Today In Data

Today In Data: When Things Aren’t Quite What They Seem

It is easy to get taken in by appearances, which, as the old saying goes, can be deceiving. For example, it can be hard to tell who is financially stable and who is financially struggling, since the consumers most people assume are struggling are actually in some ways model financial citizens. Similarly, while millennials are often considered the generation most likely to waste money for avocado toast, the truth is it depends on their age: Bridge millennials in their 30s and 40s are quite different than their younger counterparts. This age cohort spends more than both Boomers and Generation Xers. They are also more savings-concerned, and more mobile-enabled to find better savings. Little in the world of commerce and payments is exactly as it seems – particularly as everything seems to be evolving into something else.


64 percent: Share of bridge millennials who report buying gas at least once a week.

57 percent: Share of “On the Edge” customers who are able to put away money each month.

43 percent: Share of “On the Edge” customers who live paycheck-to-paycheck.

39 percent: Share of bridge millennials who use gap apps to find the best price.

$830: The amount more an average bridge millennial spends per year when compared to an average Baby Boomer.


Latest Insights: 

The Which Apps Do They Want Study analyzes survey data collected from 1,045 American consumers to learn how they use merchant apps to enhance in-store shopping experiences, and their interest in downloading more in the future. Our research covered consumers’ usage of in-app features like loyalty and rewards offerings and in-store navigation, helping to assess how merchants can design apps to distinguish themselves from competitors.


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