How Different Generations Search and Buy Online
Understanding how different generations approach online research and purchasing is crucial for any business looking to reach new customers and grow sales. This is especially important today as AI tools are changing how people research and buy.
In this blog I’ll break down how Baby Boomers, Gen X, Millennials and Gen Z interact with the digital world so your website and digital marketing can better connect, engage, and convert shoppers into buyers. I will unpack the psychology behind each group’s decision-making and how to adjust your marketing to match their buying journey.
Before a customer ever converts on your website, they are sizing you up based on their specific needs. Their age, demographics and psychographics all play a role in defining their needs.
The good news is your website and digital content can be tailored to meet the needs of all four buying groups and improve your online conversions and sales.
Baby Boomers Lead in High-Value Conversions
Born between 1946 and 1964, Baby Boomers have the most purchasing power of any age group. They weren’t raised with digital tech but have adapted very well. They are now avid users of laptops, smartphones, tablets and desktops, especially for researching before they buy.
Boomers see face-to-face relationships as a key to building trust and look for their online experience to match their offline buying experience. They are most comfortable buying when they can connect the two worlds of digital research with offline help and support. They will call your company, want a connection with your team and want to be heard.
What Drives the Online Behavior of Baby Boomers?
Boomers prioritize trust and credibility. They search online but often double-check sources and seek reassurance from reviews, testimonials and offline referrals. Many Boomers still prefer to talk to someone before buying and although they are often forgiving of poorly designed websites, this is changing as they experience better websites and gravitate towards websites that can save them time and build trust.
How Baby Boomers Search
- Make use of Google with full-sentence queries like “best retirement planners near me” and will use Google AI results to fine tune their research.
- Prefer desktop and tablet experiences over mobile and smart phones.
- They wear reading glasses and prefer larger fonts and headlines to guide their digital research.
- Will respond well to email newsletters with valuable content.
- Look for in-depth pages, FAQ sections, and long-form blog posts.
- Use social media and prefer trusted sources and influencers.
Of the four generational buyers Boomers are the most patient researchers. They read thoroughly, value clarity and search for clear benefits. In my book Digital Marketing in the Age of AI, I talk about the importance of user intent and Boomers’ intent is high when they engage with your content. Once trust is built, they convert at a high rate and can easily become a very loyal customer and longterm customer.
Baby Boomers: AI Enhances Trust and Simplifies the Experience
Boomers may not actively seek out AI tools and are more likely to use Google search, but they do benefit from AI-enhanced platforms without always realizing it. Think of personalized email offers, smart product recommendations, Google’s AI Mode and simplified chat support and similar tools. Boomers will gravitate more to AI over time as they come to trust it and rely more on how it saves time and provides quick access to information.
Be ready for Boomers using AI to research by doing the following:
- AI-powered website chatbots help answer pre-purchase questions quickly replacing the need to call. Make sure these chatbots are tested and work well to build trust and confidence with Boomers.
- Voice search on smart speakers is growing among Boomers for local services (“Hey Siri, find a plumber near me”).
- AI-based content (like buying guides or comparison tools) helps Boomers make confident, informed decisions.
Action Items: Include engaging testimonials, accreditations and clearly marked contact options in your digital content. Don’t bury your phone number, contact information or pricing. Use contact page best practices to personalize content, surface trust signals (like reviews), and simplify navigation. Focus on the fundamentals of E.E.A.T. for Google and AI search.
Gen X: Digital Skeptics Turned Strategic Shoppers
Born between 1965 and 1980, Gen Xers are the bridge generation. They were raised in the age of analog and matured into digital making it easy for them to live in both worlds. They are tech-savvy and pragmatic, often managing both kids and aging parents while navigating busy careers. They grew up with AOL, learned to shop on Amazon and now expect seamless online experiences.
Gen X was the first generation of buyers who will buy anything online once they feel confident enough with their decision.
Gen X are highly diverse buyers of just about any product and service you can think of. They buy for their kids, their parents, other family members and friends. They are very likely to research all their purchases online and although they prefer to buy online, they will also be comfortable making direct contact with people.
They have high expectations for their digital research and low tolerance for content and websites that don’t meet their needs. More than Boomers, time is a key motivator for Gen X. If your website can save them time, they are more likely to come back and convert. They can become loyal supporters and savvy influencers if their needs are met.
What Drives the Online Behavior of Gen X?
Time savings and efficiency are everything. They expect answers fast and want websites that respect their time. Gen Xers get excited when a brand meets their needs and are likely to share their thoughts motivating others to buy and influencing Boomers to purchase. Social media is the platform of choice for Gen Xers to share their thoughts and it is no surprise they are successful as social media influencers.
How Gen X Searches
- Use mobile and desktop equally, depending on time of day.
- Scan headers, use filters and compare options quickly.
- Engage deeply with video content that explains benefits.
- Frequently bounce between Google search, YouTube and reviews before converting.
In my Vistage talks, I explain how Gen X lives in comparison mode. They’re skeptical so your brand must earn their trust through transparent call-to-actions (CTAs), clear benefit-driven messaging and standout content. Marketing-speak content does not work for Gen X.
Gen X: AI Helps them Compare, Control their Research and Move Fast
Gen Xers love control and efficiency, and AI gives them both. They appreciate tools that cut through the clutter and help them quickly get what they need. They see AI as another digital tool in their research toolkit and will use it extensively if the results are good. Gen X will use AI tools to do the following:
- AI tools that power price comparisons, personalized shopping carts, or custom dashboards fit their mindset.
- They’re more likely to opt in to retargeting or dynamic email content if the messaging is relevant and useful.
- Gen X uses AI-enhanced search, like Google’s Ai Mode or the evolving Search Generative Experience (SGE), to summarize results and speed up research.
Action Items: Focus your AI strategy on streamlining research and offering smarter comparisons for Gen X buyers. Offer value fast. Use comparison charts, quick FAQs, explainer videos, and downloadable guides to help them say “yes” quicker. Use story-driven content and focus on benefits over features using video to showcase your products and services.
Millennials: Value-Driven, Mobile-First, and AI-Open Researchers
Born between 1981 and 1996, Millennials straddle the line between digital pioneers and mobile natives. They were the first to fully embrace online shopping, social reviews and influencer culture, but they’re also deeply skeptical, value-driven, and intentional about where they spend their money. In many ways, Millennials laid the groundwork for how digital marketing works today. They bring a mix of values including the tech savvy of Gen X and the emotional discernment of Gen Z.
How They Research and Buy
Millennials prioritize authenticity, transparency, and convenience. They’re price-conscious but not at the expense of quality or brand values. This generation actively researches across multiple platforms, comparing not only features and prices but also the brand’s mission, ethics, and user-generated content.
They have very little patience for a website that does not immediately provide value and makes it to shop, buy and contact.
They use:
- Google for in-depth product comparison and reviews.
- Websites for value and transactions
- YouTube and Reddit for “real talk” product experiences.
- Social platforms like Instagram and Pinterest for brand discovery.
Unlike Gen Z, they’re less driven by trends and more by practical benefit and community validation. Social proof, especially reviews from peers and influencers they trust, plays a huge role in conversion.
How They Use AI
Millennials are highly open to using AI tools, particularly when they see tangible value. They may not live in ChatGPT like Gen Z, but they’re using AI embedded in tools and platforms they already trust—like Spotify, Amazon, Google Shopping, and even financial planning apps.
AI impacts their journey by:
- Curating smarter recommendations based on past behavior.
- Enhancing shopping experiences through personalized offers, dynamic retargeting, or customer service chatbots.
- Helping with product research using tools like AI-powered Google search summaries, smart comparison tools, and voice assistants.
What sets Millennials apart is that they’re consciously aware AI is involved, and they’re okay with it—as long as it adds value and doesn’t feel creepy or overly invasive.
Action: Use AI to deliver tailored, values-based messaging and helpful content that supports informed decisions. Don’t hard sell, rather help them buy smarter.
Gen Z: The Research-Native, Mobile-First Generation
Born after 1997 to 2012, Gen Zers are digital natives. They live online and conduct most of their buying journey before ever contacting a company. This generation uses Google and TikTok interchangeably. In fact, TikTok is becoming the next-generation search engine for Gen Z.
They are fast becoming key decision-makers in B2B buying and it’s time to pay attention to their needs on your website and in your digital content across multiple channels.
What Drives the Online Behavior of Gen Z?
Gen Z values authenticity, speed, and connection. They are suspicious of overly polished content and prefer real stories, influencers, and peer reviews. This generation loves to self-educate through YouTube, Reddit, and social platforms before entering your funnel.
How They Search
- Use voice search, social search, and Google image search.
- Expect mobile-first experiences with zero friction.
- Prefer user-generated content over branded content.
- Make impulse buys when content matches mood and vibe.
- Look for value and will move to buy when the price is perceived as a great deal.
- A good idea and key insight can come from anyone and they are likely to form quick connections in social media with a variety of influencers.
From my Digital Marketing in the Age of AI book, we know Gen Z interacts with content emotionally first, then logically. They’re not as loyal as Gen Xers—they’ll bounce if the vibe is off or if your website feels “corporate” or lacks connection to their world-view.
Gen Z: AI Drives Instant, Immersive and Emotional Buying
Gen Z expects AI and will look for a connection with the content coming from their AI-powered tools. They grew up with smart algorithms recommending everything from music to skincare, and they’re fully onboard with tools like ChatGPT, TikTok search, and social shopping powered by AI. They will find ways to manipulate and get AI to give them what they want. They will also be the early adopters of interactive AI technology, which is already being used in marketing and will soon be featured on many more websites.
Key impacts:
- Gen Z is likely to engage directly with AI asking tools like ChatGPT what to buy, or how to compare brands.
- They gravitate toward AI-driven curation, like personalized TikTok feeds or AI-recommended product drops on Instagram.
- Gen Z trusts UGC + AI-enhanced content more than corporate messaging. They use AI to validate claims and explore alternatives quickly.
Action Items: Deliver dynamic, authentic, and fast-loading AI-driven content that adapts to Gen Z’s behaviors and platforms. Your brand needs to show personality. Invest in video, micro-content, influencer partnerships, and social proof to attract Gen Z. Consider launching a branded TikTok channel or ambassador program.
Why Generational Marketing Matters for Marketers Today
I emphasize in my Vistage talks that strategy comes before content and design. If you understand how your audience searches and buys, you can align your digital strategy to connect with each generation. You do this through translation of value in a way that works for your key demographics. Your marketing personas must match generational expectations. For example:
| Generation | Search Tool Preferences | Top Influencers | Conversion Drivers |
| Baby Boomers | Google, Email | Experts, Peers | Trust, Reputation, Value |
| Gen X | Google, YouTube | Brands, Peers | Efficiency, Proof, Support |
| Gen Z | TikTok, YouTube, Reddit | Influencers | Authenticity, Speed, Vibes |
When we onboard a new Intuitive Websites client, part of our Four-Step Process is helping them understand which generations drive their sales and how those audiences think, search, and act online. We do this in our persona work with clients that drives our client’s user experiences, content, design, conversion points and more. It also helps us create the sales funnel that will grow your sales.
Target Your Product and Services Based on Generational Needs
What are generational buyers typically “in the market” to buy? Let’s take a look at what each generation is buying.
Gen Z
- Life Stage: Students, early career, possibly living at home or in a first apartment.
- Likely Purchases:
- Tech gadgets (phones, tablets, earbuds)
- Fashion and personal style (clothing, accessories)
- Streaming subscriptions (Spotify, Netflix, etc.)
- First car or car-related expenses
- Skincare and beauty products
- Travel experiences or concert tickets
- Rent/deposit for first apartment
Millennials
- Life Stage: Career-building, home-buying, early relationship stages, parenting young kids.
- Likely Purchases:
- Home or condo (or furnishings for it)
- Childcare and parenting products (strollers, cribs, diapers)
- Life insurance and financial planning services
- Home improvement and appliances
- SUV or family vehicle
- Fitness memberships or wellness subscriptions
- Smart home devices (security systems, thermostats, etc.)
Gen X
- Life Stage: Peak career years, managing teens, aging parents.
- Likely Purchases:
- College tuition or savings plans
- Retirement planning services
- Larger homes or vacation property
- Health and wellness treatments
- Upgraded vehicle (luxury or electric)
- Travel (family or couples trips)
- Home renovations (kitchen, bathrooms)
Boomers
- Life Stage: Retirement or semi-retirement, legacy planning.
- Likely Purchases:
- Downsized home or retirement community spot
- Cruises or guided travel experiences
- Medical devices or health-related upgrades
- Estate planning services
- Gifts for grandchildren
- Home services (lawn care, maintenance help)
- Hobbies and leisure gear (golf, tennis, gardening, crafts)
AI Is Changing Buying Expectation
Across all generations, AI is:
- Shortening research time.
- Increasing personalization expectations.
- Making content relevance the key to conversions.
- Giving researchers less options and a higher focus on direct value.
I write about this extensively in Digital Marketing in the Age of AI; AI doesn’t replace strategy, but it amplifies what already works when targeted correctly. We also cover this in our webinar on AI and search.
Final Thoughts: Tailor Your Marketing to Each Generational Buyer’s Life Story
Great marketing is about meeting people where they are in their life story. Baby Boomers want security. Gen X wants efficiency. Gen Z wants connection. This is what they expect from brands as they research and explore websites and digital content. If you don’t align your content, design, and inbound strategies to the needs of generational buyers, your competition will and you are likely to lose market share.
Many of the buying habits are shared among all generations. Make sure your website and digital content has appeals to multiple generational buyers. We still see many websites focus on one generation and they are missing opportunities with multiple buying groups.
The bottom line is that you must meet the needs of Boomers and Gen X now and be ready for the buying power that is coming soon to Gen Z.
Work to design websites and write digital content that meets the needs of all four generational buying segments. This is why we build persona-driven, intent-matched websites and campaigns. And if you’re not sure where to begin, I’m happy to walk you through it.
If you need help, reach out to the team at Intuitive Websites and we will work with you to develop a strategy and roll out a plan of action.
👉 Schedule a Consult or call me directly at 719-231-6916. Let’s work together to get results.
