Gen Z buys 5x more from in-store audio ads than Baby Boomers

Vibenomics, a Mood Media company, released findings on July 2, 2025, revealing significant generational differences in how consumers navigate in-store shopping experiences and respond to advertising formats. The comprehensive study, conducted in partnership with Suzy market research, surveyed 973 consumers aged 18 to 79 across four generational cohorts.

According to the report, 79% of consumers still conduct shopping in physical stores, creating substantial opportunities for targeted in-store advertising strategies. The research demonstrates that digital in-store advertising influences Millennials' purchase decisions at three times the rate of Baby Boomers, while in-store audio significantly impacts Gen Z's buying behavior over five times more than Baby Boomers.

Summary

Who: Vibenomics, a Mood Media company, conducted the research in partnership with Suzy market research, surveying 973 consumers aged 18-79 across four generational cohorts (Gen Z, Millennials, Gen X, Baby Boomers).

What: A comprehensive study revealing how different generations navigate in-store shopping experiences and respond to various advertising formats, including audio, digital displays, printed signage, and product demonstrations.

When: The research was released on July 2, 2025, with data collection covering consumers' recent shopping behaviors and advertising recall across multiple retail categories.

Where: The study focused on in-store shopping behaviors across nine retail categories including grocery stores, convenience stores, drug stores, home improvement stores, and apparel retailers in environments where 79% of purchases still occur.

Why: The research addresses the need for retailers and brands to understand generational differences in shopping behaviors and advertising effectiveness as they develop targeted in-store advertising strategies in an increasingly digital retail landscape.

Generational preferences in retail environments

The study identified distinct shopping patterns across generations. Gen Z shoppers demonstrate the highest preference for immediacy, with 63% citing immediate purchase availability as their primary motivation for in-store shopping. This generation also shows 50% purchasing products in-store as a direct result of hearing audio advertisements, significantly outpacing other age groups.

Millennials prioritize tactile experiences, with 60% shopping in-store specifically for the ability to interact with products in person. According to the research, 74% of Millennials discover new products through in-store browsing, making this generation particularly receptive to point-of-purchase advertising opportunities. The study shows Millennials shopping primarily at grocery stores (96%), drug stores (88%), and apparel/footwear stores (88%).

Gen X consumers demonstrate more traditional shopping behaviors, with 79% conducting in-store purchases regularly. The report indicates 87% of Gen X shoppers discover new products by shopping or browsing in-store, representing the highest percentage across all generations. Their preferred retail channels include grocery stores (94%), dollar/discount stores (87%), and drug stores (88%).

Baby Boomers maintain strong in-store preferences despite digital alternatives

Baby Boomers continue demonstrating loyalty to physical retail, with 74% shopping in-store regularly. The research reveals 82% of Baby Boomers discover new products through in-store browsing, while 53% tend to purchase the same products repeatedly. This generation primarily shops at grocery stores (94%), home improvement stores (87%), and dollar/discount stores (86%).

The study found Baby Boomers place greatest value on printed signage, with 59% recalling noticing such advertisements during recent store visits. In contrast, only 12% of Baby Boomers notice digital displays/screens, compared to 56% of Gen Z shoppers.

Audio advertising effectiveness varies dramatically by generation

The research examined in-store audio advertising effectiveness across generational lines, revealing substantial variations. Among Gen Z respondents who noticed audio advertising, 50% purchased products in-store as a direct result. Millennials showed similar responsiveness, with 60% purchasing products after hearing in-store audio advertisements.

The effectiveness diminishes significantly among older generations. Only 35% of Gen X shoppers and 13% of Baby Boomers who noticed audio advertising subsequently purchased products in-store. These findings suggest retail media networks should tailor audio strategies to younger demographic segments for optimal performance.

Gen Z describes in-store audio advertising as "enjoyable" (78% agreement), "informative" (78% agreement), and "engaging" (50% agreement). Baby Boomers rate these same qualities at 25%, 43%, and 30% respectively, indicating fundamentally different perceptions of audio advertising effectiveness.

Digital signage captures younger attention more effectively

The study reveals significant generational gaps in digital advertising awareness within retail environments. Gen Z and Millennials demonstrate twice the likelihood of noticing digital in-store advertising compared to Baby Boomers. Specifically, 56% of Gen Z and 50% of Millennials recall noticing digital displays/screens during recent shopping trips, compared to only 20% of Gen X and 12% of Baby Boomers.

This digital engagement translates to purchasing behavior differently across generations. According to the research, 51% of Gen Z respondents who noticed digital displays "strongly agree" or "agree" that such advertising influences their purchase decisions. Millennials show 47% agreement, while Gen X drops to 26% and Baby Boomers to 18%.

The findings indicate that seamless, cohesive in-store experiences rank as top priorities for Gen Z and Millennials, while Gen X and Baby Boomers place greater value on retailer loyalty programs with personalized benefits. This suggests different approaches to customer engagement strategies across age demographics.

Shopping behavior patterns reflect generational characteristics

The research identified distinct shopping behavior patterns that correlate with generational preferences. Gen Z shows the highest tendency toward browsing behavior, with 51% preferring to take their time while shopping, compared to 42% of Baby Boomers who favor the same approach.

Product discovery methods vary significantly between generations. Social media and influencer marketing play substantial roles for younger generations, with 44% of Gen Z and 37% of Millennials discovering new products through these channels. Baby Boomers rely more heavily on traditional discovery methods, with only 9% using social media for product discovery.

The study found that 68% of Gen Z consumers discover new products through family and friend recommendations, while Baby Boomers show the highest reliance on this method at 54%. Physical mail remains most effective among Baby Boomers (18%) compared to just 3% of Gen Z shoppers.

Technical implications for in-store advertising strategies

The research provides specific technical guidance for optimizing in-store advertising approaches. Digital signage proves most effective when positioned near high-traffic areas where younger shoppers concentrate. Audio advertising requires careful volume and timing considerations, as Gen Z shows 39% agreement that in-store audio advertising is "clear," compared to 18% among Baby Boomers.

Product sampling and demonstration programs show consistent effectiveness across all generations, with engagement rates ranging from 22% (Baby Boomers) to 45% (Millennials). Branded endcap displays demonstrate particular effectiveness among older generations, with 59% of Baby Boomers and Gen X recalling such advertising formats.

The study indicates that coupon dispensers maintain relevance across generational lines, with recall rates ranging from 16% (Baby Boomers) to 40% (Millennials). This suggests traditional promotional mechanisms retain value within comprehensive in-store advertising strategies.

Cross-platform advertising considerations

According to the research, promotional email effectiveness varies substantially by generation. Baby Boomers show 31% agreement that promotional emails influence their in-store purchase decisions, compared to 48% for Gen Z. This pattern extends to mobile app suggestions, where Gen Z demonstrates 53% agreement versus 19% for Baby Boomers.

The findings suggest that integrating online and in-store advertising approaches requires generation-specific customization. While younger generations respond to digitally-driven campaigns that span multiple touchpoints, older generations prefer more focused, traditional advertising approaches within physical retail environments.

Industry implications for retail media growth

The study's findings align with broader retail media market expansion, where European retail media spending has grown 22.2% year-over-year. The generational insights provide specific guidance for brands investing in in-store advertising technologies.

Marketing professionals can leverage these findings to optimize campaign targeting and creative strategies. The data suggests that brands should allocate digital advertising budgets toward younger demographic segments while maintaining traditional advertising approaches for older consumers.

The research supports arguments for diversified in-store advertising portfolios that accommodate varying generational preferences. Brands operating across multiple retail channels can apply these insights to customize their advertising approaches based on each location's primary demographic composition.

Timeline

• July 2, 2025: Vibenomics releases "2025 In-Store Advertising Report: Generational Shopping Behaviors" revealing significant differences in how generations respond to in-store advertising
• June 17, 2025: Criteo debuts auction-based display ads for retail media flexibility, introducing programmatic bidding to retail environments
• April 21, 2025: IAB Europe reports retail media surge with sponsored products driving 22% growth across European markets
• April 19, 2025: Digital ad revenue hits $259B with retail media networks showing 23% growth as first-party data becomes increasingly valuable
• March 18, 2024: Google's Search Ads 360 integrates retail media capabilities for streamlined campaign management
• July 23, 2024: Amazon expands in-store advertising with digital signage in Whole Foods and Amazon Fresh locations