55% of Millennials Shop Online Multiple Times a Week

A recent study from performance marketing and identity platform Wunderkind reveals that millennials are a key demographic for online shopping, with 55% reporting they make purchases online two to three times a week, vs. the 46% of total respondents. Wunderkind notes that "their affinity for convenience, coupled with high multi-device ownership, calls for mobile-optimized and seamless omnichannel experiences" from brands looking to connect with this audience.

Wunderkind's 2025 Consumer Insights Report reveals additional demographic insights around the frequency with which consumers shop online, as well as who they are shopping for:

• The gender split is nearly even, with 48% of men and 45% of women saying they shop online two to three times a week.
• 44% of Boomers shop online multiple times a week, while 39% of Gen X do so. These cohorts tend of shop more purposefully and prioritize planned and value-oriented purchases.
• Wunderkind suggests that to increase conversions, brands should use behavioral triggers such as cart abandonment reminders and time-sensitive promotions. Frequent shoppers benefit from tailored deals, while occasional shoppers might need encouragement to make faster purchasing decisions.
• When asked if they're shopping for themselves, family or others, 65% of total respondents said themselves, with a few groups presenting even higher shares: 72% of Gen Z, 67% of millennials and 69% of men are treating themselves.
• The groups most likely to prioritize family or household purchases are women (28%) and Boomers (30%), a reflection of the caregiving roles held by many members of these demographics.
• One potential growth area is around furry friends: While only 5% of overall shoppers are prioritizing shopping for pets, that share increases to 8% among women and 9% for Gen X. Segmented campaigns with tailored messaging focused on pet-related purchases for these segments are one way to drive further engagement.