A marketer's guide to reaching each consumer generation

Data Axle surveyed more than 1,000 consumers to outline the distinct shopper personas for Centennials, Millennials, Generation X, and Baby Boomers. Find out the factors that influence their purchase decisions and get actionable strategies on ways to engage shoppers from each generation.

Key findings include:

• More than a third of consumers (36%) have opened separate email accounts solely for brand communication. This number jumps to 58% for Millennials but drops to 26% for Baby Boomers.
• Millennials are more likely than any generation to have made a purchase on Amazon in the past month (79%), followed by Generation X at 69%.
• More than 80% of Centennials and 74% of Millennials say social media influences their shopping, compared to only 58% of Generation X and 41% of Baby Boomers.