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A recent study titled “Millennial Shopping Habits: Trend Report 2025” has shed light on the increasing adoption of cryptocurrencies and artificial intelligence (AI) among U.S. millennials. The survey, conducted in February 2025, gathered insights from 1,185 Americans aged 29 to 44. Key findings include that 53% of millennials now own crypto, with significant differences in usage and awareness across gender and age groups. Below, we delve into the report’s highlights and what they reveal about millennial behavior.

Crypto Ownership Among Millennials

The study found that 53% of U.S. millennials own cryptocurrency, with adoption rates varying by age and gender:

  • Age Groups: Millennials under 40 show a higher ownership rate (over 55%) compared to those aged 39-44 (45%). Additionally, nearly 10% of older millennials are unaware of cryptocurrencies.
  • Gender Differences: Men are more active in crypto than women. 66% of male respondents own crypto, compared to 45% of women. Meanwhile, 30% of men and 45% of women are aware of crypto but do not own any. Interestingly, 10% of women and 4% of men are entirely unaware of cryptocurrency.

How Millennials Use Crypto

Among crypto owners, spending patterns vary significantly. Here’s how millennials utilize their digital assets:

  • 8% of all surveyed millennials (or 15% of crypto owners) use crypto as a payment method “whenever possible.”
  • 64% of crypto owners use it occasionally to pay for goods and services.
  • 20% of crypto owners never use it for shopping.

In terms of purchase volume, 62% of millennial crypto owners made between one and five retail purchases using crypto in the past year, while only 4% made over 10 purchases. Notably, 42% of all respondents have used crypto for at least one purchase.

Trends in Millennial Shopping Behavior

Beyond cryptocurrency, the report highlights several other shopping trends among millennials:

  • Discounts Matter: Over half of millennials are willing to switch brands if discounts start at 20%. Free shipping, free trials, and gifts are also highly valued.
  • In-Store Shopping Rebounds: Compared to 2022 and 2019, millennials are browsing and buying goods in-store more often, although online shopping remains dominant.
  • Device Preferences: The use of computers for online shopping is declining as mobile devices become the primary tool for browsing and purchasing.
  • Social Media Influence: Women are increasingly turning to platforms like TikTok for shopping recommendations, while Amazon’s algorithm-driven recommendations play a significant role for all genders.

Millennials and the Broader Crypto Landscape

Millennials continue to be at the forefront of cryptocurrency adoption. Bankrate’s 2021 survey identified millennials as the most confident generation in crypto investments, and many key figures in the crypto industry also hail from this age group. Similarly, a report by Statista confirmed millennials as the most crypto-integrated generation worldwide.

However, a 2025 study by CryptoQuant suggests that the younger segment of millennials (ages 25–34) and the oldest members of Gen Z are now emerging as the core demographic for crypto users and innovators, making up 35% of all crypto investors.

Final Thoughts

The “Millennial Shopping Habits: Trend Report 2025” highlights the growing role of cryptocurrencies in millennial spending habits, with over half of this generation embracing digital assets for payments and investments. As crypto adoption continues to rise, it’s clear that millennials will remain a driving force in shaping the future of the financial and retail sectors.

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