Who spends more online: Gen Z or Baby Boomers?
It depends on where (and on the vertical!) you look.
Insights from EBANX’s Beyond Borders 2026 show that age demographics are reshaping digital spending patterns across regions: while some markets are increasingly driven by consumers aged 45+, others are powered by younger generations.
Take streaming, for example. In Sub-Saharan Africa and Southeast Asia, digital consumption is powered by younger generations. In markets like Nigeria, younger consumers already represent the majority of online spending in fast-growing verticals such as gaming and mobility, signaling strong long-term growth potential as these users move into their peak earning years.
Latin America sits somewhere in between: a more mature and stable digital market, but one that still requires brands to engage multiple generations at once. In Brazil, for example, older demographics already represent a significant share of digital consumption, while younger consumers are setting the pace for future consumption trends.
Meanwhile, in Europe, the U.S., and developed Asian economies, online spending is more concentrated among the 45–65 and 65+ age groups, reflecting more mature digital ecosystems and aging populations.
In short, expanding across markets requires understanding not only how consumers pay, but also who they are, what they buy, and how demographic shifts influence digital demand over time.
For the full analysis (and interactive visuals), made in partnership with World Data Lab, you can access our report (link in the comments).
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