Executive Summary

Understanding the digital makeup of UK consumers across generational lines can help marketers better plan and execute campaigns. This report ranks the relative “digitalness” of different cohorts and delves deeper into their unique digital habits.

Key Question: Which generations are the most digital right now, and how might the landscape change in the coming years?

KEY STAT: Millennials top every major digital user list in the UK. And while Gen Z is the cohort that’s growing fastest, Gen X remains a digitally significant age group—and has the financial clout to match.