region

Worldwide

Survey time period

October and November 2022

Number of respondents

11,300*

Age group

18 years and older

Special properties

shoppers who have ordered directly from brands over the past six months on a one-time or subscription basis

Method of interview

Online survey

Supplementary notes

* Respondent count per generation:
Gen Z: N=992
Millennials: N=3,264
Gen X: N=3,332
Baby boomers: N=3,712
Consumers were surveyed in 11 countries in North America, Europe, and Asia Pacific.

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