Younger consumers in the UK continue to drive the digital conversation, but older age groups did some catching up during the pandemic. And these older consumers are attractive to marketers and brands by dint of their disposable income.

The pandemic super-charged digital habits in the UK, particularly among higher-income groups. These people are also in a better place financially as pandemic restrictions lift, but there’s pent-up desire to spend across all income brackets.

Young consumers have led the way in terms of digital habits and consumption through the pandemic, but older age groups have been forced to catch up. Some old habits may die hard in these groups, but the digital future has definitely been hastened.