Publications

Understand the Digital Customer Journey Across Generations

Yext's Digital Customer Journey survey reveals how customers from each generation make buying decisions. Use our data to strengthen your marketing programs.

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Yext data revealed that 94% of customers* use search engines, multiple social channels and even AI tools like ChatGPT to research products and services.

With online shoppers engaging brands across more channels than ever before, the customer journey has become increasingly fragmented. So how do you reach your target audience?

In this ebook, we analyze how each generation — Gen Z, Millennials, Gen X, Baby Boomers, and the Silent Generation — navigates the digital customer journey from start to finish.

Download your copy now for insights that'll help you develop a targeted marketing strategy and connect with your ideal customers.

What's Inside:

  • Find out which digital presence elements have the most impact on the decision-making process for each generation - and how reviews fit into the mix

  • See which generations turn to social media vs. search engines to research brands

  • Get insight into who uses (and trusts) AI in the brand research process

Standout Findings

Learn what matters most to each generation and make sure your digital strategy aligns with the preferences of your target customer

  • Gen Z: 51% bypass traditional search engines entirely

  • Millennials: 93% rely on online reviews as a key part of their purchasing decision

  • Gen X: 89% are strongly influenced by search engine results; 83% by brand sites

  • Baby Boomers: 66% say info accuracy is "very important" to decision-making

  • Silent Generation: 100% consider consistent brand info a critical trust signal

Attract, Engage, and Convert Your Ideal Customers

Whether your goal is to engage tech-savvy Gen Z, use reviews to earn Millennial trust, or build brand loyalty with Baby Boomers and beyond - this ebook provides the essential insights and strategies you need to make it happen.

Download the ebook now and start your strategy brainstorm armed with first-hand insight.

*Survey details: The results are from an online survey of 2,312 adults who purchased something online within the past year. The survey was conducted from June 14 to 25, 2024, by Researchscape International on behalf of Yext. Results were weighted by country population, age, and gender. Respondents were from five countries: France, Italy, Germany, the United Kingdom, and the United States.