Key Insights


America’s youngest adult shoppers are savvy — and setting a new standard for ecommerce. 32% of Generation Z consumers shop online once a day or more, compared to just 7% of Baby Boomers who do the same.


Where do American consumers start their search for products online? The majority still pick Amazon, while Gen X favors search engines. Among Gen Z, 43% start on TikTok — higher than those who start on Google!


Approaches to saving money vary wildly among generations as inflation continues to impact spending. Baby Boomers are 78% more likely than Gen Z to buy items on sale, while Gen Z buys used products more than any other age group.

About the Report


Jungle Scout conducted an anonymous survey between Feb. 8 and Feb. 9, 2023, among 1,000 U.S. consumers about their buying preferences and behaviors. Respondents represented 48 U.S. states, all genders, and ages 18 to 75+, as well as various employment types and income levels.

Respondents were asked questions about their behaviors and spending since the beginning of 2023. Some of the analysis in the report compares responses from this survey to previous consumer trends surveys conducted by Jungle Scout, where data has been collected on a quarterly basis since June 2020.

Using the data

We invite you to explore Jungle Scout’s Q1 2023 Consumer Trends Report and to share, reference, and publish the findings with attribution to “Jungle Scout” and a link to this page.

For more information, specific data requests or media assets, or to reach the report’s authors, please contact us at [email protected].

About Jungle Scout

Jungle Scout is the leading all-in-one platform for ecommerce sellers, supporting more than $50 billion in annual Amazon revenue. Founded in 2015 as the first Amazon product research tool, Jungle Scout today features a full suite of best-in-class business management solutions and powerful market intelligence resources to help entrepreneurs and brands manage their ecommerce businesses. Jungle Scout is headquartered in Austin, Texas, and supports 10 global Amazon marketplaces.

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