The couponfollow website has released a new study called “Millennial Shopping Habits.” The study is based on a survey in which more than 1,185 Americans between the ages of 29 and 44 shared shopping habits with researchers. The report has a cryptocurrency section. For example, 53% of US millennials (45% of women and 66% of men) reveal that they currently own cryptography. What other insights are there?
The survey was held in February 2025. 60% of respondents were women, while the rest were men. This study compares the collected data with data for 2022 and 2019 respectively, showing trends and changes in shopping behavior among millennials. Please note that CouponFollow does not compare 2025 data on Crypto's use with each of the previous data.
What will the report reveal?
According to “Millennial Shopping Habits: Trend Report 2025,” AI and cryptocurrencies are increasingly used among millennials. AI is used to help with online shopping, while cryptocurrencies are used as a means of payment and as a savings currency or investment. Almost the same share of millennials uses AI for shopping (54%) and cryptocurrency (53%).
53% of millennials surveyed own digital money, while 7% have not even heard of cryptography. The rest (39%) recognizes the existence of cryptocurrencies, but does not own them. Over 55% of millennials under the age of 40 own the cryptocurrency. Only 45% of millennials between the ages of 39 and 44 are encrypted, but almost a tenth of them don't know what cryptocurrency is.
In terms of gender, male millennials are generally more active in code. Only 66% of male respondents and 45% of female respondents own code. Thirty percent of men know but don't own the code. For women, this number is 45%. For men and women who don't know anything about cryptocurrency, the numbers are 4% and 10% respectively.
read more: Gender imbalances and wage gaps in the crypto sector
Another interesting discovery is how millennials use cryptography. Eight percent of all millennials surveyed (including those who do not own or are unaware of their existence) use crypto as a means of payment “when possible.” Given that only 53% of millennials own crypto, this means that around 15% of crypto owners aged 29-44 use crypto as their payment method whenever possible.
Approximately 20% of millennials who own cryptography do not use it for shopping (11% of all respondents). Almost two-thirds (64%) of millennial crypto owners use crypto to pay from time to time for their goods and services.
Regarding purchase volumes via Crypto, the survey revealed that 62% of millennial owners who made 1-5 retail purchases via Crypto within 12 months purchased via Crypto. Last year, only 4% of Crypto owners bought it from Crypto. As the report shows, 42% of all respondents admitted to buying something and paid in code. At the same time, one in five American millennials purchased more than six times last year, indicating an increase in crypto adoption rates.
Apart from cipher
Apart from the findings on how millennials interact with cryptography as retail buyers, this report presents a variety of strange facts and statistics. For example, a discount from 20% suggests that over half of millennials could be a good reason to rebrand. More than that, millennials increasingly prefer free shipping, free trials and gifts as a form of discounts (compared to the 2022 survey).
Another interesting finding is that in 2025, millennials will be viewing and purchasing products in-store than in 2022 and 2019. However, online shopping remains the leading figure in this generation. Computer use for online shopping is declining. When it comes to browsing products on Amazon, millennials increasingly select products based on Amazon recommendations and top search results. Finally, the report reveals that women rely more frequently on Tiktok than men while searching for shopping recommendations.
Other reports show that crypto millennials
So far, millennials have been a key generation in crypto adoption. A 2021 survey by Bankrate found that millennials are the main driver of crypto adoption because they are more confident in investing in crypto than the average American of other ages. Plus, many cryptocurrency entrepreneurs and groundbreaking developers come from Yen Y. Statistical reports confirm that millennials are the most cryptocurrency integrated generation so far. Statista's findings are based on data collected from several countries in North and South America and Europe.
A survey conducted by Cryptoquant in early 2025 points to different age groups as core groups of Crypto users and inventors. Instead of focusing on millennials, Cryptoquant reveals that the core age group of crypto adoption is people aged 25-34, the youngest millennials, and the oldest members of Gen Z.
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