How do consumers actually find the products they need? Today they are learning about products and services through a wide variety of channels and media. Among the most popular are the Web, going to retail stores, TV ads, word of mouth, and online reviews.

Gen Z, Millennials, and Gen X set themselves apart from Boomers through their preference for learning about products through social media and YouTube ads.

Meanwhile, Boomers show a clear preference for learning about products through TV ads and in retail stores. Boomers also favor word of mouth more than any other generation.

But there are also some similarities -- learning about products by searching the internet and through online reviews is popular among all generations.