Descriptive analysis according to generational cohorts
| Cohort | N | Statistic | ATT | SN | BI | SAT | SQP | LOY | Frequency (proxy) | Amount spent | Purchased products |
|---|---|---|---|---|---|---|---|---|---|---|---|
| ≤22 (GEN Z)* | 89 | Mean | 4.38 | 2.65 | 3.22 | 5.29 | 5.95 | 5.72 | 4.60 | 7.58 | 3.27 |
| Median | 4.33 | 2.25 | 3.00 | 5.33 | 6.33 | 5.83 | 5.00 | 6.75 | 2.00 | ||
| 20–38 (GEN Y)* | 221 | Mean | 4.25 | 2.68 | 3.31 | 5.23 | 5.76 | 5.63 | 4.36 | 8.35 | 3.67 |
| Median | 4.17 | 2.50 | 3.00 | 5.33 | 6.00 | 5.75 | 4.00 | 7.20 | 3.00 | ||
| 39–54 (GEN X)* | 84 | Mean | 4.65 | 2.96 | 3.43 | 5.35 | 5.64 | 5.72 | 4.61 | 8.51 | 3.75 |
| Median | 4.50 | 2.88 | 3.50 | 5.33 | 6.00 | 5.96 | 5.00 | 7.90 | 3.00 | ||
| ≥55 (Baby boomers)* | 36 | Mean | 4.76 | 3.03 | 3.15 | 5.39 | 5.81 | 5.78 | 4.42 | 7.03 | 2.69 |
| Median | 4.67 | 3.00 | 2.75 | 5.67 | 6.00 | 5.86 | 4.00 | 5.95 | 2.00 | ||
| Total | 430 | Mean | 4.40 | 2.76 | 3.31 | 5.28 | 5.68 | 5.78 | 4.46 | 8.11 | 3.52 |
| Median | 4.33 | 2.50 | 3.00 | 5.33 | 5.83 | 6.00 | 5.00 | 7.05 | 3.00 |
| Cohort | Statistic | ATT | SN | BI | SAT | SQP | LOY | Frequency (proxy) | Amount spent | Purchased products | |
|---|---|---|---|---|---|---|---|---|---|---|---|
| ≤22 (GEN Z)* | 89 | Mean | 4.38 | 2.65 | 3.22 | 5.29 | 5.95 | 5.72 | 4.60 | 7.58 | 3.27 |
| 20–38 (GEN Y)* | 221 | Mean | 4.25 | 2.68 | 3.31 | 5.23 | 5.76 | 5.63 | 4.36 | 8.35 | 3.67 |
| 39–54 (GEN X)* | 84 | Mean | 4.65 | 2.96 | 3.43 | 5.35 | 5.64 | 5.72 | 4.61 | 8.51 | 3.75 |
| ≥55 (Baby boomers)* | 36 | Mean | 4.76 | 3.03 | 3.15 | 5.39 | 5.81 | 5.78 | 4.42 | 7.03 | 2.69 |
| Total | 430 | Mean | 4.40 | 2.76 | 3.31 | 5.28 | 5.68 | 5.78 | 4.46 | 8.11 | 3.52 |
Note(s): *The classification into generational cohorts was based on the reported age and the year of data collection