New research by Uber Advertising on a consumer segment, which it has dubbed “Gen Uber”, has analysed digital behaviours, purchase preferences and advertising engagement of Gen Z and millennials (aged 18-43) in the UK.
The study suggested that Gen Uber are culturally curious, community-oriented and intentional with their time and attention.
According to Uber Advertising, this group makes purchasing decisions digitally, quickly and socially. While they favour fast, tech-driven solutions for everyday needs, they also research across many channels — being 60% more likely to use microblogs and vlogs to inform purchases.
This behaviour spans categories, including consumer goods, retail, electronics and automotive.
The report claimed that 18-43s are 70% more likely to use on-demand services (including for cleaning and online health) each month. Notably, they’re more likely to spend the time saved by prioritising cultural and real-world activities such as sports, travel, fashion events and eating out or going to the cinema with friends and family.
Ad engagement
When choosing brands, trust, loyalty and social currency matter. Nearly half of Gen Uber found it important for brands to display a sense of community and an emotional connection.
Furthermore, this cohort has high engagement with ads, outperforming the general population across channels. They are also more likely to take action after seeing an ad.
“Engaged, constantly moving and culturally driven, Gen Uber isn’t simply a demographic —it’s a mindset,” said Edwin Wong, head of global measurement science at Uber Advertising. “The brands that will truly connect and earn loyalty with Gen Uber will not be those who shout the loudest, but who listen the best.
“This includes leveraging high-attention touchpoints to reach audiences when they’re most focused and open to discovery, and pairing that with dynamic, relevant creative that is tailored to their situation and reflects their values.”
The full research is available here.
