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Millennials outpace other generations in most online health purchases

Article by Rajiv Leventhal  |  Apr 24, 2026
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Millennials outpace other generations in most online health purchases
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Digital Health
United States

The data: 76% of millennials said they’ve bought a health and wellness product or treatment online in the past year—the highest of any generation—per EMARKETER’s January 2026 US Digital Health survey.

Digging into the data: Millennials are more likely than most other generations to have made the following online purchases of many medications or treatments in the past year:

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