The data: 30% of Gen Zers and millennials use telehealth for healthcare visits compared with 20% of Gen Xers and just 6% of baby boomers, per a PYMNTS survey of 2,021 US consumers in April 2025.

• Gen Z stood out with high telehealth usage for urgent-care at 27%, while all other generations stayed below 18%.
• Gen Z also reported the highest rate of mental telehealth visits at 22%, just ahead of millennials at 20%, followed by Gen X at 12% and boomers at 5%.
• Only 38% of Gen Zers used telehealth for primary care, while usage surpassed half among boomers (57%) and Gen Xers (52%).
• Use of telehealth for specialists was highest among boomers at 27% compared with only 1% of Gen Z and 6% of millennials.

Gen Z and millennials’ tech preferences extend into other digital health tools. More than 75% use at least one digital health tool (e.g. health trackers, medication management platforms, patient portals, or online scheduling), according to PYMNTS.

Why it matters: Most Gen Z and millennials now rely on digital healthcare more than traditional in-person medical services.

• Gen Z averages 63 digital healthcare activities, such as tracking health data or using virtual therapy every month, more than any other age group, per PYMTS Intelligence.
• 60% of 18- to 34-year-olds get their prescription drugs at online stores, compared with just 14% of consumers 65+, per M3 MI’s Consumer Health study.

Gen Zers are more skeptical of traditional care. While 57% of Gen Zers still trust primary care physicians, that’s significantly less than 85% of boomers, per PwC’s 2025 US Healthcare Consumer Insights Survey.

Implications for marketers: Gen Z and millennials expect healthcare to work the same way their favorite digital services do—fast, seamless, and mobile-first. Their use of telehealth and online tools signal a shift toward self-directed care and higher expectations for convenience. However, their lower trust in traditional providers means brands need to work to establish credibility in digital spaces.

What marketers should do:

• Make healthcare easy to access. Offer simple scheduling, telehealth visits, online refills, and app-based services that work much like familiar retail digital experiences.
• Help younger cohorts manage their own care. Provide tools like symptom checkers, digital trackers, and clear information that supports their do-it-yourself approach.
• Build trust through peers. Use creators and patient influencers they already trust to deliver relatable messages in the digital channels where they already spend time.
• Create useful video content. Produce short social media videos similar to those on TikTok or Instagram with content that simplifies health topics and educates or engages viewers.